2. What is Marketing?
• The process by which companies create,
communicate and deliver value for the target
customers in order to get value in return.
3. What is Marketing Management?
Marketing management is the art and science
of choosing target markets and getting,
keeping, and growing customers through
creating, delivering, and communicating
superior customer value.
6. Demand Types & Structure
• Negative demand-Consumers dislike the product and may even
pay a price to avoid it.
• Latent demand- Consumers may share a strong need that
cannot be satisfied by an existing product.
• Declining demand- Consumers begin to buy the product less
frequently or not at all.
• Irregular demand- Consumer purchases vary on a seasonal,
monthly, weekly, daily, or even hourly basis.
• Full demand- Consumers are adequately buying all products
put into the marketplace.
• Unwholesome demand: Consumers may be attracted to
products that have undesirable social consequences
7. What is Marketed?
• Goods
• Services
• Events and experiences
• Persons
• Places and properties
• Organizations
• Information
• Ideas
8. Key Customer Markets
• Consumer markets
• Business markets
• Global markets
• Nonprofit/Government markets.
10. Core Concepts
• Needs, wants, and • Marketing channels
demands • Supply chain
• Target markets, • Competition
positioning, • Marketing
segmentation environment
• Offerings and brands • Marketing planning
• Value and satisfaction
11. Core Concepts
Markets: ???
B2C, B2B, Global, Govt. & Non-profits,C2C.
• The marketplace is physical, such as a store you
shop in;
• Market-space is digital, as when you shop on the
Internet.J4
• Meta-market a cluster of complementary products
and services that are closely related in the minds of
consumers, but spread across a diverse set of
industries.
12. Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer solution
• Price • Customer cost
• Place • Convenience
• Promotion • Communication
13. New Consumer Capabilities
• A substantial increase in buying power
• A greater variety of available goods and services
• A great amount of information about practically
anything
• Greater ease in interacting and placing and
receiving orders
• An ability to compare notes on products and
services
• An amplified voice to influence public opinion
14. Holistic Marketing
• The holistic marketing concept is based on the
development, design, and implementation of
marketing programs, processes, and activities that
recognizes their breadth and interdependencies.
Holistic marketing recognizes that "everything
matters" in marketing-and that a broad,
integrated perspective is often necessary.
15. • Relationship marketing aims to build mutually
satisfying long-term relationships with key
constituents in order to earn and retain their
business.
• Internal marketing is the task of hiring,
training, and motivating able employees who
want to serve customers well.
16. Integrated Marketing
• Two key themes of integrated marketing are
that:
1.Many different marketing activities
communicate and deliver value and
2.When coordinated, marketing activities
maximize their joint effects.
In other words, marketers should design and
implement anyone marketing activity with all
other activities in mind.
17. Performance Marketing
• Financial Accountability
• Social Responsibility Marketing
• Social Initiatives
• Corporate social marketing
• Cause marketing
• Corporate philanthropy
• Corporate community involvement
• Socially responsible business practices
18. Marketing Management Tasks
• Developing marketing strategies
• Capturing marketing insights
• Connecting with customers
• Building strong BRANDS
• Shaping market offerings
• Delivering value
• Communicating value
• Creating long-term growth
