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CORE MARKETING CONCEPTS & THEIR

RELEVANCE

Presented By:-Shubham Mandloi

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Core Marketing Concepts1. Needs, Wants, and Demands2. Target Markets, Positioning, and Segmentation3. Offerings and Brands4. Marketing Channels5. Paid, Owned and Earned Media6. Competition7. Impression and Engagement 8. Value and Satisfaction9. Supply Chain10. Marketing Environment

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• Basic humans requirement.

NEEDS

Human also have strong needs for recreation, entertainment and education.

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WANTS1. Specific objects that specify needs.2. Needs become wants when directed to

specific objects that might satisfy the need.

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•Wants for specific products backed by an ability and willingness to pay.

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SEGMENTATION“Market segmentation is a marketing

strategy which involves dividing a broad target market into subsets of consumers,

businesses, or countries who have common needs, interests, and priorities, and then

designing and implementing strategies to target them.”

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TARGET MARKETS

“A target market is a group of customers towards which a business has decided to aim its marketing efforts and ultimately

its merchandise.”

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Target market•Which the company would like to serve, and toward which all marketing efforts will be directed

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POSITIONING • The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

“Positioning is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data”

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Value Proposition•Set of benefits that a firm offers to satisfy a customer.

Offerings• Physical form of intangible value proposition.• Combination of products, services and information.

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BRANDS

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MARKETING CHANNELS

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COMMUNICATION CHANNELS

1. Deliver and receive messages from target buyers and include news papers, television, telephone, mail, bill boards.

2. Marketers are increasingly adding dialogue channels such as emails , blogs and toll free numbers to familiar monologue channels such as ads.

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DISTRIBUTION CHANNELS

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SERVICE CHANNELS

The marketers uses service channels that include warehouse, transportation companies, banks and insurance companies to carry out transaction with potential customers.

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PAID OWNED & EARNEDMEDIA

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COMPETITIONCompetition includes all actual and potential rival offerings and substitutes a buyer might consider.

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IMPRESSIONS AND ENGAGEMENT

• Impressions occur when consumers view a communication.

• Engagement is the extent of a customer's attention and active involvement with a communication.

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VALUE1. Value is a central marketing concept which is

primarily a combination of quality, service and price.

2. The buyer chooses the offerings he perceives to deliver the most value which is sum of all tangible and intangible benefits.

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SATISFACTION1. Satisfaction reflects a person’s judgement of a product

perceived performance in relationship to expectations2. If it falls short of expectations customer is

disappointed3. If it matches the expectations customer is satisfied4. If it exceeds customer satisfaction customer is

delighted

21SUPPLY CHAIN

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MARKETING ENVIRONMENT

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TASK ENVIRONMENT

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BROAD ENVIRONMENT

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CONCLUSION

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