 What is Marketing?

◦ Alternative Definitions
◦ Domain
 Alternative Conceptualizations
◦ Marketing As Utility
◦ Marketing as Demand Satisfaction
 The Marketing Environment
◦ Marketing Mix
◦ Targeting, Positioning, Segmentation

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Marketing: the process of creating,
distributing, promoting, and pricing
goods, services, ideas, and
organizations to facilitate satisfying
exchange relationships with
customers and to develop and
maintain favorable relationships
with stakeholders in an dynamic
environment.

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Marketing:an organizational
process for creating,
communicating, and delivering

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Traditional Marketing
◦ Goods
◦ Services
 Non-Traditional Marketing
◦
◦
◦
◦
◦
◦

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 What is Marketing?
◦ Definition
◦ Domain
 Alternative Conceptualizations
◦ Marketing As Utility
◦ Marketing as Demand Satisfaction
 The Marketing Environment
◦ Marketing Mix
◦ Targeting, Positioning, Segmentation

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Organizational
Function
Type Description Examples Responsible

Form Conversion of raw Skippy Peanut Butter; State Farm automobile Production
materials and insurance policy; Boeing 767 aircraft
components into
finished goods and
services
Time Availability of goods One-hour dry cleaning; LensCrafters eyeglass Marketing
and services when guarantee; Federal Express’ guarantee of
consumers want them package delivery by 10:30 a.m. the next day

Place Availability of goods Soda machines in school lobbies; coffee and Marketing
and services at snacks in Barnes & Noble bookstores; day
convenient locations cares in office complexes; ATM machines in
gas stations; mail boxes outside convenience
stores

Ownership Ability to transfer title Retail sales (in exchange for currency or Marketing
(possession ) to goods or services credit-card payment); swap meets
from marketer to buyer

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Copyright © 2001 by Harcourt, Inc. All rights reserved.
Copyright © 2001 by Harcourt, Inc. All rights reserved.
 Demand is a measure of the desire that
potential customers have for a product or
service . . . plus their willingness and ability to
pay for it

 Marketing Concept
◦
◦
 Demand Creation
◦
◦

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 What is Marketing?
◦ Definition
◦ Domain
 Alternative Conceptualizations
◦ Marketing As Utility
◦ Marketing as Demand Satisfaction
 The Marketing Environment
◦ Marketing Mix
◦ Targeting, Positioning, Segmentation

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Environmental Scanning

 Environmental Management involves

marketers’ efforts toward achieving
organizational objectives by predicting and
influencing the competitive, political-legal,
economic, technological, and social-
cultural environments.

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 The

Marketing
Environment
and
associated
Marketing
Strategy
elements.

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Product Distribution 

Target
Market

Promotion Price

© PhotoDisc

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Blending the
four strategy
elements of
Distribution
marketing
Product
decision-
making
Target ◦ Product
Market ◦ Price
◦ Distribution
Promotion
◦ Promotion
Price
to satisfy
chosen target
markets

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Deciding
◦ What goods or
services to offer
◦
Product Distribution ◦ Package design
◦
Target ◦ Trademarks
Market ◦
◦ Product Life
Promotion Price
Cycle
◦
◦ New – product
development

© PhotoDisc

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Decisions about
◦ Modes of
transportation
Product Distribution ◦
◦ Inventory control
◦
Target
◦ Marketing
Market
channels

Promotion Price

© PhotoDisc

Copyright © 2001 by Harcourt, Inc. All rights reserved.

  Blending together
the various
elements of
promotion to
Product Distribution communicate most
effectively with the
Target target market.
Market  Promotional
elements include
Promotion Price advertising, sales
promotion, public
relations, and
personal selling.

© PhotoDisc

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 Product Distribution  Deals with the
methods of
Target setting
Market profitable and
justifiable
Promotion Price prices

© PhotoDisc

Copyright © 2001 by Harcourt, Inc. All rights reserved.

 The

Marketing
Environment
and
associated
Marketing
Strategy
elements.

Copyright © 2001 by Harcourt, Inc. All rights reserved.