1. What is Marketing? -identifying & meeting human needs -marketing definition 2. What is marketed? Goods, services, events, experiences, persons, places, properties, organizations, information, ideas 3. Who markets? 4. Core marketing concepts - Needs - Wants - Demands 5. Brand definitions 6. Segmentation, Target markets, and Positioning definitions 7. Company orientation - Production concept - Product concept - Selling concept - Marketing concept

1. DIYAN LESTARI SE MSC.

3.  Marketing is about identifying & meeting
human & social needs.
 Marketing has been defined as an
organizational function & a set of processes
for creating, communicating, & delivering
value to customers & for managing customer
relationship in ways that benefit the
organization & its stakeholders.

6.  Goods
 Services
 Events
 Experiences
 Persons
 Places
 Properties
 Organizations
 Information
 Ideas

7.  Marketers is someone who seeks a response –
attention, a purchase, a vote, a donation-
from another party.
 Markets is a collection of buyers and sellers
who transact over a particular product.

8.  Needs, Wants, and Demands
Needs are the basic human requirements
Wants when they are directed to specific
objects that might satisfy the need
Demands are wants for specific products
backed by an ability to pay

9.  Symbol is is a graphic mark, emblem, or
symbol commonly used by commercial
enterprises, organizations and even
individuals to aid and promote instant public
recognition

11.  SEGMENTATION is identify & profile distinc
groups of buyers who might prefer or require
varying product & servce mixes by examing
demographic, psychographic, & behavioral
differences among buyers
 TARGET MARKET is segmentation which
present the greatest opportunity
 POSITITIONING is fill in the minds of the
target buyers as delivering some central
benefits.

12.  The production concept
 The product concept
 The selling concept
 The marketing concept -> customer centered