What is Marketing?

Sameer Mathur
Assistant Professor (Marketing) www.smathur.com

FREE TEACHING RESOURCES

ON MARKETING MANAGEMENT
at www.smathur.com/teaching.php

Sameer Mathur, Ph.D.

Assistant Professor (Marketing)

Over 100,000 views by Management students and business professionals from over 90 different countries
These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use.
Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.
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Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

What is Marketing?

the process of building profitable customer relationships by creating value for customers and capturing value in return.

The Marketing Process

Understand Customer Needs and Wants

Design a Customer-Driven Market Strategy Construct a Marketing program

Build Profitable Relationships Capture value from Customers

The Marketing Process - I

Understand Customer Needs and Wants

Research Consumers and the Marketplace Manage Marketing Information and Customer Data

The Marketing Process - II

Design a Customerdriven Marketing Strategy

Select consumers to serve Market Segmentation and Targeting Value proposition differentiation and positioning

The Marketing Process - III

Construct a Marketing Program that delivers superior value

PRODUCT and Service Design Build Strong Brands PRICE create real value PLACE manage demand and supply chain PROMOTION create the value proposition

The Marketing Process - IV

Customer Relationship Management with chosen customers

Build Profitable Relationships

Product Relationship Management with chosen suppliers

The Marketing Process - V

Capturing Value from Customers in return

Generate Revenue, Earn Profit Create loyal, satisfied customers Capture Customer Lifetime Value Increase Market Share

The Marketing Process

Understand Customer Needs and Wants

Design a Customer-Driven Market Strategy Construct a Marketing program

Build Profitable Relationships Capture value from Customers

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Some Readings
P2, Part 1. Initiating the Marketing Process P4, 1. Marketing: Customer Value, Satisfaction, Customer Relationships, and Customer Experiences P7, What Marketing Is and What It Is Not P7, Marketing: Defined P7, Requirements for Marketing to Occur P8, The Breadth and Depth of Marketing P10, The Diverse Factors Influencing Marketing Activities P11, How Marketing Discovers and Satisfies Consumer Needs P11, Discovering Consumer Needs P12, Satisfying Consumer Needs

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FREE TEACHING RESOURCES

ON MARKETING MANAGEMENT
at www.smathur.com/teaching.php

Sameer Mathur, Ph.D.

Assistant Professor (Marketing)

Over 100,000 views by Management students and business professionals from over 90 different countries
These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use.
Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.
12

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

RELATED SLIDES
CLICK BELOW TO LEARN ABOUT:
1. SPAM and Marketing 2. SWOT Analysis, Product-Market Matrix

POPULAR SLIDES
Sameer Mathur, Ph.D.
Assistant Professor (Marketing)

CLICK BELOW TO LEARN ABOUT:

1. Segmentation and Targeting 2. Positioning, Perceptual Maps

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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