CONCEPTS OF MARKETING

1 Productien Concept - rocuce as nclh as yo eau/pesiblu

2. ProductConcupt quality is importat
Maukutinm Myopia - inßote but sU uohat the custems
achually aant ar ned.
3. Sales Cencept - dosn't matte usuat you produee, vohat
mattes is hovo yu sell amd advetise the pAoduct e let

4 Maukety Concupt - Customes is king: wGt 0uto cwtoe?'

huds Customs nud to ke benekited
akuthe
5 Societal Concept Socay Is he statholdu
sOcLety have Prouct eluolld be aafe fer socct
6. bmtelated er Heistic Coucapt Mantetiuy is tuuctea
He etive omgawizatiou. Athe dupatnent! nud to woerk
togethee tooaids

do bEEINNG MARKET FOR QtCENTURY

Thu ocau slauning 4 Keutiny te concuptin,

prid y, promotion duwtributi on n toleas, ge0dy
& Aenicasi to Ceati eKchauges tuatsaisty individual

Neds,ngants dmandsinl
 chan4e, transacions 4 relationai p Exchange Transaction Ç Retaticnskip
- Maukc

Oay touyh ustich people can htaun poduct

be be on, Mial

ex caang Necesany Conditiona

Nud a State divahion at leart &pauties
- þhynical e social neds Abmetriny , vaw
basic pae hwn macup Communicatien duivey
tueedem to acept or Ayeet
anti - cullual inaividuua peuality dusiue to deal sith ethus pauy
Dmandt wnt bacted
agmt Vkun aumnt is eacd, a tanacti
a tatn plae. A transacrien censi sts a troade
) vals bls toUD patis
Valueprepesitien set 9 benetits tr Vas it
premise to oliven to coe mes to sanby t Reationsips
ed.
Maket Conests n ae potential cenAMe Rhaviy
yinys- Comal uatm 9, products kewies be
inko r peiencee teud to a matt to satisgy a ned will ing & abie to sgoge in achanye te"
that nud or nat

Mauketu- &6meone Aeti ng a heyouce trom someoneelse

Batt Cutome Valwu Satislacton
Custome valne lbenlits ys cot.

Customes sailactih ex pectati en Ve peevmauce Pres pects

ainatisted kugu
gatited kuuger
 qood is a Ret targible tnat idtihable event ond Tean - concetn, uard gons, theate
term to prevtd sant - sawlaction to customes
Bganizabien - build inmaye in the mind thu
Sewics - is an act a performance that dod rot tyet ublic.
produce« tanyible commo dity & dou not reuult
in tne custome
Ga Ban kiy bumeuhip anytig THE MARKE TING MIX
expeuences - maketers cate expeuences by Mey ig a blend n 4 ormponnt inuna compona
miX n both govde sevice j.e product pria pla u , pr emetim:

Pessens - pepul peu onalihes suclh as film stas 4P's 4C's

Spetsme ete.These celebrihe becon the beand Proouct ’ Cwtower seution
am bawados ter mating the byard mere populas. Priu cetou cost Custme
Place estetA Coweniuce
Pla ces- place mateting inwws activities F che atiny Prometim cowwwni catiou
mai nt oi ng changiny attitdeA or béhavior
to a pauhaula pla ce for h cons umr o
teusts OProduct - antiy tat can beTd. to e
mauket to Aahist the muds er wars3 the wstew
Preputiy- are irdagibre nigls nonslaip t incudu thayical' goods, Rewis, pey on, id,; plaeu d.
Prepeuties can be caugorizd as re prepesy
Ps 0duct mix
(real estat1) oo finan cia preperty CstocAs bond) al produ cts tat an Trganiahun selle.
The Produd mix vaiables
nhormabem can be prou col mauketdas e
product in - it is a set
phoduct cley relald itun
E9- evclyclopedia , ichieu bons in he mauket to ais ty a
deas-ee conCps,imyes that can be Aaup u same dis tributio clhanns t tal
in motchiny in u mattpiaw tin
 a)
more hecanincudA
transtd The
Iwwteylwel " Tr in
distrihuthienConistecy
rela vesioDepth denyt
be plau tew Width
Ustribwho
channl
accescd t in
tation Mix n
pla trom au preset
witen þrocduct
cs eans proct
n 4eed þradduet
mix - prcduct
Vai anmels
ete.
d
to produc
by product
wse
abl bwy by
tue mia wx
wic mix
to prodution
conDwnen mK each
plau consume rus - HS Teyeu
a
refu
products pauticula
product productçn
closoly
meaahon to
ix to to
eseiese requiiementi te vahisus
the no
wtee ine comany
tota
product
tey ag
o

