BASICS OF BASICS OF MARKETINGMARKETING

Presented by- Sayal i ware

I N T R O D U C T I O NI N T R O D U C T I O N,,D E F I N I T I O N &D E F I N I T I O N &C O R E C O R E C O N C E PT C O N C E PT O FO FM A R K E T I N GM A R K E T I N G

Marketing management focuses on satisfying customer requirements

by identifying needs andwants, and developing products

and services to meet them.

INTRODUCTIONINTRODUCTION

DEFINITIONDEFINITION

“Marketing managementgrowing and keeping customers by

creating, delivering and communicating customer superior

value”.

NEEDS, WANTS AND DEMANDSNEEDS, WANTS AND DEMANDS1. Need: - 1. Need: - A human need is a state of felt deprivation of some basic satisfaction. e.g. people require food, clothing, shelter, safety, belonging & esteems.

-Types of Needs:-Types of Needs:a. Stated needsb. Real needsc. Unstated needsd. Delight needse. Secret needs

2. Wants:-2. Wants:-Wants are the forms taken by human needs has they are shape by culture & individualpersonality people have almost unlimited wants but unlimited resources. People choose product that provide the most value & satisfaction for their money.Example: - a human being needs food but wants the burger, French rice, & soft drink.

Demand:-Demand:-Given with they wants & resources. People demand product with benefits thatthe most value of a satisfaction.

Types of Demand:Types of Demand:a. Negative Demandb. Nonexistent Demandc. Latent Demandd. Declining Demande. Irregular Demand f. Full Demandg. Overfull Demandh. Unwholesome Demand.

ProductsProducts

Products are defined as anything that can be offered to some one

to satisfy a need or want.

Value and SatisfactionValue and Satisfaction

Value:-Value is a central marketing concept. It reflects the sum of perceived tangibleand intangible benefits and costs to customers. It is the relation between cost andbenefit. It is the relation between what we give and what we get. Value increases withquality and services and decreases with price.

Satisfaction:-Satisfaction:- Satisfaction reflects a person’s judgments of a product’s perceivedperformance in relationship to expectations. If performance falls short of expectations,person is dissatisfied and disappointed. If it matches expectations, the customer issatisfied. If it exceeds them, the customer is delighted.

Exchange and TransactionsExchange and Transactions

Exchange is the act of obtaining a desired product from someone

by offering something in return. A transaction involves at least two thing

of value, conditions that are agreed to, a time of agreement and a place

of agreement.

MarketMarketA market consist of all the existing

and potential consumerssharing a particular need or want who might be willing and able to

engage in exchange to satisfy that need or want.

Thus, all the above concepts finally brings us full circle to the

concept of marketing

Any Any Questions?Questions?

Thank YouThank You