Company

Orientation
 Definition

The employees first experience in the new job. They are taught history, values, and
goals for their new place of employment. They are also educated about the market
and products offered. Rules about safety and regulations are also covered in the
process.
Core Marketing Concept
Need, Product,
Market,
Want,
Marketing
Demand
Exchange
Value & Satisfaction
Need
Want
Demand
Need
Want
Demand
Need Want Demand
Product, Value & Satisfaction

Tangible and Intangible

Value=Benefit-Cost

Satisfaction!!?
Market, Marketing
Types of Demand
Direct and Derived Demands

• Direct demand refers to demand for goods

means for final consumption.
• Example: Food items, Readymade
garments etc.
• Derive demands refers to demand for goods
which are needed for further production.
• Example: Industrial raw material, Machine
tools and equipment.
 Domestic and Industrial Demand
The example of the refrigerator can be use to distinguish between the
demand for domestic consumption and the demand for industrial use
Autonomous and Induced Demand

• When the demand for a product is tide up

to the purchase of some parents product
its called induced and derive demand.
• Example: cement for housing
• When the demand for a goods is not
determined and influenced by other
goods its called Autonomous demand
Individual and Market Demand
• Individual demand means quantity demand of a
goods by an individual consumer at a various
price per item.
• Market demand means the aggregate of the
quantity of demand by all consumers in the
market at different price per item period
Perishable and Durable Goods Demand
• Perishable means non-durable or single use
goods.
• Example: Cement. It can be used only once.
• Durable goods refers to the items like shirt, car,
or a machine. Which can be use repeatedly
New Marketing Realities
 Introduction
• There is rapid change in the marketplace can take place day by day as we
consider the marketplace before 10-15 years ago conditions are different.
• The market emerges with new Marketing Behaviour, Opportunity and
Challenges.
• Customers today perceive fewer real product differences and show less brand
loyalty and they are becoming more price and quality sensitive in their search
for value. Consider what customers have today that they didn’t have yesterday.
• New forces also have combined to generate a new set of capabilities for today’s
companies.
• New marketing realities based on Three Transformative Forces.
 New Marketing Realities
Three Major Two Key Market Four Fundamental Pillars
Market Forces Outcome of Holistic Marketing

Relationship marketing
Technology
New consumer
capability
Integrated marketing
Globalization

New company Internal marketing

capability
Social
Responsibility
Performance marketing
Technology
Globalization
Social Responsibility