Introduction to Marketing and Market Research

Degree in Industrial Management of Fashion

Manuel Escourido Calvo, PhD.

Introduction to Marketing and Market Research
Degree in Industrial Management of Fashion

PART I. INTRODUCTION TO MARKETING.

Session 01
01. Introduction and Principles of Marketing.

Manuel Escourido Calvo, PhD.

01. Introduction and Principles of Marketing.
MARKETING. THE CONCEPT.

Manuel Escourido Calvo, PhD.

MARKETING. The concept.

“managing profitable customer relationships” (Kotler, P.)

“a social and managerial process by which individuals and groups obtain what they need and want
through the creation and exchange of products and value in the marketplace” (Kotler, P.)

“the objective of marketing is to know and understand the consumer so well that the product or
service meets his or her needs, and ideally marketing should result in a costumer who is ready to buy”
(Drucker, P.)

“marketing is the process by which companies create value for customers and build strong customer
relationships” (Kotler, P.)

Manuel Escourido Calvo, PhD.

MARKETING. The concept.

value of dress < value of money value of money < value of dress

Price ≠ Value

satisfied needs ↑ VALUE EXCHANGE ↑ VALUE satisfied needs

Manuel Escourido Calvo, PhD.

01. Introduction and Principles of Marketing.
MARKETING. EVOLUTION OF THE CONCEPT.

Manuel Escourido Calvo, PhD.

MARKETING. Evolution of the concept.

Satisfy needs and desires of the consumers... in the

most effective and beneficial way for consumers and
companies.

Relationships between buyers and sellers.

Exchange of economic goods and services.

1950s-60s Monetary transactions.

Manuel Escourido Calvo, PhD.

MARKETING. Evolution of the concept.

Satisfy needs and desires of the public (target) adding

value for organizations and public.

More than business (companies, non-profit organizations,

public and private institutions, persons, places, ideas…).
From goods and services to exchange anything of value.

1970s From consumer to any kind of public.

From monetary transactions to any type of payoff.

Manuel Escourido Calvo, PhD.

MARKETING. Evolution of the concept.

Exchange of relationships between the company’s

products and services and the market, that takes into
consideration not only needs of individuals that guide
the production and the offering, but also the needs of
the society in general terms.

Social dimension is included into marketing: social

marketing, social change, social impact…
1980s - Yesterday Marketing concept was redefined to include marketing
of ideas and its ethical implications.
Social responsibility of marketing practices was
extended to whole company.
Manuel Escourido Calvo, PhD.
MARKETING. Evolution of the concept.

A social and managerial process by which individuals

and organizations obtain what they need and want
through the creation and exchange of products and
value.

Marketing as a management process: creating, planning

and executing the conception, pricing, promotion and

Today distribution of ideas, goods and services to exchange

and satisfy customers, organizations and society.
Consumer is the driving force (not the king, but the
dictator).

Manuel Escourido Calvo, PhD.

MARKETING. Evolution of the concept.

Original philosophy remains: “making what people

want to buy, and no making people buy what you want to
make”… but hundreds of new ways are arriving…

Data analysis (analytics). Big and Small data.

Technology is faster than we can assume.

Beyond of today New possibilities: ecommerce, 3D, blockchain, augmented

reality, virtual mirrors, avatars, virtual assistants…

“to infinity and beyond” (Woody, Toy Story).

Manuel Escourido Calvo, PhD.

01. Introduction and Principles of Marketing.
MARKETING. RELATED CONCEPTS.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: NEEDS.

NEEDs are basic human requirements;

states of felt deprivation (including
physical and psychological needs).

Physical needs arise from states of tension

such hunger, thirst, warmth, safety or
discomfort.
Psychological needs arise from the need for
recognition, affection or belonging. Maslow's hierarchy of needs tells us that, once the needs of a
level have been satisfied, then we want to satisfy the needs of
the immediately higher level

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: WANTS.

Needs become WANTS (desires) when we

target specific objects that may satisfy the
need.

So WANTS are defined as the form of human

needs take as they are shaped by culture
and individual personality.

Humans have basic needs, but almost

unlimited wants.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: DEMANDS.

Consumer DEMANDS are wants for specific

products, determined by the ability to pay.

We consider the unlimited wants and the

limited resources.

People demand (products, services..) that add

up the higher value and satisfaction, but
finally select and purchase according their
available resources or purchasing power.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: MOTIVATION.

MOTIVE is a need that is sufficiently

pressing to drive the person to seek for
satisfaction.

Marketing creates needs → FALSE

Needs are previous and preexist to marketing.

Marketing satisfies needs → TRUE

Marketing satisfies needs which they became

wants/desires through offering products and
services consumers can demand (pay).

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: EXCHANGE.

EXCHANGE (core concept of marketing) can

be defined as the act of obtaining a desired
object/service from someone, offering
something in return.

2 parties are agree, because the exchange

terms will be leave them better than before.

Marketers should examine what each party

expects from the other party and design the
transaction.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: TRANSACTION.

A TRANSACTION consists of a trading of

values (not prices) between 2 parties.

When an exchange relationship reach an

agreement, transaction takes place.

Not all transactions involve money.

Transaction: one party gives A to another

party, and gets B in return.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: TRANSFER.

In a TRANSFER, A gives X to B, but does

not receive anything tangible in return.

So, TRANSACTION ≠ TRANSFER.

Examples of transfer: gifts, subsidies,

charitable contributions… you do not receive
tangibles, but intangibles (satisfaction, honor,
proud...).

Today marketing include the analysis of

transfer behavior too.

Manuel Escourido Calvo, PhD.

MARKETING. Ralated concepts: RELATIONSHIP.

Beyond simply creating short-term

transactions, marketing consists of actions to
build and maintain long-term exchange
relationships with target audiences.

“keeping a customer is harder than getting it”

Manuel Escourido Calvo, PhD.

01. Introduction and Principles of Marketing.
WHAT COULD BE MARKETED?

Manuel Escourido Calvo, PhD.

MARKETING. What could be marketed?
Marketing can be defined as “a combination of products, services, information and experiences
offered to a market in order to satisfy a need or want” (in exchange for something or value).

PRODUCTS/GOODS SERVICES EVENTS

Manuel Escourido Calvo, PhD.

MARKETING. What could be marketed?
Marketing can be defined as “a combination of products, services, information and experiences
offered to a market in order to satisfy a need or want” (in exchange for something or value).

PERSONS PLACES EXPERIENCES

Manuel Escourido Calvo, PhD.

MARKETING. What could be marketed?
Marketing can be defined as “a combination of products, services, information and experiences
offered to a market in order to satisfy a need or want” (in exchange for something or value).

ORGANIZATIONS INFORMATION IDEAS

Manuel Escourido Calvo, PhD.

01. Introduction and Principles of Marketing.
MARKETING ORIENTATIONS

Manuel Escourido Calvo, PhD.

MARKETING. ORIENTATIONS.
Marketing orientation is defined as the degree to which a company possesses and uses
information about consumers, and they develops a strategy that meets the demands of
consumers and implements that strategy by responding to consumer needs and desires.

Production Product Selling Marketing Societal

Orientation Orientation Marketing
Orientation Orientation Orientation

Manuel Escourido Calvo, PhD.

MARKETING. ORIENTATIONS.

Manuel Escourido Calvo, PhD.

Introduction to Marketing and Market Research
Degree in Industrial Management of Fashion

Manuel Escourido Calvo, PhD.