Download Concept of marketing

MARKETING
PRINCIPLES AND
MARKETING
COMMUNICATIONS
Definition: concept of marketing
AUTHOR
CONCEPT OF MARKETING
V.Pranulis,
A.Pajuodis and
etc.
This is the identification of needs and satisfy the necessary decisionmaking and implementation process for the attainment of human or
organizational goals.
Ph. Kotler
It is a social and managerial process, which enables individuals and
groups, creating and carrying values ​of the exchange of goods and
acquire what they need in their wishes and needs.
American
Marketing
Association
Products, services, ideas and conception, pricing, promotion and
distribution, planning and implementation process in order to create
exchanges and satisfy the objectives of individuals and organizations.
British
Institute of
Marketing
Products, services, ideas and conception, pricing, promotion and
distribution, planning and implementation process in order to create,
maintain and strengthen ties in order to meet the objectives of individuals
and organizations.
British Institute
of Marketing
Management process, which is found anticipate and effectively and
profitably met customer needs.
Concept of marketing
MARKETING – is the identification of
needs and satisfy the necessary
decision-making and implementation
process for the attainment of human or
organizational goals.
In the centre of marketing – is
user‘s needs.
Definitions: types of marketing (1)
Person marketing - marketing efforts to attract
attention, create interest and preference for a
person (usually a politician or celebrity).
Place marketing - marketing strategies individuals
or organizations interested in a particular
geographical location.
Catalog Marketing - Marketing efforts to attract
attention, create interest and preferences for
certain social activities.
Definitions: types of marketing (2)
Event marketing - marketing efforts to attract
attention, create interest and preferences for
sporting, cultural and charitable events.
Organization Marketing - Marketing efforts are
directed to individuals or other organizations
support the goals of the organization, its activities,
or support it in any way.
Complex of marketing (1)
Classic (4P) or industrial enterprise
marketing mix:
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PRODUCT
PRICE
DISTRIBUTION
SPONSORSHIP
Complex of marketing (2)
Commercial companies (6P) marketing complex:
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PLACE
PRODUCT (RANGE)
SERVICES AND CUSTOMER SERVICE
PRICE
SPONSORSHIP
DISTRIBUTION or shop fitting and goods
Complex of marketing (3)
Utilities (8P) marketing mix:
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PRODUCT SERVICE
PRICE
SPONSORSHIP
PROCESS
PLACE
PEOPLE
PHYSICAL obviousness
EFFICIENCY AND QUALITY
Marketing theory is based on
Management
Economics