Marketing Management
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Marketing is defined as an organizational function that creates, communicates, and delivers value to customers through managing customer relationships. Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers by creating, delivering, and communicating superior customer value. While selling is important, the goal of marketing is to understand customers so well that the product sells itself. Marketing can promote a wide range of goods, services, ideas, and more.
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Marketing management is the process of creating and delivering value to customers. It involves understanding customer needs and wants, identifying target markets, developing products and services to meet customer needs, establishing pricing and distribution strategies, and promoting offerings to communicate value to customers. The key tasks of marketing management are developing marketing strategies, gaining customer insights, connecting with customers, building brands, shaping offerings, delivering value, communicating value, and creating long-term growth. Marketing aims to satisfy customer needs and wants through an exchange that benefits both the customer and the organization.
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The document provides an overview of key concepts in marketing management including definitions of marketing and marketing management, the scope of marketing, and fundamental concepts such as the marketing mix. It also discusses how marketing has changed in response to trends like globalization, technology changes, and empowered customers. The tasks of successful marketing management are to develop strategies, connect with customers, build brands, deliver value and communicate value to drive long-term growth.
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Marketing management involves creating, communicating, and delivering value to customers. It requires understanding customer needs, wants, and demands. Marketers must choose target markets and use tools like the marketing mix - composed of product, price, place, and promotion - to satisfy customer needs better than competitors. Successful marketing also requires adapting to new marketing realities and consumer capabilities in the 21st century global environment.
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This document provides an overview of marketing concepts and orientations. It discusses the production, product, selling, and marketing concepts. The production concept focuses on efficient production and wide distribution. The product concept emphasizes product quality and performance. The selling concept uses aggressive promotion to push products onto customers. The marketing concept emerged in the 1950s and emphasizes satisfying customer needs through coordinated activities. It makes customer satisfaction the primary organizational focus.
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This document defines key marketing concepts and terms. It discusses that marketing involves promoting products to target audiences to satisfy customers and earn a profit. The marketing mix involves product, price, place, and promotion factors that influence customer purchasing. Marketing segmentation divides markets into subgroups with common traits. The marketing concept focuses on understanding customer needs rather than just selling products.
Chapter 1 Defining Marketing For The 21st Century
The document defines marketing and discusses its scope and concepts. It outlines different orientations companies can take, such as production, selling, and marketing concepts. The marketing concept focuses on customer needs and satisfaction. Trends in marketing management include organizing around customer segments, emphasizing intangible assets like brands, and focusing on customer lifetime value rather than individual transactions. The document also covers fundamental marketing concepts such as the marketing mix, supply chains, competition, and the marketing environment.
What is the scope of marketing?
Marketing involves meeting human and social needs profitably. It can involve goods, services, events, experiences, people, places, organizations, properties, and information. Marketers seek responses from prospects in various demand states within consumer, business, global, and non-profit markets. Markets are collections of buyers and sellers transacting over particular products, while marketspaces are digital and metamarkets result from packaged systems.
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Marketing management is the process of creating and delivering value to customers. It involves understanding customer needs and wants, identifying target markets, developing products and services to meet customer needs, establishing pricing and distribution strategies, and promoting offerings to communicate value to customers. The key tasks of marketing management are developing marketing strategies, gaining customer insights, connecting with customers, building brands, shaping offerings, delivering value, communicating value, and creating long-term growth. Marketing aims to satisfy customer needs and wants through an exchange that benefits both the customer and the organization.
Principles of Marketing
This presentation will give you the basics of marketing and that will enhance your skills in marketing with STP and Basics of Marketing Research and 4Ps .
Mkting Intro
The document provides an overview of key concepts in marketing management including definitions of marketing and marketing management, the scope of marketing, and fundamental concepts such as the marketing mix. It also discusses how marketing has changed in response to trends like globalization, technology changes, and empowered customers. The tasks of successful marketing management are to develop strategies, connect with customers, build brands, deliver value and communicate value to drive long-term growth.
