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CH 1

This document provides an overview of key concepts from Chapter 1 of a marketing management textbook. It defines marketing and discusses core concepts like Maslow's hierarchy of needs. It also outlines the elements of a modern marketing system, different marketing orientations/concepts, and the marketing process. The chapter introduces the marketing mix variables and provides examples to illustrate concepts like the production and societal marketing concepts.

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Prashant Hiremath
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390 views11 pages

CH 1

This document provides an overview of key concepts from Chapter 1 of a marketing management textbook. It defines marketing and discusses core concepts like Maslow's hierarchy of needs. It also outlines the elements of a modern marketing system, different marketing orientations/concepts, and the marketing process. The chapter introduces the marketing mix variables and provides examples to illustrate concepts like the production and societal marketing concepts.

Uploaded by

Prashant Hiremath
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

Chapter 1
INTRODUCTION TO MARKETING

Chapter 1 Introduction to Marketing

Definition of Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. (Philip Kotler) Marketing is the performance of business activities that directs the flow of goods and services from producer to customer or user. (American Mgt Association)

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Core Marketing Concepts

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Maslows Hierarchy of Needs

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Marketing Offers
Tangibles
Non-durables Durables

Non-tangibles
Services Activities

Others
Persons, Ideas Places, Events Organisations Information Experiences

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Elements of a Modern Marketing System

Chapter 1 Introduction to Marketing

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Marketing Orientations or Concepts


1. 2. 3. 4. 5. 6. The Production Concept The Product Concept The Selling Concept The Marketing Concept The Customer Concept The Societal Marketing Concept

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Model T Best Example for Production Concept

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

Societal Marketing Concept

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

The Marketing Process

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

Chapter 1 Introduction to Marketing

The Marketing Mix Variables

Himalaya Publishing House

Marketing Management Dr. K. Karunakaran

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