Lesson 1 - Principles of Marketing
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Marketing involves creating value for customers through a process of communication, delivery, and exchange. It aims to understand customer needs and meet them profitably. Marketing is not about deception, but rather establishing give-and-take relationships through effective communication to change behavior and achieve objectives. It encompasses identifying and selling products and services to target markets.
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Developing Your Marketing Mix
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2) The scope of marketing has expanded beyond physical goods to include services, ideas, organizations, and more.
3) Important philosophies in marketing history include the production, product, and marketing concepts. The production concept focuses on mass production while the product and marketing concepts emphasize understanding consumers.
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2) All types of organizations use marketing, including corporations, governments, hospitals, schools, churches, and the US Army.
3) Marketing originated from the division of labor and specialization, which led to the exchange of goods. Exchange is key to marketing.
4) The marketing management philosophies that guide efforts are the production, selling, marketing, and societal concepts. Currently most companies follow the marketing concept of determining customer wants and
Marketing revision
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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
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Unit 1defining-marketing-and-the-marketing-processto-post-1225713105638611-8
1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to attract and retain customers, and implementing marketing programs using the four Ps (product, place, price, promotion).
Unit 1 Defining Marketing And The Marketing Process To Post
1. The document defines marketing as managing profitable customer relationships by understanding customer needs and wants, creating value for customers, and building customer relationships.
2. It discusses the importance of a customer-driven marketing strategy and orientation, with a focus on customer satisfaction and lifetime value.
3. The marketing process involves understanding customers, designing strategies to create and capture value, and building relationships through marketing programs.
Chesterville sept 2018
This document discusses marketing strategies and communications channels. It defines a value proposition and how to communicate it effectively in an elevator pitch. It also covers the marketing mix of the 4 Ps - price, product, place and promotion. Finally, it discusses the differences between internal and external marketing and reviews traditional and digital media options, noting that the best strategy combines multiple channels.
Marketing management ppt1
The document provides an overview of marketing concepts and terms. It defines marketing as a societal process through which individuals obtain goods and services to satisfy needs and wants. It discusses different marketing concepts that emerged over time including the production, product, selling, and societal marketing concepts. It also defines key marketing terms like market, marketing management, and marketing environment. The document aims to introduce foundational marketing concepts.
Topic 2- Modules 1 to 4
The document provides an overview of modules for account leadership training, including understanding the client's business, agency, communication planning, and creative briefs. It covers topics like knowing the client, their market, competitors, and developing a communications plan through frameworks like SWOT analysis, Boston Consulting Group matrix, and ROI springboards. The document emphasizes rigor and imagination in developing creative briefs to provide direction while inspiring creativity.
The Marketing Process Of Marketing
The document discusses the concepts of marketing and the marketing process. It defines marketing as putting the right product in the right place at the right time and at the right price. The marketing process aims to understand customer needs and provide value. It involves understanding the marketplace, competitors, and engaging in marketing research and planning. The purposes of marketing include helping businesses achieve their goals by connecting with customers and providing them choice.
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Unit 1 introduction to marketing - Class 11 - CBSE - 2016/17
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Lesson 1 - Principles of Marketing
- 1. Chapter 1 PRINCIPLES OF MARKETING A Framework of Marketing Lesson 1
- 2. To a layman Marketing is about selling a product
- 3. To a Marketing Professional Marketing is a Process. Marketing as discipline Marketing is about
- 4. Peter Drucker The aim of marketing is to “make selling superfluous” (Drucker 1973)
- 7. Definition of Marketing “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (American Marketing ORGANIZATIONAL FUNCTION SET OF PROCESSES DELIVERING OF VALUE TO CUSTOMERS Marketing is not out to fool customers, to cheat them of their money, or to sell them something that they do not want.
- 8. Give-and-Take Relationship that lies at the heart of Marketing
- 9. On a broader scale: Marketing is all about changing behavior through communications in order to achieve objectives.
- 10. Marketing is about meeting needs profitably (Kotler and Keller 2006)
- 11. PRODUCT Product: anything that is being marketed, whether it is a tangible product, an intangible good, a service, a place, or even a person.
- 12. Amusement Park
- 14. Banking Services
- 15. the coffee, the food, and the place itself
- 18. Musical Bands
- 19. Pet Care
- 20. Radio Stations
- 24. 24 The Marketing System Industry (a collection of sellers) Market (a collection of buyers) Products-service Money Communication Information Environment Figure 1 The Generalized Marketing System (Kotler 2000)
- 25. Group Assignment Sell your Money! Present a paper bill from one of your group members. It could be a 20 peso bill, a 50 peso bill, or higher. Your group’s objective is to try to convince your classmates that this peso bill is worth more than its face value.
- 26. Group Assignment Sell your Money! Brainstorm on ways to make this possible and then present your “Pitch” in front of the class. You will then give a suggested retail price (SRP) based on how much value you believe the bill actually holds.
- 27. Group Assignment Sell your Money! Your group’s objective: after your pitch, the class will be asked for a show of hands on how many of them will actually consider buying your peso bill for your SRP, which should be higher than the face value. Presentation time: an estimate of 5-10 minutes per group
- 28. Post Assessment Criteria Details Total Pts. Your Pts Effectiveness of Pitch Were there any takers for the proposal? 25 Creativity of Pitch How innovative was the sales pitch? 15 Insights What insights did the group gain from the process? 15 TOTAL 50
- 29. Exercises: Discuss in a ½ sheet of paper a. Explain in your own words why marketing is principally about communication? b. Explain how a newspaper engages in marketing? What is its market? What is its selling?