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    Siddharth Nayak
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    This document outlines key concepts in marketing management including the evolution of marketing from a production era to a sales era to a modern marketing era. It describes the scope of marketing to include information goods, organizations, services, ideas, experiences, properties, events, places and persons. Finally, it lists core marketing concepts such as market, needs and wants, exchange, and demand and different philosophies and forces that guide and affect marketing management.

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    This document outlines key concepts in marketing management including the evolution of marketing from a production era to a sales era to a modern marketing era. It describes the scope of marketing to include information goods, organizations, services, ideas, experiences, properties, events, places and persons. Finally, it lists core marketing concepts such as market, needs and wants, exchange, and demand and different philosophies and forces that guide and affect marketing management.

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    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    4 views10 pages

    Marketing Management 1

    Uploaded by

    Siddharth Nayak
    This document outlines key concepts in marketing management including the evolution of marketing from a production era to a sales era to a modern marketing era. It describes the scope of marketing to include information goods, organizations, services, ideas, experiences, properties, events, places and persons. Finally, it lists core marketing concepts such as market, needs and wants, exchange, and demand and different philosophies and forces that guide and affect marketing management.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 10

    MARKETING MANAGEMENT

    BY SIDDHARTH

    EVOLUTION OF MARKETING

    PRODUCTION ERA
    (production as much as possible)

    SALES ERA (convince customers to buy what marketers have)

    MARKETING ERA
    (give customers what they want)

    SCOPE OF MARKETING
    INFORMATION GOODS

    ORGANIZATIONS

    SERVICES

    IDEAS

    SCOPE OF MARKETING

    EXPERIENCES

    PROPERTIES

    EVENTS

    PLACES

    PERSONS

    CORE MARKETING CONCEPTS

    MARKET

    NEEDS VALUE

    CORE

    AND WANTS

    MARKETING
    CONCEPTS
    EXCHANGE

    DEMAND

    MARKET
    CONSUMER MARKET

    NONPROFIT MARKET

    MARKET

    BUSINESS MARKET

    GLOBAL MARKET

    NEEDS
    UNSTATED

    STATED

    TYPES OF NEEDS
    REAL

    SECRET

    DELIGHT

    DEMAND

    NEGATIVE

    NON EXISTENT

    LATENT

    DECLINING DEMAND IRREGULAR

    FULL

    OVERFULL

    UNWHOLESOME

    PHILOSOPHIES OF MARKETING MANAGEMENT


    SELLING CONCEPT

    PRODUCT CONCEPT

    MARKETING CONCEPT

    PRODUCTION CONCEPT

    Philosophies Guiding Marketing Management

    SOCIETAL MARKETING CONCEPT

    Forces affecting of Micro Environment

    Suppliers

    Customers

    Micro Environment

    Marketing Intermediaries

    Competitors

    Factors affecting Macro Environment


    DEMOGRAPHIC

    ECONOMIC

    NATURAL

    Macro Environment

    TECHNOLOGICAL

    SOCIOCULTURAL

    POLITICAL & LEGAL

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