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Principles of Marketing: Md. Nur-E-Alam Siddique Lecturer, School of Business, UITS

This document discusses principles of marketing management. It outlines five marketing philosophies: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. It also describes the marketing mix as the set of controllable tools a company uses - known as the four Ps of marketing: product, price, place, and promotion. Finally, it notes that from the customer's perspective, the four Ps can also be thought of as the four Cs of customer solution, customer cost, convenience, and communication.

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37 views8 pages

Principles of Marketing: Md. Nur-E-Alam Siddique Lecturer, School of Business, UITS

This document discusses principles of marketing management. It outlines five marketing philosophies: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. It also describes the marketing mix as the set of controllable tools a company uses - known as the four Ps of marketing: product, price, place, and promotion. Finally, it notes that from the customer's perspective, the four Ps can also be thought of as the four Cs of customer solution, customer cost, convenience, and communication.

Uploaded by

blokeyes
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Principles of Marketing

Md. Nur-E-Alam Siddique


Lecturer,
School of Business, UITS

Marketing Management:
Marketing Management is the art and
science of choosing target markets and
building profitable relationship with
them.

Marketing Management Philosophy /


orientation:
The production concept
The product concept
The selling concept
The marketing concept
The societal marketing concept

Marketing Mix:

We define marketing mix as the set of


controllable tactical marketing tools
that the firm blends to produce the
response it wants in the target market.

These marketing tools are 4 Psi) Product- the goods-and-services


combination the company offers to the
target market.
ii) Price- the amount of money
customer have to pay to obtain the
product.

iii) Place- companys activities that make


the product available to target
consumers.
iv) Promotion- activities that
communicate the merits of the product
and persuade target customers to buy it.

The 4Ps concept takes the sellers view of the


market, not the buyers view. From the buyers
view point, in this age of connectedness, the
4Ps might be better described as the 4Cs:
4Ps 4Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication

THANKS

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