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Lecture 1A-INTRODUCTION & MARKETING ENVIRONMENT-v1

The document discusses marketing concepts including the four P's of marketing - product, place, promotion, and price. It covers different marketing orientations like market orientation and how companies can focus on quality, features, production efficiency, or aggressive promotion depending on their orientation. The summary also mentions that marketing facilitates exchange relationships and occurs in a dynamic environment.

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mech2007
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45 views11 pages

Lecture 1A-INTRODUCTION & MARKETING ENVIRONMENT-v1

The document discusses marketing concepts including the four P's of marketing - product, place, promotion, and price. It covers different marketing orientations like market orientation and how companies can focus on quality, features, production efficiency, or aggressive promotion depending on their orientation. The summary also mentions that marketing facilitates exchange relationships and occurs in a dynamic environment.

Uploaded by

mech2007
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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| p 



|  
    



  
 

 
 
 


 

      
 



| Performed by indivisuals and organisations. Red Cross market (Non Profit
Organisations)

| Facilitates exchange relationships [Easier through marketing]. Thru mktg,


we have time utilty and place utility.

| Occurs in a dynamic environment

| Product development, pricing, distribution and promotion


| vt is a way of thinking about an organization¶s range of
activities.

| Customer satisfaction and value creation

| A total company effort


| K K 

K
| The consumers prefer products that are widely available and
inexpensive
| Focus on:
` 'igh production efficiency
` Low costs
` vntensive distribution
| K K
K
| Consumers prefer products that offer the most quality,
performance, or innovative features.
| Focus on:
` ruality improvement [Looking at consumers and
competitors]
` Addition of features
| K  

K

| This concept assumes that the consumers must be convinced


into buying through an aggressive selling and promotion
effort.
` vnsurance [ None buys insurance only just of ads]
` Fund Raising [Charity: Keep in touch with people , u may need them
later in life ]
| K   K K

K
| ‰atisfy consumers more effectively and efficiently than
competitors in a way that enhances the consumer¶s and the
society¶s well-being.
| . Cause Related Marketing
| K 
KK 

| ACOMPANY WvT' MARKET ORvENTATvON FOCU‰E‰
EFFORT‰ ON:
` 1. COLLECTvNG vNFORMATvON ON CON‰UMER‰¶
NEED‰ AND COMPETvTOR‰ CAPABvLvTvE‰.

` 2.‰hares information across departments

` 3. Uses information to create customer values


|   !
! !"# 

|   $
`   


%
  

`  

    

| Plan of action designed to use an organisation¶s resources to
meet its objectives. vts all about ‰TP :--
| 1. 
(From cat scores, segmenting the proper consumers i.e
students)

| 2. K []

| 3. 
| 1. Product: Value Creation

| 2. Place: Value Distribution

| 3. Promotion : Value Communication

| 4. Price: Value Capture

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