Chapter 1 Overview of Marketing

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CHAPTER 1:

OVERVIEW OF

MARKETING


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LEARNING OUTCOMES

1.0 Explain marketing

1.1.1 Define marketing1.1. O!tline t"e fi#e $tep$ in marketing pr%&e$$

1. I'entif( t"e marketpla&e an' &!$t%mer nee'$

1..1 I'entif( t"e fi#e &%re &!$t%mer an' marketpla&e &%n&ept$

C!$t%mer nee'$) *ant$ an' 'eman'$

Market %ffering$ + pr%'!&t$) $er#i&e$ an' experien&e$

C!$t%mer #al!e an' $ati$fa&ti%n

Ex&"ange$ an' relati%n$"ip$

Market$

1., I'entif( a &!$t%mer+'ri#en marketing $trateg(

1.,.1 Di$&!$$ marketing &%n&ept$

-r%'!&ti%n &%n&ept

-r%'!&t &%n&ept

Selling &%n&eptMarketing &%n&ept

S%&ietal marketing &%n&ept

1. Explain t"e ma/%r tren'$ an' f%r&e$ t"at are &"anging t"e marketing lan'$&ape

1..1Explain t"e 'igital age

1.. De$&rie rapi' gl%aliati%n

1.., Di$&!$$ t"e &all f%r m%re et"i&$ an' $%&ial re$p%n$iilit(

1.. I'entif( t"e gr%*t" %f n%t+f%r+pr%fit marketing


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What Is Marketing?According to Kotler and Armstrong

(2010)

Marketing is the process by

which companies createvalue for customers andbuild strong customerrelationships to capture

value from customers inreturn


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1-!

What Is Marketing Process?

1 "dentify needs of mar#et

2 $evelop mar#et-oriented mar#etingstrategy

3 $evelop mar#eting mi% (!&'s) strategy! $evelop relationships with customers

and partners

ain value from customers


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1-

De#el%p market+%riente'

marketing $trateg(

De#el%p marketing mix

2-3$4 $trateg(

De#el%p relati%n$"ip$ *it"

&!$t%mer$ an' partner$

Gain #al!e fr%m &!$t%mer$

I'entif( nee'$ %f market


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us omer an ar e p aceConcepts

Customer

and

Marketpa!e

Con!epts

Customer Needs" Wants" #emands

Market O$$er%n&'

Produ!ts" (er)%!es and E*per%en!e

Customer Vaue

and (at%s$a!t%on

E*!+an&es and Reat%ons+%p

Markets


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Customer and Marketpa!e

Con!epts

Needs Definiti%n

Example

Wants

#emands

Definiti%n

Definiti%n

A re5!irement f%r $%met"ingne&e$$ar( in a per$%n3$ life

6 -"($i&al 7 f%%') &l%t"ing) *armt")6$afet(

6 S%&ial 7 el%nging) affe&ti%n6 In'i#i'!al 7 kn%*le'ge an' $elf+expre$$i%n

T"e f%rm %f "!man nee'$ take a$

$"ape$ ( &!lt!re an' in'i#i'!al per$%nalit(

8!man *ant$ t"at are a&ke'

( !(ing p%*er


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Con!epts


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Con!epts

Market O$$er%n&

S%me &%minati%n %f ) )

inf%rmati%n) %r experien&e$ %ffere' t% a market

t% $ati$f( nee'$ an' *ant$

produ!ts ser)%!es

An(t"ing t"at &an e %ffere' t% a market f%r attenti%n) a&5!i$iti%n) !$e %r &%n$!mpti%n t"at

mig"t $ati$f( a *ant %r nee'.

9enefit$ %f t"e pr%'!&t %ffering t%

t"e &%n$!mer$ rat"er t"an /!$t t"e

pr%'!&t it$elf


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Con!epts

Vaue Definiti%n

Example

(at%s$a!t%on

,ua%t-

Definiti%n

Definiti%n

T"e 'ifferen&e et*een t"e enefit %negain$ fr%m a pr%'!&t an' t"e &%$t$

in&!rre' in

In term$ %f le#el %f $ati$fa&ti%n)

pr%'!&t 5!alit() *%rt" %f m%ne(

A feeling *"en enefit$ %f t"e pr%'!&t %r

$er#i&e meet t"e &!$t%mer3$ expe&tati%n

:ree'%m fr%m 'efe&t


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Con!epts

E*!+an&e Definiti%n

Transa!t%on

Reat%ons+%p

Definiti%n

Example

Definiti%n

T"e a&t %f %taining a 'e$ire' %/e&t fr%m $%me%ne ( %ffering $%met"ing

in ret!rn

A tra'e #al!e$ et*een partie$

m%ne() arter $($tem

A&ti%n$ taken t% !il' an' maintain 'e$irale&%nne&ti%n *it" target a!'ien&e$ in#%l#ing

a pr%'!&t) $er#i&e) i'ea %r %t"er %/e&t.


