Marketing Introduction

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MM by Kotler

Transcript of Marketing Introduction

  • 1. 1Defining Marketingfor the 21st Century1

2. What is Marketing?Marketing is an organizational functionand a set of processes for creating,communicating, and delivering valueto customers and for managingcustomer relationships in ways thatbenefit the organization and itsstakeholders.Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-2 3. What is Marketing Management?Marketing management is theart and scienceof choosing target marketsand getting, keeping, and growingcustomers throughcreating, delivering, and communicatingsuperior customer value.Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-3 4. What is Marketed? Goods (products) Services Events Experiences Persons Places Properties Organizations Information IdeasCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-4 5. 1-5Marketing Can Promote Ideas 6. 1-6Selling is only the tip of the icebergThere will always be a need forsome selling. But the aim of marketingis to make selling superfluous. The aimof marketing is to know and understandthe customer so well that the product orservice fits him and sells itself. Ideally,marketing should result in a customerwho is ready to buy. All that should beneeded is to make the product orservice available.Peter Drucker 7. The Basic Profit EquationProfit =Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-7 8. The Basic Profit EquationProfit = Revenues CostsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-8 9. Figure 1.1 Structure of Flows inModern Exchange EconomyCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-9 10. Figure 1.2A Simple Marketing SystemA.K.A. The Exchange ProcessCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-10 11. Core Concepts Needs, wants, anddemands Target markets,positioning,segmentation Offerings andbrands Value andsatisfaction Marketing channels Supply chain Competition Marketingenvironment Marketing planningCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-11 12. Needs - states of felt deprivation including physicalneeds for food, social needs for belonging andindividual needs for self-expression.i.e. I am thirsty.Wants - form that a human need takes asshaped by culture and individual personality.i.e. I want a Coca-Cola.Demands - human wants backed by buying power.i.e. I have money to buy a Coca-Cola.1-12Needs. Wants. Demands. 13. 1-13 14. Target Markets,Positioning & SegmentationCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-14 15. Offerings and BrandsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-15 16. Value and SatisfactionCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-16 17. Marketing ChannelsCommunicationDistributionServiceCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-17 18. Broad Marketing EnvironmentDemographic EconomicSocio-culturalPolitical-legalTechnological NaturalCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-18 19. Company OrientationsProductionProductSellingMarketingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-19 20. Holistic MarketingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-20 21. Performance MarketingFinancialAccountabilitySocial ResponsibilityMarketingCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-21 22. The Marketing MixThe Four PsCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-22 23. The New Four PsPeopleProcessesProgramsPerformanceCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-23 24. Marketing Management Tasks Develop market strategies and plans Capture marketing insights Connect with customers Build strong brands Shape market offerings Deliver value Communicate value Create long-term growthCopyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 1-24