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INTRODUCTION TO MARKETING
Thirumal reddy SSIM
Marketing: An Introduction
INFORMATION
Marketing: An Introduction
Marketing: An Introduction
Relationships
Relationship marketing: the process of creating,
maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
Marketing: An Introduction
Formulated marketing:
Professional, disciplined approach Achieving a market orientation
Marketing: An Introduction
Marketing: An Introduction
Figure 1.3
Marketing Management
Marketing: An Introduction What is marketing management?
Marketing management is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals (Philip Kotler)
Marketing management has the task of influencing the level, timing, and composition of demand in a way that will help the organization achieve its objectives.
Marketing: An Introduction
Definitions of marketing
Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The Chartered Institute of Marketing
Marketing: An Introduction
The right product, in the right place, at the right time, and at the right price Adcock et al
Marketing: An Introduction
Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others Kotler 1991
Marketing: An Introduction
Implications of marketing
Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs?
Can we offer a product/ service that the customer would value? Can we communicate with our customers? Can we deliver a competitive product of service?
Marketing: An Introduction
Hugh Davidson
Marketing: An Introduction
Marketing: An Introduction
A marketing program
Consists of: Market Segments - groups of people sharing similar wants, buying preferences, or product-use behaviors. Target Market - market segment to which a marketing program is targeted. Position - attempts to establish a unique identity in potential customers minds. Forecasting Demand - research to determine size of the market. Marketing Mix Product/Price/Distribution/Promotion
Marketing: An Introduction
Marketing: An Introduction
Marketing: An Introduction
Marketing: An Introduction