10. new concepts of marketing
DESCRIPTION
New concepts of Marketing by Tharaka DiasTRANSCRIPT
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THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK),
FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia),
MSLIM
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1. Why is marketing important?
2. What is the scope of marketing?
3. What are some fundamental 3. What are some fundamental
marketing concepts?
4. How has marketing management
changed in recent years?
5. What are the task necessary for
successful marketing management?2AOT - www.tharakadias.com
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Marketing
Demand JobsDemand
Revenue
Jobs
Profits Giving
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� Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offers that have
value for customers, clients, partners, value for customers, clients, partners,
and society at large.
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� Marketing management is the art and
science of choosing target markets and
getting, keeping, and growing customers
through creating, delivering, and through creating, delivering, and
communicating superior
customer value.
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� Experiences
� Events
� Properties
� Organizations
Information
Persons
� Information
� Ideas
PlacesServices
Goods
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Attention
Purchase
Response
Marketer Prospect
Donation
Vote
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DecliningUnwholesome
Negative
• Nonexistent
• Latent
• Full
• Overfull
DecliningUnwholesome
Irregular
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Global Markets
Consumer Market
Business Markets Government Market11AOT - www.tharakadias.com
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Marketplaces Marketspaces
Metamarkets12AOT - www.tharakadias.com
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Needs, Wants, and Demands Target Markets, Positioning,
and Segmentation
Offerings and
Brands
Value and
Satisfaction13AOT - www.tharakadias.com
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Marketing Channels
Supply Chain
CompetitionMarketing Environment
Supply Chain
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New Company Major Societal
Information
Technology
Globalization Communicate
w/CustomerCollect
Information
New Company
Capabilities
Major Societal
Forces
Increased
Competition
Consumer
InformationDifferentiate
Goods
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Entire Organization
Marketing Department
Chief Marketing Officer
(CMO)
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Marketing Concepts
Quality
Innovation
Create, deliver, and
communicate value
SocietalMarketingSellingProductProduction
Mass production
Mass distributionUnsought goods
Overcapacity
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Build long-term relationships
Develop marketing networks
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Create, communicate, and
deliver customer valuedeliver customer value
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Social ResponsibilitySocial Responsibility
Financial Accountability22AOT - www.tharakadias.com
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� Developing market strategies and plans� Capturing marketing insights� Connecting with customers� Building strong brands� Building strong brands� Shaping market offerings� Delivering value� Communicating value� Creating long-term growth
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Thank you
Thank you
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