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.
This PowePoint presentation is a support visual aid/tool presentation of instructional materials in Marketing Principles intended for basic core subject in the undergraduate courses of Bachelor of Science in Business Administration and other business cluster courses in Marketing Communications.
The marketing mix is the set of marketing tools a firm uses to pursue its marketing objectives in the target market. It involves a deliberate choice of product, price, promotion, and place strategies. The marketing manager's task is to develop the most appropriate marketing mix for the organization. The marketing mix depends on factors like marketing objectives, target market, market structure, competitors, and the organization's marketing position. It is a key element in a firm's overall marketing program.
The document discusses the traditional marketing mix of 4Ps (Product, Price, Place, Promotion) and introduces an extended marketing mix for services called the 7Ps. The 7Ps add People, Processes, and Physical Evidence to address the intangible nature of services. For each P, the document outlines the key decisions involved and how they should be coordinated to create customer value and meet customer needs. An integrated marketing mix is important to deliver a consistent customer experience.
The marketing mix, also known as the four Ps, refers to the set of controllable tactical marketing tools that a company uses to produce a desired response from its target market. The four Ps include:
1) Product - The goods and services a company offers to the market. It is important to understand customer needs and how the product is differentiated from competitors.
2) Price - The amount customers pay for the product. Pricing must consider costs, perceived value, and competitors. Both too high and too low a price can negatively impact sales.
3) Promotion - Communications to raise awareness and influence customer purchasing decisions. This includes advertising, public relations, social media, and word-of-mouth
To understand marketing, we must first understand core concepts like needs, wants, and demands. We can distinguish between stated, real, unstated, delight, and secret needs. Marketing channels include distribution channels to sell products and service channels like warehouses. The supply chain stretches from raw materials to finished products. Competition includes all actual and potential rival offerings. Target markets are identified by examining differences among buyers. Value and satisfaction are determined by a person's judgment of a product's perceived quality, service, and price performance.
This document discusses product planning and development for global markets. It covers topics like product adaptation versus standardization, factors that influence each approach, and strategies for new product launches internationally. Specifically, it notes that some products require modification to local markets while others can be sold globally as-is. Government regulations, electrical standards, and packaging rules are mandatory reasons for customization.
The document discusses the marketing environment and challenges faced by McDonald's. It describes McDonald's initiatives to address shifting consumer lifestyles by focusing on consistent products and reliable service while also offering upscale options like McCafe. McDonald's introduced healthier options by eliminating supersized items and adding active meal options for adults. The document provides an overview of the internal and external factors in a company's micro and macro marketing environment.
This PowePoint presentation is a support visual aid/tool presentation of instructional materials in Marketing Principles intended for basic core subject in the undergraduate courses of Bachelor of Science in Business Administration and other business cluster courses in Marketing Communications.
The marketing mix is the set of marketing tools a firm uses to pursue its marketing objectives in the target market. It involves a deliberate choice of product, price, promotion, and place strategies. The marketing manager's task is to develop the most appropriate marketing mix for the organization. The marketing mix depends on factors like marketing objectives, target market, market structure, competitors, and the organization's marketing position. It is a key element in a firm's overall marketing program.
The document discusses the traditional marketing mix of 4Ps (Product, Price, Place, Promotion) and introduces an extended marketing mix for services called the 7Ps. The 7Ps add People, Processes, and Physical Evidence to address the intangible nature of services. For each P, the document outlines the key decisions involved and how they should be coordinated to create customer value and meet customer needs. An integrated marketing mix is important to deliver a consistent customer experience.
The marketing mix, also known as the four Ps, refers to the set of controllable tactical marketing tools that a company uses to produce a desired response from its target market. The four Ps include:
1) Product - The goods and services a company offers to the market. It is important to understand customer needs and how the product is differentiated from competitors.
2) Price - The amount customers pay for the product. Pricing must consider costs, perceived value, and competitors. Both too high and too low a price can negatively impact sales.
3) Promotion - Communications to raise awareness and influence customer purchasing decisions. This includes advertising, public relations, social media, and word-of-mouth
To understand marketing, we must first understand core concepts like needs, wants, and demands. We can distinguish between stated, real, unstated, delight, and secret needs. Marketing channels include distribution channels to sell products and service channels like warehouses. The supply chain stretches from raw materials to finished products. Competition includes all actual and potential rival offerings. Target markets are identified by examining differences among buyers. Value and satisfaction are determined by a person's judgment of a product's perceived quality, service, and price performance.
