1. Marketing Intro

7/26/2019 1. Marketing Intro

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MARKETING


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WHATS MARKETING IS ALL ABOUT

A HUMAN ACTIVITY DIRECTED AT SATISFYINGNEEDS AND WANTS THROUGH EXCHANGEPROCESSES

PHILIP KOTLE

IT IS THE PERFORMANCE OF BUSINESS ACTIVITIESTHAT DIRECT THE FLOW OF GOODS AND SERVICESFROM PRODUCER TO CONSUMERS

AMERICAN MARKETING ASSOCIATION


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MARKETING CONTINUEDIT IS THE PROCES OF

IDENTIFYING CUSTOMER NEEDS

CONCEPTUALISING THOSE NEEDS IN TERMS OF ANORGANISATIONS CAPACITY TO PRODUCE.

CONCEPTUALISING THE CONSEQUENT OUTPUT IN TERMS OFTHE CUSTOMER NEEDS EARLIER IDENTIFIED, AND

COMMUNICATING THAT CONCEPTUALISATION TO THE CUSTOMER

JOHN.A. HOWARDCOLUMBIA UNIVERSITY 1!"


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@There will always be a need forsome selling. But the aim ofmarketing is to make selling

superuous. The aim of marketing isto know and understand thecustomer so well that the product or

service ts him and sells itself.Ideally, marketing should result in a

customer who is ready to buy. All thatshould be needed is to make theproduct or service available.

!eter "rucker


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Needs comprise t'e basic reuirementsfor t'e eistence of life* suc' as food*clot'ing* s'elter* and belongingness. #+ant arises +'en t'e basic needs aresatised.

Needs and Wants


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W#*+ D&3 M$()*%&+ B*&+-ProductOrientation ProductOrientation

SellingOrientation SellingOrientation

CustomerOrientation CustomerOrientation

Most Efficient Production &DistributionSellers Market

Satisfies Customers Needsand Wants

Total Qualit

Ne!EraOrientation Ne!EraOrientation "enefits to Customers# Plus$irms Em%loees#Sareolders# and Communities'

Marketing as a Sales $unction"uers Market


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Evolution of Marketing

Manufacturing +as given importance.

-roduct features +ere not a priority as it +asbelieved t'at customers +ere concerned onlyabout t'e availability of t'e product.

Production Era(rom /0t' century to t'elate /123s) 4


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5ontd6

Sales Era(rom t'e late /123s to mid /173s)4

elling t'eir products using advertising*

promotion and distribution strategies.


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5ontd6

5ompanies c'anged t'eir approac' from aselling perspective to a marketing approac'.

$nstead of merely selling t'eir products*companies began to understand t'e needs oft'e customer and attempt to satisfy t'em.

Marketing Era(rom mid /173son+ards) 4


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1. Marketing Intro

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