Welcome to the World of Marketing - PowerPoint PPT Presentation

Loading...

PPT – Welcome to the World of Marketing PowerPoint presentation | free to download - id: 8096aa-NWU0M



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Welcome to the World of Marketing

Description:

Title: PowerPoint Presentation Author: Karen E. James Last modified by: Aziz Created Date: 5/31/2002 4:09:53 PM Document presentation format: On-screen Show – PowerPoint PPT presentation

Number of Views:36
Avg rating:3.0/5.0
Slides: 41
Provided by: Kare4289
Learn more at: http://amadi.weebly.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Welcome to the World of Marketing


1
Chapter 1
  • Welcome to the World of Marketing

2
Chapter Objectives
  • Know what marketing is all about
  • Define the marketing mix
  • Understand the basics of marketing planning
  • Describe the evolution of the marketing concept
  • Explain why marketing is important

3
What is Marketing?
  • 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.

4
What is marketing??
  • Identify needs of consumers and fill them in the
    right place, time and way.
  • Consumer the ultimate end user of a good or
    service.

5
Marketing Satisfies Needs
  • Most successful firms practice the marketing
    concept
  • first identify consumer needs and then provide
    products that satisfy those needs

6
Marketing Satisfies Needs
  • A need is the difference between a consumers
    actual state and some ideal or desired state
  • physical needs (water)
  • psychological needs (looking good)

7
Needs versus Wants
  • A need is the difference between the actual and
    ideal states of being
  • A want is a desire for a particular product used
    to satisfy that need
  • wants are culturally and socially influenced

8
Needs, Benefits, Demand, and Markets
  • A product delivers a benefit when it satisfies a
    need or want
  • Benefit the outcome sought by a consumer that
    motivates buying behavior to satisfy a need or
    want.
  • The challenge identify what benefits people are
    looking for??

9
Needs, Benefits, Demand, and Markets
  • Desire coupled with the resources to satisfy a
    want results in demand
  • A market consists of all the consumers with that
    need and the resources to make the exchange

10
Marketing is an Exchange of Value
  • Exchange - the heart of every marketing act
  • An exchange occurs when something is obtained for
    something else in return
  • Value is in the eye of the beholder

11
Marketing is an Exchange of Value
  • Appropriate value exchange occurs when both
    parties are satisfied, making it more likely to
    continue business in the future.
  • Making marketing value decision (I)
  • Understanding consumers value needs (II)
  • Create value proposition (III)
  • Communicating the value proposition (IV)
  • Delivering the value proposition (V)

12
Anything Can Be Marketed!!
  • Consumer Goods and Services
  • Goods Tangibles purchased for personal/family
    use (EXAMPLE??!)
  • Services intangibles we pay for and use but
    never own (EXAMPLE??!)
  • Both must have value that come from competing
    goods and services
  • Business-to-Business Marketing
  • Industrial goods

13
Anything Can Be Marketed!! Cont.
  • Not-for-profit Organizations
  • Organizations with charitable, educational,
    community and other public-service goals, that
    buy goods and services to support their functions
    and to attract and serve their members.
  • Museums, zoos, Gov,
  • Idea, Place, and People Marketing

14
Anything Can Be Marketed!! Cont.
  • Idea, Place, and People Marketing
  • Endorse ideas Change behavior (seat belts)
  • Places tourism Ads, (Turkey)
  • People Stars are made, not born, resumes, YOU

15
The Marketing Mix
  • It is a combination of the product itself, the
    price of the product, the place where it is made
    available, and the activities that introduce it
    to consumers that creates a desired response
    among a set of predefined consumers

16
The Marketing Mix (4 Ps)
  • Product
  • Place
  • Price
  • Promotion

17
Product
  • Good, service, idea, place, person...etc
  • Design package, physical features, associated
    services, product design, developing new
    products, introducing new products, find new uses
    of old products, product identity, management of
    the product.

18
Price
  • Price is the amount to exchange to receive the
    offering.
  • Price decisions, market conditions, people
    willingness to pay, price analysis, price will
    lure new customers to the product, price creates
    value.
  • Do people buy only for a lower price??!

19
Promotion
  • Is the coordination of a marketer's marketing
    communications efforts to influence attitudes or
    behavior the coordination of efforts by marketer
    to inform or persuade consumers or organizations
    about goods, services, or ideas.

