Fundamentals of marketing Unit one

1. MARKETING UNIT 1
M.M. Verónica Bolaños

2. Bibliography used for this presentation:
GARNICA C.H., MAUBERT C.,(2009). Fundamentos de Marketing.. Editorial
Pearson. Primera Edición, México.
PROPIO
KOTLER Y ARMSTRONG, (2008). Fundamentos de Marketing. Ed. Prentice
Hall, octava edición. México.
UT 03914
STANTON ETZEL WALKER (2009). Fundamentos de Marketing.
Ed. Mcgraw Hill. Onceava edición. México.
MARKETING
Garnica C.H., Maubert C., (2009). Fundamentos de Marketing. Pearson Educación,
México
Kotler, Armstrong, (2008). Fundamentos de Marketing. Prentice Hall, México
Stanton, Etzel, Walker, (2009). Fundamentos de Marketing. Prentice Hall, México
Lamb, Hair, McDaniel, (2013). MKTG. Cengage Learning , USA.
Levens M., (2010). Marketing. Prentice Hall, USA.

3. At the end of this unit, the student
will be capable of:
Distinguish the importance of marketing in real
organizations through basic concepts, and it’s
function in corporations.

4. “The succes of a
company isn’t
determined by it’s
production, it’s
determined by it’s
clients”
Peter Druker

5. What’s Marketing?

6. Paola Espinoza
WHATISTHISADSELLING?

7. What is this ad selling?

8. What is the message of
this product?

9. What is Coca Cola
always selling us?

10. Now, could you tell us
what’s Marketing?

11. Marketing definition (AMA)
According to the American Marketing Association (AMA),
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

12. Marketing definition Kotler
Marketing is the science and art of exploring,
creating and delivering value to satisfy the needs
of a target market at a profit.
Marketing identifies unfulfilled needs and desires.

13. Lets start a glossary with
marketing
Key words (knowledge 30%)
need, desire, demand, product,
service, interchange, market,
transaction, quality, client,
consumer supplier, distributor,
client’s value, relationships,
brand, customers, profit, target
market, processes, strategies,
tactics and marketing

14. Can you make your own definition
of marketing using the key words?

15. Let’s see the difference between
national and international marketing

16. National Marketing
A national marketing strategy will allow
you to reach beyond your local pool of
customers.

17. Global Web
Licensing & Franchising
Exports Joint Ventures
Direct investment
International Marketing is the performance of business
activities designed to make profit across borders.

18. Any doubts about
what’s marketing?

19. Marketing philosophies
Production philosophy
Product philosophy
Sales philosophy
Market philosophy
Societal marketing philosophy
Relationships marketing philosophy

20. Production philosophy
Focuses on internal capabilities
of the firm rather than on the
desires and needs of the market
place

21. Product philosophy
The company knows what will work in designing
and producing the product and what will not work.
Do you know
the story about
the Colgate
paste tube?

22. Sales philosophy
Based on the idea that people
will buy more goods and
services if aggressive sales
techniques are used, and that
high sales results in high
profits

23. Market philosophy
It states that the social and
economic justification for an
organization’s existence is the
satisfaction of customer wants
and needs while meeting
organizational objectives.

24. Societal marketing philosophy
It states that that an
organization exists not
only to satisfy customer
wants and needs, and to
meet organizational
objectives, but also to
preserve or henace
individual’s and society’s
long-term best interests

25. Relationships marketing
philosophy
Strategy that focuses on keeping and improving
relationships with current customers.

26. Stages of the marketing process
Analysis of
Marketing opportunities
Marketing
Research
Selection of
Marketing Strategies
Selection of
Marketing Tactics
Implementation and
monitoring of the strategic plan

27. MARKETING
Thank
you!