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Core Marketing Concepts
1. Needs, Wants, and Demands
2. Target Markets, Positioning, and Segmentation
3. Offerings and Brands
4. Marketing Channels
5. Paid, Owned and Earned Media
7. Impression and Engagement
8. Value and Satisfaction
9. Supply Chain
10. Marketing Environment 2
• Basic humans requirement.
Human also have strong needs for recreation, entertainment and
1. Specific objects that specify needs.
2. Needs become wants when directed to
specific objects that might satisfy the
•Wants for specific products backed by an ability and
willingness to pay.
“Market segmentation is a marketing
strategy which involves dividing a broad
target market into subsets of consumers,
businesses, or countries who have common
needs, interests, and priorities, and then
designing and implementing strategies to
“A target market is a group of customers
towards which a business has decided to
aim its marketing efforts and ultimately
•Which the company would like to serve, and toward which all
marketing efforts will be directed
• The act of designing a company’s offering and image to occupy a
distinctive place in the minds of the target market.
“Positioning is the marketing activity and process of identifying a market
problem or opportunity, and developing a solution based on market
research, segmentation and supporting data”
•Set of benefits that a firm offers to satisfy a
• Physical form of intangible value proposition.
• Combination of products, services and information.
1. Deliver and receive messages from target
buyers and include news papers, television,
telephone, mail, bill boards.
2. Marketers are increasingly adding dialogue
channels such as emails , blogs and toll free
numbers to familiar monologue channels
such as ads.
Competition includes all actual and potential rival
offerings and substitutes a buyer might consider.
• Impressions occur when consumers view a
• Engagement is the extent of a customer's
attention and active involvement with a
1. Value is a central marketing concept which is
primarily a combination of quality, service and
2. The buyer chooses the offerings he perceives
to deliver the most value which is sum of all
tangible and intangible benefits.
1. Satisfaction reflects a person’s judgement of a product
perceived performance in relationship to expectations
2. If it falls short of expectations customer is
3. If it matches the expectations customer is satisfied
4. If it exceeds customer satisfaction customer is