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MUSTAFA OZON Dokuz Eylul University Industrial engineering department [email protected] WHAT IS MARKETING ? The concept of markets finally brings us full circle to the concept of marketing. Marketing is process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. Needs, wants, and demands Markets Exchange, transactions, and relationships Products Value, satisfaction, and quality THE CORE CONCEPTS OF MARKETING Needs are states of felt deprivation. Wants are the from taken by human needs as they are shaped by culture and individual personality. Demands are about human wants that are backed by buying power. Products includes physical objects, services, persons, places, organizations and ideas. MARKETING MANAGEMENT The analysis, planning, implementation and control of programs designed to create, build and maintain benefical exchanges with target buyers for the purpose of achieving organizational objectives. THE PRODUCTION CONCEPT THE SELLING CONCEPT THE PRODUCT CONCEPT THE MARKETING CONCEPT THE SOCIETAL MARKETING CONCEPT The Production Concept holds that consumers will favor products that are available and highly affordable. The Product Concept holds that consumers will favor product that offer the most quality, performance and innovative features. The Selling concept holds that consumers will not buy enough of the organization’s products unless it under takes a large-scale selling and promotion effort. The Marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. The Societal Marketing Concept holds that the organization should determine the needs, wants and interests of target markets. MARKETING PROCESS To fulfill their role in the organization, marketers engage in the marketing process.Consumers are at the center of the marketing process. TARGET CONSUMERS DEVELOPING MARKETING MIX Target consumers succeed in today’s competitive marketplace, companies must be customer centered, winning customers from competitors and keeping them by delivering greater value. But before it can satisfy consumers, a company must first understand their needs and wants. Developing Marketing Mix is the set of controllable tactical marketing tools— product, price, place and promotion—that the firm blends to produce the response it wants in the target market. MARKETING PLANNING MARKETING ANALYSIS TARGET CONSUMERS MARKETING CONTROL MARKETING IMPLEMENTATION MARKETING EFFORT The company wants to design and put into action the marketing mix that will best achieve its objectives in its target markets. This involves four marketing management functions: analysis, planning, implementation and control. Marketing Analysis Managing the marketing function begins with a complete analysis of the company’s situation. The company must analyze its markets and marketing environment to find attractive opportunities and avoid environmental threats. Marketing Planning It involves deciding on marketing strategies that will help the company attain its overall strategic objectives. A product or brand plan should contain the following sections: executive summary, current marketing situation, threats and opportunities, objectives and issues, marketing strategies, action programs, budgets and controls. Marketing Implementation The process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Implementation involves day-to-day, month-to-month activities that effectively put the marketing plan to work. Marketing Control The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are attained . MARKETING ENVIRONMENT Managing the marketing function would be hard enough if the marketer had to deal only with the controllable marketing-mix variables. But the company operates in a complex marketing environment, consisting of uncontrollable forces to which the company must adapt. The environment produces both threats and opportunities. The company must carefully analyze its environment so that it can avoid the threats and take advantage of the opportunities.