MARKETINGCreating and Capturing Customer Value11

chapter:

Katarína Chomová, 2012

What is marketing?

“Marketing is managing profitable customer

relationships.“

market (marketplace) + ing (movement)

„The aim of marketing is satisfying customer needs.“

Philip KOTLER

„The aim of marketing is to make selling

unnecessary.“

Peter DRUCKER

WANTS, NEEDS, DEMANDS....

Needs: States of felt deprivation.

Wants: The form human needs take asthey are shaped by culture andindividual personality

Demands: Human wants that arebacked by buying power.

An American needs food wants a Big Mac, french fries and a soft drink.

A person in Papua New Guinea needs food but wants taro, rice, yams and pork.

Marketing is not only selling and advertising....

Many people think of marketing as

only selling and advertising.

We are bombarded everyday with

TV commercials, catalogs, sales

calls and email pitches. However,

selling and advertising are only the

tip of the marketing iceberg.

MARKETING MIX....

Product

Price

Promotion

Place

Marketing is everywhere....

Sound marketing is critical to thesuccess of every organization. Largefor-profit firms, such asProcter&Gamble,Google and Toyota use marketing. But so do not-for-profit organizations, suchas colleges, hospitals, museums, symphonyorchestras, and even churches.

Marketing is all around you.

Marketing orientations

There are 5 alternative concepts

under which organizations design and carry out their marketing strategies:

the production, product, selling, marketing and societal marketing

concepts.

The production concept

One of the oldest orientations thatguides sellers.11

Henry FORDHenry FORD – – Model TModel T

"Any customer can have a car painted any color that he

wants so long as it is black."

The product concept

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For example, some manufacturers believe that if they can „build a better mousetrap, the world will beat a path to their doors.“ But they are often rudely shocked. Buyers may be looking for a better solution to a mouse problem but not neccessarily for a better mouse trap. The better solution might be a chemical spray or something else that Works even better than a mousetrap.

The selling concept

The aim often is to sell what the company makes rather than making what the market wants.33

The marketing concept

The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

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The societal concept

Thesocietal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer´s and society´s well-being. .

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Credit conditions:•Attendance at seminars (are allowed 2 non-participations)

•One presentation about marketing (marketing mix- to analyse of product/service, price, place, promotion)of your favorite company (product) or NGOs