The document provides an overview of key marketing concepts:
- Marketing involves creating and exchanging products of value to satisfy customer needs and wants, with the goal of profit. It focuses on delivering customer satisfaction.
- Marketing addresses core concepts like products/services, value, exchange, and markets. It aims to satisfy needs, wants, and demands.
- Marketing management implements programs to create exchanges and achieve organizational goals through demand management and profitable customer relationships.
- The marketing concept focuses on target market needs and delivering superior satisfaction compared to competitors.
The document provides an overview of key marketing concepts:
- Marketing involves creating and exchanging products of value to satisfy customer needs and wants, with the goal of profitably delivering customer satisfaction.
- Core concepts include products/services, value/satisfaction, exchange/transactions, needs/wants, and markets.
- Marketers must understand what motivates consumers by addressing their needs, wants, and demands. They must also provide products/services that satisfy these needs and wants.
- Modern marketing involves attracting and retaining customers through relationships and exchanges to achieve organizational goals.
Defining Marketing for the Twenty-First CenturySumit Pradhan
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
Principles of Marketing (waqas@hazara.edu.pk)Waqas Khan
A Series of Lectures By:
Waqas Ahmad Khan
M.Phil. (Quality Assurance Management)
These lectures on Marketing were delivered by Waqas Ahmad Khan in MBA, ACCA and CAT classes of different Colleges and Universities.
+92-300-9119770
Chapter 1 Defining Marketing for the 21st CenturyJeffray Ang
This document outlines concepts for understanding 21st century marketing. It discusses 10 core marketing concepts like target markets, positioning, and segmentation. It provides examples of how companies like Walmart, McDonald's, and Amazon apply these concepts. It also gives examples of how these concepts appear in the Philippines healthcare industry, with references to hospitals like The Medical City and St. Luke's. Finally, it discusses integrating these concepts with the holistic marketing concept and marketing mix to understand 21st century marketing challenges and opportunities.
This document outlines different marketing philosophies and concepts, including the production concept, product concept, selling concept, marketing concept, customer concept, and societal marketing concept. It also discusses key marketing topics like customer relationship management, customer perceived value, demand states, customer satisfaction, and levels of customer relationships. The key ideas are that marketing has evolved from a production and product focus to being customer-centric and addressing both business and social goals. Effective marketing requires understanding customer needs and delivering superior value.
The document provides an overview of careers in marketing and key marketing concepts. It lists various managerial and entry-level jobs in marketing such as CEO, marketing manager, sales executive. It also defines key terms like market, need, want, demand, product, customer value and satisfaction. It classifies markets based on geographic area, competition and type of goods. Finally, it discusses marketing functions and the importance of quality, value and relationships in marketing.
Marketing involves creating, delivering, and exchanging products and services that satisfy customer needs and wants in a profitable way. The document discusses the evolution of marketing philosophies from production and product-focused approaches to a customer-focused marketing concept. It also covers the key aspects of understanding customer behavior, building customer relationships, and engaging in relationship marketing to enhance customer satisfaction and loyalty.
The document provides an overview of key marketing concepts:
- Marketing involves creating and exchanging products of value to satisfy customer needs and wants, with the goal of profitably delivering customer satisfaction.
- Core concepts include products/services, value/satisfaction, exchange/transactions, needs/wants, and markets.
- Marketers must understand what motivates consumers by addressing their needs, wants, and demands. They must also provide products/services that satisfy these needs and wants.
- Modern marketing involves attracting and retaining customers through relationships and exchanges to achieve organizational goals.
Defining Marketing for the Twenty-First CenturySumit Pradhan
The document defines key concepts in marketing for the 21st century. It outlines the benefits of the digital revolution for consumers and firms. Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services. The core functions of marketing include understanding target markets and segmentation, products and brands, exchange and transactions, and developing marketing programs. Companies must understand customer needs and develop orientations focused on customer value in order to be successful in today's changing marketplace.
Advertising is a form of non-personal promotion used by businesses, non-profits, and professionals to build brand awareness and demand. Major decisions in advertising include setting objectives, budgets, messages, and evaluating effectiveness. The document also discusses sales promotion techniques like coupons, premiums, and contests used to incentivize purchases, and public relations which involves building goodwill through favorable publicity and managing corporate image.
Principles of Marketing (waqas@hazara.edu.pk)Waqas Khan
A Series of Lectures By:
Waqas Ahmad Khan
M.Phil. (Quality Assurance Management)
These lectures on Marketing were delivered by Waqas Ahmad Khan in MBA, ACCA and CAT classes of different Colleges and Universities.
+92-300-9119770
Chapter 1 Defining Marketing for the 21st CenturyJeffray Ang
This document outlines concepts for understanding 21st century marketing. It discusses 10 core marketing concepts like target markets, positioning, and segmentation. It provides examples of how companies like Walmart, McDonald's, and Amazon apply these concepts. It also gives examples of how these concepts appear in the Philippines healthcare industry, with references to hospitals like The Medical City and St. Luke's. Finally, it discusses integrating these concepts with the holistic marketing concept and marketing mix to understand 21st century marketing challenges and opportunities.
