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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