What Are

Some

Core

Marketing

Concepts?

NEEDS

Basic human requirements

WANTS

Specific objects that might satisfy need

DEMANDS

MARKET SEGMENTATION

TARGET MARKETS

MARKET POSITIONING

Delivering some central benefit

OFFERINGS AND BRANDPutting forward a

VALUE PROPOSITION

McDonald’s image:HamburgersCleanlinessConvenience

Courteous serviceGolden arches

VALUE AND SATISFACTION

Value= QSP Quality

Service

Price

Consumer’s judgement of product

Satisfaction:

Marketing Channels

Communication Channel

Newspapers Phone Internet

Distribution Channel

Phone InternetWholesalers & Retailers

Service Channel

SUPPLY CHAIN

Competition

All the actual and potential rival offerings and substitute a buyer might consider.

Marketing EnvironmentTask Environment

Company, Suppliers, Distributors, Dealers, and Target customers.

Broad Environment

Demographic, Economic, Social-cultural, Natural, Technological, and Political-legal.

Credits:

• Based on Chapter 1 of 'Marketing Management' by Kotler Keller

• Images from: blogspot.com www.go2markets.com www.elegantthemes.com www.dreamstime.com visual.ly cliparts.co www.dreamstime.com

Thank You!

Created by Gaurav Rampuria, IIT Guwahati, during an internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com