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.
This presentation is an introduction to the role of IMC in marketing.
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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
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
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
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
INTEGRATED MARKETING COMMUNICATION: AN INTRODUCTION by Amitabh MishraAmitabh Mishra
“IMC is an attempt to coordinate various marketing and promotional activities to make marketing communication to target customers more efficient and effective.”
“IMC insures that all forms of communication and messages are carefully linked together”
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
For more information, visit-www.vavaclasses.com
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
2. 2
What is Marketing?
Process by which individuals and
groups obtain what they needneed and
wantwant through creating and
exchanging productsexchanging products and value
with others.
Simply put: Marketing is the delivery
of customer satisfaction at a profit.
3. 3
Core Marketing Concepts
(Fig. 1-1)
Needs, wants,
and demands
Products
and services
Value,
satisfaction,
and quality
Exchange,
transactions,
and relationships
Markets
4. 4
NeedsNeeds - state of felt deprivation for basic items
such as food and clothing and complex needs
such as for belonging. i.e. I am hungry.
WantsWants - form that a human need takes as
shaped by culture and individual personality.
i.e. I want a hamburger, French fries, and a soft
drink.
DemandsDemands - human wants backed by buying
power. i.e. I have money to buy this meal.
What are Consumer’s Needs,
Wants and Demands?
5. 5
Products
Anything that can be Offered to a Market to Satisfy a Need or Want
ExperiencesExperiences PersonsPersons PlacesPlaces
OrganizationsOrganizations IdeasIdeasInformationInformation
What Will Satisfy Consumer’s
Needs and Wants?
Services
Activities or Benefits Offered for Sale That Are Essentially
Intangible and Don’t Result in the Ownership of Anything
6. 6
How Do Consumers
Choose Among Products and
Services?
Total Quality Management Involves Improving
the Quality of Products, Services, and
Marketing Processes
Product’s Perceived Performance in Delivering
Value Relative to Buyer’s Expectations is
Customer Satisfaction
Value Gained From Owning a Product and
Costs of Obtaining the Product is
Customer Value
8. 8
Who Purchases Products
and Services?
People Who
Exhibit Need
Resources to
Exchange
Willingness to
Exchange
Unexpected
Situational
Factors
Attitudes
of
Others
Ethical
Potential
Buyers
Market –
Buyers who
share a
particular need
or want that can
be satisfied
through
exchange or
relationships.
Actual
Buyers
10. Discussion Connections
In your own words, what is marketing?
What does marketing mean to you?
Form small groups, and select a brand of athletic
shoes that a group member has purchased
recently.
What Customer Value did the group member
expect?
Did the member experience Customer
Satisfaction? Why or why not?
11. 11
Marketing
Management
Implementing
programs
to create
exchanges
with target
buyers
to achieve
organizational
goals
Demand
Management
Finding and
increasing
demand, also
changing or
reducing
demand such
as in
Demarketing
Profitable
Customer
Relationships
Attracting new
customers and
retaining and
building
relationships
with current
customers
Marketing Management
13. 13
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
•Consumers favor products that are
available and highly affordable.
•Improve production and distribution.
•Consumers favor products that offer
the most quality, performance, and
innovative features.
•Consumers will buy products only if
the company promotes/ sells these
products.
•Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
•Focuses on needs/ wants of target
markets & delivering superior value.
Marketing Management
Philosophies
14. 14
Marketing and Sales
Concepts Contrasted
Factory
Existing
Products
Selling
and
Promoting
Profits
through
Volume
The Selling ConceptThe Selling Concept
Starting
Point
Focus Means Ends
Market
Customer
Needs
Integrated
Marketing
Profits
through
Satisfaction
The Marketing ConceptThe Marketing Concept
16. 16
Marketing Challenges in the
New “Connected” Millennium
Text page 23
Connecting
Technologies
Computer
Information
Communication
Transportation
Connections with Customers
Connecting more selectively
Connecting for life
Connecting Directly
Connections with
Marketing Partners
•Connecting with other
company departments
•Connecting with suppliers
and distributors
•Connecting through
strategic alliances
Connections
with the world
around us
•Global Connections
•Connections with
values and
responsibilities
•Broadened
connections
17. 17
Learn About &
Track Customers
With Databases
Communicate With
Customers in Groups
Or One-on-One
Create Products &
Services Tailored to
Meet Customer Needs
Distribute Products
More Efficiently &
Effectively
Connecting Technologies in
Computers,
Telecommunications,
Information, & Transportation
Help To:
Technologies for Connecting
What aspects of
the Internet
make it a good
forum for
marketing?
How do Web
companies
compete with
brick and mortar
companies?
Click or press spacebar to return
Text page 26
18. 18
The Internet
The Internet has been hailed as the technology
behind a new model for doing business.
New applications include:
Internet – connecting with customers,
Intranets – connecting with others in the company,
and
Extranets – connecting with strategic partners,
suppliers, and dealers.
Purchasing will be over $1.4 trillion in 2003.
400,000 companies are now using the Internet
to do business.
19. 19
Connections With Customers
Most marketers are targeting
fewer, potentially more
profitable customers.
Asking:
What value does the customer
bring to the organization?
Are they worth pursuing?
Focus has shifted to:
keeping current customers, and
building lasting relationships
based on superior satisfaction
and value.
20. 20
Direct Connections With
Customers
Many companies use technologies to let them
connect more directly with their customers.
Products available via telephone, mail-order catalogs,
kiosks and e-commerce.
Some firms sell only via direct channels (i.e. Dell
Computer, www.Amazon.com), others use a
combination.
Direct marketing is redefining the buyer’s role in
connecting with sellers.
Buyers are active participants in shaping the marketing
offer and process; some buyers design their own
products online such as at www.LandsEnd.com.
21. 21
Connections With
Marketing’s Partners
Connecting Inside the
Company
Every employee must be
customer-focused
Teams coordinate efforts
toward customers
Connecting With
Outside Partners
Supply Chain
Management
Strategic Alliances
22. 22
Review of Concept
Connections
Define what marketing is and discuss its core
concepts.
Explain the relationships between customer value,
satisfaction, and quality.
Define marketing management and examine how
marketers manage demand and build profitable
customer relationships.
Compare the five marketing management
philosophies.
Analyze the major challenges facing marketers
heading into the next millennium.