Professional Documents
Culture Documents
- state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am thirsty Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.
Products - anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. Examples: persons, places, organizations, activities, and ideas.
Services - activities or benefits offered for sale that are essentially intangible and dont result
in the ownership of
anything.
Value - benefit that the customer gains from owning and using a product compared to the cost of obtaining the product. Satisfaction - depends on the products perceived performance in delivering value relative to a buyers expectations.
Customer
- act of obtaining desired benefit(s) from someone by offering something in return. Transactions - trade of values between parties. Usually involves money and a response. Relationships - building long-term relationships (bond) with consumers, distributors, dealers, and suppliers.
Marketing Channels:
Supply chain: channel stretching from raw materials to the final buyers. Marketing Environment:
Task environment company, suppliers including services (like MR agencies, Ad agencies, Banking, Insurance, Transportation Companies etc), distributors, dealers, target customers. Broad environment demographic, economic, technological, Socio-cultural, political and legal.
Buyers
Potential Buyers
Competitors Environment
Marketing Intermediaries
Marketing Management
Marketing Management
Implementing programs to create exchanges with target buyers to achieve organizational goals
Need to understand
Demand Management
Finding and analysing the demand pattern and increasing it over time; Changing or reducing demand (e.g. old models of Co.s in Automobile mkt)
Profitable Customer Relationships Attracting new customers and retaining current customers
Nonprofit Marketing
Ethical Concerns
Emerging Challenges
Changing World Economy
Globalization
(internet).
Segmentation: based on demographic, psychographic and/or behavioural similarities/ dissimilarities. Target Markets: Identifying & profiling distinct group of buyers prefer varying product/services mixes examining the Macroenvironment (Demographic, psychographic, and behavioural differences
Demand States
Negative demand: consumers dislike the product but still pay for it. (e.g.
Vaccination, dental treatment etc.)
Nonexistent demand: consumer may be unaware or not interested in the product/ service. (e.g. Pharma retail chains Membership schemes)
Latent demand: consumers may have a strong need- which either may not be satisfied by existing products or may not have specified. (e.g. Insurance
etc.)
Declining demand: consumer begin to buy the product less frequently. (e.g.
ice-creams, cold beverages during Winter)
Full demand: consumers are adequately buying all products available in the market. (e.g. Milk products) Overfull demand: More consumers would like to buy than the supply. (e.g.
Milk pdts. during Shivratri festival)
Unwholesome demand: consumers may be using products that have undesirable social consequences. (e.g. Cigarettes, Alcoholic drinks etc.)
INTERMEDIARIES PRODUCT
PLACE
TARGET CUSTOMERS
PRICE
PROMOTION
COMPETITORS Technological
(target markets)
How
can we serve these customers best & better than competitors ? (value proposition)
How to differentiate and How to position it in the marketplace and market space.