Marketing Class - Eduardo Guadalupe

8/14/2019 Marketing Class - Eduardo Guadalupe

1/10

The process of planning and executing the

conception, pricing, promotion, and distribution

of ideas, goods and services to createexchanges that satisfy individual and

organizational objectives.

Eduardo Guadalupe [email protected] - http://eduardoguadalupe.blogspot.com/
mailto:[email protected]:[email protected]


2/10

Product: any good, service, or idea that satisfies a needor want and can be offered in an exchange;

Good: a tangible object, something that can be seen

and touched;

Service: an intangible product that often involves human

or mechanical effort;

Idea: a philosophy, concept or image.



3/10

The tangibility determination if the product is a

good or service.

Salt

Soft drinks

Liquid SoapCars

CosmeticsFast Food

Fast Food Publicity

Agency Air Plane

CompaniesInvestment

Administration

Consulting

Education



4/10

Exchange: the process of obtaining a desired product

from another party by giving that party something in

return

Need: something that is required for basic human

survival water, food, shelter, or clothing.

Want: something that is desired but not required for

basic survival.

http://images.google.com.br/imgres?imgurl=http://www.scsmallbiz.com/images/article/2/a19_1.jpg&imgrefurl=http://www.scsmallbiz.com/sections.php?Section=Marketing&ID=19&h=250&w=275&sz=41&hl=pt-BR&start=76&tbnid=4VZnqse1BSFHSM:&tbnh=99&tbnw=109&prev=/images?q=%22marketing+focus%22&start=60&ndsp=20&svnum=10&hl=pt-BR&lr=&sa=Nmailto:[email protected]://images.google.com.br/imgres?imgurl=http://www.scsmallbiz.com/images/article/2/a19_1.jpg&imgrefurl=http://www.scsmallbiz.com/sections.php?Section=Marketing&ID=19&h=250&w=275&sz=41&hl=pt-BR&start=76&tbnid=4VZnqse1BSFHSM:&tbnh=99&tbnw=109&prev=/images?q=%22marketing+focus%22&start=60&ndsp=20&svnum=10&hl=pt-BR&lr=&sa=Nhttp://images.google.com.br/imgres?imgurl=http://www.mcdonaldsnymetro.com/assets/images/Ronald_McDonald_Photo.gif&imgrefurl=http://www.mcdonaldsnymetro.com/html/body_ronald_in_the_community.html&h=281&w=383&sz=51&hl=pt-BR&start=4&tbnid=JOee4LT20TTcxM:&tbnh=90&tbnw=123&prev=/images?q=mc+donald&svnum=10&hl=pt-BR&lr=&sa=Gmailto:[email protected]


5/10

Marketing Evolution

Production era: the period of creating goods that

began in 1600s with the colonization of America andcontinued into the early part of the twentieth century

Sales era: the period from the mid-1920s to the

early 1950s during which businesses looked on

sales as the major means of increasing profits.

Marketing era: customer-oriented period

beginning in the early 1950s and continuingtoday in which businesses determinecustomer needs first and then developproducts that satisfy those needs; the erathat gave rise to the marketing concept



6/10

Societal marketing: a management philosophy that considerers thewelfare of society as well as the interests of the firm and its customers

Marketing strategy: a plan for selecting and analyzing a target marketand developing and maintaining a marketing mix that will satisfy thistarget market

Target market: a group of consumers at whom an organization directsits marketing efforts

Marketing mix: the combination of four elements: product, price,distribution, and promotion.

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7/10

Marketing environment: the forces of

competition, regulation, politics, society,

economic conditions, and technology

surrounding the target market (buyers)

and the marketing mix.

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8/10

Marketing Environment

CompetitorsSociety

Regulatory Agencies

Technology

Government

Economic Conditions

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9/10

COMPETITION: firms that market similar or substitutable products in thesame geographic area; in general, the rivalry among businesses for consumer money.

Monopoly

Oligopoly

homogeneous differentiated

Monopolistic competition

Perfect competition

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10/10

MARKETING- Marketing is an

organizational function and a set

of processes for creating,communicating, and delivering

value to customers and for

managing customer relationships

in ways that benefit the

organization and its stakeholders.

Eduardo Guadalupe [email protected] - http://eduguadalupe.blogspot.com/

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Marketing Class - Eduardo Guadalupe