Core Marketing Concepts

Needs, Wants and Demands• Needs• Basic human requirements• Wants

Specific objects that might satisfy the need.

• DemandsWants backed by paying capabilities

Stated needs

Real needs

Unstated needs

Delight needs

Secret needs

Type of needs

Offerings and Brands• Offerings• A set of benefits that satisfy needs

• BrandsOfferings from a known source

Value and satisfaction

Marketing Channels

Supply Chain

Competition

Marketing Environment

These slides were created by Sharang Agarwal, IIT Kharagpur as part of an internship done under the guidance of Prof. Sameer Mathur, IIM Lucknow (www.IIMInternship.com)

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