121767563-introduction-to-marketing.pdf

©2000 Prentice Hall

Objectives

Scope of Marketing

Tasks of Marketing

Major Concepts & Tools of Marketing

Marketplace Orientations

Evolution

Marketing’s Responses to New

Challenges


Scope of Marketing

Market Research

Product Planning

Branding

Pricing

Channels of Distribution

Promotion : selling, advertising, sales

promotion

Servicing : customer service, after sales


Key Tasks of Marketing

Identify target markets

Market Research

Product Development

Devise a marketing mix

Market Monitoring


Marketing

Marketing is the management process

responsible for :

Identifying

Anticipating and

Satisfying Consumer requirement

profitably


Defining Marketing

Marketing is a societal process by

which individuals and groups obtain

what they need and want through

creating, offering, and freely

exchanging products and services of

value with others.

- Philip Kotler (p. 7)


Core Concepts of Marketing

Product or Offering

Value and Satisfaction

Needs, Wants, and Demands

Exchange and Transactions

Relationships and Networks

Target Markets & Segmentation

Marketing Channels

Supply Chain

Competition

Marketing Environment


Simple Marketing System

Industry

(a collection

of sellers)

Market

(a collection

of Buyers)

Goods/services

Money

Communication

Information


Manufacturer markets

Services, money

Government markets

Services, money

Services

Services, money

Taxes

Taxes, goods

Taxes, goods

Taxes, goods

Money Money

Consumer markets

Intermediary markets Goods, services Goods, services

Resources Resources

Resource markets

Money Money

Structure of Flows


The Four Ps

Marketing

Mix

Product

Price Promotion

Place

The Four Cs

Customer

Solution

Customer

Cost

Communication

Conven-

ience


Production Concept

Product Concept

Selling Concept

Marketing 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 if the company aggressively

promotes/sells these products

Focuses on needs/ wants of target markets & delivering value

better than competitors

Company Orientations

Towards the Marketplace


Market Integrated marketing

Profits through customer

satisfaction

Customer needs

(b) The marketing concept

Factory Existing products

Selling and promotion

Profits through sales volume

Starting point Focus Means Ends

(a) The selling concept

Customer Delivered Value


Customers

Front-line people

Middle Management

Top

Management

Traditional Organization Chart


Customer-Oriented

Organization Chart

Customers

Front-line people

Middle management

Top

manage-

ment


Evolving Views of Marketing’s

Role

a. Marketing as an equal function

Finance Production

Marketing Human resources

b. Marketing as a more important function

Finance

Human resources

Marketing

Production



Role

c. Marketing as the major function

Marketing

Production

d. The customer as the controlling factor

Customer



Role

e. The customer as the controlling function and marketing as the

integrative function

Customer

Marketing

Production

121767563-introduction-to-marketing.pdf

Documents

Transcript of 121767563-introduction-to-marketing.pdf