Introduction to Marketing Concepts

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Clearly, integrated marketing is the better approach.


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While it may take longer to launch a product, the likelihood of success is greater. The traditional approach leaves much room for interdepartmental conflicting interest and is therefore regarded as an outdated approach in marketing. It all too often ignores the consumers needs. The integrated marketing approach helps a business work collectively as one unit. Further, benefits can include functional and emotional benefits.

Costs may include monetary costs, time costs, energy costs, and psychic costs. Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a products performance in relation to the person's expectations of performance. Most expectations are derived from past buying experiences, friends, the marketer, peers, competitors, and promises of performance. It is also important to keep in mind that a person is twice as likely to tell others about a negative product or experience than they are about a good product or positive experience.

Dissatisfied customers can also have a negative impact on employee morale. There are four marketing mix variables that are associated with a product. These must be taken into consideration when making any decisions regarding marketing activities. These are often known as the "Four P's" in marketing.

Introduction to Marketing Concepts | MBA Crystal Ball

Note that these should only be identified after a target market is selected. All marketing mix variables are controllable, internal factors. These include:. This group is determined after thorough segmentation and analysis of the market. While the marketing mix consists of factors that are controllable by a company, there are numerous external factors that must be taken into consideration when scanning the environment the product or service is marketed in.


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The company can do nothing about these in the long run, but can react to them in the short run. They will certainly impact what the marketer can do.

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Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters. Sign in or sign up and post using a HubPages Network account. Comments are not for promoting your articles or other sites. Thanx u , it made me review all basic concepts of marketing. I am a marketing student and I have to refresh myself with this stuff all the time.

Thanks again. Good hub, I remember learning the 4 p's back in college. Voted up! Thanks, I have a few. I was considering creating a hub that contained a collection of graphs, charts, diagrams, and some in depth examples to aid in learning some of the more complicated concepts. It may take me a little while but I should have that up relatively soon. Glad to help. I have no background in marketing but it looks great :. Other product and company names shown may be trademarks of their respective owners. HubPages and Hubbers authors may earn revenue on this page based on affiliate relationships and advertisements with partners including Amazon, Google, and others.

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Introduction to Marketing concept

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What is Marketing?

Sethughes more. What is Marketing? Marketing Utilities Four marketing utilities , which are the capacities of the product offering to satisfy the needs of a customer, are enhanced when exchange occurs. These include: Form Utility - The product is produced, or modified for the customer.

An example of this might be a car manufacturer designing their car so that a driver will be able to plug in his I-pod or other devices. Time Utility - The consumers ability to buy the product when he or she wants to buy the product. A grocer may store certain amounts of certain foods until the prime season they are bought. It is ensuring customers will have access to the food when they most desire them. Place Utility - This describes when a consumer is able to buy the product at a location that is convenient to him or her.

The best example of this is online sales.

Home is the most convenient location for a consumer. Possession Utility - Ownership of the product is transferred from the marketer to the buyer. An example is a getting a loan and then buying a car. This is concerned with the ease of transferability for the consumer. The Marketing Management Concepts There are four marketing management concepts that companies will utilize in their marketing objectives.

Product Concept - This management orientation says that if you build a quality product and set a reasonable price, very little marketing effort is needed to sell it. The product generates the demand "build it, and they will come" Selling Concept - This management orientation says that consumers will not normally buy enough of a product unless it is aggressively promoted to them.

Marketing Concept - This management orientation says the major purpose of an organization is to identify consumer needs and then adapt the organization in a way that will satisfy the customers needs more effectively and efficiently than competition. Chain restaurants may alter their menu in different countries Societal Concept - This management orientation focuses on satisfying consumers needs and demonstrating long run concern for societal welfare in order to achieve company objectives and attend to its responsibilities for society.

The idea is to find a balance between social welfare, consumer needs, and company profits. Traditional vs. Integrated Marketing To understand the fundamentals of marketing, it is important to understand two different approaches used when a company chooses to introduce a new product.

Introduction to Marketing Concepts

Perceived Value and Satisfaction A customers perceived value is equal to the benefits derived divided by the costs. These include: Product - This variable described all factors relating to the actual product visible to the consumer. These may include things such as quality, features, options, style, packaging, brand, sizes, labels, variety, and warranties.

Price - The price variable includes not only the list price, but all other pricing factors associated with a product. These may include discounts, allowances, payment options and periods, and credit terms. All of these are related to the final, whole price of the product.

Place - Place deals with all distribution and location aspects of a product. How and what are the products available to consumers? These may include assortments, channels, coverage areas, locations, and inventories. Promotion - Promotion is any and all efforts by a company to make publicize a product and make the consumer aware of it.

No matter what route the marketer decides to take, two or more of the above will inevitably overlap to offer customers the best marketing experience since the goal is to reach customers where they are rather than wait for them to approach the business. The first step in this process is establishing a marketing philosophy in place, where the business must perform a customer needs analysis to find ways to meet these needs.

It is important to remember that markets are dynamic, and keep changing. The concept of marketing has also evolved to keep pace with the needs of the market.

5 Marketing Concepts

Production concept — an operations-based concept where the consumer expects products that are easily available and affordable. Here the business focuses on production efficiency, lowering costs and mass distribution. This concept works in developing economies where the need is more for the product than the features it offers. Product concept — a consumer oriented concept where consumers expect products that are superior, high-performance and with unique features.

This concept assumes that customers are likelier to be loyal when the product meets all their expectations and so, the business strives to offer innovative products consistently.