20
Promotion Cont.
  • Personal selling
  • Advertising publicity (TV Ads)
  • Public relation (conferences)
  • Promotional activities (store coupons)

21
Place
  • Availability of the product to the customer at
    the desired time and location.
  • Channels of distribution, get the product from
    producer to consumer
  • Retailers, internet sites

22
Marketing is a Process
  • Process of planning and executing
  • Successful marketing exchanges occur continually
    over time.

23
Marketing is a Process cont.
  • Customer Relationship Management (CRM) emphasizes
    the importance of building long-term
    relationships with customers to keep them
    satisfied and coming back.
  • Selling products that dont come back to people
    that do.

24
How is marketing done?
  • Marketing planning
  • Finding and reaching the target market
  • Looking for customers

25
Marketing Planning
  • Analyze the organizations current strengths,
    weaknesses, opportunities, and threats
  • How is our firm different from the competition?
  • Which customer groups should we pursue in the
    future?
  • How will changes in the environment affect our
    marketing mix?

26
Finding and Reaching a Target Market
  • Mass Market - all possible customers regardless
    of differences in their specific needs and wants
  • Market segments - distinct groups of customers
    within a larger market
  • A target market - an organizations chosen segment

27
The Evolution of Marketing
  • Production Orientation
  • Selling Orientation
  • Consumer Orientation
  • New Era Orientation
  • The E-marketing era
  • Production concept
  • Selling concept
  • Product concept
  • Marketing concept
  • Societal marketing concept

28
Production orientation
  • Emphasize the most efficient ways to produce and
    distribute.
  • Fords T-model
  • Demand is greater than supply
  • Take whatever is available
  • No strong competition
  • Soviet Union (quotas, shoppers lines)

29
Production orientation Cont.
  • Market is a homogeneous group
  • Satisfied with the basic functions
  • Example??

30
Selling orientation
  • Managerial view of marketing as a sales function,
    or a way to move product out of warehouse to
    reduce inventory.
  • After world war II the race for consumer pockets
    started.

31
Selling orientation cont.
  • Consumers dont like to be pushed right?
  • Will be successful in one-time sale, not building
    a relationship with the consumer.
  • Good for unsought goods.
  • Goods that we dont tend to buy without prodding.

32
Consumer orientation
  • A management philosophy that focuses on ways to
    satisfy customers needs and wants.
  • Consumers dont mind to pay more
  • Consumer are the most important

33
Consumer orientation cont.
  • Competition
  • Market segmentation
  • Tailoring products, customization, marketing
    messages,
  • More features
  • Better quality
  • Early 1990s TQM

34
New era orientation
  • A management philosophy in which marketing means
    a devotion to excellence in designing and
    producing products that benefit customers plus
    the firms employee, shareholders and communities.

35
New era orientation cont.
  • Customer is still No. 1
  • CRM
  • Social marketing concept (Customer VS. Society VS
    profit???)
  • Cleaner, safer, environment, sponsorship.
  • Why social marketing??!
  • DOES MARKETING HELP OR USE CONSUMER?

36
The E-marketing era
  • SIMPLY, using the internet to connect with
    consumers.
  • Connect
  • Personalization
  • Products and new products
  • Advertising
  • News
  • Relationship

37
Marketing Creates Utility
  • Utility usefulness or benefit consumers receive
    from a product.
  • Form utility (Raw -gt products)
  • Place utility (availability of products)
  • Time utility (storing products)
  • Possession utility (own, use, enjoy!)

38
Pop Culture and Myths
  • Popular Culture
  • Music, Movies, Sports, Books, Celebrities
  • Marketers provide the materials that become part
    of this culture
  • TV at dinner, cosmetics made of natural materials

39
Marketing and Myths
  • Marketing messages communicate stories containing
    symbolic elements that may express shared
    emotions and ideas of a culture
  • Examples?

40
Exercise!!!
  1. Copy or clip three advertisements from newspapers
    or magazines. What customer needs are the
    advertisers trying to meet?
  2. Select two companies of your choice (in the same
    market), determine how they differ in their
    marketing mix elements!! How the different
    marketing mix elements are affecting each of the
    companys business and selling.
About PowerShow.com