This document outlines different marketing philosophies and concepts, including the production concept, product concept, selling concept, marketing concept, customer concept, and societal marketing concept. It also discusses key marketing topics like customer relationship management, customer perceived value, demand states, customer satisfaction, and levels of customer relationships. The key ideas are that marketing has evolved from a production and product focus to being customer-centric and addressing both business and social goals. Effective marketing requires understanding customer needs and delivering superior value.
The document provides an overview of careers in marketing and key marketing concepts. It lists various managerial and entry-level jobs in marketing such as CEO, marketing manager, sales executive. It also defines key terms like market, need, want, demand, product, customer value and satisfaction. It classifies markets based on geographic area, competition and type of goods. Finally, it discusses marketing functions and the importance of quality, value and relationships in marketing.
Marketing involves creating, delivering, and exchanging products and services that satisfy customer needs and wants in a profitable way. The document discusses the evolution of marketing philosophies from production and product-focused approaches to a customer-focused marketing concept. It also covers the key aspects of understanding customer behavior, building customer relationships, and engaging in relationship marketing to enhance customer satisfaction and loyalty.
Chapter 1 Creating and capturing customer value by Philip KotlerMD ASADUZZAMAN
1) The document discusses the core concepts of marketing, including how marketers meet customer needs through products and services to achieve customer satisfaction and profit.
2) It defines marketing management and examines how marketers manage demand and build relationships to achieve organizational goals.
3) Emerging technologies are enabling new ways for companies to connect with customers and partners, including more direct and personalized connections through e-commerce and databases.
The document discusses social responsibilities and ethics in marketing. It covers criticisms of marketing practices from negatively impacting consumers and society. These include high prices, unsafe products, deceptive practices, and planned obsolescence. It also discusses marketing's influence on individual consumers and society, including creating false wants. The document then outlines basic consumer rights and how companies should consider the environment. It proposes more ethical approaches to marketing and classifications of products based on consumer benefits. Finally, it provides principles for public policy toward responsible marketing.
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
Chapter 1 Creating And Capturing Customer ValueKathyBright
This document defines marketing and discusses the marketing process. It explains that marketing involves understanding customer needs, designing a customer-driven strategy to deliver value, building relationships, and capturing value from customers. The document also discusses trends like digitalization, globalization, and the importance of ethics. It emphasizes satisfying customer needs over selling and defines key concepts like the marketing mix, segmentation, value propositions, and customer relationship management.
The document provides an overview of marketing, defining it as creating and delivering value for customers, organizations, and society. It discusses how marketing aims to meet the needs of various stakeholders through products and services. Additionally, it explores how marketing has evolved from a production and selling focus to emphasizing customer satisfaction, relationships, and social responsibility.
This document outlines the syllabus for a marketing planning and implementation course. The course objectives are for students to understand basic marketing theories and develop analytical skills for real-world application. Key topics covered include the marketing mix, marketing strategies, research, branding, and ethics. Assessment will comprise assignments, quizzes, presentations, and an exam. The instructor aims to blend theory and practice to promote active learning. Recommended textbooks are also listed.
The document provides an overview of key marketing concepts including the marketing mix, target markets, market segmentation, the 4Ps of marketing (product, price, promotion, and place), and distribution channels. It defines these concepts and gives examples to illustrate how companies develop marketing strategies and get products into customers' hands.
This document outlines topics to be covered in a marketing principles course presented by Syed Abul Kalam Azad. The group presentation is divided among five students who will cover topics such as the marketing process, customer needs and demands, market offerings, customer value and satisfaction, exchange and relationships, modern marketing systems, and the production, product, selling, marketing and societal concepts of marketing. Additional topics include green marketing, customer perceived value, and customer equity, share and lifetime value.
The document discusses marketing concepts and the marketing mix. It defines marketing concepts as the philosophies adopted by companies to market their products. It then outlines traditional concepts like the exchange concept versus modern concepts like the marketing concept. The marketing mix is introduced as the combination of product, price, place, and promotion strategies used to satisfy the target market. The roles of each element are defined, along with other factors like packaging, people, and politics. The document provides details on how the marketing mix elements can be blended to meet customer needs.
This document discusses the concept of marketing through various definitions and frameworks. It begins by posing questions about what marketing is, then provides definitions from experts, including that it is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services.
It introduces key marketing concepts like the marketing mix of product, price, place and promotion. It also distinguishes between sales and marketing, noting that marketing is about producing what customers want while sales is getting customers to want what a company produces.
Finally, it discusses the core concepts of marketing including understanding customer needs, wants and demands as the starting point, and how customers choose products based on value, satisfaction, benefits versus costs. The document
Marketing PPT- Chapter 1 of Philip KotlerSudarsshan11
This document contains notes on marketing concepts including definitions of marketing as identifying and meeting human needs profitably. It outlines goods, services, and events that are marketed and discusses needs, wants, and demand. Modern factors that influence marketing are also listed such as technology, globalization, and industry changes. The marketing mix of product, place, promotion, and price is explained as well as an expanded modern version including people, processes, programs, and performance. The document concludes with elements of developing marketing strategies like insights, customer connections, branding, and long term growth.