This document discusses product planning and development for global markets. It covers topics like product adaptation versus standardization, factors that influence each approach, and strategies for new product launches internationally. Specifically, it notes that some products require modification to local markets while others can be sold globally as-is. Government regulations, electrical standards, and packaging rules are mandatory reasons for customization.
The document discusses the marketing environment and challenges faced by McDonald's. It describes McDonald's initiatives to address shifting consumer lifestyles by focusing on consistent products and reliable service while also offering upscale options like McCafe. McDonald's introduced healthier options by eliminating supersized items and adding active meal options for adults. The document provides an overview of the internal and external factors in a company's micro and macro marketing environment.
Introduction to marketing principles week 1Rachel Coles
This document provides an introduction to marketing principles. It defines marketing as creating, communicating, delivering, and exchanging offerings of value for customers. Marketing involves understanding customer needs and wants in order to meet them. A business uses a marketing mix of product, price, place, and promotion to develop a value proposition and target specific customer segments. An orientation focused on customer satisfaction through understanding needs and building relationships leads to greater success than sales-driven approaches.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
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.
The document discusses various marketing concepts and philosophies. It defines marketing according to several experts and outlines 6 major marketing concepts: production, product, selling, marketing, societal marketing, and holistic marketing. It also discusses the fundamental principles of the marketing concept, emerging challenges in marketing, and key tasks of marketing management.
This document provides an introduction to key marketing concepts. It defines marketing as satisfying customer needs profitably through creating and exchanging value. The marketing mix, also called the 4Ps, is introduced as product, price, place, and promotion. The scope of marketing is described as including physical goods, services, experiences, events, persons, places, properties, information, and ideas. Marketing aims to fulfill needs and wants through offers that create value for customers. Demand depends on customer wants and buying power. Key terms like customer, consumer, and stakeholders are also introduced.
This document provides an overview of key marketing concepts including definitions of marketing, the three levels of marketing (philosophy, strategy, operations), the marketing mix, segmentation, targeting, positioning, branding, and marketing communications. It defines marketing as a process of identifying customer needs and wants and fulfilling them profitably. Segmentation involves dividing the market into distinct groups with common traits. Targeting selects the most attractive segments and positioning determines how the product will be perceived relative to competitors in the target segment's mind. The marketing mix or 4Ps (product, price, place, promotion) are the tactical elements used to satisfy the target market.
Marketing involves creating value for customers and building strong customer relationships to capture value in return. It is the process of communicating the value of a product or service to customers. Marketing includes identifying, pricing, distributing, and promoting products and services to satisfy customer needs and wants better than competitors. It is a critical business function that is customer-oriented, competitor-focused, and market-driven with the long-term objective of maximizing profits through customer satisfaction.
This document provides an overview of marketing basics, including the definition of marketing as creating value for customers through exchanges. It discusses the importance of understanding customer needs and planning marketing thoughtfully. The core aspects of marketing are explained as affecting stakeholders and satisfying customer wants through the marketing mix of product, price, place, and promotion. Each element of the marketing mix is defined in detail, with products described as goods, services, or ideas; price as what customers give up to obtain value; place as distribution channels; and promotion as communication to influence customers. Understanding the marketing mix is emphasized as key to marketing success or failure.
The document discusses key marketing concepts including:
- The definition of marketing as a social and managerial process to satisfy needs through product creation and exchange.
- The objectives of marketing which include increasing sales, creating goodwill, profit through customer satisfaction, and more.
- The distinction between marketing and selling, where marketing focuses on customer needs and selling focuses on product sales.
- Marketing classifications based on place, time, and competition.
- An overview of marketing management and the production, product, selling, marketing, and societal concepts in marketing.
1. This document provides an introduction to marketing and outlines key concepts such as defining a market, defining marketing, and understanding the consumer buying process.
2. The consumer buying process has 4 stages: identifying a problem or need, searching for information, assessing options, and making a purchase.
3. Marketing is important for small businesses as it helps develop products customers want, provides customer information, creates competitive pressures, and builds customer demand.
This document provides an overview of marketing concepts including the evolution of marketing, the marketing mix, market segmentation, and various promotional strategies. It discusses how marketing has shifted from a production focus to being more customer-oriented over time. The key elements of the marketing mix are identified as product, price, place, and promotion. Various promotional tools like advertising, personal selling, public relations, and sales promotions are also summarized.
