Download MAKETING

MARKETING
• A SOCIAL DEFINITION:
Marketing 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.
• A MANAGERIAL DEFINITION:
Marketing
(management) is the process of planning and executing the
conception, pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that satisfy
individual and organizational goals (American Marketing
Association)
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Philip Kotler
CORE MARKETING
CONCEPTS
• Needs, Wants, Demands
• Marketers
• Prospects
– Consumers
– Customers
– Clients
• Segmentation
CORE MARKETING
CONCEPTS (2)
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Product or Offering
Product differentiation
Product positioning
Target marketing
The Marketing Mix
Products
– Goods Vs. Services
CORE MARKETING
CONCEPTS (3)
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Price
Value = Benefits/Costs
Satisfaction
Exchange
Transaction
– Monetary
– Barter
CORE MARKETING
CONCEPTS (4)
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Promotion
The Communication Channel
The Promotion Mix
Relationship Marketing
Marketing Networks
Distribution Channels
Marketing Logistics
The Supply Chain
CORE MARKETING
CONCEPTS (5)
• Competition
• The Marketing Environment