1. Marketing involves creating, offering, and exchanging products and services of value to satisfy needs and wants through target markets.
2. The scope of marketing has expanded from physical goods to include services, experiences, events, people, places, properties, organizations, information, and ideas.
3. The core concepts of marketing include understanding target markets and segmentation, customer needs and value, the marketing mix of product, price, place, and promotion, and developing relationships through marketing channels.
The document discusses consumer buying behavior and the factors that influence consumers' decision-making processes. It describes a model of consumer behavior that shows how marketing stimuli interact with a consumer's characteristics and psychological processes to influence their response. It then covers the various internal and external factors that shape consumers' behaviors, such as their culture, social groups, personal characteristics, psychological states, and more. Finally, it outlines the typical steps in a consumer's decision process, from need recognition to post-purchase evaluation.
The document outlines 5 marketing concepts: the production concept focuses on low-cost, widely available products and is operations-oriented. The product concept emphasizes high quality, innovative features to gain customer loyalty. The selling concept and societal marketing concept both aim to deliver better value than competitors while preserving consumer and societal well-being. The marketing concept believes in a "pull strategy" using marketing to make the brand so strong that customers prefer it over competitors.
The document provides an overview of marketing concepts including defining marketing as a process of creating value for customers and building relationships to capture value in return. It outlines the marketing process and discusses understanding customer needs and the marketplace. It also identifies elements of a customer-driven marketing strategy and different marketing management orientations that guide strategy. Finally, it discusses building customer relationships through customer relationship management.
This document discusses various marketing concepts including needs, wants, demands, target markets, positioning, segmentation, offerings, brands, value, satisfaction, marketing channels, supply chain, competition, and marketing environment. It defines these terms and provides examples to illustrate key differences. The document also lists various types of human needs and how they relate to wants and demands. It explains the importance of segmentation, positioning, and developing offerings to meet the needs of target markets.
The document defines marketing as managing markets to bring about exchanges to satisfy human needs and wants. It discusses key marketing concepts like understanding customer needs and wants in order to develop appropriate value propositions and integrated marketing programs. The marketing process involves understanding the market, designing customer-driven strategies, and building profitable customer relationships through activities like customer relationship management.
Chapter 1 Defining Marketing For The 21st CenturyDiarta
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
1. marketing in a changing world creating customer value and satisfactionPrateek211001
The document discusses key concepts in marketing including:
1) Marketing is defined as the process of obtaining what individuals and groups need and want through creating and exchanging products and value with others at a profit.
2) The marketing mix, also known as the 4Ps, includes product, price, place, and promotion which are tactical tools used to satisfy customers.
3) Core marketing concepts include needs, wants, demands, products/services, value, satisfaction, quality, exchange, transactions, relationships, and markets.
4) The document compares different philosophies in marketing management such as production concept, product concept, selling concept, and marketing concept.
The document discusses several Puritan leaders and colonies in early America and their views on religion. Thomas Hooker and Roger Williams established colonies with beliefs in education and not allowing religious freedom to non-Puritans. Lord Baltimore established Maryland to allow Catholics religious freedom. Quakers welcomed all religions and felt people should pray in their own way.
Chapter 1 Creating and capturing customer value by Philip KotlerMD ASADUZZAMAN
1) The document discusses the core concepts of marketing, including how marketers meet customer needs through products and services to achieve customer satisfaction and profit.
2) It defines marketing management and examines how marketers manage demand and build relationships to achieve organizational goals.
3) Emerging technologies are enabling new ways for companies to connect with customers and partners, including more direct and personalized connections through e-commerce and databases.
The document discusses social responsibilities and ethics in marketing. It covers criticisms of marketing practices from negatively impacting consumers and society. These include high prices, unsafe products, deceptive practices, and planned obsolescence. It also discusses marketing's influence on individual consumers and society, including creating false wants. The document then outlines basic consumer rights and how companies should consider the environment. It proposes more ethical approaches to marketing and classifications of products based on consumer benefits. Finally, it provides principles for public policy toward responsible marketing.
Marketing management involves choosing target markets and maintaining profitable customer relationships. It is defined as the art and science of creating, delivering, and communicating superior customer value. The key aspects of marketing management are understanding customer needs and wants, developing appropriate products and services to meet those needs, determining pricing, and promoting and distributing offerings to maximize value for both customers and the organization. Marketing orientations have evolved from a production focus to a customer-centric approach centered on delivering value.
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence different aspects of demand.
3. Marketing must be integrated across the entire organization and affect all customer touchpoints. Both the marketing department and other departments must work together to create great customer experiences.
Chapter 1 Creating And Capturing Customer ValueKathyBright
This document defines marketing and discusses the marketing process. It explains that marketing involves understanding customer needs, designing a customer-driven strategy to deliver value, building relationships, and capturing value from customers. The document also discusses trends like digitalization, globalization, and the importance of ethics. It emphasizes satisfying customer needs over selling and defines key concepts like the marketing mix, segmentation, value propositions, and customer relationship management.