The ppt covers the basics marketing principles given by Philip Kotler:
The importance of marketing
Core Marketing Concepts
Company Orientations
Segmentation-Targeting-Positioning
7p’s Framework
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.
CHAPTER 2 UNDERSTANDING MARKETING AND THE MARKETING PROCESS.pdfJolinaBaybay1
This document discusses key concepts in marketing including understanding customer needs, the marketing process, and developing a customer-driven marketing strategy. It defines marketing and explains that the goal is managing profitable customer relationships. The marketing process involves understanding the marketplace and customer needs, then designing a customer-driven strategy. This involves market segmentation, targeting, differentiation, and positioning to create superior customer value. The document provides examples and definitions for each concept.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
Dr. V. Ramadevi, Department of Management.ramakarthik
This PPT contains the basic marketing concepts, marketing mix elements, customer value and satisfaction, value chain, strategic marketing planning process, marketing research, marketing environment, CRM.
This ppt would be useful for the management students.
The document defines marketing and provides key details about its functions and importance. It discusses:
1) Marketing refers to activities companies undertake to promote the buying and selling of products/services, including advertising, selling, and delivery.
2) The 7 key functions of marketing are distribution, financing, market research, pricing, product management, promotion, and matching products to customers.
3) Marketing is important as it increases sales, builds and maintains reputation, keeps companies competitive, and creates referrals.
Marketing consists of strategies and tactics to identify, create, and maintain satisfying customer relationships that provide value for both customers and marketers. Key aspects of marketing include identifying customers and markets through research, creating new products and approaches through competition, and maintaining customers through repeated purchases. The goal is developing relationships where customers feel value from benefits relative to cost, while marketers find value through profit. Marketing activities encompass product development, distribution, selling, information management, financing, pricing, and promotion.
Introduction to marketing principles week 1Rachel Coles
This document provides an introduction to marketing principles. It defines marketing as creating, communicating, delivering, and exchanging offerings of value for customers. Marketing involves understanding customer needs and wants in order to meet them. A business uses a marketing mix of product, price, place, and promotion to develop a value proposition and target specific customer segments. An orientation focused on customer satisfaction through understanding needs and building relationships leads to greater success than sales-driven approaches.
This document provides an overview of key concepts in marketing management. It discusses the marketing process, scope of marketing, core concepts like segmentation and the marketing mix (4Ps). It also covers new product development stages, classification of new products, product life cycle, and factors influencing distribution decisions. The document is an introductory guide to understanding markets and the marketing function in businesses.
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.
The document discusses various marketing concepts and philosophies. It defines marketing according to several experts and outlines 6 major marketing concepts: production, product, selling, marketing, societal marketing, and holistic marketing. It also discusses the fundamental principles of the marketing concept, emerging challenges in marketing, and key tasks of marketing management.
This document provides an introduction to key marketing concepts. It defines marketing as satisfying customer needs profitably through creating and exchanging value. The marketing mix, also called the 4Ps, is introduced as product, price, place, and promotion. The scope of marketing is described as including physical goods, services, experiences, events, persons, places, properties, information, and ideas. Marketing aims to fulfill needs and wants through offers that create value for customers. Demand depends on customer wants and buying power. Key terms like customer, consumer, and stakeholders are also introduced.
This document provides an overview of key marketing concepts including definitions of marketing, the three levels of marketing (philosophy, strategy, operations), the marketing mix, segmentation, targeting, positioning, branding, and marketing communications. It defines marketing as a process of identifying customer needs and wants and fulfilling them profitably. Segmentation involves dividing the market into distinct groups with common traits. Targeting selects the most attractive segments and positioning determines how the product will be perceived relative to competitors in the target segment's mind. The marketing mix or 4Ps (product, price, place, promotion) are the tactical elements used to satisfy the target market.
Marketing involves creating value for customers and building strong customer relationships to capture value in return. It is the process of communicating the value of a product or service to customers. Marketing includes identifying, pricing, distributing, and promoting products and services to satisfy customer needs and wants better than competitors. It is a critical business function that is customer-oriented, competitor-focused, and market-driven with the long-term objective of maximizing profits through customer satisfaction.
