Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges
Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges
Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others. Philip Kotler (p.7)
Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)
Simple Marketing System Communication Goods/services Industry Market (a collection (a collection of sellers) Money of Buyers) Information
Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information
Company Orientations Towards the Marketplace Consumers prefer products that are Production Concept widely available and inexpensive Consumers favor products that Product Concept offer the most quality,performance, or innovative features Consumers will buy products only if Selling Concept the company aggressively promotes/sells these products Focuses on needs/wants of target Marketing Concept markets delivering value better than competitors
Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Company Orientations Towards the Marketplace
Objectives 0 Define value satisfaction understand how to deliver them The nature of high-performance businesses How to attract retain customers Improving customer profitability Total quality management
Objectives Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management