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4. Societal factors create new behaviors and opportunities.
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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.
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Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers and society. It is a process by which individuals and groups obtain what they need through offering products and services. Anything of value can be marketed, including physical goods, services, ideas, experiences, organizations, and people. A marketer is someone who seeks a response from prospects, such as gaining attention, purchases, votes or donations. Markets consist of potential customers who have needs and wants and are willing to engage in exchange. There are various types of markets including consumer, business, global, and nonprofit markets.
What is the scope of marketing
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This document provides an overview of key marketing concepts. It defines marketing as the process of planning, pricing, promoting, distributing, and selling ideas, goods, or services to create exchanges that satisfy customers. The marketing concept focuses on determining and fulfilling customer needs and wants to drive demand. There are seven functions of marketing: distribution, financing, marketing information management, product/service management, pricing, promotion, and selling. Marketing adds value for customers and businesses through utility, form, place, time, possession, and information. The document also defines key terms like market, market share, market segments, and target market. It introduces the marketing mix of product, place, price, and promotion.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
01. introduction to marketing
This document provides an introduction and overview of marketing. It defines marketing as a process of identifying and meeting customer needs profitably. Key points covered include:
- Marketing involves creating, promoting, and delivering goods and services to consumers and businesses.
- The marketing process includes understanding customer needs and the marketplace, designing a customer-driven strategy, preparing an integrated marketing plan and program, and capturing value from customers.
- Wants can become needs through commercials/ads or by convincing oneself a want is a need. Marketing helps translate needs and wants into demand for products and services.
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The document summarizes different marketing concepts that have evolved over time:
1. The Production Concept focuses on high production efficiency and wide distribution to make products widely available at low costs.
2. The Product Concept emphasizes producing products that offer the most quality, performance or innovative features.
3. The Selling Concept holds that customers will not buy enough on their own, so aggressive selling and promotion is needed.
4. The Marketing Concept is based on determining customer needs and wants and meeting them more effectively than competitors to achieve organizational goals profitably.
5. The Societal Marketing Concept adds that customer satisfaction should be achieved in a way that preserves or enhances consumer and societal well-being.
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This document provides an introduction to marketing. It defines key marketing terms like market, marketing, and marketing management. Marketing is defined as the process of planning and executing activities to create exchanges and satisfy customer needs. The goals of marketing are to attract new customers by offering value and keep current customers satisfied. The marketing process involves understanding customer needs, developing a customer-driven strategy, creating an integrated program, building relationships, and generating profits. Marketing is important for business survival, community benefit, efficient resource use, and economic development.
Defining Marketing .pdf.pdf
This document defines marketing and discusses its core concepts. Marketing is defined as managing profitable customer relationships by attracting new customers and growing current customers. The core concepts of marketing include understanding customer needs, wants and demands; developing offers that provide value and satisfaction to customers; facilitating exchanges and relationships; and understanding relevant markets. The document also discusses different marketing management orientations such as production, product, selling, marketing, and societal concepts. It emphasizes that the marketing concept focuses on customer needs to achieve organizational goals.
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Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy objectives. It is defined as identifying and satisfying customer needs profitably by managing the exchange process. Marketing promotes product awareness, boosts sales, and builds company reputation through both online and offline channels as well as word-of-mouth.
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This document defines 21st century marketing concepts through 10 concepts:
1. Marketing is an organizational function and set of processes.
2. Everything can be marketed.
3. Needs, wants, and demands drive marketing.
4. Societal factors create new behaviors and opportunities.
5. Consumers have changed and are more knowledgeable.
6. Companies have changed and now use internet/mobile targeting.
7. Production focus has shifted to holistic marketing orientation.
8. Markets create and deliver value for consumers.
9. Holistic marketing incorporates internal and external strategies.
10. Specific marketing tasks are needed for long-term growth.
Intro to marketing
This document provides definitions and concepts related to marketing. It begins with definitions of marketing from various authors such as Stanton, Kotler and others. Marketing is defined as the process of anticipating customer needs and matching products to satisfy those needs. The document then discusses the historical eras of marketing from the agricultural era to the current social marketing era. It describes how the focus has shifted from a production-oriented approach to a customer-oriented one. Finally, key marketing concepts are introduced such as the difference between needs and wants, types of product utilities, and conditions for successful marketing exchange.
