Marketing concepts basic principles
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The document outlines the evolution and principles of marketing concepts, emphasizing the need to identify and satisfy consumer demands better than competitors. It discusses the various marketing philosophies, including production and selling concepts, and highlights the importance of aligning business strategies with consumer needs for long-term profitability. Additionally, it reflects on the impact of historical shifts in supply and demand on marketing practices and the role of modern marketing in a competitive global marketplace.
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Marketing concepts basic principles
- 1. © Created by SUGIHARTO, SH.MM 2013Marketing Management Presented by UGIK SUGIHARTO @Hotslides THE BASIC PRINCIPLES OF
- 2. © Created by SUGIHARTO, SH.MM 2013Marketing Management Decide to Marketing Concept The Main Philosophy The Philosophy of Marketing Concept in the organizations should: Identifying Analyzing The Consumer’s need Satisfying consumer’s need better than their competitors
- 3. © Created by SUGIHARTO, SH.MM 2013Marketing Management Demands Wants Marketing Concept The 3 Three Applications Perspectives Needs Servicing
- 4. © Created by SUGIHARTO, SH.MM 2013Marketing Management Selling Segmenting Marketing Concept The 3 Three Applications Perspectives Positioning Targeting
- 5. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing MIX Marketing Concept The 3 Three Applications Perspectives Advertising Promotion
- 6. © Created by SUGIHARTO, SH.MM 2013Marketing Management In 1776 in The Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. While this philosophy is consistent with the marketing concept, it would not be adopted widely until nearly 200 years later American Marketing Association Marketing Concept The Theory Perspectives
- 7. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Theory Development and Alternatives Production concept began in the beginning of Industrial Revolution early 1920s. Many companies focused on production efficiency means low-cost product would create demand eventually Can We Produce the goods ? Can We Produce enough ?
- 8. © Created by SUGIHARTO, SH.MM 2013Marketing Management Produce more … more Practically sells itself Marketing Concept The Production Concepts Consumers will favor those products that are widely available and low in cost. Therefore increase production and cut down costs And build profit through volume
- 9. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Product Concepts Produce Quality Products Consumers Practically sells itself, if it gives most quality for money Buyers admire well-made products and can appraise product quality and performance
- 10. © Created by SUGIHARTO, SH.MM 2013Marketing Management Consumers will favor those products that offer the most quality, performance, or innovative features. Therefore improve: QUALITY Performance Features Marketing Concept The Products Concepts This would lead to increased sales and profits
- 11. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Theory Development and Alternatives Begin in 1930 mass production became common, increased competition left less available unfulfilled demand Selling concept means not only produce the goods but also try to convince the consumers to buy through advertising and direct selling. Can We charge enough ? Can We sell the products ?
- 12. © Created by SUGIHARTO, SH.MM 2013Marketing Management Produce Aggressive selling & promotion efforts Marketing Concept The Selling Concepts Consumers have normal tendency to resist Making sales becomes primary function and consumer satisfaction secondary
- 13. © Created by SUGIHARTO, SH.MM 2013Marketing Management Aggressive selling & promotion efforts Marketing Concept The Selling Concepts Therefore, promote sales aggressively
- 14. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Theory Development and Alternatives After the End of World war 2 The Variety of goods had increased Hard Selling No Longer could be relied upon to Generate Sales Discretionary personal income What do Customers want ? Can we develop it while they still want it ? How can we keep our customers satisfied ?
- 15. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Theory Development and Alternatives the firms or company does Focusing on the Customer needs before developing The Products Aligning all Functions of the company to focus on those needs Customer Satisfaction = profit over the long-term Began to set up separate Marketing Dept.→ CSO
- 16. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Theory Development and Alternatives The idea is that a business must consider both its : The idea is to satisfy the customer and overcome the competition In EVERY Business Decisions Business failure is the result of businesses which is not using the marketing concept effectively
- 17. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Main Perspective SELL what they want Market it Produced it LEARN what they want
- 18. © Created by SUGIHARTO, SH.MM 2013Marketing Management build profit through customer satisfaction and loyalty. Determining NEEDS WANTS more Effectively Efficiently than Competitor Delivering Marketing Concept The Main Perspective
- 19. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Main 3 Steps of Applications
- 20. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The SUPPLY and DEMAND The marketing concept is based on supply and demand Low supply of a desired item + high consumer demand is the ideal scenario Marketing is less important in high demand situations the product sells itself
- 21. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Development In the past, demand always outstripped supply. Prior to the Industrial Revolution it was next to impossible to produce or import items in any significant quantity Marketing was unnecessary
- 22. © Created by SUGIHARTO, SH.MM 2013Marketing Management Marketing Concept The Development In the l950’s there was a huge change in marketing This facilitated the real “birth” of mass marketing
- 23. © Created by SUGIHARTO, SH.MM 2013Marketing Management Consumers now realize their power in the marketplace Marketing Concept The Present Day Development Supply outstrips demand; therefore, advertising is crucial The internet and globalization mean companies from around the world compete for the same consumers, and … Consumers have a greater choice than ever before
- 24. © Created by SUGIHARTO, SH.MM 2013Marketing Management THANK YOU For LISTENING Marketing Concepts Basic Principles Presented by Sugiharto, SH. MM Re-programmed Presentation created by ugik013 Presentation Pro Images provided by Personal collections E-mail: [email protected] © 2013 If You Need copy of this Slides I will send you in power point format if: Introduce yourself completely and politely Show your kind hearted to share the knowledge to others Email me: [email protected] Who knows someday our friendship will last longer