Download Overview of Session

Overview of Session
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Marketing - what and why
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What is Marketing?
Why study Marketing?
Marketing Philosophies
Trends in Marketing
The Marketing Environment
• Micro-environment
• Macro-environment
• Managing the Environment
What is Marketing?
What is Marketing?
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Marketing is the social and managerial
process by which individuals and
groups obtain what they need and want
through creating and exchanging
products and value with others. (Kotler
and Armstrong)
What is Marketing?
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Marketing 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 objectives. (American
Marketing Association)
Key Concepts
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Needs and Wants
The “product”
Customer satisfaction
Exchange
Marketplace
Why Study Marketing?
• Marketing is omni-present
• Gain insight into culture
• Be smart consumer
• Market oneself effectively
• Marketing accounts for more than 50 cents of
consumer dollar
• A well marketed product may outperform a
technologically better, poorly marketed one
• Good career opportunities
• Fun
Marketing is Omnipresent
The real thing
 The friendly skies
 99 9/10 pure
 Ring around the collar
 Ultimate driving machine
 Quality is job # 1
 King of pop
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How Would You Market Yourself?
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Production Concept
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Product Concept
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Selling Concept
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Marketing Concept
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Societal Marketing Concept
Two Marketing Vision Problems
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Marketing Myopia
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Fuzzy Vision
Marketing Vision Problems
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Telephone
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Communications
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Airline
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Transportation
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Petroleum
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Energy
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Internet
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???
Environmental Forces
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Micro-environmental forces
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Macro-environmental forces
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demographic
economic
natural
political
technological
cultural
Managing the Environment
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Environmental scanning
• “Eternal vigilance is the price of liberty.”
Proactive strategies
 Reactive strategies
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Pick the odd one out
Escalator
 Kerosene
 Yo-yo
 Linoleum
 Cornflakes
 Nylon
 Trampoline
 Xerox
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Trends in Marketing
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Globalization of Markets
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Diversification of Market Segments and
the Customizing of Products
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Choice in Media and Advertising
Exposure
What We Discussed Today

Marketing - what and why
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•
•
•

What is Marketing?
Why study Marketing?
Marketing Philosophies
Trends in Marketing
The Marketing Environment
• Microenvironment
• Macroenvironment
• Managing the Environment