mark101 slidedeck - class 1 - intros

introduction to

marketing

presented by Lindsey Fair

what is marketing?what is marketing?

ok, so what is

marketing?

“The activity, set of set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

the official definition is...

huh?

STEP 1: determine needs

STEP 2: encourage

purchase

STEP 3: retain

customers

An organization concentrated on what it was capable of producing. A quality product at a good price would sell itself.

ProductionOrientation

Companies believed the more they sold the more profit they would make. The “hard sell” was the basic philosophy of doing business.

SellingOrientation

Determining the needs and wants of a target market and delivering a set of satisfactions in such a way that a product is perceived as better value than competing products.”

MarketingOrientation

your client

In partners find out who they are, what they do, what value do they provide (AKA their value proposition), what needs are they filling and if they should focus on a step 2 or step 3 strategy for radio. Present findings to class.

For next week:

1. Read pages: 4-6, 12-16, 21-22

2. Read pages: 64, 65, Figure 3.1, 114-129 (FOR REAL)

3. Check out blog - imcscl@blogspot.com