Introduction to marketing

Essay by surbhi02University, Bachelor'sA, September 2008

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the concept of marketing can be explained with the following power point slidesit explains in detail the following1-the new economyCustomer Empowerment-CustomizationGreater varietyKnowledge/ Information eraSmoother communication channelsIncreased competition-Globalization, Deregulation, PrivatizationIndustry ConvergenceRetail TransformationDisintermediation2-organizations- new capabilitiesPowerful new information & sales channelMarketing researchIntranetTwo way communicationAdvertisingInternetImprove logistics and operations3-nature and scope of marketingIncludes:Physical goods—cars, clothes, machines, booksServices—banks, theatres, educationIdeas—pollution reduction, road safetyPeople—Amitabh Bachchan, Sachin Tendulkar(people are a marketable product or brand)Places—Amby Valley, a new housing estateExperiences—bungie jumping, deep sea diving4-the broad dimensions of marketingIncludes:Marketing encompasses:Business-to-BusinessBusiness to ConsumerNot-for-profit organisations looking for donations…they are marketing social causes and ideas they want you to supportGlobal Marketing5-what is marketingMarketing can be described as all activities designed to generate and facilitate any exchange intended to satisfy human needs or wants. (adaptation Rix, Stanton, )Marketing is a total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets to achieve organisational objectives.

(Etzel, Walker, Stanton)6-defining marketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler7-marketing managementMarketing Management is the art and science of choosing target markets, keeping and growing customers, through creating, delivering, and communicating superior customer value.

8-simple marketing system9-structure of flows10-core concepts of marketing11-needs and wantsDefining a need—A need is a state of felt deprivation (Kotler)We need the basic things to survive or to feel safe and interact in society (Social)We may need clothes to keep warm—choice of product is no longer classified as a need (Physical)We need shelter for warmth and security—the type of shelter is a choice (Physical)We may need an education or a quality pen to write with—consider a Parker vs Mont Blanc again choice of quality and level of knowledge (Individual Defining a want—A...