concept of core marketing
TRANSCRIPT
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CONCEPT OF CORE MARKETING
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A POWERPOINT PRESENTATION BY
DEBANGITA GHOSHCHAITANYA BHARATHI INSTITUTE OF TECHNOLOGY(CBIT), HYDERABAD
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SO, HOW IS MARKETING POSSIBLE?
ITS BECAUSE OF NEEDS,WANTS AND DEMANDS..
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BASIC HUMAN REQIREMENTS SUCH AS AIR,FOOD,WATER ARE TERMED AS
NEEDS
WANTS NEEDS BECOME WANTS WHEN DIRECTED TO SPECIFIC OBJECT
WANTS FOR SPECIFIC PRODUCTS BACKED BY AN ABILITY TO PAY
DEMANDS
MARKETERS DON’T CREATE NEEDS THEY FULFILL THE DEMANDS
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TARGET MARKETS
THE MARKET CONSISTS OF DIFFERENT BUYERS. SO MARGETS ARE DIVIDED INTO SEGMENTS
THIS IS DONE BY EXAMINING-DEMOGRAPHICPSYCHOGRAPHIC BEHAVIORIAL
DIFFERENCES AMONG BUYERS..
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FOR EXAMPLE SOFT DRINKS,
I LIKE ORANGE U MIGHT LIKE COLA HENCE MARKETERS BRING DIFFERENT RANGES OF PRODUCTS
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BRAND AND OFFERINGS
A SET OF BENEFITS THAT SATSFY THE NEEDS COME UNDER A SAME BANNER CALLED “BRAND”
BRAND IS AN OFFERING FROM A KNOWN SOURCE
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MOUTHWATERING EH?
This brand brings beverages, pizza, self service and home delivery too.
Different buyers prefer different taste and toppings
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Value and Satisfaction
A combination of quality, service and price(qsp) that means the most to the buyer is value
Satisfaction reflects a persons judgment on the product
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MARKETING CHANNELS
COMMUNICATION CHANNELS :
POSTERS CDs Newspapers Magazines Audiotapes Television Telephone Internet
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Distribution channels
Service channels
Distributers
Wholesalers
Retailers
Warehouses
Transportation companies
Banks
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Supply chain
Raw materials
factory
packaging
export
Import(market)
Final buyers
Final product
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COMPETITION AND RIVALRY
COMPANIES HAVE TO FIGHT BATTLE IN SATISFYING A BUYER
THUS PRODUCTS NEED STRATERGIES AND PLANNING TO WIN THE MARKET
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MARKETING ENVIRONMENT
TASK ENVIRONMENT BROAD ENVIRONMENT SUPPLIER DEMOGRAPHIC ECONOMIC DISTRIBUTORS SOCIO-CULTURAL
NATURAL TECHNOLOGICAL
DEALER POLITICAL-LEGAL
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THANK YOU