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MARKETING MANAGEMENT - 1st Unit - Introduction To Marketing
MARKETING MANAGEMENT - 1st Unit - Introduction To Marketing
MARKETING MANAGEMENT - 1st Unit - Introduction To Marketing
Kotler 1991
‘Marketing is the human activity directed at satisfying human
needs and wants through an exchange process’
Kotler 1980
*There are at least two parties.
*Each party has something that might be
of value to the other party.
*Each party is capable of communication
and delivery.
*Each party is free to reject the
exchange offer.
*Each party believes it is appropriate or
desirable to deal with the other party
Goods Places
Services Properties
Events Organizations
Experiences Information
Persons Ideas
* Consumer markets
* Business markets
* International Markets/Global markets
* Nonprofit/Government markets
*Production Orientation
* --1850s -> 1930s
*Sales Orientation
* -- 1930s ->
*Marketing Orientation
* -- 1960s -> ??
*Consumer Relationship Marketing (CRM)
* -- 1990s -> ??
*Societal Marketing
---2000 - ??
*Focuses on internal capabilities of firm.
*“ Field of Dreams” strategy
*“If we build it, they will come”
*Best used when
*competition is weak
*demand exceeds supply
*generic products competing solely on price
*Problem is that they don’t understand
wants/needs of marketplace.
* Consumers can be satisfied with reasonable quality and
reasonable priced product
* There is fair amount of competition and competing products
are sold with complete knowledge of the products available in
the market
* The manufacturer should maintain availability of sufficient
quantity of product and consistency in quality
* The interest of the consumer is virtually ignored to that of
the producer
* The marketing becomes either product – oriented or
production oriented
* The stress is not on consumption which is the ultimate
objective of industry and commerce
* The marketing process comes to an end as soon as the
products reach the customer.
*People will buy more goods/services if
aggressive sales techniques are used.
*High sales will result in high profits.
*Used with unsought products
* life insurance
* encyclopedias
*Problem is that they don’t understand
wants/needs of marketplace.
*I can sell everything, if I know how to sell
it
* Consumers generally do not waste money in buying
things which are not essential or buying excess
quantities than required
* Consumers prefer to be motivated to buy things by use
of selling efforts by organizations
* Consumers appreciate good selling techniques
* Consumers rating will be more for sales oriented
organizations
Marketing concept
Place Convenience
Promotion Communication
Needs, wants, and Marketing channels
demands Supply chain
Target markets, Competition
positioning, Marketing
segmentation environment
Offerings and brands Marketing planning
Value and
satisfaction
The Four P’s
-the “arrow” Price
Promotion
Place
Product
Social
Natural
Economic
External Technologic
Environmental
Factors Political and Legal
Competitive
Company
Cultural Economic
Public Suppliers
Company
Customers
Competitors Natural
Political
Intermediaries
Technological
Company’s Internal Environment- functional areas such
as top management, finance, and manufacturing, etc.
Middle
Management
Customers
Customers
Middle
Management
Top
Management
* When all the departments of the company work
together to serve the customers interests, the
result is integrated marketing
* The Stated Needs (The customer wants an
expensive car)
* Real Needs (The customer wants low maintenance
expenses)
* Unstated Needs (the customer expects good
service from the dealer)
* Delighted Needs (The customer would like the
dealer to include a gift)
* Secret needs (The customer wants to be seen by
friends as a savvy customer)
* Brand Competition
* Industry Competition
* Form competition
* Generic competition
* Communication Channels :- newspapers, magzines,
radio, television, mail, telephone, billboards,
posters, fliers, CD’s, audiotapes, Internet..