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What is What is MarketingMarketing
For For exchangeexchange to occur, to occur, there must be:there must be:Two partiesTwo partiesEach with something of Each with something of
value to the othervalue to the otherCapable of Capable of
communications and communications and deliverydelivery
Free to accept/reject Free to accept/reject the offerthe offer
Is marketing the same as sellingIs marketing the same as selling??
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Marketing is the management process that identifies, Marketing is the management process that identifies, anticipates and satisfies customer requirements anticipates and satisfies customer requirements profitablyprofitably – –
The Chartered Institute of Marketing. The Chartered Institute of Marketing.
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• Marketing can be defined as "a social and "a social and managerial process by which individuals managerial process by which individuals and groups obtain what they need and and groups obtain what they need and want through creating and exchanging want through creating and exchanging products and value with others"products and value with others" (Kotler , 1994).
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There is normally a focus There is normally a focus upon profitability, upon profitability, especially in the especially in the corporate sectorcorporate sector
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Nature of Marketing• Dynamic Process:
• Customer Oriented:
• All Encompassing:
• Integrating:
• Creative:
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Scope of Marketing
• Product Planning• Advertising• Sales Management• Branding• After Sales services• Packaging• Channels of Distribution
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Core Marketing Core Marketing Concepts Concepts
Needs, wants, Needs, wants, and demandsand demands
ProductsProductsand servicesand services
Value, Value, satisfaction, satisfaction, and qualityand quality
Exchange, Exchange, transactions, transactions,
&& relationshipsrelationships
MarketsMarkets
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EXAMPL
EXAMPL
EE
Dell leads the personal computers Dell leads the personal computers industry by consistently making industry by consistently making
good on its promise to “be good on its promise to “be direct”, making it easy for direct”, making it easy for
customers to custom design their customers to custom design their own computers and have them own computers and have them
delivered at their door stepsdelivered at their door steps.
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Products Anything that can be Offered to a Market to Satisfy a
Need or Want
ExperiencesExperiences PersonsPersons PlacesPlaces
OrganizationsOrganizations IdeasIdeasInformationInformation
What Will Satisfy Consumer’s What Will Satisfy Consumer’s Needs and Wants?Needs and Wants?
ServicesActivities or Benefits Offered for Sale That Are EssentiallyIntangible and Don’t Result in the Ownership of Anything
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Thank You