Executive Summary

The report describes about the marketing management. How the company
put the efforts to market the product. Which type of consumer is been
targeted, what are the strategies company use to market their product.
The different idea to promote their product, the different ways of
approaching the customers.
The First heading describes about what is been marketed? There are
different entities through which
marketer market some of them are
goods, services, events, experience, places and properties.
The Second heading describes about the who is been marketed. Types of
the demand which the consumers directly or indirectly follows such type
of demand. There are eight different type of demand. Which is been
explained in detail in the research report. It also describes about the
customer market in which different markets are explained in detail
The Third heading describes about the core concepts. The first one is
needs, wants and demand of the consumer. The second point describes
about the Target market, segmentation and positioning, the target market
which they are going to target, the segmentation they are going to use
and the third point describes about the segmentation value satisfaction
the fourth point is market channel.

Table of content
Introduction
Who markets?
Types of demand
Key customer value
Core Concepts
Needs, wants and demand
Target
Market,
segmentation
Positioning
Value Satisfaction
Market demand

and

Marketing Management
Advertising is about recognizing and gathering human and social needs. One of the
most brief great meanings of advertising is "addressing needs profitably." when
ebay perceived that individuals were not able to spot a portion of the things they
coveted most, it made an online closeout clearinghouse .At the point when IKEA
perceived that individuals needed great decorations at generously lower costs, it

made knockdown furniture. These two organizations showed show casing clever and
turned a private or social need into a beneficial business opportunity.
Marketing is the social process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others.
(kotler, 2014).
What is marketed?
Marketers market different type of entities some of them are as follows:GOODS: - Physical merchandise constitutes the main part of most nations'
generation and showcasing endeavors. Every year, U.S. organizations market
billions of new, canned, stowed, and solidified nourishment items and a large
number of autos, coolers, TVs, machines, and different pillars of a cutting edge
economy.
Service: - As economies development, a becoming extent of their exercises
concentrates on the generation of administrations. The U.s. economy today delivers
a 7030 administrations to-products blend .Administrations incorporate the work of
carriers, lodgings, auto rental firms, hairdressers and beauticians, support and
repair individuals, and bookkeepers, investors, legal advisors, designers, specialists,
programming developers, and administration experts. Numerous business sector
offerings blend products and administrations.
Events: - Advertisers advance time-based occasions, for example, real exchange
shows, creative exhibitions, and organization celebrations. Worldwide brandishing
occasions, for example, the Olympics and the World Cup are elevated forcefully to
both organizations and fans.
Experience: - By coordinating a few administrations and products, a firm can
make, stage, and business sector encounters. Walt Disney World's Magic Kingdom
permits clients to visit a pixie kingdom, a privateer boat, or a spooky house. There is
likewise a business sector for modified encounters, for example, a week at a
baseball camp with resigned baseball greats, a four-day shake and move dream
camp, or an ascend Mount Everest.
PLACES: - Urban communities, states, areas, and entire countries contend to draw
in voyagers, inhabitants, industrial facilities, and organization headquarters. Place
advertisers incorporate monetary improvement experts, land agents, commercial
banks, nearby business affiliations, and publicizing and advertising organization

PROPERTIES: - Properties are impalpable privileges of proprietorship to either

genuine property (land) or money related property (stocks and securities). They are
purchased and sold, and these trades require showcasing. Land operators work for
property managers or dealers, or they purchase and offer private or business land.

Venture organizations and banks market securities to both institutional also singular
speculators
.
Who markets?
Marketing is done to find out the prospect and the marketers who will promote his
product.
A prospect is a potential customer or sales lead which has been qualified as fitting
certain criteria. This may include: fitting the target market, having buying authority
and being a key decision maker. To become a prospect, an indicated interest in the
product or service being offered is not always necessary. (Lilyquist, 2014)
Marketing is the activity, set of institution and processes for creating,
communicating, delivering and exchanging offerings that have value for customers,
clients, partners, and society at large. (Thimmesch, 2010 ).
There is different type of demand in the market. Marketers are the one who finds
the demand for their product, but thats just a smallest way of doing. As finance
department are responsible for financing, marketers are responsible for managing
demand for the product. There are eight different type of demand which is as
follows:1. Negative demand customer dont like the product but still have to purchase
that product.
2. Nonexistent demandcustomer is not that aware of the product or
uninterested in product.
3. Latent demandthe desire for the customer is high which cannot be fulfill by
the company.
4. Declining demandconsumers stop buying the product frequently or he has
stop losing interest in it.
5. Irregular demandcostumers purchases product at any time. May be daily,
weekly, monthly or yearly.
6. Full demand customers always purchases such type of product. Demand for
such product is always high.
7. Overfull demandAfter purchasing the product customer are always satisfied.
8. Unwholesome demandcustomer are satisfied with the product, but are not
willing to buy the product daily.

