4. What Is Marketed?
• Persons
• Properties
• Organizations
• Information
• Ideas
5. Who Markets?
A marketer is someone who seeks a response – attention , a
purchase , a vote , a donation – from another party , called the
prospect
6. Reactive and Proactive Marketing
Proactive marketing is a
form of marketing that
allows for marketers to be
agile, real-time, data-
driven, and adaptable to
the ever-changing space of
what their customers could
be seeking.
7. Reactive and Proactive Marketing
Reactive
marketing is
a marketing
strategy that
takes place
because of
unforeseen
competition.
11. Demand States
Negative :The product might be beneficial but the customer doesn’t want it
Hospitals,Vaccinaions
Nonexistent : Consumers may be unaware of/uninterested in the product,eg-
Foreign language courses
Latent :Consumers may share a strong needthat cannot be satisfiedby an existing
product,eg- Laptops with better battery life
Declining : Consumers begin to buy the product less frequently or not all,eg-
bottled water
Irregular : Consumer purchases vary on a seasonal,monthly,weekly,daily or even
hourly basis,eg-Hotels,Umbrella,
Unwholesome:Consumers may be attracted to products that have undesirable
social consequences,eg- Cigarettes,Alcohol
Full :Consumers are adequately buying all products put into the market place,eg-
Medicines
Overfull :More consumers would like to buy the product that can be satisfied,eg-
wheat,rice
12. Market Offerings – Products, Services
and Experiences
Market offerings are some combination of products, services,
information, or experiences offered to a market to satisfy a
need or want
Marketing myopia is focusing only on existing wants and
losing sight of underlying consumer needs
13. Customer Value and Satisfaction
Customers
• Value and
satisfaction
Marketers
• Set the right level of
expectations
• Not too high or low
14. Market place, Market space and Meta
markets
Market place – Markets of physical
goods
Market space – Digital Shops or
Shopping websites
Meta markets – The combination of
an intangible market such as the
internet, promoting closely related
tangible or intangible products
15. Exchanges and Relationship
Exchange is the act of obtaining a desired object from
someone by offering something in return.
Marketing actions try to create, maintain, grow exchange
relationships.
17. The Production Concept
• It holds that consumers prefer products that are
widely available and inexpensive.
• Product-oriented businesses concentrate on
achieving high production efficiency, low costs and
mass distribution.
• Eg- Ball-point Pens
18. The Product Concept
• It is a process of evolving a product from time to
time and/or providing the best quality product in
order to achieve satisfaction from customer.
• The product concept proposes that consumers
favor products offering the most
quality,performance or innovative features.
• Eg- Apple
19. The Selling Concept
Consumers will not buy enough of the firm’s
products unless it undertakes a large scale
selling and promotion effort.
Eg- Insurance
20. • Marketing concept is knowing the needs and wants of the target
markets and delivering the desired satisfactions better than
competitors do.
• The marketing concept holds that the key to achieving
organizational goals is being more effective than competitor’s in
creating , delivering and communicating superior customer value
to your target markets.
Eg- Dell
The Marketing Concept
21. Holistic Marketing
Holistic marketing concept is based on the development ,
design, and implementation of marketing programs ,
processes and activities that recognize their breadth and
interdependencies.
23. Relationship Marketing
Relationship marketing aims to build mutually satisfying
long-term relationships with key constituents in order to earn
and retain their business.
The ultimate outcome of relationship marketing is a unique
company asset called a marketing network (comprising of
customers,employees,suppliers,distributors,retailers).
24. Relationship Marketing
• Focus on most profitable customers , products and channels ,
firms hope to achieve profitable growth
• Capturing a large share of each consumer’s expenditures by
building high customer loyalty
• Estimate individual customer lifetime value
• Design their market offerings and prices to make a profit over the
customer’s lifetime
25. Integrated Marketing
Integrated marketing occurs when the marketer
devises marketing activities and assembles marketing
programs to create , communicate and deliver value
for consumers such that “the whole is greater than
the sum of its parts. ”
26. Internal Marketing
Internal marketing is the task of hiring,
training and motivating able employees who
want to serve customers well.
Eg.- Passport Seva Kendra
27.
28. Performance Marketing
• Performance marketing requires understanding the
financial and non-financial returns to business and
society from marketing activities and programs.
• Marketers are going beyond sales revenue to examine
the marketing scorecard and interpret what is happening
to market share , customer loss rate, customer
satisfaction , product quality.
• PESTLE effects of marketing activities and programs.