(6) 5)People
aoho "vahiables
Pria "
peuonal
aelling
veindutgYrows
i poive resall9, pelicies
þricng pbslieityPria Tlatios
puolhc trad statigs
intyatt
incude
hetes hoi to
a
produ coth pria and ma
to mm
a Promofien
the mployecs, mantance Pniw
MiX ehihithon
ct able the
e
to
prOCdue motay
te
puieuutines
coni
(pesoal
cahon) ustomy
customs
end a coMmunfathiom)
(Impesonal
vae
to is wae
wse
teps thn imp
n
oflu
to te
he
wewed ca
exitene
sfateboldeu prsdu
in
 produd Indudeny pactaging, biau dung labelin

Naaketing for Bociad Cause what is imertad tor cCawse maketi ng Shagy
ldntit4 a case that Is eeat to the bronl.
ako cause maukuf
3iwewes a cel aberafen bla a ter proit buslne
4 a mn proyit organ i3atien fer a commen benefit
Cause maaketig Can also reler to social or dhaitab le
campalg put m ky or preit brands.4 biands Bulding custemes Aatishactien, eyahy Vau aud
esociafiom elh a nou proit voill beest tui cor pora Hlutien
g0cial
Oustre Valu
Benuhits 9 cause Bene<it Ve Cost
Product valuy Menetoy cot
lme cot
" build stromg Custom bonds peeple vale
mage vae

a best lntenal meral

Custome Sati shaction
(naay makat vaue 9 iYm penteruawe
pae or dinappintmet etiy custemes felig
tro
Connpasm preluct preied jertewane in
" diet mail campyms to his uKpution

went planni ng
photogaply for social omeda
dueisin oampign idas
 tetouehalhto touaCustoneA
loyal-
Loyal dwelops a is
peacentageaCustornehimprove to teral MoTe
sjeufied
petod
mony,
cwtomes
to a
rnttien-
Cusfomel nspouuticulau
the
Cua inprere staroliglony
Customuns
tommend produt Case htp
time
oUu a
bsinyrcut a
studie, situation
oth cbi wond
lity or
meucne
yeuu i roo,ewie
Hre prouloe
aso meuth, ohere
they
randberit. s
busins laalty n
help spend a
aHan Chucias give cwttenne
yal
to o

-Acc
|hemoqnees
gouing chaactui_hcs
mere |Objechives requicetegnentatien
nuds|Magda Begemnt to Mauket
measwaste
þachasing pon allocatioM
procuctRauinen better
eAs better ldentitying
poteuctial:
dukemining
puchase prlorifie s
esibility mere maukt puchueindividual
eectire pYeOse spauate
as -
eoment 1 into is- 4
colleet tor on
mautl
- a such UNT
htuo eteetive
hoo dainitin maukehiy gogani
mattiny produca makt gub
produt 2
to data many q ieTangetMauket
reach,custoen. the . noup xation,
smetation
ter camctihe or an
n
pogamne scgmntatiom seyaments
m
people the buthawicuu, Maa
a mautetiy Custoea
ha o have egtSeyementation
conyany cntun kutny
martd
uoaut ned
mixes with for
5
egmnd to
buy usho people Poiting
uitowa the
casthnct
a might pmoduta oho,
 Substantam meam swtiiend peple uould he theu to Bases to Busines Mavtt Seymntain
buy a maduct
-ACkíonable - do people Teact | acionlat to te maukathiy Si2e he company
(Locaton natiend intenatonal local )x
Git'u be qeoraphc
seymen 7renn the ethe
Operatiny Vaiable
Bases Matt Rementatien
i)l Demohate qnatic ) PychegaiC: iDoustomes capabilitie
iv) Benawis
viGia o hinaneial capability
tecical
opuatiug
Demoqraphic age gendn sincome, occuaton, cducatim
famiy ife y Pwcnasing Approaches
decentlid
ara reion wrbani2ation. pGpulaton * Rlatioip b(w byuyee selles
dusity aty size climate Purcdnase tþeices

