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Introduction To Marketing
Introduction To Marketing
Scope of Marketing Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Evolution Marketings Responses to New Challenges
Scope of Marketing
Market Research Product Planning Branding Pricing Channels of Distribution Promotion : selling, advertising, sales promotion Servicing : customer service, after sales
Marketing
Marketing is the management process responsible for : Identifying Anticipating and Satisfying Consumer requirement profitably
Defining Marketing
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. - Philip Kotler (p. 7)
Marketing Environment
2000 Prentice Hall
Goods/services Money
Information
2000 Prentice Hall
Structure of Flows
Resources Money
Resource markets
Taxes, goods
Resources Money
Manufacturer markets
Taxes
Government markets
Services
Consumer markets
Taxes, goods
Money
Place
ConvenPromotion ience Communication
Customer Solution
Selling Concept
Marketing Concept
2000 Prentice Hall
Focus
Existing products
Means
Selling and promotion
Ends
Profits through sales volume
Customer needs
Integrated marketing
Middle Management
Front-line people Customers
Top management
2000 Prentice Hall
Production
Finance
Human resources
Marketing
Marketing
Customer
e. The customer as the controlling function and marketing as the integrative function
2000 Prentice Hall