This document provides an overview of marketing basics, including the definition of marketing as creating value for customers through exchanges. It discusses the importance of understanding customer needs and planning marketing thoughtfully. The core aspects of marketing are explained as affecting stakeholders and satisfying customer wants through the marketing mix of product, price, place, and promotion. Each element of the marketing mix is defined in detail, with products described as goods, services, or ideas; price as what customers give up to obtain value; place as distribution channels; and promotion as communication to influence customers. Understanding the marketing mix is emphasized as key to marketing success or failure.
The document discusses key marketing concepts including:
- The definition of marketing as a social and managerial process to satisfy needs through product creation and exchange.
- The objectives of marketing which include increasing sales, creating goodwill, profit through customer satisfaction, and more.
- The distinction between marketing and selling, where marketing focuses on customer needs and selling focuses on product sales.
- Marketing classifications based on place, time, and competition.
- An overview of marketing management and the production, product, selling, marketing, and societal concepts in marketing.
1. This document provides an introduction to marketing and outlines key concepts such as defining a market, defining marketing, and understanding the consumer buying process.
2. The consumer buying process has 4 stages: identifying a problem or need, searching for information, assessing options, and making a purchase.
3. Marketing is important for small businesses as it helps develop products customers want, provides customer information, creates competitive pressures, and builds customer demand.
This document provides an overview of marketing concepts including the evolution of marketing, the marketing mix, market segmentation, and various promotional strategies. It discusses how marketing has shifted from a production focus to being more customer-oriented over time. The key elements of the marketing mix are identified as product, price, place, and promotion. Various promotional tools like advertising, personal selling, public relations, and sales promotions are also summarized.
The ppt covers the basics marketing principles given by Philip Kotler:
The importance of marketing
Core Marketing Concepts
Company Orientations
Segmentation-Targeting-Positioning
7p’s Framework
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.
CHAPTER 2 UNDERSTANDING MARKETING AND THE MARKETING PROCESS.pdfJolinaBaybay1
This document discusses key concepts in marketing including understanding customer needs, the marketing process, and developing a customer-driven marketing strategy. It defines marketing and explains that the goal is managing profitable customer relationships. The marketing process involves understanding the marketplace and customer needs, then designing a customer-driven strategy. This involves market segmentation, targeting, differentiation, and positioning to create superior customer value. The document provides examples and definitions for each concept.
Slides of my session at ITM, Mumbai. Introduction to Marketing. Session 1. Includes:
What is Marketing
Marketing Defined
Core Concepts
Marketing Process
Marketing Philosophies
Towards new marketing assumptions
Functions of Marketing
The Four 4 Ps The Marketing Variables
Market Segmenting
Identify sub-markets within market
Decide which one(s) to pursue (target)
Design marketing mix(es) to be attractive to targeted segment's
Demographics - age, race, sex, income, education
Geographic - country, state, urban/rural, climate
Psychographics -attitudes, values, beliefs, personality traits
Behavioral - benefits, usage.
Market consists of people with both the desire and ability to buy
Dr. V. Ramadevi, Department of Management.ramakarthik
This PPT contains the basic marketing concepts, marketing mix elements, customer value and satisfaction, value chain, strategic marketing planning process, marketing research, marketing environment, CRM.
This ppt would be useful for the management students.
The document defines marketing and provides key details about its functions and importance. It discusses:
1) Marketing refers to activities companies undertake to promote the buying and selling of products/services, including advertising, selling, and delivery.
2) The 7 key functions of marketing are distribution, financing, market research, pricing, product management, promotion, and matching products to customers.
3) Marketing is important as it increases sales, builds and maintains reputation, keeps companies competitive, and creates referrals.
Marketing consists of strategies and tactics to identify, create, and maintain satisfying customer relationships that provide value for both customers and marketers. Key aspects of marketing include identifying customers and markets through research, creating new products and approaches through competition, and maintaining customers through repeated purchases. The goal is developing relationships where customers feel value from benefits relative to cost, while marketers find value through profit. Marketing activities encompass product development, distribution, selling, information management, financing, pricing, and promotion.
2. Objective of the day
Definition of Marketing
Definition of Marketing terms
What Marketers do?
Ethics in Marketing
Social Responsibility in Marketing
Characteristics of a Modern Marketers
The 4P’s of Marketing
3. What is Marketing?
A social process by which individual. groups
obtain what they need and want through
creating, offering and freely exchanging
products and service of value with others
Marketing is meeting the needs profitably
the process of knowing and understanding the
customer desire to obtain a product or service
that fits them well.
