Marketing Management

1
The Scope of Marketing
* Marketing deals with identifying and meeting human and social
needs.
* One of the shortest defini...
The American Marketing Association Releases New
Definition for Marketing
The new definition reads:
“Marketing is the activ...
The previous definition stated:
“Marketing is an organizational function and a set
of processes for creating, communicatin...
• “Marketing is no longer a function – it is
an educational process.”

5
1935
•
•
•
•
•

Marketing is] the performance
of business activities that
direct the flow of goods and
services from produ...
1985
•
•
•
•
•
•
•
•

[Marketing is] the process of
planning and executing the
conception, pricing, promotion,
and distrib...
2004
•
•
•
•
•
•
•
•
•

Marketing is an organizational
function and a set of
processes for creating,
communicating, and de...
2007
•
•
•
•
•
•
•

Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering,...
Marketing Management, Kotler and Keller - 2005

• Marketing is the process of planning and
executing the conception, prici...
• A customer is not dependent on us….we are
dependent on him
• A customer is not an interruption of our work..he is the
pu...
Core Concepts of Marketing
Target Markets & Segmentation b,lal fj<|m, yd lKavkh

Needs, Wants, and Demands Tskelñ wjYH;d y...
What is Marketed?
•
•
•
•
•

Goods
Services
Events
Experiences
Persons

•
•
•
•
•

Places
Properties
Organizations
Informa...
Market
• A set of actual and potential buyers for the
product
• Similar needs and wants
• Purchasing power
• Willingness t...
Key Customer Markets
•
•
•
•

Consumer markets
Business markets
Global markets
Nonprofit/Government markets

15
Marketer and prospect
• Marketer is someone who seeks a response
from another party.
• A responded party is called prospec...
Simple Marketing System
Communication

Industry
(a collection
of sellers)

Goods/services
Money

Market
(a collection
of B...
For an exchange to occur…..
• There are at least two parties.
• Each party has something that might be of value
to the oth...
Market orientations
•
•
•
•
•

Production concept
Product concept
Selling concept
Marketing concept
Holistic marketing con...
Company Orientations Towards the
Marketplace
Production Concept

Consumers prefer products that are
widely available and i...
Customer Delivered Value
Starting
point

Focus

Means

Ends

Factory

Existing
products

Selling and
promotion

Profits th...
The Holistic Marketing concept
• The holistic marketing concept is based on the
development, design, and implementation of...
• Holistic marketing recognizes that “everything
matters” with marketing and that a broad,
integrated perspective is often...
The Four Ps

The Four Cs
Marketing
Mix
Place

Product
Customer
Solution

Price
Customer
Cost

ConvenPromotion ience
Commun...
Traditional Organization Chart
Top
Management

Middle Management
Front-line people

Customers
25
Customer-Oriented Organization Chart
Customers
Front-line people
Middle management
Top
management
26
Evolving Views of Marketing’s Role
Finance
Production

Marketing

Finance

Human
resources

a. Marketing as an
equal funct...
Evolving Views of Marketing’s Role
Production

Marketing

c. Marketing as the
major function

Customer

d. The customer as...
Evolving Views of Marketing’s Role
Production
Marketing
Customer

e. The customer as the controlling
function and marketin...
Marketing Management Tasks
• Developing marketing
strategies
• Capturing marketing
insights
• Connecting with customers
• ...
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introduction to marketing

