The document provides an introduction to marketing. It begins by defining marketing as the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. It then discusses the evolution of marketing orientations from a production focus to a selling focus and finally to a modern marketing orientation where companies determine customer needs and wants to deliver satisfying products or services. The final part of the document instructs partners to learn about their client's value proposition, needs, and whether they should focus on encouraging new purchases or retaining existing customers when developing a radio marketing strategy.

1. introduction to marketing
presented by Lindsey Fair

2. what is
what is marketing?
marketing?

3. ok, so what is marketing?

4. the official definition is...
“The activity, set of
set of institutions,
and processes for
creating,
communicating,
delivering, and
exchanging
offerings that have
value for customers,
clients, partners, and
society at large.”

5. huh?

6. STEP 1: determine needs

7. STEP 2: encourage purchase

8. STEP 3: retain customers

10. Production
Orientation
An organization
concentrated on
what it was capable
of producing. A
quality product at a
good price would sell
itself.

11. Selling
Orientation
Companies believed
the more they sold
the more profit they
would make. The
“hard sell” was the
basic philosophy of
doing business.

12. Marketing
Orientation
Determining the needs
and wants of a target
market and delivering
a set of satisfactions in
such a way that a
product is perceived as
better value than
competing products.”

13. your client
In partners find out who they are, what they do, what value do they provide
(AKA their value proposition), what needs are they filling and if they should
focus on a step 2 or step 3 strategy for radio. Present findings to class.

14. For next week:
1. Read pages: 4-6, 12-16, 21-
22
2. Read pages: 64, 65, Figure
3.1, 114-129 (FOR REAL)
3. Check out blog -
imcscl@blogspot.com