What is Marketing?

The delivery of customer satisfaction

at a profit

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 Who Uses Marketing?

• Large and small organizations

• Businesses
• Non-profit agencies
• Government
• Domestic or global scale operations
• Individuals…you

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 Marketing Defined:
core marketing concepts
• Needs
• Wants
• Demands

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 Marketing Defined:
core marketing concepts
• Products
• Services

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 Marketing Defined:
core marketing concepts
• Value
• Satisfaction
• Quality

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 Marketing Defined:
core marketing concepts
• Exchange
• Transactions
• Relationships

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 Marketing Defined:
core marketing concepts
• Markets
• Buyers
• potential
• actual

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 Marketing Defined:
core marketing concepts
Communication

Products/Services
Industry:
Industry: Market:
Market:
aacollection
collectionof
of aacollection
collectionof
of
sellers
sellers buyers
buyers
Money

Information

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 Marketing Defined:
core marketing concepts
Company
Company
(marketer)
(marketer)
Marketing
Marketing End
Enduser
user
Suppliers
Suppliers intermediaries market
intermediaries market

Competitors
Competitors

Environment
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Marketing Management Defined

• Marketing Program
• analysis
• planning
• implementation
• control

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Marketing Management Defined
• Beneficial Relationships with Target Buyers
• create
• build
• maintain
• Purpose
• achieving organizational objectives

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 Marketing Management

• Demand Management
• level of demand
• timing of demand
• nature of demand

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 Marketing Management

• Building Profitable
Customer Relationships
• understanding
• working with them
• retaining them
• building lasting
relationships

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 Marketing Management
Philosophies
Starting Focus Means Ends
point
Existing Selling and Profits through
Factory products promoting sales volume
The selling concept

Customer Integrated Profits through

Marke needs marketing satisfaction
t
The marketing concept 1-21
 Marketing Management
Philosophies
• The Marketing Concept
• Focus on customer wants and needs
• Delivering satisfaction
• more effectively than competition
• more efficiently than competition

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 Marketing Management
Philosophies
• The Societal Marketing Concept
• Maintain or improve well-being of
consumers and society
• Focus on customer wants and needs
• Delivering satisfaction
• more effectively than competition
• more efficiently than competition
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 Future Marketing Challenges

• Growth of non-profit marketing

• Boom in information technology use
• Rapid globalization
• Changing world economy
• Call for ethics and social responsibility
• New landscape for marketing
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