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Evolution of marketing
This concept has evolved through three successive stages Production Era
Sales Era
Marketing Era
Production Era
Manufacturers in this stage focused on increasing output while assuming that customers would seek out and buy reasonably priced and well made product. Executives with background in engineering and manufacturing shaped the firms strategy. More emphasis on efficiency and cost control.
Sales Era
This concept evolved in early 1930s. During this stage managers realized that to sell the product a firm want to make some promotional activity. This era was characterized by aggressive selling and usage of unethical practices to sell products.
Marketing Era
This era begins in the mid of 1950s. Companies identifies the importance of customer needs and wants. Marketing activities were directed towards two goals Customer orientation and profitability.
Production Orientation
Some industries remain at the production orientation stage. Production Orientation Sales Orientation
1990s
Selling Concept
Marketing Concept Societal Marketing Concept
Focuses on needs/wants of target market & delivering satisfaction better than competitors. Focuses on needs/wants of target market & delivering superior value. Societys well being.
Production Concept
Believes that consumers will prefer products that are
situations, resulted in marketing myopia i.e. this concept focuses narrowly on their own objectives lose sight of real objectives of customers needs satisfaction.
Product Concept
This concept believes that consumers will
automatically favor products that offers most quality, performance and innovative features. Thus the important is on product development.
Continuous improvements in product and quality
Selling Concept
This concept believes that left to themselves
consumers and business will not buy enough to satisfy the sellers volumes.
Thus constant sales promotion efforts have to be
Marketing Concept
Believed that instead of make and sell, companies
should sense and respond. So the job is not to find the right customer for your product but find the right product for your customer. There are two orientation that supports this concept: 1. Reactive market orientation: You see the need and you respond to with a product.
2. Proactive orientation: You see a future need and you respond with a product. So by the time the need arrives in the market and your product is there.
consumers needs.
Implement integrated marketing throughout all d
willingness to buy.
entertainment.
Needs becomes wants when they are directed to specific objects. That might satisfy their needs.
An Indian needs food but wants pizza while hungry Chinese may want noodles. Thus wants are shaped by socio-cultural factors. Demands are wants for specific products backed by ability to pay. People need transport, many people want a car but only few can form the demand for a Mercedes car.
Company(Marketer)
Marketing Intermediaries
Environment
Marketing Mix
Set of controllable, tactical. Marketing tools that the firm blends to produce the response it wants in the target market.
Promotion
C
Price
Place
based on the most suitable marketing mix will drawn up. Marketing mix is made up of following factors: Product: Goods and services offered by a company to target market, to satisfy needs and wants. The different physical attributes of p[products such as design, features, quality, brand name, usage etc. Price: Money value that consumer pay to buy a product or service. Discounts, allowances, payment periods, credit facilities.
Place: Physical distribution activities through which the product moves from the factory to the customer. Include aspects of channels, coverage, location, transport, inventory and logistics management. Promotion: Activities of personal selling, advertising ad communicating product benefits and attributes to target consumers to persuade them to purchase.
A successful product or
service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organizations promotional mix consists of:
Promotional Mix
Market segmentation
Dividing a market into distinct group of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs.
Market Segment: A group of consumers who respond in a similar way to a given set of marketing efforts.
Individual Marketing
Segme ntation
Niche Marketing
Local Marketing
Segment Marketing
Identifiable group within a market with similar : Wants Purchasing Power Geographical Location Buying attitudes
Niche Marketing
Narrowly defined group whose needs are not well served
Distinct needs Specialization
Individual Marketing
Marketing according to individual customer
Local Marketing
Marketing program serving Needs & Wants of local customers.
Purpose of Segmentation
1. Identifying groups of customers with similar needs.
2. Analyze their characteristics & buying behavior. 3. Providing products matching with needs.
Socioeconomic classification
Life style
Personality
Raj
Amit
Ankul
Pradeep