book
System Analysis
Unit 1
Examining Concepts of Marketing Management
Chapter 1 - Introduction to marketing
Lesson 2 - Scope of marketing, core marketing concepts
Scope of marketing, Core marketing concepts In this lesson we shall discuss the areas that the marketing covers. Whatever concepts we have learnt in the first lesson in the definition of marketing, which form the core concepts of marketing. The concept of marketing revolves around demand for the product/services. In this lesson we are going to study 8 different types of demands, which plays a major role in the marketing activities. At the end of this lesson you will be in the position to understand briefly all the major concepts of marketing which will be dealt in detail in the coming lessons.
Core Marketing Concepts –
Needs Wants And Demands:
Marketing thinking starts with the fact of human needs and wants. We all have some needs residing in ourselves. These needs exist. Remember that needs can never be created.
Human need is a state of felt deprivation of some basic satisfaction. Wants are desires for specific satisfiers of these deeper needs. Demands are wants for specific products that are bagged by an ability and willingness to buy them.
Marketers do not create the needs. They can influence the demand by making the product appropriate, attractive, affordable and easily available to target customers.
Products:
Anything that can be offered to satisfy a need or a want,
Persons
:
Singer
Places
:
Goa
Activities
:
Sing in karaoke lounge.
Organizations :
Health club
Ideas
:
Osho ashram
Other terms can be
:
Offerings, satisfiers or resources. Needs:
Eg: A woman is not buying ‘lipstick’, she is buying ‘.hope’.
Needs are the basic human requirements. People need food, air, water, clothing & shelter to survive. People also have needs for recreation, education and entertainment.
She is confident that she will definitely look good after using that
Unit 1
Examining Concepts of Marketing Management
Chapter 1 - Introduction to marketing
Lesson 2 - Scope of marketing, core marketing concepts
Scope of marketing, Core marketing concepts In this lesson we shall discuss the areas that the marketing covers. Whatever concepts we have learnt in the first lesson in the definition of marketing, which form the core concepts of marketing. The concept of marketing revolves around demand for the product/services. In this lesson we are going to study 8 different types of demands, which plays a major role in the marketing activities. At the end of this lesson you will be in the position to understand briefly all the major concepts of marketing which will be dealt in detail in the coming lessons.
Core Marketing Concepts –
Needs Wants And Demands:
Marketing thinking starts with the fact of human needs and wants. We all have some needs residing in ourselves. These needs exist. Remember that needs can never be created.
Human need is a state of felt deprivation of some basic satisfaction. Wants are desires for specific satisfiers of these deeper needs. Demands are wants for specific products that are bagged by an ability and willingness to buy them.
Marketers do not create the needs. They can influence the demand by making the product appropriate, attractive, affordable and easily available to target customers.
Products:
Anything that can be offered to satisfy a need or a want,
Persons
:
Singer
Places
:
Goa
Activities
:
Sing in karaoke lounge.
Organizations :
Health club
Ideas
:
Osho ashram
Other terms can be
:
Offerings, satisfiers or resources. Needs:
Eg: A woman is not buying ‘lipstick’, she is buying ‘.hope’.
Needs are the basic human requirements. People need food, air, water, clothing & shelter to survive. People also have needs for recreation, education and entertainment.
She is confident that she will definitely look good after using that