Topic: DISTINCTION BETWEEN

CONSUMER AND GOVERNMENT

MARKET
Presented By:-
Swapnil Mohapatra
Muskan Saha
Soumya Ranjan Muduli
Sushree Sangita Panda
MARKET

According to Philip Kotler, “ a market is a set of all actual and

potential buyers of a product.”

According to Pyle "Market includes both place and region in which

buyers and sellers are in free competition with one another.“

In the words of Clark and Clark "A market is a centre or an area in

which the forces leading to exchange title to a particular product
operate and towards which the actual goods tend to travel.“

In traditional sense, market refers to a place where buyers and

sellers come together to exchange goods and services.
According to modern definition, “ market is a set of all actual and
potential buyers of service. ”
Concept of Modern and
Traditional market
The concept of market is very important in
marketing. It can be understood in traditional
sense and modern sense.
▪ In the traditional sense, Market refers to a place
where buyers and sellers come together to
exchange goods and services.
▪ In the modern sense, the term market has a
broader meaning. It refers to a set of actual and
potential buyers of a product or service. For
example, market for fans or bicycles or
shampoos refers to all the actual and potential
buyers for these products.
MARKETING
▪ Marketing is the management process involved in identifying,
anticipating and satisfying customer wants profitably.
▪ Marketing is not just selling. It is about knowing and
understanding your customer.
▪ The aim of marketing is to know and understand the customer
so well that the product or service fits him and sells itself.
▪ Important Features of Marketing:
▪ Wants & Needs: Satisfaction or Fulfilling of the needs and wants of
organizations and individuals.
▪ Creating offers in a market: Complete offer for a service or product.
▪ Consumer value: value for the money or greatest benefit.
▪ Exchange mechanism: Exchange of services/ products for money/for
something that is of some value to them.
DIFFERENT TYPES OF MARKET

1. Consumer market: A consumer market is the very system that allows

us to purchase products, goods, and services.

2. Industrial market: The industrial market consists of business-to-

business sales. One business serves as a consumer, purchasing goods
or services from another business.

3. Government market: A government market is a market where the

main buyers are federal, state, and local governmental organizations.
CONSUMER MARKET
1. Consumer market: Consumer market refers to the market where people
purchase products/services for consumption and are not meant for further
sale. This market is dominated by the products which consumers use in their
daily life. Each time a consumer purchases a commodity for his own usage
he/she is participating in a consumer market. Consumer market is applicable
to both products and services. The consumer has high decision power as the
product or service which is being purchased is for self use. Consumer market
are traditionally assumed to be offline but with advent of eCommerce,
consumer markets can even be online.
▪ Types of Consumer Market
I. Food and beverages:- All companies involved in processing raw food,
packaging and distributing them.
II. Retail:-The sale of goods to the public in relatively small quantities for use or
consumption rather than for resale.
III. Consumer Products:- These are the goods bought for consumption by the
consumers.
IV. Transportation:- The movement of goods from one place to another.
GOVERNMENT MARKET

▪ A government market is a market where the

main buyers are federal, state, and local
governmental organizations. Governments
purchase goods and services from private sector.
Governments buy the same type of products and
services as private sector. Consumers, plus some
more exotic products such as aircraft carriers,
fighter jets, tanks, spy satellites, and nuclear
weapons. A growing trend in past decades has
been the outsourcing of traditional government’s
services to private firms, such as prisons.
Difference between Government
and Consumer market
CONSUMER MARKET GOVERNMENT MARKET
▪ Demographic criteria: age, ▪ Demographic criteria: type
family size, education of agency, size of budget,
level, income, nationality, amount of autonomy.
occupation, race, religion,
residence, sex, social class. ▪ Geographic criteria:
▪ Geographic criteria: region
federal, state, local.
of country, city, city size, ▪ Psychographic criteria:
market density, climate. degree of forward thinking.
▪ Psychographic criteria:
personality traits, motives,
lifestyle.
Difference between Government
and Consumer market
CONSUMER MARKET GOVERNMENT MARKET

▪ Benefits: durability, ▪ Benefits: dependability,

dependability, economy, reliability of seller and
esteem enhancement, status
from ownership, handiness. support service.
▪ Volume of use: heavy, ▪ Volume of use: heavy,
medium, light. medium, light.
▪ Key element segmentation: ▪ Key element
sales promotion, price,
segmentation: price,
advertising, guarantee,
warranty, service, reputation of seller.
product/service attributes,
reputation of seller.
▪ THE END