050121 Principles of Marketing
description
Transcript of 050121 Principles of Marketing
![Page 1: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/1.jpg)
050121 Principles of Marketing
Suwattana Sawatasuk
![Page 2: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/2.jpg)
WHAT IS MARKETING?
![Page 3: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/3.jpg)
What is Marketing?
• The process by which companies create value for customers and build strong customer relationships in order to capture value from customer in return.
![Page 4: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/4.jpg)
Marketing Process
Understand the
marketplace & customer
needs & want
Design a customer-
driven marketing strategy
Construct an
integrated marketing program
that deliver superior
value
Build profitable
relationships and create customer
delight
Capture value from customers to create
profits and customer
equity
1 2 3 4 5
Create value for customers and build customer relationships
Capture value from customers in return
![Page 5: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/5.jpg)
UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS
![Page 6: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/6.jpg)
Customer Needs, Wants, and Demands
• Needs = States of felt deprivation
Basic physical needs for food, clothing, warmth, and safety
Social needs for belonging and affectionIndividual needs for knowledge and self-
expression
![Page 7: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/7.jpg)
Customer Needs, Wants, and Demands
• Wants = The form human needs take as shaped by culture and individual personality– Dandy needs food but wants to eat sushi at Fuji
Restaurant.
• When human wants are backed by buying power, wants become demands of products with benefits that add up to the most value & satisfaction.
![Page 8: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/8.jpg)
Market Offerings–Products, Services, and Experiences
• Market offering = some combination of products, services, information, or experiences offered to a market to satisfy a need or want
![Page 9: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/9.jpg)
Marketing Management
• The art and science of choosing target markets and building profitable relationships with them
• There are 5 alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing, and
societal marketing concepts.
![Page 10: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/10.jpg)
I. Production Concept
• The idea that consumers will favor products that are available and that the organization should therefore focus on improving production and distribution efficiency.
![Page 11: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/11.jpg)
II. Product Concept
• The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements.
![Page 12: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/12.jpg)
III. Selling Concept
• The idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.
![Page 13: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/13.jpg)
IV. Marketing Concept
• The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.
![Page 14: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/14.jpg)
The Selling and Marketing Concepts Contrasted
Factory Existing products
Selling & promoting
Profits through sales volume
The selling concept
Market Customer needs
Integrated marketing
Profits through customer satisfaction
The marketing concept
Starting point
Focus Means Ends
The set of actual
& potential
buyers of
product or
service
Make & sell
(inside-out)
Sense & respond
(outside-in)
![Page 15: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/15.jpg)
V. Societal Marketing Concept
• The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.
Societal marketing
concept
Society(Human welfare)
Company(Profits)
Consumers(Want satisfaction)
![Page 16: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/16.jpg)
ANALYZING THE MARKETING ENVIRONMENT
![Page 17: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/17.jpg)
Marketing Environment
• The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers
• 2 Levels of marketing environment:– Microenvironment– Macroenvironment
![Page 18: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/18.jpg)
Microenvironment
• The actors close to the company that affect its ability positively or negatively to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
![Page 19: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/19.jpg)
Microenvironment
• The company – top management (mission, objectives, strategies, policies), R&D, purchasing, operations, and accounting
• Suppliers • Marketing intermediaries• Competitors• Publics• Customers
![Page 20: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/20.jpg)
Microenvironment
• The company• Suppliers – supply shortages or delays, labor
strikes, rising supply costs• Marketing intermediaries• Competitors• Publics• Customers
![Page 21: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/21.jpg)
Microenvironment
• The company• Suppliers• Marketing intermediaries – firms that help company
to promote, sell, and distribute its goods to final buyers includes resellers, distribution firms, marketing services agencies, and financial intermediaries
• Competitors• Publics• Customers
![Page 22: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/22.jpg)
Microenvironment
• The company• Suppliers• Marketing intermediaries• Competitors• Publics• Customers
![Page 23: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/23.jpg)
Microenvironment• The company• Suppliers• Marketing intermediaries• Competitors• Publics – any group that has an actual or potential
interest in or impact on an organization’s ability to achieve its objectives such as financial, media, government, citizen action, local, general, and internal publics
• Customers
![Page 24: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/24.jpg)
Microenvironment
• The company• Suppliers• Marketing intermediaries• Competitors• Publics• Customers – consumer markets, business
markets, reseller markets, government markets, and international markets
![Page 25: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/25.jpg)
Macroenvironment
• The larger societal forces that affect the micro environment—demographic, economic, natural, technological, political, and cultural forces.
![Page 26: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/26.jpg)
Macroenvironment
• Demography – human populations in terms of size, density, location, age, gender, race, occupation and other statistics
• Economic• Natural• Technological• Political• Cultural
![Page 27: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/27.jpg)
Macroenvironment
• Demography• Economic – factors that affect consumer buying
power and spending patterns such as income, cost of living, interest rates, and saving and borrowing patterns
• Natural• Technological• Political• Cultural
![Page 28: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/28.jpg)
• Demography• Economic• Natural – shortages of raw materials, natural
disaster, increased pollution, increased government intervention
• Technological• Political• Cultural
Macroenvironment
![Page 29: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/29.jpg)
Macroenvironment
• Demography• Economic• Natural• Technological – forces that create new
technologies, creating new product and market opportunities
• Political• Cultural
QR Code (2D Bar Code)
![Page 30: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/30.jpg)
Macroenvironment
• Demography• Economic• Natural• Technological• Political – laws, government agencies, and
pressure groups that influence and limit various organizations and individuals in a given society
• Cultural
![Page 31: 050121 Principles of Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062411/568168d1550346895ddfc1d9/html5/thumbnails/31.jpg)
• Demography• Economic• Natural• Technological• Political• Cultural – forces that affect society’s basic
values, perceptions, preferences, and behaviors
Macroenvironment