1.Intro 2 Mkt

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1

Introduction to Marketing,

General principles and Concepts

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What is Marketing?

Simply put: Marketing is the deliveryof customer satisfaction at a profit.

Goals: Attract new customers by

promising superior value and

keep and grow current customers by

delivering satisfaction.

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Core Marketing Concepts

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Marketing Defined

Process by which individuals andgroups obtain what they needneed and

wantwant through creating and

exchanging productsexchanging products and value

with others.

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5

What are Consumers’ Needs,

Wants, and Demands?

NeedsNeeds - state of feltdeprivation includingphysical, social, andindividual needs i.e hunger

WantsWants - form that a humanneed takes as shaped byculture and individual

personality i.e. bread

DemandsDemands - human wantsbacked by buying power i.e.money

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Experiences

Experiences Persons

Persons

Anything that can be Offered to a Market to Satisfy a Need or Want

Anything that can be Offered to a Market to Satisfy a Need or Want

Places

Places

Organizations

OrganizationsIdeas

Ideas Activities

Activities

What Will Satisfy Consumers’

Needs and Wants?

Activity or Benefit Offered for Sale That is Essentially

Intangible and Doesn’t Result in the Ownership of Anything

Activity or Benefit Offered for Sale That is Essentially

Intangible and Doesn’t Result in the Ownership of Anything

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ExchangesExchanges TransactionsTransactions

RelationshipsRelationshipsBuilding a MarketingNetwork by Adding:•Financial Benefits

•Social Benefits•Structural Ties

•Profitable Customers

How Do Consumers Obtain

Products and Services?

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Modern Marketing System

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Marketing Management

Attracting new customers andretaining and buildingrelationships with currentcustomers

ProfitableCustomer

Relationships

Finding and increasing

demand, also changing or

reducing demand such as in

Demarketing

DemandManagement

Involves managing demand,which involves managingcustomer relationships

MarketingManagement

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Marketing management

The issues…

The Marketing Management concept-theplanning stage, implementation, controlstages, basic marketing concepts, company

orientation towards marketing

Analyzing marketing opportunities,environment analysis, consumer analysis,

competitors

Researching and selecting target markets-identifying market segments and selectiontarget markets

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Marketing management

The issues…

Designing marketing strategies-differentiating

and positioning, new product development,

managing the product-Product life cycle,

product lines, brands, packaging etc.

Designing pricing strategies, managing

marketing channels, retailing, wholesaling

Designing promotion strategies.

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Production ConceptProduction Concept

Product ConceptProduct Concept

Selling ConceptSelling Concept

Marketing ConceptMarketing Concept

Societal Marketing ConceptSocietal Marketing Concept

Marketing Management

Philosophies

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Marketing and Sales Concepts

Contrasted (Fig. 1-3)

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Societal Marketing Concept

(Fig. 1-4)

http://www.johnsonandjohnson.com/



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Marketing Challenges in the New

“Connected” Millennium (Fig. 1-5)

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Learn About & Track Customers

With Databases

Communicate WithCustomers in Groups

Or One-on-One

Create Products & Services Tailored to

Meet Customer Needs

Distribute ProductsMore Efficiently &

Effectively

Connecting Technologies inComputers,

Telecommunications,Information, & Transportation

Help To:

Technologies for Connecting

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The Internet

The Internet has been hailed as the

technology behind a New Economy.

New applications include: “click-and-mortar” companies

“click-only” companies

Business-to-business e-commerce

By 2005, 500,000 companies will use the

Internet to do business.

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Connections With Customers

Most marketers aretargeting fewer,potentially moreprofitable customers.

Asking: What value does the

customer bring to theorganization?

Are they worth pursuing?

Connecting for acustomer’s lifetime.

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Direct Connections With

Customers

Many companies use technologies to let themconnect more directly with their customers. Products available via telephone, mail-order catalogs,

kiosks and e-commerce. Some firms sell only via direct channels (i.e. Dell

Computer, http://www.amazon.com/), others use acombination.

Direct marketing is redefining the buyer’s role inconnecting with sellers. Buyers are active participants in shaping the marketing

offer and process; some buyers design their own products

online such as at http://www.landsend.com/.

http://www.amazon.com/

http://www.landsend.com/

http://www.landsend.com/

http://www.amazon.com/

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Connections With Marketing’s

Partners

Connecting Inside

the Company Every employee

must be customer-

focused

Teams coordinateefforts toward

customers

Connecting With

Outside Partners Supply Chain

Management

Strategic

Alliances

1.Intro 2 Mkt

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