these slides describe briefly how marketing has been grown

1. The Marketing Concept

2. What is Marketing?
• Simple Definition: Marketing is
managing profitable customer
relationships.
• Goals:
1. Attract new customers.
2. Keep and grow current customers.
• Therefore; Is this a fair true definition
of Marketing?

3. • American Marketing Association (2007)
defined Marketing as “the activity, set
of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value
for customers, clients, partners, and
society at large”.
• But, How this definition was set up?

4. Evolution of Marketing Concept
Production Concept
Product Concept
Selling Concept
Marketing Concept

5. Marketing Concept
A Philosophy that achieving
organizational goals depends on
Knowing the Needs and Wants of
target market and delivering the
desired satisfaction better than
competitors do.

6. Marketing concept vs. Sales concept

7. Characterises of Marketing Concept
• The marketing concept is not a second
definition of marketing. It is a management
philosophy that guides an organization’s
overall activities.
• The marketing concept is not a
philanthropic philosophy, it should benefit
the organization as well as customers
• This concept is a customer centric “sense
and respond”.
• Customer satisfaction is the major focus
of the marketing concept.

8. • The purpose of Marketing concept is to
rivet the attention of marketing
managers on serving broad class of
customers needs rather than on the
firms current product (Production
orientation) or on devising methods to
attract customers to current product
(Sales orientation).

9. This is What I
want, Won’t you
please make it?

10. Core Marketing Concepts
• Needs, Wants, and Demands
• Target Market, Segmentation and
Positioning
• Offerings and Brands.
• Value and Satisfaction
• Marketing Channels and Supply chain.
• Competition
• Marketing Environment.

11. New Marketing Realities
• Network and Information technology
• Globalization.
• Deregulations.
• Privatization.
• Heightened Competition.
• Industry Convergence.
• Disintermediation.
• Consumer buying power
• Retail transformation.

12. • Hence, Marketing Orientation is a business
perspective that makes the customer the focal
point of a company’s total operations.
• Thus, to become a market-oriented business, it is
highly required to:
1. Use Marketing intelligence to access to needs
of customers, markets and competitors.
2. Focus on Customers.
3. Involve and support the entire workforce.
4. Response to these needs.

13. • Is a firm that satisfies the immediate needs
and wants of target markets always doing
what’s best for consumers in the long run
(Welfare)?
• has emerged to enlightened marketing that
company should make good marketing
decisions by considering consumers’ wants,
the company requirements, consumer long-run
interests and society’s long run interests.
The Societal Marketing concept

14. Societal Marketing
Concept
Society
(Human Welfare)
Company
(Profits)
Consumers
(Want Satisfaction)

15. Create a Holistic Marketing Concept