SEEKING MATCHING PROGRAMMING.

SEEKING.
In this function the aim of seeking is to discover the customer and customer needs. The marketing oppurtunity is revealed through an analysis of this environment.
MATCING
Under this matching process customer demand has to be matched with organisational resources and environmental limitations such as competition government regulation general economic conditions and so on.
PROGRAMMING.
Amarketing programme which is known as marketing mix covers product price
Promotion and distribution strategies. They are formulated and implemented to accomplish the twin objectives of the customer satisfaction and profitability.
  In the customer oriented marketing approach and the concept of stategy we may evolve a precise definition of marketing.
Marketing is a system of integrated business activities designed to develop strategies and plans to the satisfaction of the customer want of selected market segments or targets.
B . OBJECTIVES OF MARKETING.
1. FOR developing an intelligent appreciation of modern marketing practice.
2. For providing guiding policies regarding marketing procedures and their implementations.
3. For studying marketing problems according to circumstances and to suggest solutions.
4. For analysing the shortcomings in the existing pattern of marketing.
5. For enabling successful distribution of agricultural products mineral wealth and manufactured goods.  And
6. For enabling managers to assess and decide a particular course of action marketing has become important to the society.

The social market concept. Contd

The definition has the following implications.
T
he whole system plan starts with the product idea and does not end until the customers wants are completely satisfied which may be some time after the sale is made.

2. The definition implies to be successful. Marketing must maximise profitable sales in the long run. This customers must be satisfied In  order for a company to get repeat business that ordinarily is so vital to success.
The American marketing association defines marketing as the performance of business activities that direct the flow of goods and services from the producer to the consumer or user. The definition only emphasizes distributive aspects of the market and fails to stress managerial  aspect of marketing. Marketing under managerial  thinking should also stress cost and price consideration,demand satisfaction or selling and demand creation or sales promotion and advertising and marketing research to match the supply with the customer demand.Marketing must include ascertaining,creating and satisfying the customer wants and doing it at a profit.
      Marketing is "The set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants. All business activities helping and promoting the exchange function are included in marketing".
Marketing is the ongoing or continuous process of defining anticipating and creating customer needs and wants and
of organising all the resources of the enterprise to satisfy the customer demand at the desirable profit to the firm and also to the customer. Marketing is a system of integrated business activities designed to develop marketing plans and programmers leading to the satisfaction of customer wants.
Marketing includes Seeking/Matching/Programming........

THE SOCIAL MARKETING CONCEPT

According to this philosophy the company should determine the needs,wants and interests of target markets. The company has to provide the desires satisfaction more effectively and efficiently than the competitors in a way that maintains or improves and the   consumers  and the society's well being. The social marketing concept is of recent origin among the five marketing management philosophies.

This concept questions whether the pure marketing conceptis a adequate in this context of environmental problems,resources shortages rapid population growth,world wide inflation and neglected social services. The social marketing concept holds that the pure marketing concept does not consider the possible conflicts between short run consumer welfare.

Certain consumer and environmental groups have voiced concerns that coke has little nutritional value which can harm people's teeth(contains caffeine)and adds to the litter problem with disposable bottles and cans.

The social marketing concept insists marketers to balance three cinsiderations while formulating their marketing state gies
1. Company profits.
2. Company wants.
3. Society's interest.
Generally most of the companies used to take their marketing decisions largely on short run company profit. Later on they have recognised the long run importance of satisfying consumer wants and the marketing concept emerged. Now many companies are beginning to think of society's interests when making their marketing decisions.
One such company is Johnson&Johnson
rated in a Fortune Magazine poll as Americas most admired company for the community and for the environmental responsibility. J&J's concern for the social ingests is summarised in a company document called the"CREDO".Johnson&Johnson would rather take high loss than ship a bad batchof one of its products and the company spurts many community and employee programme that benefits is consumers,workers and the environment.

Marketing is an activity that is not restricted to business.
MARKETING CONSISTS OF ALL ACTIVITIES DESIGNED TO GENERATE AND FACILITATE ANY EXCHANGE INTENDED TO SATISFY HUMAN NEEDS AND WANTS.
A Micro definition of marketing applicable in a business or non business organisations as follows.
MARKETING IS. ...A system of business
                               activities.
                               Designed to plan price
                    Promote and distribute.

Something of value want satisfying products services and ideas.
For the benefit of the target present and potential household consumers or industrial users. To achieve the organisations objectives.
Contd.......

THE SELLING CONCEPT

The philosophy is very seriously followed by many organisations. According to this concept the people may not like to buy enough of the organisation's product,unless it undertakes a large selling market and promotion effort. This is application to unsought good to those which buyers do not normally think of buying. These industries must be good at tracking down prospects and selling them on product benefits. This is also practised in the non profit area. A political party for example., will vigorously sell the candidate to the voters  as a fantastic
Person for the job. While doing so the candidate's mistakes are hidden from the public because the aim is to get the sale not worry about the consumers satisfaction afterwards.

THE MARKETING CONCEPT
This is very important philosophy that holds the key of achieving organisational goals depends on determining the needs and wants to the target markets and delivering the desired satisfactions more effectively these Competitors. This is a relatively recent business philosophy. This concept had been stayed in such colourful ways as "TO FLY, TO SERVE"(BRITISH AIRWAYS); and"WE ARE NOT SATISFIED UNTIL YOU ARE"(GEC)
"TO DO ALLIN OUR POWER TO PACK THE CUSTOMER'S DOLLAR FULL OF VALUE
QUALITY AND SATISFACTION."
.The Selling concept and the marketing concept are always misunderstood. .
THE SELLING CONCEPT.
Starting point   factory
Focus.               Products.
Means.           Selling and promoting
Ends                profits through sales
                         Volume.
THE MARKETING CONCEPT.
Starting point    Market
Focus                  consumer needs.
Means             coordinated marketing
Ends                 profits through customer
                          Satisfaction.
From the above table it is evident that the selling concept takes an inside out  perspective. It starts with the factory which focuses on the company's existing products and calls for heavy selling and promotion to obtain profitable sales. On the Other hand the marketing concept
takes an outside in perspective. It involvesa well defined market concentrates on customer needs,coordinates all the marketing activities affecting customers and makes profit by creating customer satisfaction.
    Under the marketing concept companies produce what consumers want thereby satisfying consumers and making profits.

