121767563-introduction-to-marketing.pdf
DESCRIPTION
regarding marketing knowledgeTRANSCRIPT
©2000 Prentice Hall
Objectives
Scope of Marketing
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Evolution
Marketing’s Responses to New
Challenges
©2000 Prentice Hall
Scope of Marketing
Market Research
Product Planning
Branding
Pricing
Channels of Distribution
Promotion : selling, advertising, sales
promotion
Servicing : customer service, after sales
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Key Tasks of Marketing
Identify target markets
Market Research
Product Development
Devise a marketing mix
Market Monitoring
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Marketing
Marketing is the management process
responsible for :
Identifying
Anticipating and
Satisfying Consumer requirement
profitably
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Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)
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Core Concepts of Marketing
Product or Offering
Value and Satisfaction
Needs, Wants, and Demands
Exchange and Transactions
Relationships and Networks
Target Markets & Segmentation
Marketing Channels
Supply Chain
Competition
Marketing Environment
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Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
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Manufacturer markets
Services, money
Government markets
Services, money
Services
Services, money
Taxes
Taxes, goods
Taxes, goods
Taxes, goods
Money Money
Consumer markets
Intermediary markets Goods, services Goods, services
Resources Resources
Resource markets
Money Money
Structure of Flows
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The Four Ps
Marketing
Mix
Product
Price Promotion
Place
The Four Cs
Customer
Solution
Customer
Cost
Communication
Conven-
ience
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Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only if the company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace
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Market Integrated marketing
Profits through customer
satisfaction
Customer needs
(b) The marketing concept
Factory Existing products
Selling and promotion
Profits through sales volume
Starting point Focus Means Ends
(a) The selling concept
Customer Delivered Value
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Customers
Front-line people
Middle Management
Top
Management
Traditional Organization Chart
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Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
Top
manage-
ment
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Evolving Views of Marketing’s
Role
a. Marketing as an equal function
Finance Production
Marketing Human resources
b. Marketing as a more important function
Finance
Human resources
Marketing
Production
©2000 Prentice Hall
Evolving Views of Marketing’s
Role
c. Marketing as the major function
Marketing
Production
d. The customer as the controlling factor
Customer