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1
An Introduction to Marketing
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Course Contents
• Nature and Scope of Marketing:• Understanding Marketing Concept & Marketing
Management• Core Concepts of marketing• Evolution of Marketing• Marketing Mix• P’s of Marketing
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What is Marketing?
All of the above, plus much more!
Personal Selling?
Advertising?
Making products available in stores?
Maintaining inventories?
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Marketing Defined
A Philosophy
An Attitude
A Perspective
A Management Orientation
A Set of Activities, including:
Products
Pricing
Promotion
Distribution
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Understanding marketing
• Marketing ,more than any other business function, deals with customers.
• Simply put, Marketing is managing profitable customer relationships.
• Most of the highly successful companies know that if they take care of the customers, market share and profits will follow like Wall Mart, Nokia, Dell, McDonald.
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Marketing defined
• A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others
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Core Marketing concepts
• Need: A state of felt deprivation of some generic satisfaction arising out of the human condition. E.g food, clothing and shelter.
• Wants: Desires for specific satisfiers of these ultimate needs. The form human needs take as they are shaped by culture and individual personality. A person needs food but wants a pizza.
• Demand: Human wants that are backed by purchasing power.
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• Product: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
• Service: Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything.
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Customer Value
The ratio of benefits to the
sacrifice necessary to obtain
those benefits
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Needs and Wants can be satisfied through
• Self-Production
• Coercion
• Supplication
• Exchange (Marketing Exists)
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The Concept of Exchange
Desire to Deal With Other PartyDesire to Deal
With Other Party
Freedom to Accept or Reject
Freedom to Accept or Reject
Something of Value
Something of Value
Ability to Communicate
Offer
Ability to Communicate
Offer
At Least Two Parties
At Least Two Parties
Necessary Conditions
for Exchange
Necessary Conditions
for Exchange
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• There must be at least two parties and each party…
• Must have something the other party values
• Must communicate and deliver goods
• Must be free to accept or reject offer
• Must want to deal with other party
Conditions for Exchange
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Definition of Marketing
• It is a human activity directed at satisfying needs and wants through exchange products.
• It 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.
• Simply put: Marketing is the delivery of customer satisfaction at a profit.
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American Marketing Association
Marketing 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.
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Marketing Management
Can you name the four marketing management philosophies?
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Stages in the Evolution of MarketingProduction
Orientation
Late 1800’s Industrial Revolution
Mass production
Available & affordable
Sales
Orientation
Early 1930’s Great Depression
Problem not to produce but to sell
High promotional activity
Marketing Orientation
Mid 1950’s End of World War II
Huge pent up demand
More demanding customers
Societal Orientation
1990’s Concern towards society and consumer
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CompetingCompetingPhilosophiesPhilosophiesCompetingCompeting
PhilosophiesPhilosophies
ProductionProduction
SalesSales
MarketMarket
Societal MarketingSocietal Marketing
Marketing Management Philosophies
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Marketing Management Philosophies
PhilosophyPhilosophy Key Ideas
ProductionProduction
SalesSales
MarketMarket
SocietalSocietal
Focus on efficiency of internal operations
Focus on satisfying customer needs and wants
Focus on satisfying customer needs and wants while enhancing individual and societal well-being
Focus on aggressive techniques for overcoming customer resistance
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Production Orientation• The firm is focused on what it does best• Less concerned on customers’ needs• Customers favour available & affordable products.• Businesses concentrate on achieving high production efficiency, low
cotsts & mass distribution• Examples:
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Sales Orientation• Based on assumption that consumers , if left alone will either not
buy or not buy enough.• Organisation must therefore undertake aggressive sales
techniques• Focus on product• Practiced with unsought goods like insurance
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Market Orientation
The marketing concept states
that the social and economic
justification for an organization’s
existence is the satisfaction of
customer wants and needs while
meeting organizational
objectives.
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The Marketing Concept
Focuses on customer wants and needs to distinguish products from competition
Integrates all organization’s activities to satisfy customer wants and needs
Achieves organization’s long-term goals by satisfying customer wants and needs
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Sales vs. Market Orientations
Organization’sFocus
Firm’sBusiness
ForWhom?
Primary Profit Goal?
Tools to Achieve
Selling goods and services
Everybody Maximum sales
volume
Primarily promotion
InwardSales Orientation
Market Orientation
Outward Coordinated use of all marketing activities
Customer satisfaction
Specific groups of
people
Satisfying wants and
needs
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Societal Marketing
• Organisation’s task is to determine the needs and wants of target markets & to deliver more effectively and efficiently than competitiors in a way that preserves or enhances the consumer’s and the societal well being.
• Firms make marketing decisions in an ethical and socially responsible manner.
• Practise Green Marketing
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Societal Marketing Orientation
Less toxic products
More durable products
Products with reusable or
recyclable materials
Marketing that preserves or enhances an individual’s and society’s long-term best interests
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Marketing Mix
The set of controllable marketing tools-product, price, place and promotion-that the firm blends to produce the response it wants in the target market.
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Marketing Objectives
• Characteristics– Consistent with company objectives– Measurable– Time specific
• Benefits– Energize employees– Set standards of performance
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Marketing Mix
• Product• Place (Distribution)• Promotion• Price
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Marketing Mix Variables
ProductProduct
Place(DistribPlace(Distribution)ution)
PromotionPromotion
PricingPricing
Goods, services, or ideas that satisfy customer needs
The ready, convenient, and timely availability of products
Activities that inform customers about the organization and its products
Decisions and actions that establish pricing objectives and policies and set product prices
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ProductProduct
Place(DistribPlace(Distribution)ution)
PromotionPromotion
PricingPricing
Shape, size, taste, flavour, colour, quality, brand, style, design, packaging
Wholesalers. Retailers, Exclusive distribution
Advertising, PR, Personal Selling, Direct marketing, Sales promotion
List Price, Allowances, Discounts
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Scope of Marketing
• Products• Services• Places• Organisation• Properties• Information• Experience• Events• Ideas• Persons
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Componentsof
Strategic Marketing
FIGURE 1.1
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Marketing Strategy
• Select one or more target markets• Set market objectives• Develop & maintain a marketing mix