This document provides an introduction and overview of marketing, including defining marketing as a process that translates customer needs into profitable revenue. It discusses key concepts like the marketing mix and its components, and how marketing comes in different flavors based on audience and media. The marketing process is outlined as understanding the marketplace and customer needs, designing a customer-driven strategy, implementing an integrated marketing plan, building customer relationships, and capturing value from customers. More details are given on understanding the marketplace and designing a customer-driven strategy, including customer value, exchanges, markets, and different marketing management orientations.

1. Introduction to Marketing
A process by which a firm
profitably translates customer
needs into revenue.
It is called…
MARKETING

2. •Concept and importance of marketing
•Approaches to the study of marketing
•Marketing mix and its components
OVERVIEW
Marketing comes in a wide variety
of flavors based on audience, media
platform and business in today’s
evolving and dynamic marketplace.

3. Marketing Process
Understandi
ng the
Marketplace
and
Customer
Needs
Designing a
Customer-
Driven
Marketing
Strategy
Preparing
an
Integrated
Marketing
Plan and
Program
Building
Customer
Relationsh
ips
Capturing
Value from
Customers

4. More on how to understand the marketplace
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets

5. Designing a Customer-Driven
Marketing Strategy
• Selecting customers to serve
• Choosing a value proposition
• Marketing Management Orientations
• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept – Sense and respond
• The Societal Marketing Concept