planning pricing promotion distributing marketing concept business administration lap 11
TRANSCRIPT
PlanningPricing
Pro
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Distributing
Mark
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Conce
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Business Administration LAP 11Business Administration LAP 11
ObjectivesObjectives
Explain the concept of marketing.Explain the concept of marketing.
Explain the nature of the marketing Explain the nature of the marketing concept.concept.
Explain how marketing affects our society.Explain how marketing affects our society.
Objective AObjective A
Explain the conceptExplain the conceptof marketing.of marketing.
• You may not think you have anything to do You may not think you have anything to do with marketing. But you do!with marketing. But you do!
If you’ve ever. . .
Planned acar-wash fund-raiser
Negotiated alower pricefor a garage
sale item
Handed outflyers for aclass-officecandidate
Delivered candyto someone
sponsoring yourathletic event
. . . then you’ve been involved in marketing.
• Marketing is all around you. You can’t get away Marketing is all around you. You can’t get away from it.from it.
Marketing is defined Marketing is defined as . . .as . . .
the process of planning the process of planning and executing the and executing the conception, pricing, conception, pricing, promotion, and promotion, and distribution of ideas, distribution of ideas, goods, and services to goods, and services to create exchanges that create exchanges that satisfy individual and satisfy individual and organizational objectives.organizational objectives.
It connects producers to the customersIt connects producers to the customerswho buy their products.who buy their products.
CustomersCustomersProducersProducers
It encompasses everything that happens before a It encompasses everything that happens before a customer makes a purchase.customer makes a purchase.
Where does marketing take place?Where does marketing take place?
Everyday placesEveryday places
Marketing occurs wherever customers are.Marketing occurs wherever customers are.
The goods and The goods and services which services which support customers’ support customers’ lifestyles and meet lifestyles and meet businesses’ needs businesses’ needs are found in the . . .are found in the . . .
schools,schools,businesses,businesses,and shops in their and shops in their neighborhood.neighborhood.As online purchases become more popular, the community As online purchases become more popular, the community
marketplaces gain eager competitors from around the marketplaces gain eager competitors from around the nationnation——even from around the world.even from around the world.
What items are marketed?What items are marketed?Broad categoriesBroad categories
GoodsGoods
DurableDurable
Nondurable Nondurable
Almost anything can be marketed.Almost anything can be marketed.
ServicesServices
OrganizationsOrganizations
PlacesPlaces
IdeasIdeas
PeoplePeople
Economic Goods & ServicesEconomic Goods & Services• Economic good:Economic good:
Physical (tangible) objectPhysical (tangible) object
Useful (able to satisfy Useful (able to satisfy human wants)human wants)
Scarce (limited)Scarce (limited)
TransferableTransferable
• Economic service:Economic service: Productive act that satisfies an Productive act that satisfies an
economic wanteconomic want
Same characteristics as Same characteristics as economic goods economic goods except except intangibleintangible
Consumer and Industrial ProductsConsumer and Industrial Products
• Consumer products—All economic Consumer products—All economic goods and services purchased and goods and services purchased and used by the ultimate consumer (final used by the ultimate consumer (final user)user)
Examples:Examples: FoodFood
GasGas
SunglassesSunglasses
Consumer and Industrial ProductsConsumer and Industrial Products
• Industrial products—All economic Industrial products—All economic goods and services purchased by goods and services purchased by producers:producers:
For resaleFor resale
To make other goods To make other goods and servicesand services
For use in business operationsFor use in business operations
Examples:Examples: BuildingsBuildings
EquipmentEquipment
Office suppliesOffice supplies
Objective BObjective B
Explain the nature of the Explain the nature of the marketing concept.marketing concept.
The Marketing ConceptThe Marketing Concept
A philosophy of conducting business that is A philosophy of conducting business that is
based on the belief that all business activities based on the belief that all business activities
should be aimed toward satisfying consumer should be aimed toward satisfying consumer
wants and needs while achieving company goalswants and needs while achieving company goals
Note the Note the customer’s point customer’s point
of view first, of view first, before making before making any marketing any marketing
decisions.decisions.
You should then have You should then have a better idea of what a better idea of what the customer wants the customer wants
and needs and needs and and a better a better idea of how to fulfill idea of how to fulfill
those needs.those needs.
Three themes of the marketing concept:Three themes of the marketing concept:
Customer orientation: Customer orientation: Do it their way.Do it their way.
Old thinkingOld thinking——Persuading Persuading the customer that s/he the customer that s/he needs a good or service needs a good or service that has already been that has already been producedproduced
Customer orientationCustomer orientation——Find out what your customers Find out what your customers want and provide them with it.want and provide them with it.
Objective CObjective C
Explain how marketing affects Explain how marketing affects our society.our society.
Marketing fits into every facet of ourMarketing fits into every facet of ourlives whether on a global scale or rightlives whether on a global scale or right
in our own neighborhoods.in our own neighborhoods.
In our communityIn our community——Every day you come Every day you come across marketing activities that can across marketing activities that can
influence your decisions.influence your decisions.
SignsSignsStoresStoresDiscount couponsDiscount couponsTrucks transporting goodsTrucks transporting goodsStorage warehousesStorage warehouses
When you run When you run out of milk,out of milk,
you go to the you go to the corner store.corner store.
When an ice-cream truck turns down your When an ice-cream truck turns down your street, you suddenly want a cool snackstreet, you suddenly want a cool snack.