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The document provides an introduction to key concepts in marketing including: 1) Marketing is defined as identifying, anticipating, and satisfying customer requirements profitably. The goals of marketing are to attract new customers and keep current customers satisfied. 2) The marketing process involves understanding customer needs, designing a customer-driven strategy, implementing an integrated program, and building profitable relationships. 3) Market segmentation, targeting, differentiation and positioning are important concepts for developing an effective customer-driven marketing strategy. Firms must understand and meet the distinct needs of target customer segments.

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Introduction to Marketing Miss Mary Lynn Mundell
What Is Marketing? ,[object Object],[object Object],[object Object],[object Object]
Marketing Defined ,[object Object],OLD view of marketing: Making a sale — “telling and selling” NEW view of marketing: Satisfying customer needs
Why is Marketing Important? ,[object Object],Sellers’ markets Buyers’ markets
The Marketing Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Needs, Wants, and Demands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Need/ Want Fulfillment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Value and Satisfaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Management ,[object Object],[object Object],[object Object]
Marketing Management ,[object Object],[object Object],[object Object],[object Object],[object Object]
Choosing a Value Proposition ,[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object]
Customer Perceived Value ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],The Marketing Mix
 
Introduction to Marketing Marketing Strategy
Customer-Driven Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Market Segmentation and Targeting
Differentiation and Positioning ,[object Object],[object Object],[object Object],[object Object]
Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluating Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Differentiation and Positioning ,[object Object],[object Object],[object Object]
Differentiation and Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you.

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Notas del editor

  1. This has come about, in part, due to the business paradigm shift experienced in many markets. In New Markets, we tend to talk about sellers markets- the seller has the power- demand outstrips demand.
  2. Burberry- an example when over-riding social factors impacted on customer perceived value of the Burberry brand- often seen as highly exclusive and expensive brand and instantly recognisable. When it was ‘adopted’ by the football hooligan fraternity, and knock-offs became more common than the original brand, it started to affect perceived value- people don’t want to be associated with a cheapened brand, and began to associate the brand with the undesirable behaviours of the people wearing it.
  3. No single way to segment is best. Often combine more than one variable to better define segments. Geographic- simply where people live Demographic- the easiest and most popular segmenting variable. Psychographic segmentation: Dividing a market into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation: Dividing buyers into groups based on consumer knowledge, attitudes, uses, or responses to a product. MTV- different ages favour different channels. MTV pay attention to geographical differences also.