1. marketing intro
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MARKETING
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WHATS MARKETING IS ALL ABOUT
A HUMAN ACTIVITY DIRECTED AT SATISFYINGNEEDS AND WANTS THROUGH EXCHANGEPROCESSES
PHILIP KOTLE
IT IS THE PERFORMANCE OF BUSINESS ACTIVITIESTHAT DIRECT THE FLOW OF GOODS AND SERVICESFROM PRODUCER TO CONSUMERS
AMERICAN MARKETING ASSOCIATION
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MARKETING CONTINUEDIT IS THE PROCES OF
IDENTIFYING CUSTOMER NEEDS
CONCEPTUALISING THOSE NEEDS IN TERMS OF ANORGANISATIONS CAPACITY TO PRODUCE.
CONCEPTUALISING THE CONSEQUENT OUTPUT IN TERMS OFTHE CUSTOMER NEEDS EARLIER IDENTIFIED, AND
COMMUNICATING THAT CONCEPTUALISATION TO THE CUSTOMER
JOHN.A. HOWARDCOLUMBIA UNIVERSITY 1!"
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@There will always be a need forsome selling. But the aim ofmarketing is to make selling
superuous. The aim of marketing isto know and understand thecustomer so well that the product or
service ts him and sells itself.Ideally, marketing should result in a
customer who is ready to buy. All thatshould be needed is to make theproduct or service available.
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Needs comprise t'e basic reuirementsfor t'e eistence of life* suc' as food*clot'ing* s'elter* and belongingness. #+ant arises +'en t'e basic needs aresatised.
Needs and Wants
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W#*+ D&3 M$()*%&+ B*&+-ProductOrientation ProductOrientation
SellingOrientation SellingOrientation
CustomerOrientation CustomerOrientation
Most Efficient Production &DistributionSellers Market
Satisfies Customers Needsand Wants
Total Qualit
Ne!EraOrientation Ne!EraOrientation "enefits to Customers# Plus$irms Em%loees#Sareolders# and Communities'
Marketing as a Sales $unction"uers Market
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Evolution of Marketing
Manufacturing +as given importance.
-roduct features +ere not a priority as it +asbelieved t'at customers +ere concerned onlyabout t'e availability of t'e product.
Production Era(rom /0t' century to t'elate /123s) 4
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Sales Era(rom t'e late /123s to mid /173s)4
elling t'eir products using advertising*
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5ompanies c'anged t'eir approac' from aselling perspective to a marketing approac'.
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Marketing Era(rom mid /173son+ards) 4
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