Download - Chapter 1 defining marketing
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DIYAN LESTARI SE MSC.
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Marketing is about identifying & meeting human & social needs.
Marketing has been defined as an organizational function & a set of processes for creating, communicating, & delivering value to customers & for managing customer relationship in ways that benefit the organization & its stakeholders.
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Goods Services Events Experiences Persons Places Properties Organizations Information Ideas
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Marketers is someone who seeks a response – attention, a purchase, a vote, a donation-from another party.
Markets is a collection of buyers and sellers who transact over a particular product.
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Needs, Wants, and Demands Needs are the basic human
requirementsWants when they are directed to specific
objects that might satisfy the need Demands are wants for specific
products backed by an ability to pay
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Symbol is is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition
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SEGMENTATION is identify & profile distinc groups of buyers who might prefer or require varying product & servce mixes by examing demographic, psychographic, & behavioral differences among buyers
TARGET MARKET is segmentation which present the greatest opportunity
POSITITIONING is fill in the minds of the target buyers as delivering some central benefits.
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The production concept The product concept The selling concept The marketing concept -> customer
centered