Professional Documents
Culture Documents
Introduction To Marketing
Introduction To Marketing
Entrance to a
New World
WHAT IS
MARKETING?
2
Marketing is
z
z
z
z
z
z
z
Advertising
Selling
Creating Needs
Manipulating People
Telling Lies in a Convincing Way
Not for the Defence Industry
Not Scientific
EXCHANGE
PROCESS
More Definitions!
z Wants
z Demands
7
z
z
10
SIDE EFFECTS
z Marketing Myopia (i.e. Trains, Boats, Cinema)
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12
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Marketing Concept vs
Selling Concept 1/2
Selling Concept
Starting Point Factory
Market
Focus
Existing Products
Customer Needs
Means
Selling Promoting
Profit through
Sales Volume
Integrated Marketing
Ends
14
Marketing Concept
Profits through
Customer Satisfaction
Marketing Concept vs
Selling Concept 1/2
SELLING CONCEPT- INSIDE OUT
COMPANY
MARKET
15
The TWO-FOLD
Character of Marketing
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WHAT IS
THE CUSTOMER
FOR OUR COMPANY?
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18
Strategic Level
Marketing Research
Segmentation
Targeting
Positioning
THE 4 Ps
The 4 Ps
z Product Services, Ideas
z Price
z Place Distribution
z Promotion Communication
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