Marketing Concepts

Marketing and advertising Concepts

 *Dr.P.Shanmukha Rao  **Dr.N.V.S.Suryanarayana

Market:  The principles of exchange and relationships lead to the thought of a industry.  A industry is the established of actual and likely prospective buyers of a solution.  These prospective buyers share a individual have to have or want that can be content via exchange relationships.

Marketing and advertising implies taking care of marketplaces to deliver about financially rewarding shopper relationships. Having said that, creating these relationships can take do the job.  Sellers will have to lookup for prospective buyers, detect will have to very first produce a have to have-fulfilling marketing provide (solution). It will have to make your mind up how considerably it will demand for the provide (rate) and how it will make the provide offered target customers (spot).  Ultimately, it will have to communicate with the target clients about the provide and persuade them of its deserves (promotion).

Marketing and advertising: Marketing and advertising is the business purpose that identifies shopper requires and wishes. Developing shopper worth and pleasure are the heart of modern-day marketing contemplating and follow. Marketing is the shipping and delivery of shopper pleasure at a profit.

             Many persons imagine of marketing only as advertising & advertising. But advertising & advertising are only the tip of marketing. Marketing implies taking care of marketplaces to deliver about exchanges and relationships for the intent of creating worth and fulfilling requires & wishes.

Now, marketing will have to be recognized not in the aged perception of making a sale – ‘’telling and selling” – but in the new perception of fulfilling shopper requires.  If the marketer does a excellent task of knowing client requires develops solutions that present exceptional worth and price ranges, distributes, and encourages them successfully, these solutions will sell quite easily.  Consequently, advertising and advertising are only portion of a larger sized ‘’marketing mix” – a established of marketing resources that do the job with each other to fulfill shopper requires and develop shopper relationships.

Broadly outlined, marketing is a social and managerial process by which people today and teams receive what they have to have and want via creating and exchanging worth with other people.  In a narrower business context, marketing consists of building financially rewarding, worth – laden exchange relationships with clients.  Therefore, we outline marketing as the process by which corporations produce worth for clients and develop robust relationships in purchase to seize worth from clients in return.

Buyer Wants, Desires, and Requires:

The most simple thought underlying marketing is that of human requires.  Human requires are states of felt deprivation.  They consist of simple actual physical requires for food, clothing, warmth, and safety: social requires for belonging and affection: and person requires for information and self – expression.  These requires have been not created by marketers: they are a simple portion of the human makeup.


                        Desires are the form human requires choose as they are shaped by tradition and person identity. An American requires food but wishes a              Significant Mac, French fries, and a delicate consume. A individual in Mauritius requires food but wishes a mango. Rice, lentils, and beans.  Desires are shaped by buying electricity, wishes come to be requires.  Specified their wishes and assets, persons need solutions with gains that increase up to the most worth and pleasure.


Marketing and advertising Management

The examination, preparing, implementation and regulate of courses layout to produce, develop and maintain helpful exchanges with target prospective buyers for the intent of achieving organizational objectives.

Marketing and advertising Management Concepts




Marketing and advertising




Manufacturing thought:


Management really should concentration on enhancing creation and distribution performance. When the need for a solution exceeds the provide, management really should seems for techniques to enhance creation. When the solutions price is also significant, enhanced productivity is wanted to deliver it down.

Item thought:

                 Purchaser will favour solutions that provide the most high-quality, performance and modern characteristics. Consequently, an group really should commit electrical power to making carries on solution enhancements. 

Advertising thought:

            Customers will not invest in adequate of the corporations solutions except its beneath can take massive-scale advertising and promotion hard work. 

                        Existing           Advertising &         Income via

Factory            products          promoting        sales quantity


Advertising is also important purpose of marketing. It is the process the place by goods and solutions last but not least movement to the clients who have to have them. Advertising focuses on the requires of the vendor.

Marketing and advertising thought:


                        Customer         Integrated       Income via

Market             needs               marketing        shopper pleasure

            The marketing thought holds that achieving organizational plans is dependent on pinpointing the requires and wishes of target marketplaces and offering the desired pleasure additional successfully and competently than to rivals.

Marketing and advertising implies getting clients. Marketing focuses on the requires of the purchaser. Makes income by creating extended time period shopper relationships primarily based on shopper worth and pleasure. 

Societal thought:


            The societal marketing thought holds that the group

Modern society

(Human welfare)


(Want pleasure)



really should establish the requires, wishes and passions of target marketplaces.





Marketing and advertising Mix (four Ps):

            Marketing combine involves the established of controllable, tactical marketing resources in the target industry.

  • Ø  Item implies the goods and solutions mix the company provide to the target industry. Ex: Nuts & Bolts, Spark plugs, Pens & Pencils etc.
  • Ø  Price tag is the total of dollars clients have to pay out to receive the solution.
  • Ø  Put involves company functions that make the solution offered to target customers
  • Ø  Marketing implies functions that communicate the deserves of the solution and persuade target clients to invest in it. Ford spends dollars just about every year for advertising to notify client about the company and its solution.


Item wide range

Top quality & Layout


Brand name

Packaging & Products and services

Warranties & Returns

Price tag

Checklist rate



Payment period

Credit rating phrases



Coverage & Places







Private advertising

Profits promotion

Public relations

























Marketing and advertising hard work / Marketing regulate:

            The company wishes to layout and place in to motion the marketing combine that will best achieves its objectives in its target marketplaces.


Create strategic programs

Create marketing programs


Carry out programs

( The company turns the programs

in to motion )


Measure final results

Examine final results

Take corrective motion



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