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Introduction To Marketing MM I
Introduction To Marketing MM I
- Anonymous
Good marketing begins with
Finance
Production R&D
Inventory
Cost of Holding Costs R&D
Goods Sold Expenditure
Safety
Safety
Physiological
Physiological
Needs and Wants
Needs are basic human requirements
Wants are needs directed to specific
objects/services that might satisfy the
need
Five Types of wants
Stated Wants (you want an inexpensive laptop)
Real Wants (you want a laptop that will last for several years
without any hitch)
Value = Benefits/Costs
Benefits = Functional Benefits +
Emotional benefits
Exchange
Get something (product /service) by
offering something in return.
Eg. kind (barter) or money (value )
Exchange is a value creating process
because it leaves both parties better off
(win – win situation)
Marketing Channels
Marketing channels are used to reach
the target segment.
Communication channels
eg. Advertising, telephone enquiry
system
Distribution channels – trade, direct
sales
Supply Chain
The supply chain represents a value
delivery chain – from procurement of
raw materials to final delivery of
product to consumer.
Competition
Potential and rival substitutes and
offerings a buyer might consider.
Competition can be viewed in various
perspectives – brand, industry, form,
generic
What Is Marketed?
Goods Places and
Services Properties
Organizations
Events and
Experiences Information
Persons Ideas
What are Markets?
Key Customer Markets
Consumer markets
Business markets
Global markets
Government
Nonprofit
Structure of flows in a modern
exchange economy
Resources Resources
Resource
Money Money
market
Taxes, Services,
goods money
Services,
money Taxes
Manufacturer Government Consumer
markets markets markets
Taxes, Services
goods
Services, Taxes,
money goods
Money Money
Goods and services Intermediary
Goods and services
markets
Marketing system
Communication
Goods/services
Industry Market
(a collection of sellers) (a collection of buyers)
Money
Information
Approaches to Marketing
(examples?)
Product orientation
Production orientation
Sales orientation
Marketing orientation
All staff focus on consumer needs
Competitor awareness
Market-based management
Internal Integrated
Integrated
Internal
Marketing Marketing
Marketing
Marketing
Holistic
Holistic
Marketing
Marketing
Sales revenue
Performance Relationship
Relationship
Performance
Marketing marketing
marketing
Brand & Marketing
Customer equity
Ethics
Community Customers Channel Partners
Environment Legal
Marketing Environment
Competition Product
Customers Import tariffs
Govt. policies Trends
Suppliers Technology
Trade Politics
Marketing Mix
It is the tools that an organization
employs to pursue its marketing
objectives in the target market
Product, Price, Place, Promotion
4 C’s – Customer solution, Cost,
Convenience, Communication