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This document discusses the evolution of marketing approaches, from production orientation to marketing orientation. It defines marketing according to several sources and outlines the key characteristics of production, product, sales, and marketing orientations. Production orientation focuses on low prices, product orientation emphasizes product features, and sales orientation uses pressure tactics. Marketing orientation places customers at the center and coordinates all company activities around customer needs and wants. The document advocates for marketing orientation as fundamental to organizational competitiveness.
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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.
Introduction To Marketing and Basic Terms
This document provides an overview of key marketing concepts. It discusses what marketing is, why it is important, and some fundamental concepts. Marketing is defined as an organizational function for creating and delivering value to customers. It involves understanding customer needs and wants in order to create superior value through products and services. Key terms are also defined, including exchange, transactions, needs, wants, demands, value, satisfaction, offerings, and branding. Different types of markets are discussed as well as different demand states that marketers must understand in order to effectively stimulate demand. The document emphasizes that marketing is both an art and a science involving understanding customers and choosing the right target markets.
Concepts of Marketing Process
The document discusses the key concepts and steps of the marketing process. It begins by defining marketing as how companies create value for customers and build relationships to capture value in return. The 5 main steps of the marketing process are: 1) Understanding customer needs and wants, 2) Designing a customer-driven marketing strategy, 3) Constructing an integrated marketing plan, 4) Building profitable relationships, and 5) Capturing value from customers. Each step is then further explained, with a focus on understanding customer needs, developing a marketing strategy and mix, building relationships, and evaluating results to improve future efforts.
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Marketing involves identifying and meeting human and social needs through products, services, and ideas. It can be defined socially as improving living standards or managerially as selling products. Successful companies like Canon and Toyota conducted careful marketing research to develop products that met demands, resulting in many orders. Marketing targets a wide range of goods, services, experiences, people, places, properties and information across consumer, business, global and non-profit markets through both physical marketplaces and digital marketspaces.
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Marketing involves creating, communicating, delivering, and exchanging offerings that have value for customers and society. It is a process by which individuals and groups obtain what they need through offering products and services. Anything of value can be marketed, including physical goods, services, ideas, experiences, organizations, and people. A marketer is someone who seeks a response from prospects, such as gaining attention, purchases, votes or donations. Markets consist of potential customers who have needs and wants and are willing to engage in exchange. There are various types of markets including consumer, business, global, and nonprofit markets.
What is the scope of marketing
Marketing involves identifying and meeting human and social needs through the creation, communication, delivery and exchange of offerings. Marketing covers a wide scope including goods, services, events, experiences, persons, places, properties, organizations, information and ideas. Goods include physical products like cars and electronics as well as services from various industries. Events range from trade shows to major sporting competitions. Experiences include amusement parks and theme restaurants. Marketing of persons involves professionals like artists and physicians. Places can be entire cities, states or countries. Properties include real estate and financial assets. Organizations use marketing to build their image. The packaging and distribution of information and the basic ideas behind market offerings are also part of the scope of marketing.
Chapter 1 ppt
This document provides an overview of key marketing concepts. It defines marketing as the process of planning, pricing, promoting, distributing, and selling ideas, goods, or services to create exchanges that satisfy customers. The marketing concept focuses on determining and fulfilling customer needs and wants to drive demand. There are seven functions of marketing: distribution, financing, marketing information management, product/service management, pricing, promotion, and selling. Marketing adds value for customers and businesses through utility, form, place, time, possession, and information. The document also defines key terms like market, market share, market segments, and target market. It introduces the marketing mix of product, place, price, and promotion.
