The document provides an overview of marketing concepts and definitions. It defines marketing as managing profitable customer relationships and as the process of planning and executing ideas, goods, and services to create exchanges that satisfy goals. The core concepts discussed include target markets, customer needs and wants, products/offerings, value, exchange, relationships, channels, competition, and the marketing process of understanding customers and designing integrated strategies to build relationships and capture customer value.

1. MARKETING :
Introductory class
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2. Marketing- Definition
▸ Marketing is managing profitable customer
relationships.
▸ The process by which companies create value for
customers and build strong customer relationships
in order to capture value from customers in return.
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3. Marketing- Definition
▸ Marketing (management) 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 goals.
- American Marketing Association
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4. Market Offerings—Products, Services, and Experiences
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5. Core Marketing Concepts
▸ Target Markets and Segmentation
▸ Marketers and Prospects
▸ Needs, Wants, and Demands
▸ Product or Offering
▸ Value and Satisfaction
▸ Exchange and Transactions
▸ Relationships and Networks
▸ Marketing Channels
▸ Supply Chain
▸ Competition
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6. Marketing Process
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Understanding
the marketplace
and customer
needs and wants
Design a
customer driven
marketing
strategy
Construct an
integrated marketing
program that
delivers superior
value
Build profitable
relationships and
create customer
delight
Capture value from
customers to create
profits and customer
equity.
Capture value from
customers in return

7. A Modern Marketing System
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Suppliers
Company
Competitors
Marketing
Intermediaries CONSUMERS
Major environmental forces

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