6 marketng intro
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Transcript of 6 marketng intro
AGENDA
Overview Key concepts Definitions What is marketed Tasks of marketing management VALUE Concept VBM- an introduction
BACK to BASICS
Needs Wants Demand
Activities in Sales & Marketing
CREATE Demand: Gaining new customers Regaining lost consumers
CATER Demand: Retaining existing consumers
What is MARKETING
A science An art A business function A process A philosophy
What is Marketed? Goods Services Events Experiences Persons Places Properties Organizations Information Ideas
TASKS of Marketing Management Developing marketing strategies & plans Capturing insights Connecting with consumers Building strong brands Shaping market offerings Delivering value Communicating value Creating long term growth
VALUE Concept
“Marketing is all about CREATING, COMMUNICATING & DELIVERING VALUE”
VALUE FRAME WORK
Selecting the value Creating the value Communicating the value Delivering the value Capturing the value back from the
market Enhancing the value
DISTINGUISH
SELLING Selling starts with
a seller & needs of the seller
Business as “goods producing process”
Cost determines the price
MARKETING Marketing starts
with buyers & their needs
Business as “customer satisfying process”
Consumer determines the price
THE BCG MATRIX
Porter's 5 FORCES MODEL
SWOT Analysis
WEAKNESSSTRENGTHS
OPPORTUNITIES THREATS
PEST Analysis
Political Economic Social Technological Environmental Legal Ethical