01. introduction to marketing

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  • 01. introduction to marketing

    1. 1. Chapter | 1Introduction to MarketingLecture 1 – February 15, 2012 A process by which a firmRajeev Shrestha profitably translates customer needs into revenue. It is called… MARKETING
    2. 2. OVERVIEW•Concept and importance of marketing•Approaches to the study of marketing•Marketing mix and its components Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.
    3. 3. What is Marketing?•Create value and get value in return•Products can be copied but not the feelings towards them•Relationship management rather than just selling•Selling and advertising just tips of an iceberg•Applicable for all – Profit seeking companies, non-profitseeking companies•Managing profitable customer relationships
    4. 4. What is Marketing?Marketing deals with identifying and meeting human andsocial needs. It is seen as the task of creating, promotingand delivering goods and services to consumers andbusinesses.Marketing is a social and managerial process wherebyindividuals and groups obtain what they need and wantthrough creating and exchanging products and value withothers.
    5. 5. And Marketing Management deals with…Choosing target markets and getting, keeping and growingcustomers through creating, delivering and communicatingsuperior customer value.
    6. 6. Marketing Process Understanding Designing a Preparing an the Customer- Integrated Capturing Marketplace Driven Marketing Value from and Customer Marketing Plan and Customers Needs Strategy Program
    7. 7. Core Marketing Concepts –Understanding MarketplaceNeeds:is a state of felt deprivation. They are basic human needs.Wants:The form taken by a human need as shaped by culture andindividual personality. Objects that will satisfy ones needs.Given a want and depending on resources, people demandproducts with benefits that add up to the most value andsatisfaction.
    8. 8. When Wants Become Needs…Needs are what you must have. Needs are essential. Wantsare what you would like to have.Wants are nice to have. But sometimes wants can becomeneeds.
    9. 9. I need avehicle totravel around
    10. 10. How Wants Become Needs?Wants can become needs. Two ways this can happen are: • Through commercials or ads, and • Convincing yourself a want is a need. “Needs are not created by marketers; they are a basic part of the human makeup.” Marketing is a “value creating” and “value delivering” process.
    11. 11. Market Offerings• Products, Services, Experiences• Marketing Myopia
    12. 12. More on how to understand the marketplace• Customer Value and Satisfaction• Exchanges and Relationships• Markets
    13. 13. Designing a Customer-DrivenMarketing Strategy• Selecting customers to serve• Choosing a value proposition• Marketing Management Orientations • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept – Sense and respond • The Societal Marketing Concept
    14. 14. Relationship MarketingRelationship Marketing is the practice of building long termsatisfying relations with the key parties – suppliers,distributors, customers.Smart marketers always build up a “win-win” situation.The ultimate outcome of RM is marketing network.
    15. 15. Marketing Changes and Challengesin the New Millennium The Digital Rapid Age Globalization Ethics and Growth of social not-for-profit responsibility marketing
    16. 16. Next Lecture• Marketing Mix

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