Slideshare
1. The document discusses the importance and role of marketing in business. It explains that marketing is the process of creating, communicating, and delivering value to customers in a way that benefits both the customer and the organization.
2. Marketers manage demand for a variety of products and services. They seek to influence factors like demand levels, timing and composition. Marketers also operate in different marketplaces like consumer, business, and nonprofit.
3. The document outlines the key concepts in marketing including the production concept, product concept, selling concept and marketing concept. It emphasizes that the marketing concept and holistic marketing concept are most effective today given changes in the business environment and rise of technologies.
01. introduction to marketing
This document provides an introduction and overview of marketing. It defines marketing as a process of identifying and meeting customer needs profitably. Key points covered include:
- Marketing involves creating, promoting, and delivering goods and services to consumers and businesses.
- The marketing process includes understanding customer needs and the marketplace, designing a customer-driven strategy, preparing an integrated marketing plan and program, and capturing value from customers.
- Wants can become needs through commercials/ads or by convincing oneself a want is a need. Marketing helps translate needs and wants into demand for products and services.
Marketing concepts an evolution
The document summarizes different marketing concepts that have evolved over time:
1. The Production Concept focuses on high production efficiency and wide distribution to make products widely available at low costs.
2. The Product Concept emphasizes producing products that offer the most quality, performance or innovative features.
3. The Selling Concept holds that customers will not buy enough on their own, so aggressive selling and promotion is needed.
4. The Marketing Concept is based on determining customer needs and wants and meeting them more effectively than competitors to achieve organizational goals profitably.
5. The Societal Marketing Concept adds that customer satisfaction should be achieved in a way that preserves or enhances consumer and societal well-being.
Taikeira's Marketing presentation 2021
This is a presentation going over the various topics I learned so far in my foundation to marketing course.
Bus169 Kotler Chapter 07
The document discusses market segmentation, which involves dividing a market into distinct subgroups of customers with different needs, characteristics, or behaviors. It outlines the key steps in target marketing: segmenting the market, evaluating segments, and selecting segments to target. The document also discusses different bases for segmenting consumer and business markets, such as geographic, demographic, psychographic, and behavioral variables. It emphasizes that effective segmentation results in segments that are measurable, accessible, substantial, and actionable.
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15.2. Operating model
Business entities must be agile, quicker and more effective to better customer experience, take advantage of new technologies to cut costs, improve quality and transparency, and add value. CBE should combine its digital technology and operational capability in an integrated and sequenced manner to establish a better startups customer's journey. Startups financing process should be digitized to simplify the customer’s journey, and customers should be able to open and operate a startups financing on-line through their mobile phone without physically visiting the bank. CBE has already mobile banking and CBE Birr platforms in which customers can save and borrow money using their mobile phones.
Credit scoring is a system of rating that uses past behavior and/or the characteristics of people that have already received a loan, with the objective of forecasting their behavior with a future loan or financial service. It can be developed based on either qualitative or quantitative information on customer behavior and characteristics. Subjective scoring is one example of a subjective scoring tool, where the weighting system used to develop an applicant's score is based on the experience and belief of the organization's underwriting staff. The integration of credit scoring with mobile banking and CBE birr to avail micro credit could have significant contributions to the bank, such as delinquency reduction, increased consistency in decision making, greater clarity in the decision process, improved efficiency in the lending process, development of new or differentiated products, minimizing rejection of credit worthy applicants, and implementation of risk-based pricing.
Manajemen Pemasaran Part01
The document discusses the changing landscape of marketing, including trends toward globalization, customization, convergence, and disintermediation. These shifts reflect broader societal forces like new technologies that empower customers and allow for more personalized experiences. Companies now must take a holistic approach to marketing by considering all elements of the marketing mix and the customer experience. Additionally, the scope of marketing has expanded and the role of marketing within organizations has evolved from a focus on selling to a broader function of understanding customer needs and delivering value.
