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INTRODUCTION TO MARKETING
PREPARED BY:
(1) Definitions
of marketing
(2) Marketing
management
philosophies
(5) Trends in
marketing
INTRODUCTION
TO MARKETING
Production Concept
Selling Concept
Marketing Concept
(4) Marketing
process
(3) Differences
between sales &
market orientation
Societal Marketing
Concept
What is
Marketin
g?
What Is Marketing?
A Philosophy
An Attitude
A Perspective
A Management
Orientation
A Set of Activities,
including:
Products
Pricing
Promotion
Distribution / Place
Definition Of Marketing
American Marketing
Association
Simply put
Marketing is the delivery of customer
satisfaction at a profit.
Goals
Attract new customers by promising
superior value and keep and grow current
customers by delivering satisfaction.
Create
Create
Customer
Customer
Value
Value
Build
Build Long-Term
Long-Term
Relationships
Relationships
Maintain
Maintain
Customer
Customer
Satisfaction
Satisfaction
Customer Value
Customer Value
The ratio of benefits to the sacrifice necessary
to obtain those benefits
Customer Satisfaction
Customer Satisfaction
The feeling that a product has met or exceeded
the customers expectations.
Cultivate relationships,
NOT one-time transactions
Relationship Marketing
Relationship Marketing
The name of a strategy
that entails forging long-term partnerships with
customers, both individuals and firms.
Relationship Marketing
Who are your customers
Requirements
Requirements
for
for
Building
Building
Relationships
Relationships
Customer-oriented personnel
Empowered employees
Teamwork
Communication
Communicationand
andDelivery
Delivery
Freedom
FreedomtotoAccept
Acceptor
orReject
Reject
Desire
DesiretotoDeal
DealWith
WithOther
OtherParty
Party
Selling Concept
Marketing Concept
Societal Marketing Concept
Focus
Production
Sales
Sales
Marketing
Marketing
What do customers
want and need?
Societal
Societal
Market Orientation
Everybody.
Through intensive
promotion.
Through coordinated
marketing and interfunctional activities.
Marketing Process
A marketing process include all the marketings role and
activities in the organization.
The marketing process include the process of:1) Analyzing marketing opportunities and developing the
organizations mission and objectives.
2) Selecting target markets.
3) Developing the marketing strategy by developing marketing mix
(4 Ps).
Product , Price, Promotion, and Place.
4) Managing the marketing effort.
Include analysis, planning, implementation, and control.
Can be done by SWOT analysis (strengths, weaknesses,
opportunities, threats).
Trends in Marketing