This document provides an overview of marketing concepts and definitions. It includes: - Definitions of marketing from the American Marketing Association and Philip Kotler emphasizing creating and delivering value for customers. - A list of fundamental marketing concepts like satisfying customer needs, managing markets, and identifying unfulfilled desires. - An explanation of Maslow's hierarchy of needs and how needs are shaped by culture and personality to create product demands. - An activity where students interview people about their definition of marketing and share responses in class. - Key marketing words like customer, product, and brand that are compiled into a glossary. - An invitation for students to make their own marketing definition using terms from

1. MARKETING
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

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
determines by it’s
clients”
Peter Druker

5. What’s Marketing?

7. Paola Espinoza
WHATISTHISADSELLING?

8. What is this ad selling?

9. this
What is the message of
this product?
this

11. What is Coca Cola
always selling us?

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

14. In pairs, take a notebook and a pen, then go out
the classroom and ask three persons what is
marketing to them? You will have fifteen minutes
to do this activitie.
Write the comments on your notebook, and share
with the class.

15. 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

16. 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.

17. FUNDAMENTAL CONCEPTS OF MARKETING
MARKETING
Satisfy clients needs and create value
to the organizations and clients
Objective
The art of manage
markets
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.
Maslow’s needs
pyramid
Self-realization
Self steeme
Social
Security
Physiológical
Needs are molded
by culture and
personality
Desires
$$$
DemandsProducts or
services
Needs satisfaction

18. Lets start a glossary with
marketing
Key words:
need, desire, demand, product,
service, interchange, market,
transaction, quality, client,
consumer supplier, distributor,
client’s value, relationships,
brand, customers, profit, target
market, processes, and
marketing

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

20. Any doubts about
what’s marketing?

21. MARKETING
Thank
you!