introduction to marketing
DESCRIPTION
what are first things you know to study marketing.TRANSCRIPT
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Marketing Management
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The Scope of Marketing* Marketing deals with identifying and meeting human and social
needs.* One of the shortest definitions of marketing is “Meeting needs
profitably” * Marketing can be define in two perspective as social and
managerial definitions *Role of marketing plays in the society.
“Deliver a higher standard of living”
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The American Marketing Association Releases New Definition for Marketing
The new definition reads:“Marketing is the activity, set of institutions, and processes for creating, communicating,delivering, and exchanging offerings that have value for customers, clients, partners, andsociety at large.”
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The previous definition stated:
“Marketing is an organizational function and a set of processes for creating, communicating,
and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders.”
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• “Marketing is no longer a function – it is an educational process.”
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1935
• Marketing is] the performance• of business activities that• direct the flow of goods and• services from producers to• consumers
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1985
• [Marketing is] the process of• planning and executing the• conception, pricing, promotion,• and distribution of ideas,• goods and services to create• exchanges that satisfy• individual and organizational• objectives.
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2004
• Marketing is an organizational• function and a set of• processes for creating,• communicating, and delivering• value to customers and for• managing customer• relationships in ways that• benefit the organization and its• stakeholders
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2007
• Marketing is the activity, set of• institutions, and processes for• creating, communicating,• delivering, and exchanging• offerings that have value for• customers, clients, partners,• and society at large.
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Marketing Management, Kotler and Keller - 2005
• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.
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• A customer is not dependent on us….we are dependent on him
• A customer is not an interruption of our work..he is the purpose of it. We are not doing a favor by serving him….he doing us a favor by giving us the opportunity to do so.
• A customer is not someone to argue or match wits. Nobody ever won an argument with a customer.
• A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves.
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Core Concepts of Marketing
Product or Offering ksIamdÈ;h fyda fokq,nk foa Product or Offering ksIamdÈ;h fyda fokq,nk foa
Value and Satisfaction jákdlu yd ;Dma;sh Value and Satisfaction jákdlu yd ;Dma;sh
Needs, Wants, and Demands Tskelñ wjYH;d yd b,a¨uNeeds, Wants, and Demands Tskelñ wjYH;d yd b,a¨u
Exchange and Transactions yqjudrej yd .kqfokqj Exchange and Transactions yqjudrej yd .kqfokqj
Relationships and Networks iñnkaO;djh yd cd,h Relationships and Networks iñnkaO;djh yd cd,h
Target Markets & Segmentation b,lal fj<|m, yd lKavkh Target Markets & Segmentation b,lal fj<|m, yd lKavkh
Marketing Channels wf,úlrk udOHhka Marketing Channels wf,úlrk udOHhka
Supply Chain iemhqñ oñje, Supply Chain iemhqñ oñje,
Competition ;r.h Competition ;r.h
Marketing Environment wf,úlrk mßirh Marketing Environment wf,úlrk mßirh
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What is Marketed?
• Goods• Services• Events • Experiences• Persons
• Places• Properties• Organizations• Information• Ideas
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Market
• A set of actual and potential buyers for the product
• Similar needs and wants • Purchasing power • Willingness to buy through exchange process
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Key Customer Markets
• Consumer markets• Business markets• Global markets• Nonprofit/Government markets
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Marketer and prospect
• Marketer is someone who seeks a response from another party.
• A responded party is called prospect.
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Simple Marketing System
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Goods/services
Money
Communication
Information
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For an exchange to occur…..
• There are at least two parties.• Each party has something that might be of value to
the other party.• Each party is capable of communication and delivery.• Each party is free to accept or reject the exchange
offer.• Each party believes it is appropriate or desirable to
deal with the other party.
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Market orientations
• Production concept• Product concept• Selling concept• Marketing concept• Holistic marketing concept
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Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only ifthe company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
Company Orientations Towards the Marketplace
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Market Integratedmarketing
Profits throughcustomer
satisfactionCustomer
needs
(b) The marketing concept
Factory Existingproducts
Selling andpromotion
Profits throughsales volume
Startingpoint Focus Means Ends
(a) The selling concept
Customer Delivered Value
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The Holistic Marketing concept
• The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies.
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• Holistic marketing recognizes that “everything matters” with marketing and that a broad, integrated perspective is often necessary.
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The Four Ps
MarketingMix
Product
Price Promotion
Place
The Four CsThe Four Cs
CustomerSolution
CustomerCost
Communication
Conven-ience
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Customers
Front-line people
Middle Management
TopManagement
Traditional Organization Chart
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Customer-Oriented Organization Chart
Customers
Front-line people
Middle management
Topmanage-
ment
Customers Cus
tom
ers
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Evolving Views of Marketing’s Role
a. Marketing as anequal function
FinanceProduction
Marketing Humanresources
b. Marketing as a moreimportant function
Finance
Humanresources
Marketing
Production
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Evolving Views of Marketing’s Role
c. Marketing as themajor function
Marketing
Finance
Human
resources
Production
d. The customer as thecontrolling factor
Customer
Human
resource
s
FinanceProduction
Marketing
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Evolving Views of Marketing’s Role
e. The customer as the controllingfunction and marketing as the
integrative function
Customer
Marketing
Production
Human
resources
Finance
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Marketing Management Tasks
• Developing marketing strategies
• Capturing marketing insights
• Connecting with customers• Building strong brands
• Shaping market offerings• Delivering value• Communicating value• Creating long-term growth