The document provides an overview of marketing, defining it as creating and delivering value for customers, organizations, and society. It discusses how marketing aims to meet the needs of various stakeholders through products and services. Additionally, it explores how marketing has evolved from a production and selling focus to emphasizing customer satisfaction, relationships, and social responsibility.
This document outlines the syllabus for a marketing planning and implementation course. The course objectives are for students to understand basic marketing theories and develop analytical skills for real-world application. Key topics covered include the marketing mix, marketing strategies, research, branding, and ethics. Assessment will comprise assignments, quizzes, presentations, and an exam. The instructor aims to blend theory and practice to promote active learning. Recommended textbooks are also listed.
The document provides an overview of key marketing concepts including the marketing mix, target markets, market segmentation, the 4Ps of marketing (product, price, promotion, and place), and distribution channels. It defines these concepts and gives examples to illustrate how companies develop marketing strategies and get products into customers' hands.
This document outlines topics to be covered in a marketing principles course presented by Syed Abul Kalam Azad. The group presentation is divided among five students who will cover topics such as the marketing process, customer needs and demands, market offerings, customer value and satisfaction, exchange and relationships, modern marketing systems, and the production, product, selling, marketing and societal concepts of marketing. Additional topics include green marketing, customer perceived value, and customer equity, share and lifetime value.
The document discusses marketing concepts and the marketing mix. It defines marketing concepts as the philosophies adopted by companies to market their products. It then outlines traditional concepts like the exchange concept versus modern concepts like the marketing concept. The marketing mix is introduced as the combination of product, price, place, and promotion strategies used to satisfy the target market. The roles of each element are defined, along with other factors like packaging, people, and politics. The document provides details on how the marketing mix elements can be blended to meet customer needs.
This document discusses the concept of marketing through various definitions and frameworks. It begins by posing questions about what marketing is, then provides definitions from experts, including that it is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services.
It introduces key marketing concepts like the marketing mix of product, price, place and promotion. It also distinguishes between sales and marketing, noting that marketing is about producing what customers want while sales is getting customers to want what a company produces.
Finally, it discusses the core concepts of marketing including understanding customer needs, wants and demands as the starting point, and how customers choose products based on value, satisfaction, benefits versus costs. The document
Marketing PPT- Chapter 1 of Philip KotlerSudarsshan11
This document contains notes on marketing concepts including definitions of marketing as identifying and meeting human needs profitably. It outlines goods, services, and events that are marketed and discusses needs, wants, and demand. Modern factors that influence marketing are also listed such as technology, globalization, and industry changes. The marketing mix of product, place, promotion, and price is explained as well as an expanded modern version including people, processes, programs, and performance. The document concludes with elements of developing marketing strategies like insights, customer connections, branding, and long term growth.
1. Marketing involves creating, offering, and exchanging products and services of value to satisfy needs and wants through target markets.
2. The scope of marketing has expanded from physical goods to include services, experiences, events, people, places, properties, organizations, information, and ideas.
3. The core concepts of marketing include understanding target markets and segmentation, customer needs and value, the marketing mix of product, price, place, and promotion, and developing relationships through marketing channels.
The document discusses consumer buying behavior and the factors that influence consumers' decision-making processes. It describes a model of consumer behavior that shows how marketing stimuli interact with a consumer's characteristics and psychological processes to influence their response. It then covers the various internal and external factors that shape consumers' behaviors, such as their culture, social groups, personal characteristics, psychological states, and more. Finally, it outlines the typical steps in a consumer's decision process, from need recognition to post-purchase evaluation.
The document outlines 5 marketing concepts: the production concept focuses on low-cost, widely available products and is operations-oriented. The product concept emphasizes high quality, innovative features to gain customer loyalty. The selling concept and societal marketing concept both aim to deliver better value than competitors while preserving consumer and societal well-being. The marketing concept believes in a "pull strategy" using marketing to make the brand so strong that customers prefer it over competitors.
The document provides an overview of marketing concepts including defining marketing as a process of creating value for customers and building relationships to capture value in return. It outlines the marketing process and discusses understanding customer needs and the marketplace. It also identifies elements of a customer-driven marketing strategy and different marketing management orientations that guide strategy. Finally, it discusses building customer relationships through customer relationship management.
This document discusses various marketing concepts including needs, wants, demands, target markets, positioning, segmentation, offerings, brands, value, satisfaction, marketing channels, supply chain, competition, and marketing environment. It defines these terms and provides examples to illustrate key differences. The document also lists various types of human needs and how they relate to wants and demands. It explains the importance of segmentation, positioning, and developing offerings to meet the needs of target markets.
The document defines marketing as managing markets to bring about exchanges to satisfy human needs and wants. It discusses key marketing concepts like understanding customer needs and wants in order to develop appropriate value propositions and integrated marketing programs. The marketing process involves understanding the market, designing customer-driven strategies, and building profitable customer relationships through activities like customer relationship management.
