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7/23/2019 Marketing Management 1.ppt
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Introduction of Marketing
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Music to a
Marketer’s Ears“They’re the best.”
“I always eat there.”
“I only fly with that airline.”
“I buy my electronics at that store.”
“I will prefer to go in that school.”
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What isWhat isMarketing,Marketing,
anyway?anyway?
A d v e r t i s i n
g
S a l e s
P r o m o t i o n s
P u l i c r e l at i o ns
S ! o n s o r s h i ! s
P r i c i n g
" e t a i l i n g
# i r e c t m
a i l
$ a t a l o g u e s
% i l l o a r d s
E & c o m m
e r c e
S h o ! ! i n g
c h a n n e l s
P a c k a g i n g
# e l i v e r y
S e r v i c e
" e s e a r c h
$ o
u ! o n s
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#efinition
Marketing' (he
!rocess of creatingconsumer value in
the form of goods,
services, or ideasthat can im!rove the
consumer’s life)
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What is marketing ?More than selling and advertising
Identifying and satisfyingcustomers needs
"ange of activities *marketingmi+ & P’s-
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What is Marketing?What is Marketing?
.earning to make what you can
sell vs) selling what you canmake)
Identifying and satisfying
customer needs and wants)
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Peter #rucker /oal of all organi0ations is to
gain and retain customers
Innovation and marketing are theonly two ways to achieve the goal
1(he rest only adds cost2
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(he AMA managerial definition'
– 1Marketing is the !rocess of!lanning and e+ecuting the
conce!tion, !ricing, !romotion,
and distriution of ideas, goods,and services to create
e+changes that satisfy individualand organi0ational o3ectives)2
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Marketing Involves having the "ight
Product available in the "ight Place at the "ight (ime and making sure
that the customer is ware of the
!roduct.
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MA"4E(I5/ #E6I5E#
(he !rocess y which $om!any’s
create value for customers and
uild strong customer
relationshi!s in order to ca!turevalue from customers in return
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MA"4E(I5/ P"7$ESS
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MarketingMarketing
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Product Price
Place Promotion
Customers
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Sim!le MarketingSim!le Marketing
SystemSystem
Producer8Seller $onsumer
$ommunication
Product8Service
Money
6eedack
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Marketing’s P’s
Product
Price
PlacePromotion
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Marketing’s P’s *9:-Peo!lePeo!le
Product
PricePlace
PromotionProfitsProfits
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Marketing –It assumes that it will !roceed
in accordance with ethical!ractices)
–Identifies the marketingvariales & !roduct, !rice,!romotion, and distriution)
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–States that the !ulic, the customer, and the
client determine the marketing !rogram)
–Em!hasi0es creating and maintaining
relationshi!s)
–6inally a!!lies for oth non&!rofitorgani0ations and !rofit&oriented
usinesses)
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Marketing Includes)))Personal selling
Advertising
Making !roducts availale in stores
Maintaining inventories
etc
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What $an %e Marketed?/oods
Services
E+!eriencesEvents
Persons
Places
Pro!erties
7rgani0ationsInformation
Ideas
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;ow #oes an
7rgani0ation $reate a$ustomer?
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Identifying customer needs
#esigning goods and services thatmeet those needs
$ommunicating information aout
those goods and services to!ros!ective uyers
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Making the goods or services availale attimes and !laces that meet customers’needs
Pricing goods and services to reflectcosts, com!etition, and customers’ ailityto uy
Providing for the necessary service andfollow&u! to ensure customer satisfactionafter the !urchase
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;ow is Marketing
#one?
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Marketers #evelo! and Im!lement
a Marketing Plan %ased on the
6ollowing Information'
7rgani0ation’s Strengths
and Weaknesses
7rgani0ation’s Strengths
and Weaknesses
7rgani0ation’s 7verall 73ectives7rgani0ation’s 7verall 73ectives
7!!ortunities and (hreats to the7rgani0ation in the Market!lace
7!!ortunities and (hreats to the
7rgani0ation in the Market!lace
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Peter 6) #rucker Said'
If we want to know what a usiness is, we
have to start with its !ur!ose) And its
!ur!ose must lie outside the usinessitself) In fact, it must lie in society since a
usiness enter!rise is an organ of society)
(here is one valid definition ofusiness !ur!ose' to create a
customer)
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"easons for
Studying Marketing
C t C
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Costs
About 50% of total
product costs are
marketing costs
Contributions to
Individual Organizations
Critical to the success
Careers
About 25 to 33% of
te !ork force old
marketing positions"
Contributions to #ociet$
Marketing decisions affect
the lives of individual
consumers and society as
Why Study
Marketing ?
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Why Study Marketing?
!lays an important role in society
"ital to business
#ffers outstanding careeropportunities
ffects your life every day
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Marketing is
Everywhere in <our
.ife
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What do Marketers
(hink Aout?
E 7 % k h 7 $
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E+' 7!en a %ook sho! 7n $am!us
Is there a need?
Who is my target market?
What is my !roduct?
;ow can I !roduce and deliver a 1!roduct2 etter thanmy com!etitors?
;ow will I !romote my !roduct?
;ow can I insure customer loyalty?
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Marketing is))))getting the right products to
the right people at the right price and at the right place
and time with the right promotion
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Marketing is a social and
managerial process by whichindividuals and groups obtain
what they need and want
through creating$ offering and
e%changing products of value
with others.
&otler '(()
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Process y which individualsand grou!s otain what theyneedneed and wantwant throughcreating and e+changinge+changing
!roducts!roducts and value withothers)
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More sim!ly'
Marketing is thedelivery of customer
satisfaction at a !rofit)
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Sim!le =uestions, ;ard
Answers
*Who are our customers?
*What im!ortant > uniue
enefits do we !rovide?
*Are these enefits sustainale?
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(;E S$7PE 76 MA"4E(I5/
What is Marketing
What is Marketed
Who Markets
Markets
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MA"4E(I5/ MA5A/EME5(
(he art and science of choosing
target markets and getting,kee!ing,and growing customers
through creating,delivering and
communicating su!erior
customer value
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W;A( IS MA"4E(E#
/oods @ Pro!erties
@ 7rgani0ations
Services @ Information
Events @ Ideas E+!eriences
Persons
Places
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W;7 MA"4E(S
A Marketer is someone who seek
a res!onse& attention, a !urchase
a vote, a donation, called the
Pros!ect)
If two !arties are seeking to sellsomething to each other ,we call
them oth marketers
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#emand States
5egative demand
5one+istent demand
.atent demand
Irregular demand
6ull demand
7verfull demand
nwholesome demand
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MA"4E(S
$ollection of uyers> sellers who
transact over a !articular !roduct
or !roduct class
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%asic Markets
Manufacturer Markets
Intermediary Markets
$onsumer Markets
"esource Markets
/overnment Markets
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Structure of 6lows in Modern
E+change Economy
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Sim!le Marketing System
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4E< $S(7ME" MA"4E(S
$75SME" MA"4E(S
%SI5ESS MA"4E(S
/.7%A. MA"4E(S
575P"76I( > /7B() MA"4E(S
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MarketPlaces
MarketS!aces
MetaMarkets