What are some

Core MarketingConcepts ?

Demand = Want + MONEY

You want this !!

This is the Demand.

But you buy this..!

Segmentation

Identify meaningful group of customers

Target Markets

Select which segments to serve.

Positioning

Delivering somecentral benefit tothe target buyers.

Offerings Brands

The intangible value proposition is made

physical by an offering.

Offering from a known source.

Value Satisfaction

Sum of tangible and intangible

benefits and costs.

Reflects a person’s judgment of a

product’s perceived performance in

relationshipto expectations.

CommunicationChannels

Distribution Channels

Service Channels

Marketing Channels

Communication Channels

Deliver and receive messages

from target buyers.

Distribution ChannelsTo display, sell, or deliver

the physical product or

serviceto the buyer or user.

E.g. Direct channels likeInternet, mail, telephones etc.

Indirect channels like Retailers, wholesellers etc.

Service Channels

Carry out transactions with

potential buyers.

Supply Chain

Competition

All the actual and potential

rival offerings and substitutes a

buyer might consider..

Marketing Environment1. Task Environment- Actors engaged in producing, distributing and promoting the offering.

2. Broad Environment- demographic, economic, socio-cultural, natural, technological and political environment.