marketing essential

8/9/2019 Marketing Essential

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MARKETING ESSENTIALS


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CHAPTER 1: OVERVIEW OFMARKETING

HISTORY OF MARKETING1

DEFINITIONS OF MARKETING(MODERN POINT)

2

3 CORE MARKETING CONCEPTS

4 THE IMPORTANCE AND ROLEOF MARKETING


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2. DEFINITIONS OF MARKETING(MODERN POINT)

WHAT IS MARKETING

DEFINITIONS OF MARKETING2.2

2.3 IMPORTANT POINTS OF THE

DEFINITIONS

2.1


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2.1.What is Marketi!"


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Imagine, in a time longago, a small village,

deep in the woods,

surrounded by trees.


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The village elders arevery worried.

There is not enough

open land to growsufficient crops.

They need to clear more

space to cultivate food.


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One villager, Jack, isable to work iron and

the elders approach

him:

an you make us some

a!es to clear the trees"#


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I can,# says Jack. $utif I#m making a!es for

the village, I won#t

have time to grow my

own crops.#


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The villagers agree thatthey will give Jack

some grain in e!change

for the a!es, and a little

more % so he can buy

iron ore to make more

a!es in the future.


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Jack sets to work andmakes lots of good,

sharp a!es.


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The villagers aredelighted.

They cut down tress,

make space for growingand provide Jack with

grain in e!change for

a!es.


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Jack takes the surplusgrain to the merchant

and trades it for more

iron ore.


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Jack has created amarket % a!es for grain

% and another market,

grain for ore.

That is marketing


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Or as &hilip 'otlersuccinctly defines it,

marketingis: #Satis$%i! ee&s

a& 'ats thr()!ha e*+ha!e,r(+ess.-


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2.2.e/i! Marketi!

Marke!"# !$ a $%&!ea' r%&e$$* +,!&, !"-!!-/a'$ a"- #r%/$%a!" +,a ,e* "ee- a"- +a"

,r%/#, &rea!"#0 %1er!"#0 a"-ree'* e&,a"#!"# r%-/&$ a"-$er!&e$ % a'/e +!, %,er$.

4 P,!'! K%'er 4


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2.2.e/i! Marketi!

The ,r(+ess ($ P0ai! E*e+)ti!the +(+e,ti( ,ri+i! ,r(3(ti(

a& &istri4)ti( ($ i&eas !((&s a&

ser5i+es t( +reate e*+ha!es thatsatis$% i&i5i&)a0 a& (r!ai6ati(a0

(47e+ti5es.

8A3eri+a Marketi! Ass(+iati(8


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2.3.IMPORTANT POINTS OFTHE DEFINITIONS

(arketing is a process

(arketing target is to satisfy needs, wants

(arketing always relate to e!change


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ore (arketing oncepts

Business

Value, cost andsatisfaction

Needs, wants,and demands

Exchange, transactions,and relationships

Markets

CoreMarketingConcepts

CoreMarketingConcepts

Products


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Need, Wants,

Demands ProductsValue, Cost,

Satisfaction

Exchange,

Transaction,

elationshi!

"arket"arketing #

"arketers

).ore (arketing oncepts


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$uman Needs%

It is a state of felt deprivation of some basic satisfaction.

Wants%

These are desires for specific satisfiers of these deeperneeds.

Demands%

These are wants for specific products that are backed by anability * willingness to buy them.


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Invidual

+ituation

(oney

ccessibility


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Products%

These are anything that can be offered to satisfy a need or awant.

The importance of physical product lies not so much inowing them as in obtaining the services they render.

-OO+

+/01I/+

/1/2T+

/3&/0I/2/+

&/0+O2+

&4/+

&0O&/0TI/+

O0-2I5TIO2+

I26O0(TIO2

I/+


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&'%((( )


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Value, Cost # Satisfaction%

Value Cost

7. &roduct value 7. (onitory cost

8. +ervice value 8. Time cost

). &ersonnel value ). /nergy cost

9. Image value 9. &sychic cost W$EN :

Customer Ex!ectance*Performance +satisfied

Customer Ex!ectance-Performance +dis.satisfied

Customer Ex!ectance/Performance +$ighl0 satisfied


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Exchange, Transactions # elationshi!%

/!change is one of the four ways people can obtainproducts.

a. +elf production.

b. oercion.

c. $egging.

d. /!change.

/!change is the act of obtaining a desired product from

someone by offering something in return.


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1i2e conditions of exchange%

7. t least two parties.

8. /ach party has something that might be of value to the

other party.

). /ach party is capable of communication * delivery.9. /ach party is free to accept or reect the offer.

;. /ach party believes it is appropriate or desirable to deal

with the other party.


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Customers

Front-linepeople

MiddleManagement

Top

Management

8. The 0ole of marketing

Traditional Organi


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ustomer=Oriented Organi


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/volving 1iews of (arketings

0ole

a. Marketing as an

equal function

inanceProduction

Marketing !umanresources

". Marketing as a more

important function

inance

!umanresources

Marketing

Production


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0ole

c. Marketing as the

ma#or function

Marketing

in

ance

!um

an

resources

Production

d. $he customer as the

controlling factor

Customer

!uman

resou

rces

inan

cePro

duction

Marketing


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0ole

e. $he customer as the controllingfunction and marketing as the

integrati%e function

Customer

Marketing

Production


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