A CONCRETE CONCEPT

Marketing management refers to carrying out tasksto achieve desired exchanges with target markets. There are five alternative concepts under which every organisation conducts their own marketing activities. The production,
product,selling , marketing and social marketing concepts.

THE PRODUCTION CONCEPT

According to this concept the consumers prefer to use the products that are available and highly affordable and that management should concentrate on improving production and distribution efficiency. This concept is one of the philosophies that guide sellers.

This is useful philosophy on two situations.

1. When the demand for a product exceeds the supply the management has to find out the ways and means to increase the production.

2. When the products cost is to high and improved productivity is needed to bring it down.
For example.  To perfect the production of a particular model,so that its cost could be reduced and more people could afford it.
Some companies follows the philosophy of increased production and lower costs in order to bring down prices. They enjoyed a major share of the market with this philosophy. On the other hand when the same strategy is used in by some by bringing down the price customers did not find to their taste. Eg HMT watches were very popular for so many decades,people have chosen TTITAN watches for its elegance and attraction.

THE PRODUCT CONCEPT.
This is a other philosophy that guides The seller. According to this product the consumers used to prefer products that offer the most quality performance and features and that an organisation should thus devote energy to making continuous product improvements. Some manufacturers believe that,if they can build a better mousetrap the world will beat a path to their door.
Generally people will look for a better solution to a mouse problem,but not necessarily for a better mouse trap. The solution may also involve a chemical spray as an exterminating service or something that works better than a mouse trap. More over a better mouse trap will not sell unless the manufacturer designs packages prices it attractively,placing it in very convenient distribution channels. and brings it to the attention of people who need it and convinces them it is a better product.

MARKETING MANAGEMENT

Marketing touches everyone's life. It is the means by which a Standard of living is developed and delivered to people. Many people confuse marketing with selling, but infact marketing occurs both before and after the selling event. Marketing actually combines many activities. . Marketing research, product development, distribution, pricing, advertising, personal selling and others designed to sense,serve and satisfy consumer needs while meeting the organisation's goals.

Marketing human activity directed at satisfying needs and wants through exchange processes. The core concepts of marketing are needs'wants ,demands, products , exchange transactions and markets.

Marketing management is the analysis, planning, implementation, and control of programmes designed to create,build and maintain beneficial ex changes with target markets in order to achieve organizational objectives. Marketers must be good at managing the level,timing,and composition of demand, because actual demand can be different from what the organisation wants.

Marketing management can be guided by five different philosophers.  The production concept holds that consumers favour products that arm available at low cost and that management's talk is to improve production  efficiency and bring down prices. The product concept holds that consumers favour quality products ,and that little promotional  effort is thus required. The Selling concept holds the consumers will not buy enough of the company's products unless they are stimulated through heavy selling and promotion. The marketing concept holds that a comp by should research the needs and wants of a well defined target market and deliver the desired satisfactions. The societal marketing concept holds that the company should generate customer satisfaction and long run societal well being as the key to
achieving both its goals and it's responsibilities.

Marketing practices have a major impact on people in our society. Different goals have proposed for a marketing system such as maximizing consumption consumer satisfaction ,consumer choice or quality of life. Interest in marketing is growing add more organisations in the business non profit and international sectors recognise the way in which marketing can improve performance.

A CONCRETE CONCEPT.

OBJECTIVES OF MARKETING

The objectives of marketing management are derived from the overall objectives of business such as profits,growth service to society etc; marketing helps to achieve these objectives by developing and distributing goods and services to satisfy the needs and the requirements of the customer on one side and give profits to the business enterprise on the other. .
       The basic objectives of marketing management are as follows.
CREATION OF DEMAND.
A business enterprise can sell products or service only when there is a demand.,which is created through marketing. Marketing tries to create demand through various means,eg. Advertising, personal selling, sales promotion  etc: For the purpose the enterprise Firstly finds out what customers want and then produce and distribute that particular product at a reasonable cost. Thus marketing helps in creating demand utility for the product.

PROFITABILITY THROUGH CUSTOMER
SATISFACTION.
Marketing seeks to achieve long terms goals of profitability and growth by satisfying the needs of the customer. The basic aim of business is to satisfy the needs of the customer. The basic all of business is to satisfy the needs and requirements of different types of customers,which can only be fulfilled through marketing. If the needs and requirements of the customers are not fulfilled the business will fail to earn expected profit and survive.

MARKET SHARE.
Marketing helps an enterprise to create a strong position for itself in the market.
aggressive selling efforts are made to survive to a competitive world. Therefore every business firm uses promotional methods to make its products and services famous in the market.

GOOD WILL
The foremost aim of a business enterprise is to eat profits and to develop and maintain goodwill in the market. A name or goodwill of a business enterprise can be attained through marketing only by selling quality products at a reasonable prices.

STANDARD OF LIVING.
Marketing management aims at improving the living standards of people by
1. Providing a wide variety of goods and services.
2. Supplying new and better quality products and
3. Creating more employment opportunities.