This document provides an overview of key marketing concepts for the 21st century. It discusses how the digital revolution has benefited both consumers and firms. The tasks of marketing are explained, including entrepreneurial and formulated approaches. The document defines what can be marketed and provides definitions of marketing from Kotler and the AMA. Core marketing concepts are outlined like segmentation, products/brands, exchange/transactions, and channels. Company orientations like production, product, selling, marketing, and societal concepts are contrasted. Objectives of the chapter are to understand new economic challenges and learn major marketing tools and concepts.
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
Unit no.1 introduction to marketing as per syllabus of pune university basics...Dr. Vinod Malkar
contents Definition & Functions of Marketing.
Scope of Marketing, Core concepts of marketing such as
Need, Want, Demand, Customer Value, Exchange, Customer & Consumer, Customer satisfaction, Customer Delight, Customer Loyalty, Marketing Vs market
1.2 Markets : Definition of market, Competition, key customer markets, Market places, Market spaces, Meta markets.
1.3 Company orientation towards market place: Product, Production, sales, marketing, societal, transactional, relational, holistic marketing orientation, selling vs marketing, Concept of marketing Myopia.
1.4 Introduction to the concept of marketing mix : Origin and concept of Marketing Mix and definition of 7 Ps people process and physical Evidence.
1.5. New Marketing Realities : Major societal forces, new consumer capabilities and new company capabilities
This slide talks about the meaning of marketing and its term according to definition. What do marketers practice in this kind of profession. How does marketers behave in the business industry. This slide also talks about the social responsibility when it comes do doing a perfect marketing. The characteristics to survive in the marketing industry and lastly the principles where marketers follow and prosper in the business.
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In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
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June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
MATATAG CURRICULUM: ASSESSING THE READINESS OF ELEM. PUBLIC SCHOOL TEACHERS I...NelTorrente
In this research, it concludes that while the readiness of teachers in Caloocan City to implement the MATATAG Curriculum is generally positive, targeted efforts in professional development, resource distribution, support networks, and comprehensive preparation can address the existing gaps and ensure successful curriculum implementation.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
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Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
1. Chapter 1Chapter 1
Defining MarketingDefining Marketing
for the Twenty-Firstfor the Twenty-First
CenturyCentury
2. ObjectivesObjectives
Understand the new economy.
Learn the tasks of marketing.
Become familiar with the major
concepts and tools of marketing.
Understand the orientations
exhibited by companies.
4. The New EconomyThe New Economy
Consumer benefits from the digital
revolution include:
– Increased buying power.
– Greater variety of goods and services.
– Increased information.
– Enhanced shopping convenience.
– Greater opportunities to compare product
information with others.
5. The New EconomyThe New Economy
Firm benefits from the digital
revolution include:
–New promotional medium.
–Access to richer research data.
–Enhanced employee and customer
communication.
–Ability to customize promotions.
6. Marketing TasksMarketing Tasks
Marketing practices may pass
through two stages:
–Entrepreneurial marketing
–Formulated marketing
As marketing becomes more
formulated, creativity is inhibited.
7. What Can Be Marketed?What Can Be Marketed?
Goods
Services
Experiences
Events
Persons
Places
Properties
Organizations
Information
Ideas
8. Marketing DefinedMarketing Defined
Kotler’s social definition:
“Marketing is a societal process by
which individuals and groups
obtain what they need and want
through creating, offering, and
freely exchanging products and
services of value with others.”
9. Marketing DefinedMarketing Defined
The AMA managerial definition:
“Marketing is the process of
planning and executing the
conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individual and
organizational objectives.”
10. Core Marketing ConceptsCore Marketing Concepts
Target markets and
market segmentation
Marketplace, market-
space, metamarkets
Marketers & prospects
Needs, wants, demands
Product offering and
brand
Value and satisfaction
Exchange and
transactions
Relationship and
networks
Marketing channels
Supply chain
Competition
Marketing environment
Marketing program
11. Core Marketing ConceptsCore Marketing Concepts
Target markets & segmentation
–Differences in needs, behavior,
demographics or psychographics
are used to identify segments.
