Marketing management

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Marketing management

  1. 1. ProductsandServicesValue, satisfaction,and qualityNeeds, wants,and demandsExchange, transactions,and relationshipsMarketsCoreMarketingConcepts
  2. 2. What Motivates a Consumerto Take Action?• Needs - state of felt deprivation for basic itemssuch as food and clothing and complex needssuch as for belonging. i.e. I am thirsty• Wants - form that a human need takes as shapedby culture and individual personality. i.e. I wanta Coca-Cola.• Demands - human wants backed by buyingpower. i.e. I have money to buy a Coca-Cola.
  3. 3. What Will Satisfy Consumer’sNeeds and Wants?• Products - anythingthat can be offered toa market for attention,acquisition, use orconsumption and thatmight satisfy a needor want.• Examples: persons,places, organizations,activities, and ideas.• Services - activities orbenefits offered forsale that areessentially intangibleand don’t result in theownership ofanything.• Examples: banking,airlines, haircuts, andhotels.
  4. 4. How Do Consumers ChooseChoose Among Products andServices?• Customer Value• Customer Satisfaction
  5. 5. How do Consumers ObtainProducts and Services?• Exchanges• Transactions• Relationships
  6. 6. Who Purchases Productsand Services?Market - buyerswho share aparticular needor want that canbe satisfied by acompany’s productsor services.ActualBuyersPotentialBuyers
  7. 7. Modern Marketing SystemSuppliersEnd UserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment
  8. 8. Marketing ManagementPhilosophies
  9. 9. Marketing & SalesConcepts ContrastedFactoryExistingProductsSellingandPromotingProfitsthroughVolumeMarketCustomerNeedsIntegratedMarketingProfitsthroughSatisfactionThe Selling ConceptThe Marketing ConceptStartingPointFocus Means Ends
  10. 10. Societal MarketingConcept Society(Human Welfare)Consumers(Wants)Company(Profits)SocietalMarketingConcept
  11. 11. EmergingChallengesNonprofitMarketingNewMarketingLandscape &InformationTechnologyEthicalConcerns GlobalizationChangingWorldEconomyNew Marketing Challenges
  12. 12. criticismBenefits

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