Marketing Notes Self

Market-definition
A market is a place where two parties can gather to facilitate the exchange of
goods and services. The parties involved are usually buyers and sellers. The
market may be physical like a retail outlet, where people meet face-to-face, or
virtual like an online market, where there is no direct physical contact between
buyers and sellers.
Meaning of modern marketing
Modern Marketing is a holistic, adaptive methodology

that connects brands with real customers and drives
business results by blending strategy, creative,
technology, and analysis.
Concept of modern marketing
1. The Production Concept:
This concept lays emphasis on production and assumes that
consumers will always respond to products that are made available to
them. This concept developed when there was a period of
manufacturing dominance and there was no competition. It was
producers market and hence production problems were of more
importance than anything else.
The major task of the management was to strive constantly to increase

production and there were no selling or marketing problems. The
production concept may boost the sales in the initial stages but it
invites the criticism that it is impersonal in its approach and ignores
the interests of the consumers.
2. The Product Concept:

ADVERTISEMENTS:
With the passage of time, it was realized that it is not only the quantity
of production but also the quantity of the product that is important.
The product concept assumes that the consumers will respond
favourably to the best quality products that are reasonably priced and
hence the major task of the management is to improve the quality of
the product it offers to successfully attract and hold customers.
Enterprises which rely too much upon the product concept may face
difficulties due to the tendency on the part of such enterprises “to look
to often in a mirror when they should be looking out of the window.”
3. The Sales Concept:

With the development in technological field, the competition had
grown and the market had become more complex. During 1920’s and
30’s the selling activity became more important and marketing was
regarded merely as a selling activity, giving rise to the sales concept.
The selling concept assumes that the consumers will generally not buy
enough of the firm’s products unless their interest is stimulated in its
products through substantial selling and promotional activities. In this
concept the focus is on the product, the means are selling and
promoting and the objective is maximization of profits through sales
volume. The drawback of the sales concept is that it ignores the
customer’s interest and a firm which follows this concept may face
difficulties in the long run.
4. The Marketing Concept:

The modern approach to marketing is referred to as the marketing
concept. The essence of the marketing concept is that the customer
and not the product is the centre of entire business activity. It is also
referred to as the customer-oriented approach to business. This
concept explains the rationale for a firm’s existence in terms of its
ability to satisfy some aspects of consumer needs and recognizes the
purpose of the business as to ‘create a customer’.
In the words of Stanton, “the marketing concept is a philosophy, an

attitude, or a course of business action. The customers want
satisfaction in the economic and social justification of a company’s
existence. Consequently all company’s activities in production,
engineering and finance, as well as marketing, must be devoted to,
first, determining what the customers wants are and then, satisfying
these wants while making a reasonable profit.
5. The Social Marketing Concept:

In the words of Philip Kotler, the social marketing concept is a
management orientation that holds that the key task of the
organization is to determine the needs and wants to target markets
and to adopt the organization to delivering the desired satisfaction
more effectively and efficiently than its competitors in a way that
preserves or chances the consumer’s and society’s well being.
The societal marketing concept aims at serving the target markets in

such a way as to deliver not only maximum customer satisfaction, but
also long-run individual and social benefits. It must concentrate on
customer’s needs and interests in addition to their wants and desires.
Thus, this concept lays more emphasis on the social responsibilities of
business as the latest trend in marketing.

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Market-definition

Modern Marketing is a holistic, adaptive methodology

The major task of the management was to strive constantly to increase

2. The Product Concept:

3. The Sales Concept:

4. The Marketing Concept:

In the words of Stanton, “the marketing concept is a philosophy, an

5. The Social Marketing Concept:

The societal marketing concept aims at serving the target markets in

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