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[object Object],[object Object],[object Object],[object Object]
What is Marketing…?? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing = ? ,[object Object],[object Object]
Marketing = ? ,[object Object]
Simple Marketing System Goods/services Money Information Industry (a collection  of sellers) Market (a collection  of Buyers) Communication
Marketing = ? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 4 Ps &  4Cs Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place
Difference Between - Sales & Marketing ? Sales trying   to get the customer to want what the   company   produces Marketing   trying to   get the company  produce what the   customer   wants
Scope – What do we market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Core Concepts of Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Core Concepts of Marketing Needs, wants demands Markets Marketing & Marketers Utility, Value & Satisfaction Xchange, Transaction Relationships Products
In order to understand Marketing let us begin with  the  Marketing Triangle Customers Competition Company
Who is a Customer ?? Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that   satisfies   a want or a need CUSTOMER IS . . . . .
Customer – ,[object Object],[object Object],[object Object],[object Object]
How Do Consumers Choose Among Products & Services? ,[object Object],[object Object],[object Object],[object Object]
Customers - Problem Solution ,[object Object],[object Object],[object Object]
Customer  looks for  Value ,[object Object],[object Object],[object Object]
The Marketing Plan ,[object Object]
CONTENTS of  MARKETING PLAN  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Process Target Market Strategy Marketing Strategy Product Promotion Place/Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Implementation Evaluation, Control
Factors Influencing Company’s Marketing Strategy
External Marketing Environment Physical / Natural  Demographics Social Change Economic Conditions Political &  Legal Factors Technology Competition Environmental Scanning Target Market Product Distribution Promotion Price External Environment  is not controllable Ever-Changing Marketplace
The macro-environment is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities
P r o d u c t
Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need  Product is . . . . .
Types of Products Consumer Products Industrial Products PRODUCTS Services
Product Items, Lines, and Mixes Product Item Product Line Product Mix A specific version of a product  that can be designated as a  distinct offering among an organization’s products. A group of closely-related  product items. All products that an  organization sells.
Product Mix ,[object Object],[object Object],[object Object],[object Object]
The Marketing Mix ,[object Object],[object Object],[object Object]
The “8Ps” of Integrated Service Management vs. the Traditional “4Ps”  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Give and Get of Marketing
Great Words on Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
Drivers of Customer Satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketers and Markets ,[object Object],[object Object],[object Object],[object Object]
Stages of Customer Interaction
What Changed in Marketing… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Old Economy New Economy
[object Object]

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01 marketing concepts

  • 1.
  • 2.
  • 3.
  • 4.
  • 5. Simple Marketing System Goods/services Money Information Industry (a collection of sellers) Market (a collection of Buyers) Communication
  • 6.
  • 7. The 4 Ps & 4Cs Marketing Mix Customer Solution Customer Cost Communication Convenience Product Price Promotion Place
  • 8. Difference Between - Sales & Marketing ? Sales trying to get the customer to want what the company produces Marketing trying to get the company produce what the customer wants
  • 9.
  • 10.
  • 11. Core Concepts of Marketing Needs, wants demands Markets Marketing & Marketers Utility, Value & Satisfaction Xchange, Transaction Relationships Products
  • 12. In order to understand Marketing let us begin with the Marketing Triangle Customers Competition Company
  • 13. Who is a Customer ?? Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need CUSTOMER IS . . . . .
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. The Marketing Process Target Market Strategy Marketing Strategy Product Promotion Place/Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Implementation Evaluation, Control
  • 21. Factors Influencing Company’s Marketing Strategy
  • 22. External Marketing Environment Physical / Natural Demographics Social Change Economic Conditions Political & Legal Factors Technology Competition Environmental Scanning Target Market Product Distribution Promotion Price External Environment is not controllable Ever-Changing Marketplace
  • 23. The macro-environment is the assessment of the external forces that act upon the firm and its customers, that create threats & opportunities
  • 24. P r o d u c t
  • 25. Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need Product is . . . . .
  • 26. Types of Products Consumer Products Industrial Products PRODUCTS Services
  • 27. Product Items, Lines, and Mixes Product Item Product Line Product Mix A specific version of a product that can be designated as a distinct offering among an organization’s products. A group of closely-related product items. All products that an organization sells.
  • 28.
  • 29.
  • 30.
  • 31. The Give and Get of Marketing
  • 32.
  • 33.
  • 34.
  • 35. Stages of Customer Interaction
  • 36.
  • 37.

Editor's Notes

  1. 04/04/11
  2. 04/04/11 Drucker, Yogi Berra, A Chinese Proverb, William Davidow, David Packard