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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.