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introduction to marketing

  1. 1. Marketing Management 1
  2. 2. The Scope of Marketing * Marketing deals with identifying and meeting human and social needs. * One of the shortest definitions of marketing is “Meeting needs profitably” * Marketing can be define in two perspective as social and managerial definitions *Role of marketing plays in the society. “Deliver a higher standard of living” 2
  3. 3. The American Marketing Association Releases New Definition for Marketing The new definition reads: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” 3
  4. 4. The previous definition stated: “Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” 4
  5. 5. • “Marketing is no longer a function – it is an educational process.” 5
  6. 6. 1935 • • • • • Marketing is] the performance of business activities that direct the flow of goods and services from producers to consumers 6
  7. 7. 1985 • • • • • • • • [Marketing is] the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. 7
  8. 8. 2004 • • • • • • • • • Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders 8
  9. 9. 2007 • • • • • • • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 9
  10. 10. Marketing Management, Kotler and Keller - 2005 • Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. 10
  11. 11. • A customer is not dependent on us….we are dependent on him • A customer is not an interruption of our work..he is the purpose of it. We are not doing a favor by serving him….he doing us a favor by giving us the opportunity to do so. • A customer is not someone to argue or match wits. Nobody ever won an argument with a customer. • A customer is a person who brings us his wants. It is our job to handle them profitably to him and to ourselves. 11
  12. 12. Core Concepts of Marketing Target Markets & Segmentation b,lal fj<|m, yd lKavkh Needs, Wants, and Demands Tskelñ wjYH;d yd b,a¨u Product or Offering ksIamdÈ;h fyda fokq,nk foa Value and Satisfaction jákdlu yd ;Dma;sh Exchange and Transactions yqjudrej yd .kqfokqj Relationships and Networks iñnkaO;djh yd cd,h Marketing Channels wf,úlrk udOHhka Supply Chain iemhqñ oñje, Competition ;r.h Marketing Environment wf,úlrk mßirh 12
  13. 13. What is Marketed? • • • • • Goods Services Events Experiences Persons • • • • • Places Properties Organizations Information Ideas 13
  14. 14. Market • A set of actual and potential buyers for the product • Similar needs and wants • Purchasing power • Willingness to buy through exchange process 14
  15. 15. Key Customer Markets • • • • Consumer markets Business markets Global markets Nonprofit/Government markets 15
  16. 16. Marketer and prospect • Marketer is someone who seeks a response from another party. • A responded party is called prospect. 16
  17. 17. Simple Marketing System Communication Industry (a collection of sellers) Goods/services Money Market (a collection of Buyers) Information 17
  18. 18. For an exchange to occur….. • There are at least two parties. • Each party has something that might be of value to the other party. • Each party is capable of communication and delivery. • Each party is free to accept or reject the exchange offer. • Each party believes it is appropriate or desirable to deal with the other party. 18
  19. 19. Market orientations • • • • • Production concept Product concept Selling concept Marketing concept Holistic marketing concept 19
  20. 20. Company Orientations Towards the Marketplace Production Concept Consumers prefer products that are widely available and inexpensive Product Concept Consumers favor products that offer the most quality, performance, or innovative features Selling Concept Consumers will buy products only if the company aggressively promotes/sells these products Marketing Concept Focuses on needs/ wants of target markets & delivering value better than competitors 20
  21. 21. Customer Delivered Value Starting point Focus Means Ends Factory Existing products Selling and promotion Profits through sales volume (a) The selling concept Market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept 21
  22. 22. The Holistic Marketing concept • The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. 22
  23. 23. • Holistic marketing recognizes that “everything matters” with marketing and that a broad, integrated perspective is often necessary. 23
  24. 24. The Four Ps The Four Cs Marketing Mix Place Product Customer Solution Price Customer Cost ConvenPromotion ience Communication 24
  25. 25. Traditional Organization Chart Top Management Middle Management Front-line people Customers 25
  26. 26. Customer-Oriented Organization Chart Customers Front-line people Middle management Top management 26
  27. 27. Evolving Views of Marketing’s Role Finance Production Marketing Finance Human resources a. Marketing as an equal function Production Human resources Marketing b. Marketing as a more important function 27
  28. 28. Evolving Views of Marketing’s Role Production Marketing c. Marketing as the major function Customer d. The customer as the controlling factor 28
  29. 29. Evolving Views of Marketing’s Role Production Marketing Customer e. The customer as the controlling function and marketing as the integrative function 29
  30. 30. Marketing Management Tasks • Developing marketing strategies • Capturing marketing insights • Connecting with customers • Building strong brands • • • • Shaping market offerings Delivering value Communicating value Creating long-term growth 30

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