Situatioval tacter
Cultwrs " Urqeney ordu tuetillmeuct
Behauiual
hent nsponse gwb- dividiry into speakic qroups In Pesoual Cuaracteuisthcs
Telanon to the yauisus betits that e buyen is Atiude tovoade riçk
Reuting rem a redud in pautcular loyalty q buinen seut
buyer -seue Similauty
deg ally e onse ’mot lbyal
’Suittche
 TARGET MARKETING in)Niche mautetiy concnt ratd- subdi vi y
nisting oemt hy int adweiny moe gining
charateisties
sego 9

mauket smut 3t hels e conupay to i) doc ad maeting Sewing a tet q local customen ky
hesyect maactiny mix for tue seectd segmett. qiving a martutiy accodin to te edi,
progaume
want iuyles a particla ocaity
Hew to evaluat a martet Syemut wndiv idual mauketn seyemt one " - ottention
ls paid to cutome as indl viual
Satuuatom peint maukd
Custemme hences
Qrowth markd segment Mautet Pssitioniny
Cemoy ohjectiue &ueuaes
Impact Awing te syment em cowpamys image ho cutomeus vievo te tirm & ts Rduet
XCUS to dutributen cuannl Nquiied to seve the

|DHerentati en Valables
Producu people im age, sewia channel.

wets 9 nmatet sepmuntation| Taaget matebiy

stratgy BRAND MA NAGEMENT
mats
i Unditutiald traget stratyy/ asked moteting: a bnd is a name , tem Sign ,ymoot er a
cênaiduiy u tiu maute Cevmdai natien t m nteudud to idiby tue qoo olu 9
sewites tne selu or qnoup slleas &to
dituuntat Cowepeti foou,
Se gment Marketiny lait7enbatd: ldtitgring e
auyer velo ditea acUOTding to Hhee w s

ctitute behwier locatien kugiy

 brand teiteniny Praus Price Based Meod

’Valuu proeitiÇn i Pria premiium Mallal

5555 A ermanisem 9 te rdaid prie brandd produe
Degi iniy anciaions wnhrands rodut in he sane
colyoy
POD ib) Equaization Prica Method |Mankt Qhase qualisation Mlak
tin Paity asoci atiens -that au not wniqu to te
braud but maybe thado t oth
brand
Psirt Ditene - Atri buty o beneit olich Customs based Brand Equuby
Custo beiwe tht u csuldn't
tind in Lompetitive bounl. ’ Bromd Knooledye Muhod
Brand Manaa
2Estabisling caleqGy mmbeukip.
’Atribuu - Orinted Appro aalk
’Bind Test
BRAND EquITY the dißene blw te nevall peformana ) a brand
Rutou t a valut emin that paramets
tun a þYoduct becaue band nawe

Cost Based trand Equty

’Hister cal Cest repiet we mey that has kun
Prica ged hunt n t
Customes Ceswne brand to dat Tue vale t uoicdh the
Prermim - Histeical cout
Bramd kndelye
-8quali tatiom prica attribazu ratiny
tndiunt pric - bünd test ’Ruiaccment Cost
-brand contilbofin
mdhod
 Makat Valut Mutadbyand value is eetauud the braud etth a celbrity iaeeue
i value that har keen reaied in cnpaable

BRAND POSI TICNINE STRA TE GIES

Cuanal Sgmee based positim.

-it is a matg statigy at helc a cemp

Braud oitieiny Stalwmeut slald incde
>Tasse udiee
Valus baed brd painuy- toca mvalue fer

lti atibuu teod a oduuct r a fewie

.Pretlem Selutie brand pesitinirg -ocs tn prsbim

bnd pesibon e in dires CPpsithon to a

 SALES MANAGEMENT SERVICE MARKE TING iD Respenstvenes

i) Asswarc The Enonaledye art caeriegy

Saleaneeuhip
it
employeis
is axn ant
Alloy nCustomizaton tbien to Custonms Gonpatluy
ela induca a prsRctive kuyer to RUcaje v) Tangi bles
Rutting tteat he may Mot really decided to bguy
couis pucadiny tu peepe to Buy semetliny
ateice selen wuct to selles FINANCAAL SERVICES MARKETING
Rate Radenensiap sewice firm
bild busyerd cidnca
eitabli_le Res peumarct relaticnylip a cutome premote tinaucial oams
raidu Sowice proN disibate & Cenecums
educats atme

$Mukety Hsapitali&by Tewknn Regulaiey Frantuek

Hespi tali Hky inckudes
’ACCodatem
>Sxpeniente
Inscpauabe the precues
90td sepable Seice >insepable HeS pital tmakthira

in dor kowice 1Cr Epaate sate

Suprert 3owia - madical te paua medical
Auxilay Sewice -Pnana, dieician yoge ceurselus

Pronoiom ’ SE0, Diqital makcting, woerd maeila,