Download Lecture Notes

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Social media marketing wikipedia , lookup

Market penetration wikipedia , lookup

Shopping wikipedia , lookup

Ambush marketing wikipedia , lookup

Neuromarketing wikipedia , lookup

Marketing communications wikipedia , lookup

Planned obsolescence wikipedia , lookup

Digital marketing wikipedia , lookup

Retail wikipedia , lookup

First-mover advantage wikipedia , lookup

Multi-level marketing wikipedia , lookup

Service parts pricing wikipedia , lookup

Marketing plan wikipedia , lookup

Dumping (pricing policy) wikipedia , lookup

Direct marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Target audience wikipedia , lookup

Pricing wikipedia , lookup

Perfect competition wikipedia , lookup

Guerrilla marketing wikipedia , lookup

Price discrimination wikipedia , lookup

Food marketing wikipedia , lookup

Youth marketing wikipedia , lookup

Multicultural marketing wikipedia , lookup

Marketing wikipedia , lookup

Target market wikipedia , lookup

Street marketing wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Green marketing wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Sensory branding wikipedia , lookup

Advertising campaign wikipedia , lookup

Product lifecycle wikipedia , lookup

Product placement wikipedia , lookup

Marketing strategy wikipedia , lookup

Global marketing wikipedia , lookup

Pricing strategies wikipedia , lookup

Predictive engineering analytics wikipedia , lookup

Marketing channel wikipedia , lookup

Product planning wikipedia , lookup

Course: Marketing
Lecture: Introduction
Marketing involves the activities of a company associated with buying and selling a
product or service.
It includes advertising, selling and delivering products to people. People who work in
marketing departments of companies try to get the attention of target audiences by
using slogans, packaging design, celebrity endorsements and general
media exposure.
In simple terms, marketing is about putting the right product in the right place, at the
right price, at the right time.
The four 'Ps' of marketing, first expressed in 1960 by E J McCarthy are:
 Product (or Service)
 Placement
 Price
 Promotion.
Product: The product aspects of marketing deal with the specifications of the actual
goods or services, plus how it relates to the end users’ needs and wants. The range
of a product normally includes supporting elements such as warranties, guarantees,
and support.
Placement: This refers to how the product gets to the buyer; for instance, point-ofsale assignment or retailing. This P has furthermore at times been called Place,
referring to the channel by which a product or service is sold (e.g. online vs. retail),
which geographic region or industry, to which division (young adults, families,
business citizens), etc. also referring to how the surroundings in which the product is
sold in can influence sales.
Price: This refers to the process of setting a price for a product, together with
discounts. The price need not be monetary; it can plainly be what is exchanged for
the product or services, e.g. time, energy, or attention. Methods of setting prices
optimally are in the domain of pricing art.
Promotion: This includes advertising, sales promotion, including promotional
education, publicity, and individual selling. Branding refers to the assorted strategies
of promoting the product, brand, or company.