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1 introduction to marketing


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Basics on marketing

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1 introduction to marketing

  1. 1. Introduction to marketing By: Murage Macharia
  2. 2. Objectives By the end of this lesson the learner should be able to: 1.Explain meaning of terms 2.Explain the marketing concepts 3.Discuss the nature of marketing services Murage Macharia
  3. 3. Meaning of marketing There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs. Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others Murage Macharia
  4. 4. Cont….  Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably  Marketing is the process of understanding and influencing markets. Murage Macharia
  5. 5. Meaning of sales A branch of marketing that deals with the exchange of goods and/or service for an amount of money or its equivalent Murage Macharia
  6. 6. marketing concepts The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers. It includes: a)choosing and targeting appropriate customers b)positioning your offering Murage Macharia
  7. 7. Cont…. c) d) e) interacting with those customers controlling the marketing effort continuity of performance Murage Macharia
  8. 8. Core marketing concept The core marketing concepts help to understand the basic principles of marketing. The core concepts include: Needs, wants, demands Products and services Customer value, satisfaction and quality Exchange, transactions and relationships Market Murage Macharia
  9. 9. The Nature of Marketing  Marketing is misunderstood by many - it is not simply advertising. Advertising is only one small element of marketing. A firm's Marketing Policy is part of its strategic business plan and is essentially a process whereby the firm's ability to supply services is brought into balance with expected demand for its services from present and future clients. This mechanism ensures that the firm maintains growth and profitability. In an era where in most sectors of work cut-throat competition prevails; no firm can afford to be without knowledge, however basic, of marketing Murage Macharia
  10. 10. The nature of services Marketing services is accepted as more difficult than marketing products. Services have several qualitative differences and are:Heterogeneous - in other words they cannot be standardized. Inseparable - Unlike producing for instance baked beans, the production, Marketing and delivery of services is very often the same process. Murage Macharia
  11. 11. Cont….  Perishable and cannot be stored. This means that supply and demand must be matched or production will be lost.  Intangible - they cannot be seen and very seldom can they be objectively measured. Murage Macharia