Session_1_Introduction to marketing

Basic MarketingBasic Marketing│ seymurquliyev@yahoo.com │ +994 55 652 79 16seymurquliyev@yahoo.com │ +994 55 652 79 16
BASIC MARKETINGBASIC MARKETING
Introduction to Marketing,Introduction to Marketing,
Historical Development and ItsHistorical Development and Its
ConceptsConcepts
Marketing is what you do, not what you say!Marketing is what you do, not what you say!
© Andy Sernovitz© Andy Sernovitz
BASIC MARKETINGBASIC MARKETING
SESSION 1SESSION 1
Lecturer: PhD. c. Seymur M. GULIYEVLecturer: PhD. c. Seymur M. GULIYEV

Presented ByPresented By
Harry Mills /Harry Mills / PRESENTATIONPROPRESENTATIONPRO
BUSINESS?BUSINESS?
Basic MarketingBasic Marketing
• A business, also known as an enterprise or a firm, is
an organization involved in the trade of goods, services, or
both to consumers.
• An organization or economic system where goods and
services are exchanged for one another or for money.

BUSINESS FUNCTIONS?BUSINESS FUNCTIONS?

MARKETING?MARKETING?

What is Core MarketingWhat is Core Marketing
Concepts?Concepts?
Needs: When something is required for human survival or which are the
basic things of human being is termed as need and the basic need of human
being are Food, Shelter and Safety.
Wants: Wants and Needs both are same but termed as different according to
the desire of the consumer for e.g. Food is a need for Consumer whereas
Chicken is a Want of the Consumer. and,
Demand: Demand is what a person is willing to buy but he is not
financially being able to buy it at the market price for e.g. A Consumer
Demanded for Ferrari but he can only afford to pay the price of a Lada 07.

STARTING POINTSTARTING POINT
&&
ENDING POINTENDING POINT
Of MARKETINGOf MARKETING

MARKETMARKETIINNGG
• Marketing, more than any other business function, deal
with customers.
• Creating customer value and satisfaction is at the very
heart of modern marketing thinking.
• Simplest definition: Marketing is the delivery of
customer satisfaction at a profit.

MARKETMARKETIINNGG
• Today marketing must be understood not in the old
sense of making a sale – “telling and selling” – but
in the new sense of satisfying customer needs.

MARKETMARKETIINNGG
• Marketing is the business function that identifies
customer needs and wants, determines which target
markets the organization can serve best, and designs
appropriate products, services and programs to serve
these markets.

MARKETMARKETIINNGG
• MARKETMARKETIINNGG
• An activity of delivering goods and services from producer to
consumer
• The way from producer to consumer
AMERAMERIICCAANN MARKETMARKETIINNGG ASSOCIATIONASSOCIATION
The definition of marketing was extended by AMA in 1985

According to AMA, Marketing…According to AMA, Marketing…
PlanningPlanning andand
implementingimplementing process ofprocess of
producing, pricing,producing, pricing,
promoting and placingpromoting and placing ofof
goods and services ingoods and services in
order to realizeorder to realize
exchangesexchanges allowing toallowing to
reachreach individual andindividual and
organizational goals.organizational goals.
PProductroduct
PPromotionromotion
PPricerice
PPlacelace

Fayda və növləriFayda və növləri
• Visual utilityVisual utility
• Place utilityPlace utility
• Time utilityTime utility
• Property utilityProperty utility

Marketing PhilosophiesMarketing Philosophies
• The Production Concept – holds that consumers will favor
products that are available and highly affordable.
 ProductionProduction ConceptConcept
Prior to the Industrial RevolutionPrior to the Industrial Revolution (to the(to the 19192020))
“you will sell, what you will produce”
Build a better mousetrap and the world will beat a path to
your door.
You can have any colour you want; as long as it is black!
© Ford Model ‘T’ (introduced in 1913)

• The Product Concept – holds that consumers will favor
products that offer the most quality, performance and
innovative features.
 Product ConceptProduct Concept
““good product will sell itself”good product will sell itself”
• There two reasons for unsold goods:
- consumer doesn’t appreciate the quality of the product
- the sales force is inept.

• The Selling Concept – holds that consumers will not buy
enough of the organization’s products unless it undertakes
a large-scale selling and promotion effort.
 Selling ConceptSelling Concept
“I can sell whatever I want, just I need to know how to sell or do
everything you want, but sell the product”
Ad was born in selling concept…

Is Marketing all about selling?Is Marketing all about selling?
• Many firms simply still think of marketing as a contemporary
term for selling and change the name of their sales office to
‘Marketing Department’ to be ‘modern’.
Drucker (1954) explained the relationship between selling and marketing eloquently:
‘There will always, one can assume, be a need for some selling. But the aim ofBut the aim of
marketing is to make selling superfluous.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!’

• The Marketing Concept – holds that achieving
organizational goals depends on determining the needs and
wants of target markets and delivering the desired
satisfaction more effectively and efficiently than competitors
do.
 MarketinqMarketinq ConceptConcept 19701970//80...80...
Customer is king… Customer is always right..

• The Societal Marketing Concept – holds that the
organization should determine the needs, wants and
interests. It should deliver superior value to customers in a
way that maintains or improves the consumer’s and the
society’s well-being.
 Social Marketing ConceptSocial Marketing Concept
Approaching to consumer as a social being…Approaching to consumer as a social being…

Marketinq konsepsiyası dMarketinq konsepsiyası döövrvrüü
• Customer and costumer satisfactionCustomer and costumer satisfaction
• Making profit for a long timeMaking profit for a long time
• Systematic marketing activitiesSystematic marketing activities

Differences between sales and Marketing conceptsDifferences between sales and Marketing concepts

Harry Mills /Harry Mills / PRESENTATIONPROPRESENTATIONPROBasic MarketingBasic Marketing
Marketing ActivityMarketing Activity// ExchangeExchange
Company
(Needs)
Market
(Needs)
Offers
Exchange

Session_1_Introduction to marketing

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