mktng. concepts 2
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DEMAND
DEMANDS are wants for
specific products backed by
an ability to pay.When backed by buying
power, WANTS becomes
DEMANDS.
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DEMANG STATES
NEGATIVE DEMAND
Consumers dislike the product and
may even pay a price to avoid it.
NON EXSISTENT DEMAND
Consumers
may be unaware or uninterested aboutthe
roduct.
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IRREGULAR DEMAND Consumerspurchases vary on a seasonal, monthly,weekly, daily or even hourly basis.
FULL DEMAND Consumers areadequately buying all products put intothe marketplace.
OVERFULL DEMAND More
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MARKETING CHANNELS
COMMUNICATION CHANNELS This
enables to deliver and receive messages
from Target Buyers.
Egs: Radio, TV, Magazines, Newspapers,
etc.
Marketing Channels = Marketer +Target Buyers
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DISTRIBUTION CHANNELS This
helps to display or deliver the
physical product or service to the
buyer or user.
Egs: Warehouses, transportation vehicles.
TRADE CHANNELS This includes
Distributors, Wholesalers and
Retailers.
SELLING CHANNELS This includes
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CUSTOMER
CONSUMER
MARKETS
MARKETERS
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MARKET AND TYPES OF MARKET
CONSUMER MARKETS
BUSINESS MARKETS
GLOBAL MARKETSNON-PROFIT AND GOVERNMENTAL
MARKETS
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DIFFERENCE BETWEEN
CONSUMER MARKET
Pg.82 of govindarajan
INDUSTRIAL MARKET
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MARKETINGSELLING It begins with the
needs &preferences of thecustomer.
Its emphasis is onthe provision ofsatisfaction tohim.
Its main thrust isthe need of thebuyers.
It is based on
It starts with
manufacturing aproduct.
Thereafter it turns
attention to howto sell it and earnprofit from thesales.
Its principle thrustis on the need ofthe seller.
It is re-occu ied
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MARK
SELLING Its keynote is that
the Customer isthe King.Whatever isproduced should
be according tohis needs &preferences.
It looks to thelong-terminterests of the
enterprise by
It is based on the
idea that theproducts of theenterprise can besold easily.
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ACTIVITIES UNDER MARKETINGMANAGEMENT
PLANNING (INCLUDING FORECASTING)
ORGANISATION
DIRECTINGCO-ORDINATING
CONTROLLING
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Marketing as a manegerial function
Understanding consumer needs
Environmental scanning and MarketOpportunity analysis
Development of a CompetitiveMarketing Plan & Strategy such that anorganisation is able to satisfy not only
the consumers needs but also achieve
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