Marketing involves identifying human needs and meeting them profitably. Marketers seek a response from prospects such as attention, purchase, or donation. Markets are places where buyers and sellers gather to exchange goods. There are three key customer markets: consumer markets involving mass goods, business markets involving business-to-business sales, and non-profit/government markets involving bids. Marketing concepts include needs, wants when needs are converted to satisfaction, and demands representing wants backed by ability to pay.

1. INTRODUCTION TO
MARKETING

2. WHAT IS MARKETING?
 ABOUT IDENTIFYING HUMAN AND SOCIAL NEEDS
 “MEETING NEEDS PROFITABLY” – PHILIP KOTLER
(2012)

3. WHAT IS MARKETING?
 ART OF PRESENTING SOMETHING FOR THE PURPOSE OF
GAINING IN RETURN
 THE BREAD AND BUTTER OF BUSINESS

4. WHAT IS MARKETING?

5. WHO MARKETS?
 MARKETERS: SOMEONE WHO SEEKS A RESPONSE –
ATTENTION, A PURCHASE, A VOTE, A DONATION – FROM
ANOTHER PARTY WHICH IS THE …
 PROSPECTS
 MARKETS: A PHYSICAL PLACE WHERE BUYERS AND
SELLERS GATHER TO BUY AND SELL GOODS

6. KEY CUSTOMER MARKETS
CONSUMER MARKETS:
COMPANIES SELLING
MASS CONSUMER GOODS
AND SERVICES

7. KEY CUSTOMER MARKETS
BUSINESS MARKETS:
COMPANIES SELLING BUSINESS
GOODS AND SERVICES OFTEN FACE
WELL-TRAINED AND WELL-
INFORMED PROFESSIONAL BUYERS
WHO ARE SKILLED IN EVALUATING
COMPETITIVE OFFERINGS

8. KEY CUSTOMER MARKETS
NON-PROFIT AND GOVERNMENT MARKETS: BID

9. CORE MARKETING CONCEPTS
NEEDS: BASIC HUMAN REQUIREMENTS

10. CORE MARKETING CONCEPTS
WANTS:
WHEN NEEDS ARE CONVERTED
INTO SATISFACTION

11. CORE MARKETING CONCEPTS
DEMANDS:
WANTS FOR SPECIFIC PRODUCT
BACKED BY THE ABILITY TO PAY

12. TARGET MARKETS,
POSITIONING AND
SEGMENTATION
 OFFERINGS AND BRANDS
 VALUE AND SATISFACTION
 MARKETING CHANNELS
 SUPPLY CHAIN
 COMPETITION
 MARKETING ENVIRONMENT

13. THE NEW MARKETING REALITIES
MAJOR SOCIETAL FORCES
 Network Information Technology
 Globalization
 Deregulation
 Privatization
 Heightened Competition
 Industry Convergence
 Consumer Resistance
 Retails Transformation
 Disintegration

14. THE NEW MARKETING REALITIES
NEW CONSUMER CAPABILITIES
 A substantial increase in buying power
 A greater variety of available goods and services
 A greater amount of information about practically
anything
 Greater ease in interacting and placing and receiving
orders
 An ability to compare notes on products and services
 An amplified voice to influence peer and public
opinion