Marketing for the 21st Century

Presented By CRYSTAL Group

A K S Perera FGS/06/19/03/2009/17
W W A N Fernando FGS/06/19/03/2009/22
S K W Herath FGS/06/19/03/2009/33
M A D C Premarathna FGS/06/19/03/2009/30
W K D Tharanga FGS/06/19/03/2009/25
 MARKETING?
Marketing is every where…
Marketing is about identifying & meeting human &
social needs…

Selling Products
Marketing
 GOODS
SERVICES
EVENTS
PLACES
IDAEAS Information

Money
MARKETER MARKET INDUSTRY
Goods/ Services

INFORMATION communication
ORGANIZATIONS
PROPERTIES
PERSONS
EXPERIENCES
Core Marketing Concepts

 Need , Wants and Demand

 Target Market, Positioning and Segmentation
 Offerings and Brands
 Value and Satisfaction
 Marketing channels
 Supply Chain
 Competition
 Marketing Environment
 Needs Wants Demands
• Needs are the basic human requirements become a wants and Demands are wants for
specific product.
 Market Segmentation Target Market Positioning
• Identifying the market segmentation , present the target market and firm develop a
market positioning.
 Offering Brands
• A brand is an offering from a known source.

Value
 Offering
Satisfaction
• Offering will be successful if it delivers value and satisfaction
 Marketing Channels
• To reach the target market, the marketer uses the marketing channels to deliver
and receive messages from the target buyers.

 Supply Chain
• The Supply chain is a longer channel stretching from raw materials to components
to final products that are carried to final buyer.

 Competition
• Competition includes all the actual and potential rival offerings and substitute a
buyer might consider.

 Marketing Environment
• Marketing Environment consists of the task environment and the broad
environment
Company Orientation Towards
the Market Place
 Production Concept

Consumers will prefer products that are

widely available and inexpensive
 Product Concept

Consumers Favour prducts that offer the most

Quality, Performance, or innovative features.
 Selling Concept

Consumers and business if left alone,

won’t buy enough of the organization’s
Products.
 Marketing Concept

Product-centered (make-and-sell philosophy)

business shifted to a customer centered
(sense-and-response philosophy)
 Holistic Marketing Concept

Based on the development, design, and

Implementation of marketing programs,
processes and activities that recognizes their
breadth and interdependencies.
 Product
Communications &
Services

Integrated Channels
Marketing

Holistic
Marketing

Relationship
Marketing Partners

Customers Channels
 Marketing
Mix

P roduct P rice P romotion P lace

 Product
Other Communications &
Senior departments
Management Services

Marketing Internal Integrated Channels

Department Marketing Marketing

Holistic
Marketing
Sales &
Revenue
Performance Relationship
Brand &
Customer
Marketing Marketing Partners
eqvity

Ethics
Community Customers Channels

Environment Legal

Holistic Marketing Dimensions

Marketing Management Tasks
Marketing Management Tasks

•Developing Marketing Strategies and Plans

•Capturing Marketing Insights

•Connecting with Customers

•Building Strong Brands

•Shaping the Market Offerings

•Delivering Value

•Communicating Value

•Creating Long-Term Growth

SUMMARY
 21st-century
Marketplace transition from the 1950s
marketplace
Transition of
information technology
Logistics/
digitalization
Market
Cost-cutting orientation
re-engineering

Price competition
Growing emphasis
Rise of quality towards
competitiveness
– emergence of
strategic marketing
Globalization concept

Re-emergence of Rediscovery of the

competition marketing concept

1950s–1960s 1970 1980 1990 2000

THANK YOU