Introduction to Marketing

1. Marketing:
An Introduction
Dr. Slobodan Adžić
https://www.slobodanadzic.com

3. In 1914, Ford, with 13,000 employees, produced about 300,000 cars
while 299 other companies with 66,350 employees
produced about 280,000 vehicles.
More than 15,000,000 Model T's were built and sold.
http://media.ford.com

4. Any customer can have a car
painted any colour that he
wants so long as it is black.
Remark about the Model T in 1909,
published in his autobiography My Life
and Work (1922) Chapter IV, p. 71; this
has often been paraphrased, e.g.: "You
can have any colour as long as it's black."

18. Half the money I spend
on advertising is wasted;
the trouble is I don't
know which half
John Wanamaker (July 11, 1838 – December 12, 1922)

19.  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 objectives.
AMA Committee Definition, 1985
Definition

20.  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.
AMA Committee Definition, 2013
Definition

21. Marketing is a(n) ...
 Scientific Discipline
 Economics Process
 Business Function
 Business Concept
 Communication Process

22. Marketing Concept

23. Pollit & Wigzell Ltd.

24. Consumer Buyer Roles

25. The 5 stages of Consumer Buying
Decision Process

26. WishNeed

27. Marketing mix: 4P
Place
PromotionPrice
Product
C
Borden (1964); McCarthy (1975)

29. Basic Steps in Marketing Management
or Essence of Marketing
Marketing
Research
Segmentation
Targeting
Positioning
Marketing Mix Implementation Control

30. Pepsi or Coke?

33. BRAND

35. 2015

36. Top 10 Brands

37. A Black T-Shirt
Armani - $275
Gap - $14.90
H&M - $7.90

38. Place
Bookstore Bookstore

40. Marketing Communications Mix
• Advertising
• Sales promotion
• Events and
experiences
• Public relations and
publicity
• Online and social
media marketing
• Mobile marketing
• Direct and database
marketing
• Personal selling

41. Best Commercial

43. Emmy Best Commercial Nominees
"Baby Driver" for Subaru
Carmichael Lynch, Ad Agency
RSA Films, Production Company
"Polar Bear" for Nissan
TBWAChiatDay, Ad Agency
Epoch Films, Production Company
"Baby" for McDonald's
TBWAChiatDay New York, Ad Agency
MJZ, Production Company
"The Man Your Man Could Smell Like" for Old Spice Body Wash
Wieden+Kennedy, Ad Agency
MJZ, Production Company
Procter & Gamble, "Best Job in the World"
Wieden + Kennedy, Portland
Directed by Alejandro Gonzalez-Inarritu, Anonymous Content

49. Viral Ad
 Pepsi Max "Test Drive“
 More than 45 million shares

51. Sponsorship
 There must be a connection
 It’s because of profit

57. First 100 buyers spend as much as last 4,000

58. Dale Carnegie:
 “Personally I am very fond of strawberries and
cream, but I have found that for some strange
reason, fish prefer worms. So when I went fishing,
I didn’t think about what I wanted. I thought about
what they wanted. I didn't bait the hook with
strawberries and cream. Rather, I dangled a worm
or grasshopper in front of the fish and said:
"Wouldn't you like to have that?“
Why not use the same common sense when
fishing for people?”

59. Thank you!