Barter System

Division of Labor

Work Specialization

Departmentalization
 Management

Manager Someone who works with and

through other people.
Wo ke
er rk o r
Worke W
r r
 Management

Manager

Management Coordinating the activities of

other people so that they are
completed EFFECIENTLY and
EFFECTIVELY.
 Management
Efficiency Effectiveness
Manager Doing things right. Doing right things.

Management Coordinating the activities of

other people so that they are
completed EFFECIENTLY and
EFFECTIVELY.
 Management

Manager Top
Manager

Management Middle
Management
Levels of
Management First Line Management
Manager
LEVELS
Organization
Departments
MARKETING

Top Strategic
Manager

Middle Tactical
Management

First Line Management Operational

Manager
LEVELS
Organization
Departments
Marketing

Planning

Implementation
Manager
LEVELS
Organization
Departments
marketing

Marketing
Operations
H.R
Manager
LEVELS
Organization
Departments
marketing

Marketing
Strategic Operations
H.R
Tactical

Operational
Manager
LEVELS
Organization
Departments
Marketing

Strategic

Tactical

Op
g
Finance
tin

era
r ke
Operational

tio
Ma

ns
Manager
LEVELS
Organization
Departments
Marketing

Strategic

Tactical

Op
ng

Finance

era
eti

Operational
ark

tio
ns
Manager
LEVELS
Organization
Departments
Marketing

NOT
- Advertising
- promoting
- selling

Marketing Starts Long Before a Company Has a Product

 Marketing
Some Basic Concepts
A social and managerial process by which individuals

and groups obtain what they need and want through

creating and exchanging values and products with

others.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

B2B ---B2C
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Need:A state of felt deprivation.

Form of need takes as shaped by

Want:
culture and individual personality.

Human wants that are backed by buying power.

Demand:
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Difference between the values the customer gains from

Value:
owning and using a product and the costs of obtaining
the product.
Satisfaction:
The extent to which a product’s perceived performa
matches a buyer’s expectations.
PP > E = Satisfaction
PP < E = Dissatisfied
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Exchange: The act of obtaining a desired object from someone by

offering something in return.
The Root of BARTER SYSTEM
Transaction: A trade between two parties that involves at least two
things of value, agreed-upon conditions, a time of
agreement and a place
of agreement.
Relationship Merketing: Maintaining Relationship between parties of tra
For Repeating, or by repeating.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Product – Service – Information - Experience

I-H-I-P
 Differentiating
Goods & Services
IHIP
Characteristics
I Intangibility
H Heterogeneity
I Inseparability
P Perishability
 Differentiating
Goods & Services
IHIP
Characteristics
Pre-Purchase
refers to immateriality
I Intangibility of a service
Outcome
H Heterogeneity
I Inseparability
P Perishability
 Differentiating
Goods & Services
IHIP
Characteristics
I Intangibility variability in service delivery - as opposed to homogeneity
Products – Here in Factory (Controlled Environment)
H Heterogeneity Services – There in the Field (anything can happen)

I Inseparability
P Perishability
 Differentiating
Goods & Services
IHIP
Characteristics
I Intangibility
H Heterogeneity
I Inseparability Between producer and consumer
P Perishability
 Differentiating
Goods & Services
IHIP
Characteristics
I Intangibility
H Heterogeneity
I Inseparability
P Perishability Able to store
 Differentiating
Goods & Services
IHIP
Characteristics
I Intangibility
H Heterogeneity
I Inseparability
P Perishability
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Product – Service – Information - Experience

Goal is to Provide a Solution
whatever it takes from above
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Market Offering:
Some combination of products, services, information, or experiences
offered to a market to satisfy a need or want.
 Marketing – Some basic Concepts
Need/want/ Value/ excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Markets:
A place where actual and potential buyers and sellers
come together to make possible exchange.
 Marketing – Philosophies through
Need/want/ Value/history excha Market
demand satisfaction nge off ering
A social and managerial process by which individuals and
groups obtain what they need and want through creating
and exchanging values and products with others.

Markets:
A place where actual and potential buyers and sellers
come together to make possible exchange.
 Marketing – Philosophies through
history

The production concept

The product concept
The selling concept
The marketing concept
The societal marketing concept