View
223
Download
0
Category
Preview:
Citation preview
8/7/2019 MM Core Concepts (2)
1/24
Bharat Warlyani Dual-D 2008-10
8/7/2019 MM Core Concepts (2)
2/24
Bharat Warlyani Dual-D 2008-10
Marketing Management is a socialand managerial process by which
individuals or firms obtain what theyneed or want through creating,offering, exchanging products of value with each others.
8/7/2019 MM Core Concepts (2)
3/24
Bharat Warlyani Dual-D 2008-10
CORE CONCEPTS OF
MARKETING:
BUSINESSENTITY
MARKETING
1. NEED/ WANT/ DE MAND 2. PRODUCT (GOODS/ SERVICES)3 VALUE/ COST/ S ATISF ACTION4 EXCH ANGE/ TR ANS ACTION5 RE LATIONSHIP/ NET WORK
CUSTO MER
CUSTO MER
CUSTO MER
(6)
MARKET
7. MARKETERS/ PROSPECTS
8/7/2019 MM Core Concepts (2)
4/24
Bharat Warlyani Dual-D 2008-10
1. NEED/ WANT/ DEMAND :
Need:It is stat e of dep rivation of som e basicsatisfaction.eg .- foo d, clothin g, saf e ty, sh e lte r.
8/7/2019 MM Core Concepts (2)
5/24
Bharat Warlyani Dual-D 2008-10
Want :De sir e for s pe cific satisfi e r of n eed .eg .-Ind ians needs foo d wants pan ee r tikka/ tan doori chick e n.
Am e ricans needs foo d-wants hambur ge r/ Fr e nch fri e s.
8/7/2019 MM Core Concepts (2)
6/24
Bharat Warlyani Dual-D 2008-10
De man d:Want for a s pe cific product back ed up byability an d willingne ss to buy.eg .- Need trans portation.Want car (say , Me rcede s)
but abl e to buy only maruti.Th e r e for e, demand is for maruti.
8/7/2019 MM Core Concepts (2)
7/24
8/7/2019 MM Core Concepts (2)
8/24
Bharat Warlyani Dual-D 2008-10
De man d is influ e nc ed by makin g product APPROPRIATE ATTRACTIVE
APPROACHABLE/ AFFORDABLE AVAILABLE EASILY
8/7/2019 MM Core Concepts (2)
9/24
8/7/2019 MM Core Concepts (2)
10/24
Bharat Warlyani Dual-D 2008-10
2 . PRODUCTS-
GOODS/SERVICES/ PLACE .
Pro duct is anythin g that can satisfy n eed / want.Pro duct com pon e nt- 1. Phy sical Goo d .
2. S ervice .3. I dea .
eg . Fast foo d- bur ge r/ p izza.Physical Goo d - mat e rial e at e n.
S e rvice - purchas e of raw mat e rial/cookin gIde a - s peed of com pute r/p roc e ssin g
pow e r.
8/7/2019 MM Core Concepts (2)
11/24
Bharat Warlyani Dual-D 2008-10
Importanc e of p roduct li e s in a) Ownin g the m (minor)
b) Obtainin g the m (major).
He nc e , pr oducts are reall y a via- mediaf or services .
He nc e, in mark e ting, focus is on p r oviding / satisf y ing service rat her t han p r oviding pr oducts .
8/7/2019 MM Core Concepts (2)
12/24
Bharat Warlyani Dual-D 2008-10
(3) VALUE/ COST/ SATISFACTION
De cision for purchas e ma de bas ed onvalu e / cost satisfaction de live r ed by
product/ off e ring .Pro duct fulfills/ satisfi e s Need / Want.Valu e is products ca pacity to satisfyneed s/ wants as pe r consum e rs
pe rcep tion or e stimation.Each product woul d hav e a cost/ pricee le me nts attach ed to it.
8/7/2019 MM Core Concepts (2)
13/24
Bharat Warlyani Dual-D 2008-10
Eg . Trav e l from city A to city B.
Need to r e ach B ( from A)Me tho d / Pro ducts- Rail/ air/ roa d or train/p lan e .Satisfaction Estimat ed in te rms of tim e le a d &
trav e l comfort.VALUE - Pro ducts ca pacity to satisfy.COST - Pric e of e ach p roduct.
