This document provides an overview of marketing, including: 1. It defines marketing as "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." 2. It discusses the history of marketing from a production focus prior to 1920, to a sales focus from 1920 to 1950, to a value focus from 1990 to the current time period. 3. It outlines some core aspects of marketing, including satisfying customer needs and wants, marketing as an exchange process, and the four P's of marketing - product, price, place, and promotion.

1. OVERVIEW OF
MARKETING

2. What is marketing?
History of marketing
Core aspects of marketing
TABLE OF CONTENTS
Future of marketing

3. WHAT IS MARKETING?
According to the American Marketing Association,
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."

4. Manufacturers were concerned with
product innovation, not with satisfying the
needs of individual consumers, and retail
stores were typically considered places to
hold the merchandise until a consumer
wanted it.
PRODUCTION
PRIOR TO 1920
Products were being produced more than
the customers wanted so they relied on
heavy doses of personal selling
and advertising
SALES
1920 TO 1950
Manufacturers want products
or services that meet their
specific needs or wants AND
that are offered at a price that
they believe is a good value.
VALUE BASED
1990 TO CURRENT
MARKETING
1950 TO 1990
Manufacturers and retailers begin to
focus on want consumers wanted
and needed before they designed,
made, or attempted to sell their
products and services
HISTORY OF
MARKETING

5. CORE
ASPECTS

6. SATISIFYING
CUSTOMER NEEDS
AND WANTS
Identify the customers that would benefit from your product and evaluate their needs and
wants. Then you can build a marketing strategy that targets those consumers.

7. ENTAILS AN
EXCHANGE
Sellers provide products or services and then
communicate and facilitate the delivery of their
offering to consumers.
Buyers complete the exchange by giving money and
information to the seller.

8. Product
Price
Place
Promotion
The four P's are the controllable set of decisions or
activities that the firm uses to respond the wants of its
target markets.
The four Ps are:
1.
2.
3.
4.
CREATES VALUE THROUGH PRODUCT,
PRICE, PLACE, AND PROMOTION
DECISIONS

9. PERFORMED BY
INDIVIDUALS AND
ORGANIZATIONS
B2C- business-to-consumer
B2B- business-to-business
C2C- consumer-to-consumer
Three types of marketing between individuals and organizations are:
This process helps reduce the steps it takes to buy a meal and all the utensils that are needed. With grocery stores
becoming more elaborate and you now buy household essentials at the stores as well as having access to a
pharmacy.

10. AFFECTS VARIOUS
STAKEHOLDERS
How does marketing affect various
stakeholders?
They are affected because partners in a
supply chain include wholesalers, retailers, or
other industries. Manufacturers sell
merchandise to retailers but retailers often
have have to convince manufacturers to sell to
them.

11. Artificial Intelligence (AI) is becoming technology in
the "works". I am curious to see how this plays a role in
marketing as well as day-to-day tasks.
Technology is changing so rapidly and with that
changing so are the marketing techniques and
strategies. Time will tell...
FUTURE OF MARKETING

12. THANK YOU