MARKETING

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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)
• Philip Kotler

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CORE MARKETING CONCEPTS

• Needs, Wants, Demands
• Marketers
• Prospects
• Consumers
• Customers
• Clients
• Segmentation

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CORE MARKETING CONCEPTS (2)

• Product or Offering
• Product differentiation
• Product positioning
• Target marketing
• The Marketing Mix
• Products
• Goods Vs. Services

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CORE MARKETING CONCEPTS (3)

• Price
• Value Benefits/Costs
• Satisfaction
• Exchange
• Transaction
• Monetary
• Barter

5
CORE MARKETING CONCEPTS (4)

• Promotion
• The Communication Channel
• The Promotion Mix
• Relationship Marketing
• Marketing Networks
• Distribution Channels
• Marketing Logistics
• The Supply Chain

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CORE MARKETING CONCEPTS (5)

• Competition
• The Marketing Environment