Chapter 1 Defining Marketing For The 21st CenturyDiarta
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
1. marketing in a changing world creating customer value and satisfactionPrateek211001
The document discusses key concepts in marketing including:
1) Marketing is defined as the process of obtaining what individuals and groups need and want through creating and exchanging products and value with others at a profit.
2) The marketing mix, also known as the 4Ps, includes product, price, place, and promotion which are tactical tools used to satisfy customers.
3) Core marketing concepts include needs, wants, demands, products/services, value, satisfaction, quality, exchange, transactions, relationships, and markets.
4) The document compares different philosophies in marketing management such as production concept, product concept, selling concept, and marketing concept.
The document discusses several Puritan leaders and colonies in early America and their views on religion. Thomas Hooker and Roger Williams established colonies with beliefs in education and not allowing religious freedom to non-Puritans. Lord Baltimore established Maryland to allow Catholics religious freedom. Quakers welcomed all religions and felt people should pray in their own way.
One Solution Point Consumer Network means that a distributor network is needed to build the business. Usually such businesses are also C2C in nature in that payouts also occur at more than one level. The term Consumer Network is sometimes also incorrectly used to indicate that the business uses a network of product suppliers in order to offer a broader selection of products. Businesses that describe themselves this way are usually trying to differentiate themselves, suggesting that their program is superior to other programs.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
This document discusses principles of photography composition including lines, simplicity, balance, avoiding mergers, framing, and the rule of thirds. It provides citations to several Flickr photos illustrating these principles, with the photographer name, photo title, source and date accessed.
The document is a resume for Kristen Johnson seeking a position in medical billing and coding. It summarizes her education, including an Associate's Degree in Health Care Data Technology and a Career Certificate in Office Systems Technology from Copiah-Lincoln Community College. It also lists over 10 years of experience in medical billing, coding, records management, and related areas from positions at various clinics, nursing homes, and daycare centers. Contact information and references are provided.
The document is a conversation between two children talking about their ages on one child's birthday. The first child says it is their birthday and they are four years old, asking the other child their age. The second child responds that they are three years old and also asks the first child their age.
This document discusses principles of photography composition including lines, simplicity, balance, avoiding mergers, framing, and the rule of thirds. It provides citations to several Flickr photos illustrating these principles, with the photographer name, photo title, source and date accessed.
Проект для бренда "Дом.ru" (ЗАО "Эр-Телеком Холдинг")
Авторы: Анастасия Азарова (ИнАрхДиз), Лариса Лемякина (Связи с общественностью АлтГУ), Яна Логинова (Связи с общественностью АлтГУ)
Выполнен в рамках "Креативного кампуса", 2011
Violin restoration requires care and precision to repair the delicate instrument properly. The restoration process may involve replacing pegs, tailpiece, chin rest, and fine tuner. When restoring, the person should handle the violin carefully and clean it by dabbing alcohol and polish on a polishing cloth. Maintaining the restored violin is important as well - rosin dust should be removed often, strings may need replacement over time, and occasional checks by a technician can catch any minor repairs needed to keep the violin performing well for future generations to use.
This document summarizes a study examining the expression of BRCA1 and BRCA2 genes in premenopausal Mexican women with breast cancer. The study analyzed 62 premenopausal women under age 45 with breast cancer to evaluate the clinical and immunohistochemical correlates of BRCA1 and BRCA2 mRNA expression. Low levels of BRCA1 expression were associated with younger patient age and more advanced clinical stage, but BRCA2 expression did not correlate with disease severity. Neither gene expression correlated with tumor characteristics like histology, differentiation, metastasis, or markers like p53 and HER-2.
The document discusses how symbols can be used to focus personal energy or magnify and transmit various energy forces. It provides details on common symbolic shapes like the circle, triangle, square, pentagram, and infinity symbol; describing what they represent and their uses and meanings in various spiritual traditions. The sources for the information are cited.
This document proposes a covenant to organize four United Methodist churches - First UMC, Faith UMC, Trinity UMC, and Nuba UMC - into a single parish called UM4GI. It outlines the pastoral appointments and responsibilities, staffing structure, financial practices, committees and councils that would govern the parish. The covenant would be presented for approval by each individual church's charge conference in December 2011.
This document provides an overview of key marketing concepts. It defines marketing as the process of satisfying customer needs through the exchange of products and services. The core concepts discussed are the marketing mix of product, price, place and promotion. It also examines what motivates consumer behavior in terms of needs, wants and demands. Additional topics covered include how value and satisfaction influence customer choice, and how modern marketing systems facilitate exchanges between suppliers, marketers and end users.
This document provides an overview of key marketing concepts. It defines marketing as the process of satisfying customer needs through the exchange of products and services. The core concepts discussed are the marketing mix of product, price, place, and promotion. It also explains that customers purchase products to fulfill needs, wants, and demands, and that they seek value and satisfaction. Modern marketing involves suppliers, intermediaries, competitors, and end users interacting within an environment shaped by societal factors.
Principles of Marketing chapter 1 for the BBAsabyasachibba
This document provides an overview of key marketing concepts. It defines marketing as the process of satisfying customer needs through the exchange of products and services. The core concepts discussed are the marketing mix of product, price, place and promotion. It also examines what motivates consumer behavior in terms of needs, wants and demands. Additional topics covered include how value and satisfaction influence customer choice, and how modern marketing systems facilitate exchanges between suppliers, marketers and end users.
