10. new concepts of marketing

THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),

FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),

MSLIM

1. Why is marketing important?

2. What is the scope of marketing?

3. What are some fundamental 3. What are some fundamental

marketing concepts?

4. How has marketing management

changed in recent years?

5. What are the task necessary for

successful marketing management?2AOT - www.tharakadias.com

Marketing

Demand JobsDemand

Revenue

Jobs

Profits Giving

3AOT - www.tharakadias.com

� Marketing is the activity, set of institutions,

and processes for creating, communicating,

delivering, and exchanging offers that have

value for customers, clients, partners, value for customers, clients, partners,

and society at large.


� Marketing management is the art and

science of choosing target markets and

getting, keeping, and growing customers

through creating, delivering, and through creating, delivering, and

communicating superior

customer value.


� Experiences

� Events

� Properties

� Organizations

Information

Persons

� Information

� Ideas

PlacesServices

Goods


Attention

Purchase

Response

Marketer Prospect

Donation

Vote


DecliningUnwholesome

Negative

• Nonexistent

• Latent

• Full

• Overfull

DecliningUnwholesome

Irregular


Global Markets

Consumer Market

Business Markets Government Market11AOT - www.tharakadias.com

Marketplaces Marketspaces

Metamarkets12AOT - www.tharakadias.com

Needs, Wants, and Demands Target Markets, Positioning,

and Segmentation

Offerings and

Brands

Value and

Satisfaction13AOT - www.tharakadias.com

Marketing Channels

Supply Chain

CompetitionMarketing Environment

Supply Chain


New Company Major Societal

Information

Technology

Globalization Communicate

w/CustomerCollect

Information

New Company

Capabilities

Major Societal

Forces

Increased

Competition

Consumer

InformationDifferentiate

Goods


Entire Organization

Marketing Department

Chief Marketing Officer

(CMO)


Marketing Concepts

Quality

Innovation

Create, deliver, and

communicate value

SocietalMarketingSellingProductProduction

Mass production

Mass distributionUnsought goods

Overcapacity


Build long-term relationships

Develop marketing networks


Create, communicate, and

deliver customer valuedeliver customer value


Social ResponsibilitySocial Responsibility

Financial Accountability22AOT - www.tharakadias.com

� Developing market strategies and plans� Capturing marketing insights� Connecting with customers� Building strong brands� Building strong brands� Shaping market offerings� Delivering value� Communicating value� Creating long-term growth


Thank you

Thank you
