marketing today
DESCRIPTION
Marketing today. Cosimo Cannata I.T.C.G. “Leonardo Da Vinci” Piazza Armerina, a.s. 2009-2010. Lesson objectives. The objectives of Marketing. Definitions of marketing (1). Is the anticipation, management, and satisfaction of demand through the exchange process - PowerPoint PPT PresentationTRANSCRIPT
Marketing today
Cosimo CannataI.T.C.G. “Leonardo Da Vinci”
Piazza Armerina, a.s. 2009-2010
Lesson objectives
The objectives of Marketing
Definitions of marketing (1)
• Is the anticipation, management, and satisfaction of demand through the exchange process
• Complex planning process which identifies the needs and wants of potential consumers
Definitions of marketing (2)
• Anticipation of Demand requires a firm to do consumer research in anticipation of market’s potential and consumers’ desires.
• Management of Demand includes:
• Stimulation: motivates consumers to want firm’s offerings
• Facilitation: makes it easy to buy offerings
• Regulation: involves balancing inventory to consumer demand
The Marketing concept
Promote the product
The customer
Research the market
Place the product
Price the product
Produce the product
Plan and develop
Another diagram of the marketing concept
Kinds of Markets
Commodity markets (primary sector, raw
materials) Industrial markets
What is Market Segmentation?
• Market segmentation involves aggregating prospective buyers into groups that have two key characteristics.
• have common needs and
• respond similarly to a marketing action.
Where does segmentation fit in?
Components of market segments
• Target market (socio-economic groups)
• Age (how old are consumers?)
• Sex (are consumers male or females?)
• Geographic location (where do consumers live?)
• Household size and composition (how many people?)
• Ethnic group (some products can be good or not for specific communities and not for all)
8 Marketing Functions• Environmental Analysis and Marketing Research
• Broadening the Scope of Marketing
• Consumer Analysis
• Product Planning
• Distribution Planning and logistics
• Price Planning and Determining (price levels and ranges)
• Promotion and Communicating with customers,
• Marketing Management (planning, implementing)
Competitive forces in markets
Components of competition in markets