Principles of Marketing

Md. Nur-E-Alam Siddique

Lecturer,
School of Business, UITS

Marketing Management:
Marketing Management is the art and
science of choosing target markets and
building profitable relationship with
them.

Marketing Management Philosophy /

orientation:
The production concept
The product concept
The selling concept
The marketing concept
The societal marketing concept

Marketing Mix:

We define marketing mix as the set of

controllable tactical marketing tools
that the firm blends to produce the
response it wants in the target market.

These marketing tools are 4 Psi) Product- the goods-and-services

combination the company offers to the
target market.
ii) Price- the amount of money
customer have to pay to obtain the
product.

iii) Place- companys activities that make

the product available to target
consumers.
iv) Promotion- activities that
communicate the merits of the product
and persuade target customers to buy it.

The 4Ps concept takes the sellers view of the

market, not the buyers view. From the buyers
view point, in this age of connectedness, the
4Ps might be better described as the 4Cs:
4Ps 4Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication

THANKS