Page 5 - MARKETING & PUBLIC RELATIONS EBOOK IC88

CHAPTER – 2

INTRODUCTION TO MARKETING

A. Consumer focus

1. Fiding and retaining consumers
 The way in which an organisation matches its human, financial, and other physical
resources with the wants of its customer.
 Market deals with the creation and delivery of goods and service to customers to
finding out what the customers want, informing them of the availability of the same,
distributing them in ways that are convenient to them.
 The above that marketing places emphasis on the consumer, his needs, his wants,
and his satisfactions.
 The resources are procured and processed through practices relating to finance,
personnel, production, materials. The customer makes decisions with regard to the
purchase of goods and services.

2. Depends on choices
 Marketing concepts are based on the assumption that the producer has choices on
what to produceand customer has choices on what to buy. In other way, there are
no choices; there is hardly any scope for marketing.
 A marketer asks questions like what do people buy, why do they buy, when, how
etc. the product have to reach the buyer at places from which they can conveniently
buy. The prices have to be right.
 It is not only a business enterprise that has to be concerned about customers. Even
monopolies and govt or social organisatrion have customers.

B. The customer

1. The internal customer
 The concept of marketing is nowa days applied even to departments within
organisations.
 The output of every person in the course of a work flow becomes the input for the
next person in the process chain.
 The meaning of the word customer is not necessarily one who pays money and buys
goods or services.

2. Value

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