| 3rd April 2018 08:29 AM | |
| sumit | Re: mba first sem notes free download As you are looking to download free notes of MBA 1st Semester Course offering by Jaipur National University, so I am providing important notes: MBA 1st Semester Notes: MARKETING: NATURE, SCOPE AND CORPORATE ORIENTATION TOWARDS MARKET PLACE STRUCTURE 1.0 Objective 1.1 Introduction 1.2 Definitions and meanings 1.3 Corporate orientations towards market place 1.3.1 The Production Concept 1.3.2 The Product Concept 1.3.3 The selling concept/sales concept 1.3.4 The marketing concept 1.3.5 The societal marketing concept 1.4 Marketing Management 1.5 Nature of Marketing 1.6 Scope of Marketing 1.7 Summary 1.8 Keywords 1.9 Self Assessment questions 1.10 References/suggested readings INTRODUCTION In the present day world marketing is all pervasive. We are exposed to marketing of products, services and ideas almost every day. The study of marketing is very interesting in the sense that every body of us have performed marketing activities in one form or other. For example, during college days, working part time at a fast food restaurant to help fund ones own education or persuading parents to buy a new music system. When a sales person engaged in selling a T.V., a doctor treats a patient or the district administration asks its people to get their vehicles checked for pollution, everybody is marketing something to the target audience. Marketing is essentially about marshalling all the resources of an organisation to meet the needs of the consumers on whom the entire organisation depends. Although each of these examples are different, they all have something in common; they consist a variety of marketing activities. Many definitions have emerged to describe marketing activities. DEFINITIONS AND MEANINGS According to American Marketing Association Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives. Ramaswamy and Namakumari defines marketing It is the total system of interacting business activities designed to plan, promote and distribute need satisfying products and services to existing and potential consumers. Philip Kotler defines marketing It is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others. This definition of marketing is the most widely accepted by marketing educators and practitioners. It highlights the core concepts like needs, wants, demands, products, value, cost, and satisfaction. So, we can conclude that marketing is the process of identifying the needs of the target audience and provide the products accordingly in exchange of some value. This process mainly consists of two parties. On the one side, marketers are there who go to resource markets (raw material markets, labour markets, money market, and so on) to buy these resources and shape them into goods and services for their target consumers. On the other hand, consumers are there who provide vital information to the marketers besides money for using various products and services. This simple process can be understood by the figure given below: Therefore, marketing highlights the satisfaction of consumers needs and wants and it has become evident that knowing consumer needs and desires is a road to success for the marketers. But the scenario in marketing has not been the same as we see today. Therefore, it is imperative to go through the various orientations of marketing. CORPORATE ORIENTATIONS TOWARDS MARKET PLACE The concept of marketing has evolved through different stages from production orientation to societal orientation. The modern concept of marketing highlights satisfaction of consumer needs and wants whereas the societal concept cares for the well being of the consumer as well as that of society. Lets discuss these orientations/philosophies/concepts one by one. The Production Concept It is one of the oldest philosophies in business. This concept views that consumers will prefer those products that are widely available and cheaper in cost. The organizations are production-oriented in nature and try to achieve high production efficiency and emphasize on wider supply of goods and services. This concept began in 1600s with the colonization of America and continued till the later part of 19th century. In those days, primary motive of the organizations was to make the product available to consumers and to kept the price low. In those days, the demand of products used to exceeds the supply. In this particular situation consumers were more interested in obtaining the products rather than its quality and features. The producers used to enjoy the huge economies of scale and it was very difficult for the new entrant to enter into the market as the existent marketers used to enjoy a kind of monopoly situation. Henry Ford was the pioneer in the 1900s to expand the automobile market on the basis of production concept by providing his consumers only a single version of car i.e. T-model in black colour. But the marketers, after a certain period of time, could not get the NOTES of MARKETING: NATURE, SCOPE AND CORPORATE ORIENTATION TOWARDS MARKET PLACE     NOTES of MARKETING: NATURE, SCOPE AND CORPORATE ORIENTATION TOWARDS MARKET PLACE drive.google.com/file/d/1RHAqVhNl3FpFa3XEcntpFGWkX5Y5f2XP/view |
| 3rd April 2018 08:24 AM | |
| Unregistered | Re: mba first sem notes free download I have taken admission in MBA First Semester Course at Jaipur National University in last week. I need important notes of this semester course, so will you give link to download free notes for MBA 1st Semester Course of Jaipur National University? |
| 9th November 2016 11:48 AM | |
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