Introduction to marketing

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Introduction to marketing

  1. 1. F292:Marketing
  2. 2. What is Marketing?Common understandings: Advertising
  3. 3. What is Marketing? “Marketing is the process of learning about your customers and competitors, so you can provide the right products at the right price in the right place, promoted in the right way to achieve your business objectives”
  4. 4. What is Marketing? “Marketing is the process of learning about your customers and competitors, so you can provide the right products at the right price in the right place, promoted in the right way to achieve your business objectives” (These are known as the 4 P’s)
  5. 5. What is Marketing? “Marketing is the management process involved in identifying, anticipating and satisfying customer requirements profitably”
  6. 6. What is Marketing? “Marketing is the management process involved in identifying, anticipating and satisfying customer requirements profitably”
  7. 7. Identifying Researching the market and gathering information
  8. 8. Anticipating Innovating, developing new products Producing them, holding sufficient stocks, distributing, them, publicising and promoting them
  9. 9. Satisfying Just buying does not satisfy a need Fewer complaints Customers return to purchase again New customers come from recommendations
  10. 10. Profitably Most marketing is concerned with achieving an objective set by a firm, using profit Done by controlling costs, operating efficiently, being dependable, keeping up to date, good management.
  11. 11. KOTLER Marketing as an equal functionProduction FinanceMarketing Personnel
  12. 12. KOTLER Marketing as a more important functionProduction Finance Personnel Marketing
  13. 13. KOTLER As the major functionProduction Finance Marketing Personnel
  14. 14. KOTLER The customer as the controlling functionProduction Finance CustomerMarketing Personnel
  15. 15. KOTLER Production Customer Marketing FinancePersonnel
  16. 16. Marketing is central to allother business functions
  17. 17. The Marketing Concept: Getting the right product To the right people In the right place At the right time At the right price Using the right promotionIt is important to get all aspects of marketing right
  18. 18. RECAP - LEARNING OBJECTIVES

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