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??

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.

• 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).

There is normally a focus There is normally a focus upon profitability, upon profitability, especially in the especially in the corporate sectorcorporate sector

Nature of Marketing• Dynamic Process:

• Customer Oriented:

• All Encompassing:

• Integrating:

• Creative:

Scope of Marketing

• Product Planning• Advertising• Sales Management• Branding• After Sales services• Packaging• Channels of Distribution

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

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.

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

Thank You