Eassy on Presentation

TECHNICAL TEACHERS TRAINING INSTITUTE, BHOPAL

Workshop on
Marketing of Educational Institutes, Programmes and run

CORE CONCEPTS OF MARKETING

DEFINITION OF MARKETING
Marketing is a social dish by which individuals and groups obtain what
they need and want through creating and exchanging products and value with
others. (Philip Kotler)
Marketing is the analysis, planning, implementation, and control of c arefully
formulated programs designed to encounter nigh voluntary exchanges of values
with target markets for the purpose of achieving organizational objectives. It
relies heavily on designing the organizations offering in footing of the target
markets needs and desires, and on using effective pricing, communication,
and distribution to inform, motivate, and helper the markets. (Philip Kotler)
KEY POINTS
a)

Managerial Process involving analysis, planning and control. (The view of marketing
as social process is not of interest to us as managers)

b)

Carefully formulated programs and not just random actions.

(A generosity organization

sending volunteers out to collect money this is not marketing, it is selling)

c)

self-imposed exchange of values; no use of force or coercion. Offer benefits.



(A
museum, seeking members, tries to design a set of benefits that are appealing to potential members.)

d)

Selection of Target Markets rather than a quixotic attempt to win every market
and be every(prenominal) things to all men.

e)

Purpose of marketing is to achieve Organizational Objectives. For commercial
celestial sphere it is profit. For non-commercial sector, the objective is different and
must be specified clearly. (City wellness Department wishes to reduce diseases and enhance
health level. National Safety Council wants to bring down the death and accident rate in the nation)

© indigo plant Chawla, June 2003

Core Concepts of Marketing

TTTI, Bhopal

f)

Marketing relies on designing the organizations offering in terms of the target...If you want to get a full essay, order it on our website: Orderessay



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