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![1935
•
•
•
•
•
Marketing is] the performance
of business activities that
direct the flow of goods and
services from producers to
consumers
6](https://image.slidesharecdn.com/mbmintroductiontomarketing-140209190615-phpapp01/75/introduction-to-marketing-6-2048.jpg)
![1985
•
•
•
•
•
•
•
•
[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.
7](https://image.slidesharecdn.com/mbmintroductiontomarketing-140209190615-phpapp01/75/introduction-to-marketing-7-2048.jpg)
Uploaded bySamitha Jayaweera
introduction to marketing
The document discusses the evolution of marketing definitions and concepts over time. It provides definitions of marketing from 1935 to 2007, showing an expansion from focusing on exchanges between producers and consumers to creating value for customers, partners and society. Key concepts discussed include the marketing mix, customer orientation, and marketing's role in organizations. Marketing is presented as an integrative function that recognizes customers as the controlling factor for businesses.
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introduction to marketing
- 1.
- 2. The Scope ofMarketing * 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” 2
- 3. The American MarketingAssociation 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.” 3
- 4. The previous definitionstated: “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.” 4
- 5. • “Marketing isno longer a function – it is an educational process.” 5
- 6. 1935 • • • • • Marketing is] theperformance of business activities that direct the flow of goods and services from producers to consumers 6
- 7. 1985 • • • • • • • • [Marketing is] theprocess of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. 7
- 8. 2004 • • • • • • • • • Marketing is anorganizational 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 8
- 9. 2007 • • • • • • • Marketing is theactivity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 9
- 10. Marketing Management, Kotlerand 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. 10
- 11. • A customeris 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. 11
- 12. Core Concepts ofMarketing 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 12
- 13.
- 14. Market • A setof actual and potential buyers for the product • Similar needs and wants • Purchasing power • Willingness to buy through exchange process 14
- 15. Key Customer Markets • • • • Consumermarkets Business markets Global markets Nonprofit/Government markets 15
- 16. Marketer and prospect •Marketer is someone who seeks a response from another party. • A responded party is called prospect. 16
- 17. Simple Marketing System Communication Industry (acollection of sellers) Goods/services Money Market (a collection of Buyers) Information 17
- 18. For an exchangeto 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. 18
- 19. Market orientations • • • • • Production concept Productconcept Selling concept Marketing concept Holistic marketing concept 19
- 20. Company Orientations Towardsthe 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 20
- 21. Customer Delivered Value Starting point Focus Means Ends Factory Existing products Sellingand promotion Profits through sales volume (a) The selling concept Market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept 21
- 22. The Holistic Marketingconcept • The holistic marketing concept is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. 22
- 23. • Holistic marketingrecognizes that “everything matters” with marketing and that a broad, integrated perspective is often necessary. 23
- 24. The Four Ps TheFour Cs Marketing Mix Place Product Customer Solution Price Customer Cost ConvenPromotion ience Communication 24
- 25. Traditional Organization Chart Top Management MiddleManagement Front-line people Customers 25
- 26. Customer-Oriented Organization Chart Customers Front-linepeople Middle management Top management 26
- 27. Evolving Views ofMarketing’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 ofMarketing’s Role Production Marketing c. Marketing as the major function Customer d. The customer as the controlling factor 28
- 29. Evolving Views ofMarketing’s Role Production Marketing Customer e. The customer as the controlling function and marketing as the integrative function 29
- 30. 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 30