–The segment served by the firm is
called the target market.
–The market offering is customized
to the needs of the target market.
12. Core Marketing ConceptsCore Marketing Concepts
Shopping can take place in a:
– Marketplace (physical entity, Lowe’s)
– Marketspace (virtual entity, Amazon)
Metamarkets refer to complementary
goods and services that are related
in the minds of consumers.
Marketers seek responses from
prospects.
13. Core Marketing ConceptsCore Marketing Concepts
Needs describe basic human
requirements such as food, air, water,
clothing, shelter, recreation, education,
and entertainment.
Needs become wants when they are
directed to specific objects that might
satisfy the need. (Fast food)
Demands are wants for specific
products backed by an ability to pay.
14. Core Marketing ConceptsCore Marketing Concepts
A Product is any offering that can
satisfy a need or want, while a brand
is a specific offering from a known
source.
When offerings deliver value and
satisfaction to the buyer, they are
successful.
15. Enhancing ValueEnhancing Value
Marketers can enhance the value of
an offering to the customer by:
– Raising benefits.
– Reducing costs.
– Raising benefits while lowering costs.
– Raising benefits by more than the
increase in costs.
– Lowering benefits by less than the
reduction in costs.
16. Core Marketing ConceptsCore Marketing Concepts
Exchange involves obtaining a desired
product from someone by offering
something in return. Five conditions
must be satisfied for exchange to occur.
Transaction involves at least two things
of value, agreed-upon conditions, a time
of agreement, and a place of agreement.
17. Core Marketing ConceptsCore Marketing Concepts
Relationship marketing aims to
build long-term mutually satisfying
relations with key parties, which
ultimately results in marketing
network between the company and
its supporting stakeholders.
18. Core Marketing ConceptsCore Marketing Concepts
Marketing
Channels
Communication
channels
Distribution
channels
Service channels
Deliver messages to
and receive
messages from
target buyers.
Includes traditional
media, non-verbal
communication, and
store atmospherics.
19. Core Marketing ConceptsCore Marketing Concepts
Marketing
Channels
Communication
channels
Distribution
channels
Service channels
Display or deliver
the physical
products or
services to the
buyer / user.
20. Core Marketing ConceptsCore Marketing Concepts
Marketing
Channels
Communication
channels
Distribution
channels
Service channels
Carry out
transactions with
potential buyers
by facilitating the
transaction.
21. Core Marketing ConceptsCore Marketing Concepts
A supply chain stretches from raw
materials to components to final
products that are carried to final
buyers.
Each company captures only a
certain percentage of the total value
generated by the supply chain.
22. Core Marketing ConceptsCore Marketing Concepts
The following forces in the broad
environment have a major impact on
the task environment:
– Demographics
– Economics
– Natural environment
– Technological environment
– Political-legal environment
– Social-cultural environment
23. Core Marketing ConceptsCore Marketing Concepts
The marketing program is developed
to achieve the company’s objectives.
Marketing mix decisions include:
– Product: provides customer solution.
– Price: represents the customer’s cost.
– Place: customer convenience is key.
– Promotion: communicates with customer.
24. Company OrientationsCompany Orientations
The orientation or philosophy of the
firm typically guides marketing efforts.
Several competing orientations exist:
–Production concept-consumers favor
products that are widely available and
inexpensive.
–Product concept-consumers favor
those products that offer the most quality,
performance and innovative features.
25. –Selling concept-holds that consumers will not
buy enough of products unless the firm undertakes
a large scale selling and promotion effort. (for
unsought goods.)
–Marketing concept-instead of product
centered “make and-sell” shift to a customer
centered, “sense and-respond” philosophy.
Instead of “hunting” marketing is “gardening”.
organisational goals depends on knowing the
needs and wants of target markets. Customer
value and focus are the paths to sale and profits.
26. –Societal marketing concept-
understanding broader concerns and
the ethical, environmental, legal and
social context of marketing activities
and programs clearly extending beyond
the company and the consumers to
society as a whole.
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 .
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.