Marketing Management 1.ppt

7/23/2019 Marketing Management 1.ppt

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Introduction of Marketing

Music to a

Marketer’s Ears“They’re the best.”

“I always eat there.”

“I only fly with that airline.”

“I buy my electronics at that store.”

“I will prefer to go in that school.”

What isWhat isMarketing,Marketing,

anyway?anyway?

A d v e r t i s i n

S a l e s

P r o m o t i o n s

P u l i c r e l at i o ns

S ! o n s o r s h i ! s

P r i c i n g

" e t a i l i n g

# i r e c t m

$ a t a l o g u e s

% i l l o a r d s

E & c o m m

e r c e

S h o ! ! i n g

c h a n n e l s

P a c k a g i n g

# e l i v e r y

S e r v i c e

" e s e a r c h

u ! o n s

#efinition

Marketing' (he

!rocess of creatingconsumer value in

the form of goods,

services, or ideasthat can im!rove the

consumer’s life)

What is marketing ?More than selling and advertising

Identifying and satisfyingcustomers needs

"ange of activities *marketingmi+ & P’s-

What is Marketing?What is Marketing?

.earning to make what you can

sell vs) selling what you canmake)

Identifying and satisfying

customer needs and wants)

Peter #rucker /oal of all organi0ations is to

gain and retain customers

Innovation and marketing are theonly two ways to achieve the goal

1(he rest only adds cost2

(he AMA managerial definition'

– 1Marketing is the !rocess of!lanning and e+ecuting the

conce!tion, !ricing, !romotion,

and distriution of ideas, goods,and services to create

e+changes that satisfy individualand organi0ational o3ectives)2

Marketing Involves having the "ight

Product available in the "ight Place at the "ight (ime and making sure

that the customer is ware of the

!roduct.

MA"4E(I5/ #E6I5E#

(he !rocess y which $om!any’s

create value for customers and

uild strong customer

relationshi!s in order to ca!turevalue from customers in return

MA"4E(I5/ P"7$ESS

MarketingMarketing

Product Price

Place Promotion

Customers

Sim!le MarketingSim!le Marketing

SystemSystem

Producer8Seller $onsumer

$ommunication

Product8Service

6eedack

Marketing’s P’s

Product

PlacePromotion

Marketing’s P’s *9:-Peo!lePeo!le

Product

PricePlace

PromotionProfitsProfits

Marketing –It assumes that it will !roceed

in accordance with ethical!ractices)

–Identifies the marketingvariales & !roduct, !rice,!romotion, and distriution)

–States that the !ulic, the customer, and the

client determine the marketing !rogram)

–Em!hasi0es creating and maintaining

relationshi!s)

–6inally a!!lies for oth non&!rofitorgani0ations and !rofit&oriented

usinesses)

Marketing Includes)))Personal selling

Advertising

Making !roducts availale in stores

Maintaining inventories

What $an %e Marketed?/oods

Services

E+!eriencesEvents

Persons

Places

Pro!erties

7rgani0ationsInformation

;ow #oes an

7rgani0ation $reate a$ustomer?

Identifying customer needs

#esigning goods and services thatmeet those needs

$ommunicating information aout

those goods and services to!ros!ective uyers

Making the goods or services availale attimes and !laces that meet customers’needs

Pricing goods and services to reflectcosts, com!etition, and customers’ ailityto uy

Providing for the necessary service andfollow&u! to ensure customer satisfactionafter the !urchase

;ow is Marketing

Marketers #evelo! and Im!lement

a Marketing Plan %ased on the

6ollowing Information'

7rgani0ation’s Strengths

and Weaknesses

7rgani0ation’s Strengths

and Weaknesses

7rgani0ation’s 7verall 73ectives7rgani0ation’s 7verall 73ectives

7!!ortunities and (hreats to the7rgani0ation in the Market!lace

7!!ortunities and (hreats to the

7rgani0ation in the Market!lace

Peter 6) #rucker Said'

If we want to know what a usiness is, we

have to start with its !ur!ose) And its

!ur!ose must lie outside the usinessitself) In fact, it must lie in society since a

usiness enter!rise is an organ of society)

(here is one valid definition ofusiness !ur!ose' to create a

customer)

"easons for

Studying Marketing

About 50% of total

product costs are

marketing costs

Contributions to

Individual Organizations

Critical to the success

Careers

About 25 to 33% of

te !ork force old

marketing positions"

Contributions to #ociet$

Marketing decisions affect

the lives of individual

consumers and society as

Why Study

Marketing ?

Why Study Marketing?

!lays an important role in society

"ital to business

#ffers outstanding careeropportunities

ffects your life every day

Marketing is

Everywhere in <our

What do Marketers

(hink Aout?

E 7 % k h 7 $

E+' 7!en a %ook sho! 7n $am!us

Is there a need?

Who is my target market?

What is my !roduct?

;ow can I !roduce and deliver a 1!roduct2 etter thanmy com!etitors?

;ow will I !romote my !roduct?

;ow can I insure customer loyalty?

Marketing is))))getting the right products to

the right people at the right price and at the right place

and time with the right promotion

Marketing is a social and

managerial process by whichindividuals and groups obtain

what they need and want

through creating$ offering and

e%changing products of value

with others.

&otler '(()

Process y which individualsand grou!s otain what theyneedneed and wantwant throughcreating and e+changinge+changing

!roducts!roducts and value withothers)

More sim!ly'

Marketing is thedelivery of customer

satisfaction at a !rofit)

Sim!le =uestions, ;ard

Answers

*Who are our customers?

*What im!ortant > uniue

enefits do we !rovide?

*Are these enefits sustainale?

(;E S$7PE 76 MA"4E(I5/

What is Marketing

What is Marketed

Who Markets

Markets

MA"4E(I5/ MA5A/EME5(

(he art and science of choosing

target markets and getting,kee!ing,and growing customers

through creating,delivering and

communicating su!erior

customer value

W;A( IS MA"4E(E#

/oods @ Pro!erties

@ 7rgani0ations

Services @ Information

Events @ Ideas E+!eriences

Persons

Places

W;7 MA"4E(S

A Marketer is someone who seek

a res!onse& attention, a !urchase

a vote, a donation, called the

Pros!ect)

If two !arties are seeking to sellsomething to each other ,we call

them oth marketers

#emand States

5egative demand

5one+istent demand

.atent demand

Irregular demand

6ull demand

7verfull demand

nwholesome demand

MA"4E(S

$ollection of uyers> sellers who

transact over a !articular !roduct

or !roduct class

%asic Markets

Manufacturer Markets

Intermediary Markets

$onsumer Markets

"esource Markets

/overnment Markets

Structure of 6lows in Modern

E+change Economy

Sim!le Marketing System

4E< $S(7ME" MA"4E(S

$75SME" MA"4E(S

%SI5ESS MA"4E(S

/.7%A. MA"4E(S

575P"76I( > /7B() MA"4E(S

MarketPlaces

MarketS!aces

MetaMarkets

Marketing Management 1.ppt

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