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Presented By Suraj

Sandeep

Kiran

AslamAarati

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Introduction -

Marketing involves the handling &

transportation of the goods from the production

to the point of consumption.

Marketing is an economic process by means of

which goods & services are exchanged & theirvalues determined in terms of money prices.

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Marketing is beginning & end of allbusiness activities.

- Philip KotlerMarketing is that phase of businessactivity through which human wants aresatisfied by the exchange of goods &

services. - Pyle J. E.Marketing is delivery of standard of

living to a society. - Paul Masur.

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Core Concepts of Marketing

Needs,Wants &demands

Products

Value ofexchange

Transaction

Market

CustomerSatisfaction

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Need

Needs is one of basic element of the marketing

to satisfy the customers.

Basic needs include the food, cloth & shelter.

Needs are not by the marketer but they are

inner feeling of an individual and theunseparable of human biology.

Eg. A needs the water.

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Wants

Wants are desire for satisfying needs.

Eg. A want the Coca-Cola, Pepsi.

Generally, human wants are shaped by the

social forces & institutions.

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Demands

Demand = Desire + Ability to pay + willingness to

buy Demands are want s for the specific products.

Wants become demand when supported by

purchasing power. So the marketer is always interested to know

the purchasing power of the people.

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People satisfy their needs & wants with the goods &

services.

According to Philip Kotler, anything that can be offeredto satisfy a need or want.

A product is the set of the tangible & intangible

attributes.

Tangible & Intangible

Consumer will favour those products that offer most

quality performance or innovative features.

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It is tendency of the people that they select &

purchase the product which will give them more

satisfaction.

Marketing cost is not only the consideration in

selecting & purchasing the product but also customer

value & want satisfaction are very important .

Therefore, each & every product is valued in terms

of its customer value.

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Marketing is the exchange of the goods & services to

satisfy human needs & wants.

Exchange

Exchange means obtaining a desired product from

someone by offering something in return. So

exchange is the social concept of the marketing

through which people satisfy their needs & wants.

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There are two types of the transaction

Monetary offered by cash or credit

Barter offered in lie of other product

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Market is the centre around which the marketing activities are

undertaken.

It refers the place where goods & services are exchanged. Thus the market is any place where buyer & sellers are meet

personally to enter in to dealings after personal inspection of

goods.

Market can be classified in different ways & on different

criteria such as geographic, economic, business, goods,

regulation, transaction etc.

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Product Approach

Functional Approach Sales Approach

Societal Approach

Relational Approach

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In Product approach a particular product

is selected & then the detailed study is made

regarding the various sources of its supply,

quality of the product, its uses &

characteristics, actual buyers & consumers. It also includes Classification, gradation,

packaging, brand & finance risk bearing.

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Under this approach marketing functions

right from production of goods & services up

to their reaching the hands of consumers.

This approach of marketing splits the

marketing into few functions.

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Sales approach holds the view that the

consumers will not buy the product of

organization unless the organization

undertakes large scale selling & promotion

efforts.

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Here the entire marketing process is

regarded as a means by which society

meets its own consumption needs.

The focus of the study is on the

interaction between various environmentalfactors. (sociological, cultural, political

legal)

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It focuses on building long term relationships

with the consumers.

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Thank You

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Any Queries Please