Introduction to marketing management-1.pdfOshadiVindika
This document defines key marketing terms and concepts. It begins by defining market, marketing, and marketing management. It then provides definitions of marketing from the AMA and Philip Kotler. Marketing management is explained as planning and executing ideas, goods, and services to create value for customers. The goals of marketing are to attract new customers and keep current customers. Several marketing philosophies are outlined, including the production, product, selling, marketing, and societal concepts. The marketing process and core concepts around needs, products, value, exchange, and markets are also summarized.
This presentation is about Marketing for the 21st Century, the subject of
Marketing Management. This tells us about the core values and subject matter
or in a net shell i can say that the summery of Marketing Management.
--
Best Regards,
Mohammed Naveed Haider Khawaja
E-Mail: naveedtaji@gmail.com
Blog: http://naveedtaji.blogspot.com
Profile: http://naveedtaji.hi5.com
Quote:
Expect nothing, live frugally on surprise. (Alice Walker)
This document provides an overview of key concepts in marketing, including:
1. It defines marketing as managing profitable customer relationships by attracting new customers and retaining current customers through delivering satisfaction.
2. It outlines the marketing process and explains the importance of understanding customers and the marketplace using concepts like needs, wants, demands, products, value, satisfaction, exchange and relationships.
3. It discusses marketing management orientations like the production, product, selling, and marketing concepts and identifies the marketing mix of product, place, promotion, and price as elements of a customer-driven marketing strategy.
4. It describes customer relationship management and strategies for building lasting relationships like lifetime customer value and share of customer.
Marketing involves creating value for customers and building relationships to capture value in return. The marketing process includes understanding customer needs and market offerings, developing a customer-driven strategy to select target customers and a value proposition, implementing an integrated marketing program using the marketing mix, and building customer relationships through superior value and satisfaction. The goal is to create loyal, profitable customers and maximize customer lifetime value and share of the customer relationship to build customer equity for the company.
This document provides an overview of basic marketing concepts. It defines marketing as the economic process of exchanging goods and services between producers and consumers. It describes the concepts of needs, wants, and demands, and how marketing aims to understand customer wants in order to influence demand. The document also discusses the key differences between selling and marketing, and outlines several marketing concepts including the production concept, product concept, selling concept, and marketing concept. It concludes by defining the marketing mix and its key elements known as the 4Ps of marketing.
This document discusses different philosophies and concepts in marketing, including the production, product, selling, marketing, and societal marketing concepts. It defines key marketing terms like needs, wants, demand, market segmentation, and customer relationship management. The goal of marketing is to attract new customers by promising superior value and keep current customers satisfied to build profitable long-term relationships.
The document provides an overview of fundamental marketing management concepts. It defines marketing and discusses the marketing mix (product, price, place, promotion). It explains concepts like segmentation, target markets, customer value and satisfaction. Marketing is presented as a process of understanding customer needs and delivering superior value compared to competitors. The document also distinguishes between marketing and selling orientations.
This document discusses consumer behavior and marketing concepts. It defines consumer behavior as how consumers search for, buy, use, and dispose of products and services. It also discusses how marketing has evolved from a production and selling focus to a customer focus oriented around understanding consumer needs and delivering value. Key concepts covered include segmentation, targeting, positioning, the marketing mix, customer satisfaction, retention and profitability.
This document provides an overview of marketing concepts and principles. It defines marketing as "a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others." The document discusses key marketing terms like needs, wants, demands, products, services, value, exchange, and markets. It also outlines different philosophies in marketing management such as production concept, product concept, selling concept, marketing concept, and societal marketing concept.
This document provides an overview of marketing management. It defines marketing as delivering customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value and keeping current customers satisfied. Marketing involves understanding customer needs and wants and delivering value through products and services. Effective marketing requires building relationships and managing demand. The marketing concept holds that organizational goals are best achieved by determining customer needs and satisfying them better than competitors.
This document provides an overview of consumer behavior and marketing concepts. It discusses the evolution from production and selling concepts to the modern marketing concept. The marketing concept focuses on determining consumer needs and delivering superior value. The document also introduces segmentation, targeting, positioning and the marketing mix. It discusses the importance of creating customer value, satisfaction and retention for business success.
