Ch 1

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Ch 1

  1. 1. MARKETING MANAGEMENT Chapter 1 INTRODUCTION TO MARKETING
  2. 2. Definition of Marketing <ul><li>“ 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) </li></ul><ul><li>“ Marketing is the performance of business activities that directs the flow of goods and services from producer to customer or user.” (American Mgt Association) </li></ul>
  3. 3. Core Marketing Concepts
  4. 4. Maslow’s Hierarchy of Needs
  5. 5. Marketing Offers <ul><li>Tangibles Non-tangibles Others </li></ul><ul><li>Non-durables Services Persons, Ideas </li></ul><ul><li>Durables Activities Places, Events </li></ul><ul><li>Organisations </li></ul><ul><li>Information </li></ul><ul><li>Experiences </li></ul>
  6. 6. Elements of a Modern Marketing System
  7. 7. Marketing Orientations or Concepts <ul><ul><ul><ul><ul><li>The Production Concept </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Product Concept </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Selling Concept </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Marketing Concept </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Customer Concept </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The Societal Marketing Concept </li></ul></ul></ul></ul></ul>
  8. 8. Model T – Best Example for ‘Production Concept ’
  9. 9. Societal Marketing Concept
  10. 10. The Marketing Process
  11. 11. The Marketing Mix Variables

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