Professional Documents
Culture Documents
Marketing
Introduction to Marketing
Miss Mary Lynn Mundell
Introduction to
Marketing
What Is Marketing?
Simple definition:
Marketing is the management process responsible for
identifying, anticipating, and satisfying customer
requirements profitably. (CIM,2001)
Goals:
1. Attract new customers by promising superior value.
2. Keep and grow current customers by delivering
satisfaction.
Introduction to
Marketing
Marketing Defined
Marketing is the activity, set of instructions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
OLD view of
marketing:
NEW view of
marketing:
Making a sale
telling and
selling
Satisfying
customer needs
Introduction to
Marketing
Buyers markets
Sellers markets
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Services:
Activity or benefit offered for sale that is essentially
intangible and does not result in ownership.
Experiences:
Consumers live the offering.
Introduction to
Marketing
Introduction to
Marketing
Marketing Management
Introduction to
Marketing
Marketing Management
Marketing managers must consider the following,
to ensure a successful marketing strategy:
1. What customers will we serve?
What is our target market?
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Introduction to Marketing
Marketing Strategy
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Market Segmentation
Key segmenting variables:
Geographic
Demographic
Psychographic
Behavioral
Introduction to
Marketing
Market Segmentation
Why Segment?:
Meet consumer needs more precisely
Increase profits
Segment leadership
Retain customers
Focus marketing
communications
Introduction to
Marketing
Introduction to
Marketing
Market Targeting
Market targeting involves:
Evaluating marketing segments.
Segment size, segment structural attractiveness, and
company objectives
and resources are considered.
Introduction to
Marketing
Introduction to
Marketing
Introduction to
Marketing
Thank you.