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Lecture 1

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Shabbir Terai
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Chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
What is Marketing? ,[object Object],[object Object]
Core Marketing Concepts Products and Services Value, satisfaction, and quality Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts
What Motivates a Consumer to Take Action? ,[object Object],[object Object],[object Object]
What Will Satisfy Consumer’s Needs and Wants? ,[object Object],[object Object],[object Object],[object Object]
How Do Consumers Choose Choose Among Products and Services? ,[object Object],[object Object]
How do Consumers Obtain Products and Services? ,[object Object],[object Object],[object Object]
Who Purchases Products and Services? Market - buyers who share a particular need or want that can be satisfied by a company’s products or services. Actual Buyers Potential Buyers
Modern Marketing System Suppliers End User Market Marketing Intermediaries Competitors Company (Marketer) Environment Environment
Marketing Management Marketing Management Implementing programs to create exchanges with target buyers to achieve organizational goals Finding and increasing demand, also changing or reducing demand Demand Management Attracting new customers and retaining current customers Profitable Customer Relationships
Marketing Management Philosophies Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing & Sales Concepts Contrasted The Selling Concept The Marketing Concept Starting Point Focus Means Ends Factory Existing Products Selling and Promoting Profits through Volume Market Customer Needs Integrated Marketing Profits through Satisfaction
Societal Marketing Concept Society (Human Welfare ) Consumers (Wants) Company (Profits) Societal Marketing Concept
New Marketing Challenges Emerging Challenges Nonprofit Marketing New Marketing Landscape & Information Technology Ethical Concerns Globalization Changing World Economy

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Lecture 1

  • 1. Chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
  • 2.
  • 3. Core Marketing Concepts Products and Services Value, satisfaction, and quality Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. Who Purchases Products and Services? Market - buyers who share a particular need or want that can be satisfied by a company’s products or services. Actual Buyers Potential Buyers
  • 9. Modern Marketing System Suppliers End User Market Marketing Intermediaries Competitors Company (Marketer) Environment Environment
  • 10. Marketing Management Marketing Management Implementing programs to create exchanges with target buyers to achieve organizational goals Finding and increasing demand, also changing or reducing demand Demand Management Attracting new customers and retaining current customers Profitable Customer Relationships
  • 11.
  • 12. Marketing & Sales Concepts Contrasted The Selling Concept The Marketing Concept Starting Point Focus Means Ends Factory Existing Products Selling and Promoting Profits through Volume Market Customer Needs Integrated Marketing Profits through Satisfaction
  • 13. Societal Marketing Concept Society (Human Welfare ) Consumers (Wants) Company (Profits) Societal Marketing Concept
  • 14. New Marketing Challenges Emerging Challenges Nonprofit Marketing New Marketing Landscape & Information Technology Ethical Concerns Globalization Changing World Economy