Introduction to Marketing

 

A process by which a firm profitably translates customer needs into revenue.

It is called…

MARKETING

•Concept and importance of marketing

•Approaches to the study of marketing

•Marketing mix and its components

OVERVIEW

Marketing comes in a wide variety of flavors based on audience, media platform and business in today’s evolving and dynamic marketplace.

Marketing Process

Understanding the

Marketplace and

Customer Needs

Designing a Customer-

Driven Marketing Strategy

Preparing an

Integrated Marketing Plan and Program

Building Customer Relationsh

ips

Capturing Value from Customers

More on how to understand the marketplace

• Customer Value and Satisfaction• Exchanges and Relationships• Markets

Designing a Customer-Driven Marketing Strategy

• Selecting customers to serve• Choosing a value proposition• Marketing Management Orientations

• The Production Concept• The Product Concept• The Selling Concept• The Marketing Concept – Sense and respond• The Societal Marketing Concept