Raras Ganita (16222103)

Henrika Silow (162222104)

C O R E M A R K ETIN G
C O N C EP TS

N eeds,W ants,and D em ands

Needs : the basic human requirements.

Five types of needs:

- Stated needs
- Real needs

- Unstated needs
- Delight needs
- Secret needs
Wants : when the needs are directed to specific objects

that could satisfy the humans needs.

Demands : wants for specific products supported by an

ability to pay.

Target M arkets,Positioning,
and Segm entation
Not everyone likes the same
product
The marketers need segmentation
The marketers decide which segment

presents greatest opportunities

called target markets.
The marketers develop market
offering that it positions in the minds
of the target buyers.

O ff
erings and Brands
The benefits that satisfy the

costumers needs are made physical

by an offering.
The offering from a known source is
a brand.

M arketing Channels
Communication channels.
Distribution channels.
Service channels.

Paid,O w ned,and Earned

M edia
Paid media : TV, magazine, display

ads, etc
Owned media : blog, Facebook page,
etc.
Earned media : streams in which
consumers, the press, or other
outsiders voluntarily communicate
something about the brand via word
of mouth, viral marketing methods.

Im pressions and Engagem ent

Impression occur when a consumers

view a communication are useful for

tracking the scope of a
communications reach that can also
be compared across all
communication types.
Engagement is the extent of a
customers attention and active
involvement with a communication

Value and Satisfaction

Value is the central marketing

concepts that combination of quality,

service, and price called customer
value triad.
Satisfaction reflects a persons
judgment of a products perceived
performance in relationship to
expectations.

Supply Chain
A channel stretching from raw

materials to components to finished

products carried to final buyers.

Com petition
Competition includes all the actual

and potential rival offerings and

substitutes a buyer might consider.

M arketing Environm ent

The task environment : the actors

engaged in producing, distributing,

and promoting the offering.
The broad environment :
- demographic environment
- economic environment
- social-cultural environment
- natural environment
- technological environment
- political-legal environment