Successfully reported this slideshow.
Concept, Tools & Retention
A market is any place or body
where the sellers of a particular
good or service can meet with
the buyers of that goods and
service where there is a
potential for a transaction to
take place. The buyers must
have something they can offer
in exchange for there to be a
Marketing management is the art and
science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and
communicating superior customer value.
Thus Marketing concept is the way of life in
which all the resources of an organization are
mobilized to create, stimulate and satisfy the
consumer at a profit.
Marketing concept is a marketing
management philosophy that holds that
achieving organizational goals depends
on knowing the needs and wants
of target markets and delivering
the desired satisfaction better
The marketing concept rests on
A) Target market,
B) Customer needs,
C) Integrated marketing, and
No company can
operate in every
market and satisfy
every need. Nor can
it always do a good
job within one
Marketing is about
meeting needs of target
The key to professional
marketing is to
customers’ real needs
and meet them better
than any competitor can.
When all the departments of company
work together to serve the customer’s interests,
the result is integrated marketing.
Integrated marketing takes on
First, the various marketing functions-sales
force, advertising, product
management, marketing research, and so on –
must work together.
Second must be well coordinated with other
departments of company.
The ultimate purpose of the
marketing concept is to help
organizations achieve their goals. In
the case of private firms, the major
goal is profit. Marketing managers
have to provide value to the customer
and profits to the organization.
Marketing managers have to evaluate
the profitability of all alternative
marketing strategies and decisions
and choose most profitable decisions
for long-term survival and growth of
5 Marketing Concepts
Marketing philosophy/concepts has their evolution with the
industrial revolutions in mid 19th Century and undergone to
various changes and modifications from that time to modern
Some of famous marketing philosophies are –
Production Orientation Philosophy
Product Orientation Philosophy
Sales Orientation Philosophy
Customer Orientation Philosophy
Social Orientation Philosophy
Marketing Tools are the
techniques and materials used by those
who are involved in
the promotion of goods and services.
Most business that need to sell their goo
ds or services to the public will make
extensive use of various marketing tools,
such as market
research and advertising to help further
Marketers and Prospects
Needs, Wants, and Demands
Research & Development
Some Important Marketing Tools
Customer retention is about keeping the
customers you’ve invested in to acquire.
Customer retention and customer retention marketing
are key components in maintaining a profitable
business. The goal of customer retention marketing is
to convert first-time or occasional buyers into
loyal, long term customers. And to accomplish this, a
business needs to understand what it is that converts
the occasional or first-time buyer into a loyal
customer. Through customer retention
marketing, businesses are able to uncover what it is
that makes this conversion happen.
Customer Retention Diagram
TOP 5 CUSTOMER RETENTION
A) Regular Communication
with Customized Content and
Special Offers. E.g. Big
Bazar, Nilgiri’s Strargy
B) Customer service e.g.
Lenovo , LG, Samsung, Soni
C) Listen (and then talk) e.g.
Twitter, AOC, LIC, TATA group
awards and customer
referral rewards e.g.
Software companies like
softwares, Microsoft etc.
E) Bring Your Customers
Together e. g. custom
social networks, face book
or LinkedIn groups, etc