Q.Do All Companies Need To Practice The Marketing Concept? Could You Cite Companies Existing In Your Market That Do Not Need This Orientation? Which Companies Need It Most?

1. Q.Do All Companies Need To Practice The
Marketing Concept? Could You Cite
Companies Existing In Your Market That Do
Not Need This Orientation? Which Companies
Need It Most?

2. What is
marketing….
Marketing is the process used to determine
what products or services may be of interest to
customers, and the strategy to use in sales,
communications and business development.
The process of planning and executing the
conception, pricing, promotion and distribution of
ideas, goods and services to create exchanges that
satisfy individual and organizational goals.

3. Marketing Mix
(4p’s)
Product Price
Place Promotion
 The marketing mix principles are controllable variables
which have to be carefully managed and must meet the
needs of the defined target group. All elements of the mix are
Linked and must support each other.

4. Product Decisions
Branding Quality Features
Benefits offered
 Marketing is not about providing products or services it is
essentially about providing changing benefits to the changing
needs and demands of the customer.

5. Penetration
Competition
Pricing Strategies
Product Line
Pricing is the only mix which generates a
turnover for the organisation. The remaining
Psychological
3p’s are the variable cost for the organisation.
It costs to produce and design a product, it
costs to distribute a product and costs to
promote it. Price must support these elements
of the mix. Pricing is difficult and must reflect
supply and demand relationship.

6. Advertising
Public
Relations
Sales
Promotional Mix Promotion
Personal
Selling
Direct
A successful product or service means Mail
nothing unless the benefit of such a service
can be communicated clearly to the target
market.

7. Place
Direct Distribution Indirect Distribution
Manufacturer
Manufacturer
Retailer
Consumer
Consumer

8. Everything
We Do is
Marketing

9. We Must
Segment
the Market
You want to segment the
market because you serve
some, but not all, demographic
groups.
There is no average
participant.

10. Market Segmentation
A process by which you distinguish or differentiate
your top customer groups, build separate
demographic profiles, and then deliver different
products, marketed by different promotions to your
different customer groups.
Average
Segment

11. Market Affectively,
Not Just Cognitively

12. Market Affectively,
Not Just Cognitively
You want to create a feeling about your
program through your promotions.
Market to people’s hearts, emotions and
feelings, not just to their heads.
Affectively Cognitively

13. Retention
Marketing
Supports
Growth
It costs 6 times more to
get a new customer than
it does to retain a current
customer.

14. These company do not need to
revise marketing orientation..

15. This product need it most...

16. Thank you…