Professional Documents
Culture Documents
Peter Drucker
Marketing ?
C-G-K-G
What is Marketed?
Goods
Services
Events & Experiences
Persons
Places & Properties
Organizations
Information
Ideas
Needs, Wants and Demands
Real Needs
Unstated Needs
Delight Needs
Secret Needs
Demand States
Declining Irregular
Selling
Needs of Seller- Company First
Marketing
Needs of Buyers- Customer First
Push/Pull
Marketplaces : Physical
Marketspaces : Digital
Product value
Production Product
Selling Marketing
Societal Marketing Concept
3 BL
Key Customer Markets
Consumer Markets Global Markets
Market Oriented
Company Myopic Description Description
We are a communication
Airtel We are a Telephone company company
We are in transportation
Singapore Airlines We are in airline business business
We are in financial
ICICI direct We are in the stock brokerage business services business
We are in the
Sony We are in the gaming business entertainment business
The Four Ps
Product
Other tangibles
SIVA
Solution: How appropriate is the solution to the
customers problem/need