This document provides an overview of marketing. It defines marketing as a management orientation, set of activities, and philosophy. The key marketing activities are product, distribution, promotion, and pricing. Marketing is defined by the American Marketing Association as the process of creating and delivering value for customers. Studying marketing is important because it plays a vital role in business and society, and affects consumers' daily lives. It also offers many career opportunities.

1. AN OVERVIEW OF
MARKETING
MARKETING

2. A Philosophy
An Attitude
A Perspective
WHAT IS MARKETING ?
A Management Orientation
A SET OF ACTIVITIES.
 PRODUCT
 DISTRIBUTION
 PROMOTION
 PRICING

3. WHAT IS MARKETING ?
American Marketing Association Definition
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.

4. Employee
satisfaction
WHAT IS MARKETING ?
Greater
effort
Higher
quality
Repeat
business
Growth and
profits
Stockholder
satisfaction
More
investment

5. CONDITIONS FOR
EXCHANGE
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party

6. EXCHANGE
People giving
up something
to receive
something they
would rather
have

7. REVIEW LEARNING OUTCOME.

8. MARKETING MANAGEMENT
PHILOSOPHIES
Production : Internal capabilities of the firm
Sales : Aggressive sale technique and belief that
high sales result in high profit.
Market : Satisfying customer need and want while meeting objective.
Societal : Satisfying customer need and want while enchancing individul and
sociental well-being

9. MARKET
ORIENTATION
MARKETING CONCEPT.
The idea that the social and economic
justification for an organization’s existence
is the satisfaction of customer wants and
needs while meeting organizational
objectives

10. An organization exists not only to satisfy customer
wants but also to preserve or enhance individuals’ and
society’s long-term best interests.
 Less toxic products
 More durable products
 Product with reusable
or recyclable materials
SOCIETAL
MARKETING

11. WHY STUDY
MARKETING ?
 Plays an important role in society
 Vital to business survival, profits
and growth
 Offers career opportunities
 Affects your life every day

12. WHY STUDY
MARKETING ?

13. REASONS FOR
STUDYING MARKETING