Memahami Manajemen Pemasaran
1. Mengapa Pemasaran Penting
2. Apa Ruang Lingkup Pemasaran
3. Apa Saja Konsep-Konsep Dasar dalam Pemasaran
4. Bagaimana Manajemen Pemasaran Berubah
5. Apa Tugas Yang diperlukan Untuk Manajemen Pemasaran Yang Berhasil
Ch 1 marketing
This document defines marketing and discusses its key concepts. Marketing is defined as identifying and meeting needs profitably through exchange and relationships. The scope of marketing has expanded beyond traditional goods and now includes services, ideas, places and more. Fundamental concepts discussed include segmentation, targeting, positioning, the marketing mix of product, place, price and promotion. Modern marketing emphasizes a holistic approach through relationships, integration across departments and a focus on performance, value and customer satisfaction. Successful marketing management requires understanding customers, designing and delivering value, effective communication and sustaining long-term growth.
MM CH 1.pptx.pdf
The document provides an overview of marketing and marketing management, defining marketing as a process of understanding customer needs and delivering value through products and services, with the goal of attracting new customers and retaining existing ones. It discusses marketing management philosophies like the production, product, selling, and marketing concepts. The chapter outlines then cover topics in marketing environments, market opportunities, strategy, and the marketing mix.
Introduction to marketing management
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. The marketing mix, also known as the 4Ps, refers to product, price, place, and promotion - the key elements of a company's marketing strategy that are under their control. An effective marketing strategy balances these elements to meet the needs of the target market and achieve the company's objectives.
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二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
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2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Marketing Management
- 1. Defining Marketing for the 21st Century Marketing Management, 13th ed 1
- 2. 1-2 What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
- 3. 1-3 What is Marketing Management? Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- 4. 1-4 Selling is only the tip of the iceberg “There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
- 5. 1-5 What is Marketed? GoodsGoods ServicesServices Events & ExperiencesEvents & Experiences PersonsPersons Places & PropertiesPlaces & Properties OrganizationsOrganizations InformationInformation IdeasIdeas
- 6. 1-6 Marketing Can Promote Ideas
- 7. 1-7 Figure 1.1 Structure of Flows in a Modern Exchange Economy
- 8. 1-8 Figure 1.2 A Simple Marketing System A.K.A. The Exchange Process
- 9. 1-9 For an exchange to occur…. • There are at least two parties. • Each party has something that might be of value to the other party. • Each party is capable of communication and delivery. • Each party is free to reject the exchange offer. • Each party believes it is appropriate or desirable to deal with the other party.
- 10. 1-10 Core Marketing Concepts • Needs, wants, and demands • Target markets, positioning, segmentation • Offerings and brands • Value and satisfaction • Marketing channels • Supply chain • Competition • Marketing environment
- 11. 1-11 • Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self- expression. i.e. I am thirsty. • Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. • Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola.
- 12. 1-12 New Consumer Capabilities • A substantial increase in buying power • A greater variety of available goods and services • A great amount of information about practically anything • Greater ease in interacting and placing and receiving orders • An ability to compare notes on products and services • An amplified voice to influence public opinion
- 14. 1-14 Figure 1.4 Holistic Marketing Dimensions
- 15. 1-15 Figure 1.5 The Four P’s
- 16. 1-16 Internal Marketing Internal marketing is the task of hiring, training, and motivating able employees who want to serve customers well.
- 17. 1-17 Performance Marketing • Financial Accountability • Social Responsibility Marketing Social Initiatives • Corporate social marketing • Cause marketing • Corporate philanthropy • Corporate community involvement • Socially responsible business practices
- 18. 1-18 Marketing Management Tasks • Develop market strategies and plans • Capture marketing insights • Connect with customers • Build strong brands • Shape market offerings • Deliver value • Communicate value • Create long-term growth
- 19. 1-19 Marketing Debate: Take a Position! Does marketing shape consumer needs? or Does marketing merely reflect the needs and wants of consumers?
- 20. 1-20