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Con!epts

E*!+an&e

Transa!t%on


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Con!epts

Market Definiti%n T"e $et %fa pr%'!&t %r $er#i&e

a!tua and potent%a.u-ers

C%n$!mer

G%#ernment

Re$eller

9!$ine$$

Internati%nal


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Con!epts

Market%n& Definiti%n Managing market$ t% ring pr%fitaleex&"ange relati%n$"ip ( &reating #al!e

an' $ati$f(ing nee'$ an' *ant$


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Market%n& Con!epts

Marketing &%n&ept$ des!r%.e market%n& mana&ement or%entat%ons %f a

&%mpan(. It i$ a p"il%$%p"( !$e' ( a &%mpan( %n "%* t% &%n'!&t it$

marketing a&ti#itie$. 9e$i'e$ t"at) t"e$e p"il%$%p"ie$ are elie#e' (

marketer$ t% e ale t% &reate a pr%fitale !$ine$$.


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Market%n& Con!epts

Produ!t%on Con!ept

Definiti%n

T"e i'ea t"at &%n$!mer$ *ill fa#%r

produ!ts t+at are a)a%a.e or

+%&+- a$$orda.e


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/0 Market%n& Con!epts

Produ!t Con!ept

Definiti%n

T"e i'ea t"at &%n$!mer$ *ill

fa#%r produ!ts t+at o$$er t+e most

ua%t-" per$orman!e" and $eatures0

Organiati%n $"%!l' t"eref%re

'e#%te it$ energ( t% making

&%ntin!%!$ pr%'!&t impr%#ement$.


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Market%n& Con!epts

(e%n& Con!ept

Definiti%n

T"e i'ea t"at !onsumers 2% not

.u- enou&+ o$ t+e $%rm3s produ!ts

uness %t undertakes a ar&e

s!ae se%n& and promot%on

e$$ort

:a&t%r(

Starting p%int :%&!$ Mean$ En'$

Exi$ting

pr%'!&t

Selling ;

-r%m%ti%n

-r%fit$ t"r%!g"

$ale$ #%l!me


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Market%n& Con!epts

Market%n& Con!ept

Definiti%n

t"e marketing managementp"il%$%p"( t+at +ods t+at a!+%e)%n&

or&an%4at%ona &oas depends on

kno2%n& t+e needs and 2ants o$

tar&et markets and de%)er%n& t+e

des%red sat%s$a!t%on .ettert+an !ompet%tors do

Market

Starting p%int :%&!$ Mean$ En'$

C!$t%mer nee'$

Integrate'marketing

-r%fit$ t"r%!g"&!$t%mer

$ati$fa&ti%n


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Marketing C%n&ept$

(o!%eta Market%n& Con!ept

Definiti%n

t"e i'ea t"at a !ompan- s+oud

make &ood market%n& de!%s%ons

.- !ons%der%n& !onsumers3

2ants" t+e !ompan-3sreu%rements" !onsumers3

on&'term %nterests" and

so!%et-3s on&'run %nterests


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Marketing C%n&ept$

(o!%eta Market%n& Con!ept


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1-22

* +he ,ew $igital Age

* lobaliation

* .thics and /ocial esponsibility

* +he rowth for ,ot-for-prot mar#eting

Challenges in Marketing / The New Marketing Landscape


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1-23

The New Digital Age* ecent technolog! has had a maor impact

on the ways mar#eters connect with and bringvalue to their customers

* ar#et research* 4earning about and trac#ing customers

* 5reate new customied products

* $istribution

* 5ommunication* 6ideo conferencing

* 7nline data services



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The New Digital Age

Internet8creates mar#etplaces

and ar#etspaces* "nformation

* .ntertainment

* 5ommunication



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1-2

apid "lo#ali$ation

* +he world is smaller

* +hin# globally9 act locally



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1-2:

The Call %or More &thics and 'ocialesponsi#ilit!

ar#eters are being called upon to ta#egreater

responsibility for the social and

environmentalimpact of their actions in a global

economy



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1-2;

The Call %or More &thics and 'ocialesponsi#ilit!

'ocial marketing campaigns encourageenergy

conservation and concern for the

environment ordiscourage smo#ing9 e%cessive drin#ing9

and drug

use



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1 2<

The "rowth %or Not(%or(Pro)tMarketing

* 5olleges

* =ospitals* useums

* >oos

* 7rchestras* eligious groups


Chapter 1 Overview of Marketing

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Transcript of Chapter 1 Overview of Marketing