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Chapter-1 CHAPTER-1 MARKETING MANAGEMENT

CHAPTER-1 Introduction To MARKETING MANAGEMENT - 1 - CHAPTER-1 MARKETING MANAGEMENT : MARKETING MANAGEMENT is a social and managerial process by which individuals or firms obtain what they need or want through creating, offering, exchanging products of value with each others. CORE CONCEPTS OF MARKETING : (1) NEED/ want / DEMAND: Need: It is state of deprivation of some basic satisfaction. food, clothing, safety, shelter. want : Desire for specific satisfier of need. Indians needs food wants paneer tikka/ tandoori chicken.

iv) Marketing concept: Integrate marketing activities towards determining & satisfying needs/ wants of target market more effectively than competition. This is the key to achieving organization goals. Marketing Activities – Activities to create/ deliver/ consume the product to …

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  Needs, Want, Satisfying, Satisfying needs

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