Dealers and purchasers are joined by four streams. Dealers send merchandise and
administrations and interchanges, for example, advertisements and standard mail
to the business sector; in exchange they get cash and data, for example, client
state of mind and deals information. The inward circle demonstrates a trade of cash
for products and administrations; the external circle demonstrates a trade of data.
KEY CUSTOMER MARKET
1- Consumer Market :- Organizations offering mass buyer products and
administrations, for example, juices, beautifying agents, sports shoes, and air
travel invest a lot of time making a solid brand picture by creating a
predominant item and bundling, guaranteeing its accessibility, and sponsorship
it with captivating correspondences and solid administration.
2- Business markets: - Organizations offering business products and
administrations frequently face overall educated proficient purchasers gifted at
assessing aggressive offerings. Business purchasers purchase products to make
or exchange an item to others at a benefit. Business advertisers must show how
their items will help accomplish higher income or lower costs. Promoting can
assume a part, however the deals constrain, the cost, and the organization's
notoriety may play a more noteworthy one.
3- Global markets: - Organizations in the worldwide commercial center must
choose which nations to enter; the most effective method to enter each (as an
exporter, licenser, joint wander accomplice, contract producer, or solo producer);
how to adjust item and administration peculiarities to every nation; how to value
items in diverse nations; and how to outline interchanges for distinctive
societies. They confront diverse prerequisites for purchasing and discarding
property; social, dialect, lawful and political contrasts; and coin changes. Yet, the
result can be enormous.
4- Non profit and governmental markets: - Organizations offering to not-forprofit associations with restricted obtaining power, for example, chapels,
colleges, beneficent associations, and government orgs need to cost precisely.
Lower offering costs influence the peculiarities and quality the vender can
incorporate with the advertising. Much government obtaining calls for offers, and
purchasers regularly concentrate on down to earth arrangements and support
the most reduced offer without mitigating components.
CORE MARKETING CONCEPTS
Need wants and demand
a- Need are the basic human requirements such as air,water,food, shelter.
b- Humans also wants to have recreation in their life but that is not termed as
need it is termed as wants.
c- Demands are very specific need. For example many people wants expensive
cars but very less people have the expensive car.so that is the demand for
the particular product

These distinctions shed light on the frequent criticism that marketers create
needs or marketers
get people to buy things they dont want. Marketers do not create needs: Needs
preexist
marketers. Marketers, along with other societal factors, influence wants. They might
promote the
idea that a Mercedes would satisfy a persons need for social status. They do not,
however, create the
need for social status. (kotler, 2014).
There are five type of needs:1- Stated needs- basic need. Like a consumer wants less expensive car.
2- Real needs- the consumer purchases a car whose operating cost is low initial
cost doesnt matter much.
3- Unstated needs- the consumer wants good service from the dealer.
4- Delight needs- additional features which the dealer would like to give with an
car
5- Secret needs consumer wants to feel high status in the society with an
expensive car.
Target market, segmentation and positioning
Not everybody loves the same cereal, restaurant, school, or motion picture. In this
way, advertisers begin by isolating the business sector into portions. They
distinguish and profile different gatherings of purchasers who may incline toward or
oblige fluctuating item and administration blends by looking at demographic,
psychographic, also behavioral contrasts among buyers. After distinguishing
business sector portions, the advertiser chooses which show the best open doors
which are its target markets. For every, the firm creates a business offering that it
positions in the personalities of the target purchasers as conveying some focal
benefit(s). Volvo creates its autos for purchasers to whom security is a significant
concern, situating its vehicles as the most secure a client can purchase.
Value and satisfaction
The purchaser picks the offerings he or she sees to convey the most esteem, the
whole of the
unmistakable and elusive profits and expenses to her. Esteem, a focal promoting
idea, is fundamentally a mix of value, administration, and value (qsp), called the
customer value traid.
Marketing Channel

To achieve a target advertise, the advertiser utilizes three sorts of advertising

channels. Correspondence stations convey and get messages from target
purchasers and incorporate daily papers, magazines, radio, television, mail, phone,
bulletins, publications, fliers, Cds, audiotapes, and the Internet. Past these,
organizations convey through the look of their retail locations and Web destinations
and different media. Marketers are progressively including dialog channels, for
example, email, web journals, and without toll numbers to well known monolog
channels, for example, ads.the advertiser utilizes dispersion channels to show, offer,
or convey the physical item or service(s) to the purchaser or client. These stations
may be control through the Internet, mail, or cellular telephone or phone, or
roundabout with merchants, wholesalers, retailers, and operators as
intermediaries.to do exchanges with potential purchasers, the advertiser likewise
uses administration stations that incorporate stockrooms, transportation
organizations, banks, and insurance agencies. Advertisers unmistakably confront a
configuration challenge in picking the best blend of correspondence, dissemination,
and administration channels for their offerings.