Marketing 101

JOMC 272

Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and

society at large.

AMA, 2007

The Production Concept

The Product Concept

The Sales Concept

The Marketing Concept

The Societal Marketing Concept

The organization’s task is to determine the needs, wants, and interests of target markets

and to deliver the desired satisfactions more effectively and efficiently than competitors,

and in a way that preserves or enhances the consumer’s and the society’s well-being.

Product

PricePlace

Promotion

TheMarketing

Mix

Situation Analysis

Marketing Objectives

Marketing Strategies

Advertising Objectives/Strategies

Media Objectives/Strategies