Chapter 1 Consumer Behavior Its Origins And Strategic ApplicationsAvinash Kumar
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These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
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Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Digital Transformation Frameworks: Driving Digital Excellence
Chap1
1. Chapter 1 Marketing in a Changing World: Creating Customer Value and Satisfaction PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong
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3. Core Marketing Concepts Products and Services Value, satisfaction, and quality Needs, wants, and demands Exchange, transactions, and relationships Markets Core Marketing Concepts
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8. Who Purchases Products and Services? Market - buyers who share a particular need or want that can be satisfied by a company’s products or services. Actual Buyers Potential Buyers
9. Modern Marketing System Suppliers End User Market Marketing Intermediaries Competitors Company (Marketer) Environment Environment
10. Marketing Management Marketing Management Implementing programs to create exchanges with target buyers to achieve organizational goals Finding and increasing demand, also changing or reducing demand Demand Management Attracting new customers and retaining current customers Profitable Customer Relationships
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12. Marketing & Sales Concepts Contrasted The Selling Concept The Marketing Concept Starting Point Focus Means Ends Factory Existing Products Selling and Promoting Profits through Volume Market Customer Needs Integrated Marketing Profits through Satisfaction
13. Societal Marketing Concept Society (Human Welfare ) Consumers (Wants) Company (Profits) Societal Marketing Concept
14. New Marketing Challenges Emerging Challenges Nonprofit Marketing New Marketing Landscape & Information Technology Ethical Concerns Globalization Changing World Economy
Editor's Notes
Core Concepts This CTR corresponds to Figure 1-1 on p. 4 and relates to the discussion on pp. 3-10. Also to the CTRs numbers 4 - 8 which follow. Core Concepts Needs. These emerge from a state of felt deprivation. Ask students to distinguish among physical, social, and individual needs. Wants . These are the form taken by human needs as they are shaped by culture and individual experience. Have students provide examples for different wants based upon geographical differences, gender, age, wealth. Link culture to socio-economic standing, education. Demands . These are wants backed by buying power. Discuss such popular items as dream vacations or favorite cars to illustrate the difference between wants and demands. You may want an Acura Legend but drive a Subaru Justy. Introduce the idea that demands are often for a bundle or group of benefits and may address a number of related needs and wants. Products . These are anything offered for sale to satisfy a need or want. Have students discuss an extended view of products to include services and ideas. Discuss the role of value in distinguishing products. Discussion Note: Ask students to identify their product choice set for cars, vacations, dating partners, or college professors. Exchanges . These are the act of obtaining desired objects by offering something in return. Link to barter economies and promises to pay (i.e., credit, checks). Transactions. These are an actual trade of value between at least two parties. Transaction marketing is part of the larger concept of relationship marketing in which parties build long-term, economic ties to enhance quality and customer-delivered value. Markets . These are the set of actual and potential buyers of a product. Markets may be decentralized or centralized. Markets exist wherever something of value is desired, such as in the labor market, the money market, even the donor market - for human “products” such as blood or organs.
Modern Marketing System This CTR corresponds to Figure 1-3 on p.11 and relates to the material on p. 10. The Marketing System A modern marketing system consist of four levels of activity. In a very real sense, each level influences the other levels. Each level adds value to the system. Discussion Note: Consumers add value to the system when they buy products. Their purchase price in turn funds the efforts (as profits) of each of the other layers to create more value as the system continues the cycle. Suppliers . This level provides the inputs to the production of goods and services. Company and Competitors . Each company adds value to supplies to create the products (goods, services, or both) offered to various markets. Marketing Intermediaries . Because of specialization, one or more other firms can get products to consumers more efficiently than most producers can (though there are important exceptions). End User Market . The consumer is the “final cause” of the efforts of each level of the marketing system. Discussion Note: Ask students to comment on whether the schematic should have “dotted line” feedback connection from the end user to each level of the system. What form of communication does that feedback take? Purchase? Satisfaction level? Brand loyalty? Brand switching? You might encourage students to remember this system perspective throughout the course and relate examples back to this CTR from time to time.
The Marketing Management Process The marketing concept suggests that businesses must actively manage an on-going relationship with customers. Key concepts of this perspective include: Marketing Management . The text defines marketing management as “the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.” Discussion Note: You might point out to students the influential role played by Professor Kotler in the development of marketing management, in both business and academic settings. Demand Management . Matching supply and demand can be a difficult balancing act. Traditional views of marketing were simplistic: build demand. Now marketers recognize the need to manage demand so that infrastructure resources are not overburdened. Discussion Note: It might help to compare demand management with Just-in-Time Inventory or Supply management. JIT lowers costs by not requiring extra capacity to hold things -- supplies or inventory -- before they are needed. By matching consumer demand to the systems designed to meet needs and wants, overall costs of marketing, and hence, the price of products, is reduced. Building Customer Relationships . Growing markets traditionally mean a plentiful supply of new customers. But as consumers become more sophisticated and as market growth slows, maintaining existing customers is the key to long term marketing success. As pointed out in the text, a continuing customer relationship means years of revenues for a company, not one time only sales. Further, existing customers are less expensive to promote to as they have already processed a great deal of product-specific information. Marketing Management This CTR corresponds to the material on pp. 11 - 12.