8/7/2019 MM Core Concepts (2)
14/24
Bharat Warlyani Dual-D 2008-10
4 . EXCHANGE/ TRANSACTION :
To satisfy n eed / want , pe op le mayobtain th e product throu gh1. S e lf Pro duction2. By forc e or co e rcion3. B egg ing
4 . Exchan ge
8/7/2019 MM Core Concepts (2)
15/24
Bharat Warlyani Dual-D 2008-10
EXCHA NGE : -
Th e act/ proc e ss of obtainin g a de sir ed productfrom som e on e by off e ring som e thin g in r e turn
For e xchan ge pote ntial to e xist , thefollowin g con d itions must b e fulfilled .1. Th e r e must b e at l e ast two parti e s.2. Each party has som e thin g of valu e for oth e r
party.3. Each party is ca pabl e of communication & de live ry
4 . Each party is fr ee to acc ep t/ r e je ct th e e xchan geoff e r.5. Each party b e lie ve s it is a pp ropriat e to de al with th e
oth e r party.
8/7/2019 MM Core Concepts (2)
16/24
Bharat Warlyani Dual-D 2008-10
TRANSACT ION: -
Ev e nt that ha ppe ns at th e e nd of an e xchan ge .Exchan ge is a proc e ss towar ds an a g r ee me nt.Wh e n a gr ee me nt is r e ach ed, we say that a
transaction has tak e n p lac e .
Ty pe s of Transaction1. Bart e r Syst e m2. Mon e tary Transaction
8/7/2019 MM Core Concepts (2)
17/24
Bharat Warlyani Dual-D 2008-10
For a transaction to tak e p lac e the followin gcon d itions must b e satisfi ed
1. At l e ast two thin gs of valu e .2. Con d ition a g r eed upon.3. Tim e of a g r ee me nt.4 . Plac e of a g r ee me nt.5. May hav e leg al syst e m for com p lianc e .
Proof of transaction is BILL/ INVOICE.
8/7/2019 MM Core Concepts (2)
18/24
Bharat Warlyani Dual-D 2008-10
5. RELATIONSHIP/ NETWORKING :
Re lationshi p mark e ting: -Its a patt e rn of buil d ing lon g te rm
satisfyin g r e lationshi p with custom e rs ,su pp lie rs , d istributors in or de r to r e tainthe ir lon g te rm pe rformanc e s an dbusin e ss.
8/7/2019 MM Core Concepts (2)
19/24
Bharat Warlyani Dual-D 2008-10
Achi e ved throu gh p romis e an d de live ry of 1. hi gh quality
2. goo d s e rvice3. fair p ricing, ov e r a pe riod of tim e .
Outcom e of R e lationshi p Mark e ting is a
MARKET ING NETWORK.
8/7/2019 MM Core Concepts (2)
20/24
8/7/2019 MM Core Concepts (2)
21/24
Bharat Warlyani Dual-D 2008-10
6. MARKET :
A mark e t consists of all pote ntial custom e rssharin g particular n eed / want who may b e
willing an d abl e to e nga ge in e xchan ge tosatisfy n eed / want.
Mark e t Siz e= Fn ( Numb e r of pe op le who hav e need / want;hav e r e sourc e s that int e r e st oth e rs , willing or abl e to off e r th e s e r e sourc e s in e xchan ge for what th e y want).
8/7/2019 MM Core Concepts (2)
22/24
Bharat Warlyani Dual-D 2008-10
Type s of Mark e ts :1. R e sourc e Mark e t,
2. Manufacturin g Mark e t,3. Inte rm ed iary Mark e t,4 . Consum e r Mark e t,5. Gov e rnm e nt mark e t.
8/7/2019 MM Core Concepts (2)
23/24
Bharat Warlyani Dual-D 2008-10
7. MARKETERS/ PROSPECTS :
Wo rking wit h markets t o actualize po tential x c hanges f or t he pur po se of satisf y ing needs
and wants.
On e party s ee ks th e e xchan ge mor e activ e ly, call ed as Mark e te r, an d the oth e r party is call edPros pe ct.
P r os p ect is s ome one w ho m marketer identifies as po tentiall y willing and a ble t o engage in e x c hange .
8/7/2019 MM Core Concepts (2)
24/24
Bharat Warlyani Dual-D 2008-10
Recommended