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Transcript
Czech University of Life Science CULS Introduction to marketing Richard Selby Czech University of Life Science CULS MARKETING IS THE CREATIVE PROCESS WHICH SEEKS TO IDENTIFY, AND SATISFY CUSTOMER NEEDS AND WANTS PROFITABLY, BY MATCHING COMPANY STRENGTHS WITH A MARKETING OPPORTUNITY MARKETING DEFINITION Czech University of Life Science CULS A COLLECTION OF INDIVIDUALS AND ORGANISATIONS WHO ARE ACTUAL OR POTENTIAL BUYERS OF A PRODUCT OR SERVICE WHAT IS A MARKET? Czech University of Life Science CULS ‘Total Offer’ Company Facilities People Money Products Prices Promotion Place (distribution) Needs Wants Customer Problems Marketing Profits Solutions, benefits PROSPERITY The matching process Orders Money Information SATISFACTION Market Research Czech University of Life Science CULS Production Programming Advertising and Promotions planning Product Sales Opportunity Product Planning Market Planning Distribution and Sales planning Technical Research and development Financial Planning The Marketing Process Integrated Marketing Action CUSTOMER