The transportation of goods form the point of
products to the consumers and all transaction
involved in getting goods from the producers
to the consumers.
4. Terms in Marketing defined:
Strategies and Tactics – strategies are direction
the marketing effort takes over some period og
time while TACTICS are actionable steps or
decisions made in order to follow the strategies
established.
Identify – involves effort needed to gain
knowledge of customers, competitors and
markets
Create – competition, forces marketers to be
creative people.
Maintain – consistent marketers’ efforts to attract
custoemr do not end when customers make a
purchase.
5. Terms in Marketing defined:
Satisfying relationship – the key objective
of marketers of helping build a good
relationship between a marketer and a
buyer.
Value for both customer and marketers –
value refers to the perception of benefits
received from what someone must give up.
For customers; its their money and for
marketers ; it s their products and services.
Needs are basic human requirements to
live
Wants are luxury directed to specific
objects. services that might satisfy the
need
6. Terms in Marketing defined:
Demand – the wants for specific
products backed by an ability to pay.
Exchange - Get something by offering
something in return
Transaction – an exchange between two
things of value on agreed conditions,
time and place of agreement.
7. Terms in Marketing defined:
Target market – consist of customers
identifiesd as possessing needs the
marketer believes can be addressed by the
marketing efforts.
Products – cosist of tangible or intangible
solution to the market’s needs
Promotion – a means for communicating
information aobout the marketing
organization’s products to the market
Distribution – the methods used by the
marketer that enable the market to obtain
products]
o
8. What is Marketed?
Goods
Services
Events
Experiences
Persons
Places
Properties
Organization
Information
ideas
9. Concept under which firms conduct
marketing activities
Production concept – prefer products that are widely
available and inexpensive
Product concept – favor those product that offer the
most quality, performance and innovative features
Selling concept – customers being left alone will not buy
enough of the organization ‘s products. The aim of the
company is to sell what companies make rather than
what the market wants.
Marketing concept – customer-centered, sense and
response philosophy
Holistic Marketing Concept – based on the development,
design and implementation of marketing programs,
process and activities
Societal Marketing Concept – Organization’s task is to
determine the needs, wants and interest of the target
market and to deliver the desired satisfaction more
effectively and efficiently than competitors
10. The Four (4) Holistic Marketing
1. Relationship Marketing – building long term mutually
satisfying relations with customers, supply chain
and distributors in order to retain their long term
preference and business.
2. Integrated Marketing – tools that an organization
use to pursue its marketing objectives, the 4P’s
(product, price, place and promotion) and the 4C’s
(customer solutions, cost, convenience, and
communication)
3. Internal Marketing – marketing strategy that applies
to all people inside an organization.
4. Socially Responsible Marketing – cause and effect if
marketing clearly extend beyond the company and
the customers, code of ethics, environment, legal
and community.
11. What Marketers do?
For profit-organization, marketers are task to bring
revenue
For non-for-profit organization, marketers task is to
attract more people to support the cause for raising
donations.
Developing products that satisfy needs, including
products that enhance society’s quality of life.
Creating a competitive environment that helps lower
product prices
Developing product distribution systems that offer
access to products to a large number of customers and
many geographic regions.
Building demands for products that require organizations
to expand their labor force
12. Ethics in Marketing
Business Relationships – must not take unfair
advantage of others through manipulation,
concealment, abuse of privileged information,
misrepresentation of material facts or any other unfair
dealing practices
Offering Gifts to clients – may not furnish or offer to
furnish any gift and is of more than token value or that
goes beyond the common courtesies.
Receiving Gifts from Clients – must never request or
ask for gifts entertainment or any other business
courtesies.
Business Communication – should take care to avoid
exaggeration, colorful language, guesswork, legal
conclusions and derogatory remarks or
characterizations of people and other companies.
14. Characteristics of a Modern
Marketers
Basic Business skills – include problem analysis of all
successful business people.
Understanding Marketing Impact – must realized that
marketing decisions are not made in isolation and that
decisions made by the marketing team that can lead
to problems for others.
Technology Savvy – must understand the use of
technology in two ways: a.) must be skilled in
technology as part of everyday activities and b.) must
understand the emerging technology and applications
in order to sport potential business opportunities
The need for Global Perspective – marketers selling
internationally must understand the nuances of
international trade and cultural differences that exist
between markets
Information seeker – marketers must maintain close
contact with these changes through a steady diet of