Marketing involves creating, communicating, delivering, and exchanging products and services that have value for customers. The core aspects of marketing include satisfying customer needs, facilitating exchange between buyers and sellers, and creating value through the four P's of product, price, place, and promotion. Marketing can be performed by individuals, businesses, and organizations and involves targeting customers through various channels. Over time, the focus of marketing has shifted from production-oriented to market-oriented and now emphasizes value-based exchange and customer collaboration.

1. Overview
of
Marketing
BY: DANIELLE KEATON

2. So, What is Marketing?
 The American Marketing Association otherwise
known as the AMA says that marketing is the activity,
set of institutions, and processes for creating,
capturing, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

3. Marketing’s Core Aspects
 Marketing affects various stakeholders.
 Marketing is about satisfying customer
needs and wants.
 Marketing entails an exchange.
 Marketing creates value through product,
price, place, and promotion decisions.
 Marketing can be performed by
individuals and organizations.

4. Exchange
Goods/services
producers
(sellers)
Communications
and delivery
Customers/c
onsumers
(buyers)
Money and
information
The trade of things of
value between the
buyer and the seller so
that each end up better
off as a result

5. Four P’s
Divided into a set of four
interrelated decisions
and consequent actions
in Marketing is known as
the Marketing mix or the
four P’s: Product, Price,
Place, and Promotion.
Product
Creating value
Price
Capturing value
Place
Delivering value
Promotion
Communicating value

6. Marketing: By
Individuals and
Organizations
 Business-to-consumer marketing: (B2C) the
selling of merchandise from the business to
consumer
 Business-to-business marketing: (B2B) the
process of selling merchandise or services
from one business to another
 Consumer-to-consumer marketing: (C2C)
the process where one consumer sells to
other consumers

7. Marketing
Over the
Years
 Production-Oriented Era: During the 20th Century most
businesses were production oriented and were under the
assumption that a good product would sell itself.
Manufacturers focused on product innovation rather than
satisfying the needs of individual consumers.
 Sales Oriented Era: Between 1920 and 1950 production and
distribution techniques became more advanced and because
of the Great Depression and World War 2 customers had to
consume less. This led to manufacturers producing more than
customers were able to buy.
 Market-Oriented Era: After World War 2 the U.S. entered a
buyer's market. Manufacturers started to focus on what
consumers wanted and needed. Most businesses today are
Market Oriented.
 Value-Based Marketing Era: Better firms realized they could
give people what they wanted and needed while giving their
customers a better value than other competitors.

8. Marketing Terms and
What They Mean
 Value: relationship of benefits to
cost or what you get for what you
give.
 Goods: items you can physically
touch.
 Services: intangible benefits to
customers produced by people or
machines
 Ideas: thoughts, opinions, and
philosophies
 Value Cocreation: where customers
act as collaborators to create a
product or service of something
that appeals to them

9. Social and Mobile Marketing
Marketers took technologies like social
and mobile media and used it to
better connect with their customers
to serve their needs more effectively.
Facebook
TikTok
Expedia
Airbnb
Etsy

10. Ethical and Societal Dilemma
When you think Marketing, you might think of
increasing financial profitability, but shouldn’t
corporations also be thinking about corporate
responsibility and being ethical? Many corporations in
America are doing just that and are taking on
marketing activities like developing greener products,
making food options healthier, making safer products,
and trying to reduce their carbon footprint during the
supply chain.