WHAT IS MARKETING?
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.
SELLING IS ONLY TIP OF THE ICEBERG
“There will always be a need for
some selling. But the aim of marketing
is to make selling superfluous. The aim
of marketing is to know and understand
the customer so well that the product or
service fits him and sells itself. Ideally,
marketing should result in a customer
who is ready to buy. All that should be
needed is to make the product or
IDENTIFYING CONSUMER NEED –
TANGIBLE & INTANGIBLE
FULFILLING THESE NEEDS THROUGH
IN AN EXCHANGE PROCESS
What were the two of the most important parts of a
Without marketing, not much would get sold.
Consumers wouldn’t know what goods/services are
They wouldn’t know about new trends or fashions, or
how products have improved.
Marketing is important to all business – it often
means the difference between success and failure.
Marketing ensure that businesses actually sell the
goods and services they offer.
SCOPE OF MARKETING
Everything is Marketing & Marketing is
SCOPE OF MARKETING?
All the activities involved in getting goods and services from the
business that produces them to the consumers who wish to purchase.
1. Marketing Information Management (MIM) [Research]
4. Product/Service Management
SUMMARY OF MARKETING ORIENTATIONS
Orientation Focus is on…
Production Production and distribution efficiency
Product Most quality product
Sales Product sales
Market Consumers’ needs and wants
Societal In addition to consumers’ needs and wants, also consider
benefits to the society
SELLING VS MARKETING ORIENTATION
WHAT IS MARKETING MANAGEMENT?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
creating, delivering, and communicating
superior customer value.
MARKETING MANAGEMENT TASKS