what are first things you know to study marketing.

1. Marketing Management
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2. The Scope of Marketing
* Marketing deals with identifying and meeting human and social
needs.
* One of the shortest definitions of marketing is “Meeting needs
profitably”
* Marketing can be define in two perspective as social and
managerial definitions
*Role of marketing plays in the society.
“Deliver a higher standard of living”
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3. The American Marketing Association Releases New
Definition for Marketing
The new definition reads:
“Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have value for
customers, clients, partners, and
society at large.”
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4. The previous definition stated:
“Marketing is an organizational function and a set
of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.”
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5. • “Marketing is no longer a function – it is
an educational process.”
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6. 1935
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Marketing is] the performance
of business activities that
direct the flow of goods and
services from producers to
consumers
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7. 1985
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[Marketing is] the process of
planning and executing the
conception, pricing, promotion,
and distribution of ideas,
goods and services to create
exchanges that satisfy
individual and organizational
objectives.
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8. 2004
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Marketing is an organizational
function and a set of
processes for creating,
communicating, and delivering
value to customers and for
managing customer
relationships in ways that
benefit the organization and its
stakeholders
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9. 2007
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Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.
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10. Marketing Management, Kotler and Keller - 2005
• Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, services to
create exchanges that satisfy individual and
organizational goals.
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11. • A customer is not dependent on us….we are
dependent on him
• A customer is not an interruption of our work..he is the
purpose of it. We are not doing a favor by serving
him….he doing us a favor by giving us the opportunity
to do so.
• A customer is not someone to argue or match wits.
Nobody ever won an argument with a customer.
• A customer is a person who brings us his wants. It is
our job to handle them profitably to him and to
ourselves.
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12. Core Concepts of Marketing
Target Markets & Segmentation b,lal fj<|m, yd lKavkh
Needs, Wants, and Demands Tskelñ wjYH;d yd b,a¨u
Product or Offering ksIamdÈ;h fyda fokq,nk foa
Value and Satisfaction jákdlu yd ;Dma;sh
Exchange and Transactions yqjudrej yd .kqfokqj
Relationships and Networks iñnkaO;djh yd cd,h
Marketing Channels wf,úlrk udOHhka
Supply Chain iemhqñ oñje,
Competition ;r.h
Marketing Environment wf,úlrk mßirh
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13. What is Marketed?
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Goods
Services
Events
Experiences
Persons
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Places
Properties
Organizations
Information
Ideas
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14. Market
• A set of actual and potential buyers for the
product
• Similar needs and wants
• Purchasing power
• Willingness to buy through exchange process
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15. Key Customer Markets
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Consumer markets
Business markets
Global markets
Nonprofit/Government markets
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16. Marketer and prospect
• Marketer is someone who seeks a response
from another party.
• A responded party is called prospect.
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17. Simple Marketing System
Communication
Industry
(a collection
of sellers)
Goods/services
Money
Market
(a collection
of Buyers)
Information
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18. For an exchange to occur…..
• There are at least two parties.
• Each party has something that might be of value
to the other party.
• Each party is capable of communication and
delivery.
• Each party is free to accept or reject the exchange
offer.
• Each party believes it is appropriate or desirable
to deal with the other party.
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19. Market orientations
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Production concept
Product concept
Selling concept
Marketing concept
Holistic marketing concept
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20. Company Orientations Towards the
Marketplace
Production Concept
Consumers prefer products that are
widely available and inexpensive
Product Concept
Consumers favor products that
offer the most quality, performance,
or innovative features
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
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21. Customer Delivered Value
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept
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22. The Holistic Marketing concept
• The holistic marketing concept is based on the
development, design, and implementation of
marketing programs, processes, and activities that
recognizes their breadth and interdependencies.
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23. • Holistic marketing recognizes that “everything
matters” with marketing and that a broad,
integrated perspective is often necessary.
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24. The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Customer
Solution
Price
Customer
Cost
ConvenPromotion ience
Communication
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25. Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers
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26. Customer-Oriented Organization Chart
Customers
Front-line people
Middle management
Top
management
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27. Evolving Views of Marketing’s Role
Finance
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
Production
Human
resources
Marketing
b. Marketing as a more
important function 27

28. Evolving Views of Marketing’s Role
Production
Marketing
c. Marketing as the
major function
Customer
d. The customer as the
controlling factor 28

29. Evolving Views of Marketing’s Role
Production
Marketing
Customer
e. The customer as the controlling
function and marketing as the
integrative function
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30. Marketing Management Tasks
• Developing marketing
strategies
• Capturing marketing
insights
• Connecting with customers
• Building strong brands
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Shaping market offerings
Delivering value
Communicating value
Creating long-term growth
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