Five Marketing Philosophies This CTR relates to the material on pp. 12-17. Teaching Tip: You may find it useful to ask students to give their definitions of philosophy. How do they use philosophies for studying? dating? planning their time? Work from their examples to the idea that businesses too have philosophies about how to get things done. The Production Concept. One of the oldest concepts, it holds that consumers favor products that are available and affordable. Management emphasizes production and distribution efficiency. Examples from the text include Ford's Model T and Texas Instruments. The Product Concept . This concept focuses on the actual product in an effort to continuously improve quality, performance, and features. May lead to marketing myopia or the tendency to too narrowly define the scope of one's business. Consumers buy products for their benefits, not their features. The Selling Concept . This concept views consumers as unwillingly customers whose inherent opposition must be overcome to make a sale. It is most often used today for unsought goods. The selling concept tends to encourage sellers to misrepresent the true nature of their products or services and can lead to problems in maintaining high customer satisfaction. The Marketing Concept . This concept links the company's success with the consumer's continuing satisfaction. Its "outside-in" approach starts with a well defined target market, an analysis of their needs and wants, and then builds the company's offering around meeting those needs better than the competition (Note: the selling and marketing concepts are contrasted on the following CTR of Figure 1-4). The Societal Marketing Concept . This concept adds to the marketing concept the idea that the company should contribute to the betterment of society as a whole (Note: The societal marketing concept is developed in more detail on a following CTR of Figure 1-5 and the accompanying notes).
Marketing and Sales Concept Contrasted This CTR corresponds to Figure 1-4 on p. 15 and to the material on pp. 14-16. Comparisons and Contrasts: The Selling Concept takes an inside-out perspective -- looking at the company’s needs and wants in terms of existing products and ways to find customers for them. The Marketing Concept takes an outside-in perspective - identifying the needs and wants of a clearly defined market and adjusting company efforts to make products that meet the needs. Discussion Note: Promotional tone may help indicate whether a company practices the selling or the marketing concept. Selling involves persuasion -- convincing the customer of their need to buy existing products. Marketing, at its best, involves information -- bringing the developed product to the awareness of a target market that recognizes need satisfying products. As the text notes, companies can let their own success lock them into a rigid selling structure. As times change, and they always do, those companies fail to see the need for meeting new and emerging consumer needs. The marketing concept helps companies focus on customer need satisfaction , leading to long-term success by customer retention .
Societal Marketing Concept This CTR corresponds to Figure 1-5 on p. 16 and relates to the material on pp. 16-17. The Societal Marketing Concept holds that the organization should determine the needs, wants, and interests of target markets. In delivering the desired satisfactions more effectively and efficiently than the competition, the company should also maintain or improve both the consumer’s and society’s well being. Discussion Note: You may wish to consider extra-textual class discussion identifying the pros and cons of the societal marketing concept. Pros: Reasons for adopting the societal marketing concept include: 1. Public expectations. Social expectations of business have increased. 2. Long-run profits. Socially responsible marketing may lead to more secure long-run profits. 3. Ethical obligation. Business should recognize that responsible actions are right for their own sake. 4. Public image. A good public image helps firms gain more customers, better employees, access to money markets, and other benefits. 5. Better environment. Involvement by business can help solve difficult social problems, creating a better quality of life and a more desirable community in which to attract and hold skilled employees. 7. Balance of responsibility and power. Marketers have a large amount of power in society that requires an equally large amount of responsibility. 8. Stockholder interests. Socially responsible companies are considered less risky and safer investments 9. Possession of resources. Business has the financial resources, technical experts, and managerial talent to provide to support public causes. Cons: Reasons for not adopting the societal marketing concept include: 1. Violation of profit maximization. 2. Dilution of purpose. The pursuit of social goals dilutes business’s primary purpose. 3. Costs. Many socially responsible activities don’t pay their way. 4. Too much power. Business is already one of the most powerful institutions in society. 5. Lack of skills. Marketers may be poorly qualified to deal with social issues. 6. Lack of accountability. There are no direct lines of social accountability from the business sector to the public. 7. Lack of broad public support. Even favorable attitudes are general and lack consensus on specific actions marketers should take on social issues. The Societal Marketing Concept
New Marketing Challenges This CTR relates to the material on pp. 17-24. Teaching Tip: Challenge students to see marketing as an exciting and creative field needing new ideas and new solutions to emerging business opportunities. Growth of Nonprofit Marketing. More and more charitable firms and businesses that hold nonprofit status, like colleges and hospitals, are adopting a marketing orientation toward serving their constituencies. Globalization. Technological and economic developments continue to shrink the distances between countries. Computer and communications technology make possible truly global businesses that buy, sell, manufacturer, market, and service customers easily across international borders. Rising affluence creates new markets. Similarly, more European and Asian companies now compete successfully in the US. market. Changing World Economy. Even as new markets open to rising affluence in such countries as the “newly industrialized” pacific rim, poverty in many areas and slowed economies in previously industrial nations has already changed the world economy. Americans increasingly maintain living standards only by having two incomes per household. Value is hunted for by penny-wise consumers. Ethics and Responsibility . The greed of the 1980s and other problems has spurred a new interest in ethical conduct in business. Many consumers feel business in general has more of an obligation to those who generate profits -- the consumer! New Landscape and Information Technology . The new marketing landscape is a dynamic, fast-paced, and evolving function of all these changes and opportunities. More than ever, there is no static formula for success. Only strategies that incorporate and implement constant improvement in product quality and higher delivered customer value stand any chance of long-term success. Information and the internet have created a technology boom.