INTRODUCTION TO MARKETING

Mrs. Gaukhar Turganbekova

MA in Media and PR (University of Leicester, UK)
BA in Marketing (Karaganda State University)
BA in International Relations (Kazakh National University)
What is Marketing?
Marketing is managing profitable customer
relationships.
 Marketing
The process by which companies create value for customers and build
strong customer relationships to capture value from customers in return. 
 Per American Marketing Association
• Marketing – ”Marketing is the activity, set of institutions, and
process for creating, communicating, delivering, and
exchanging offering that have value from customers, clients,
partners, and society at large”
• Old day it was “telling and selling” – today it is satisfying
needs.
 Understanding the Marketplace
• Needs, Wants, and Demands
• Market Offerings – Products, Services, and
Experiences
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets
 Marketing Management
The process of setting marketing goals
for an organization (considering internal
resources & market opportunities), the
planning and execution of activities to
meet these goals and measuring progress
toward their achievement.
 Designing a Marketing Strategy
1. Selecting Customers to Serve (Market
Segmentation and Target Market)
2. Value Proposition
• Dividing a market into distinct • The sum total of benefits a
groups of buyers who have customer is promised to
different needs, characteristics receive in return for his or
or behaviors and who might her patronage and the
require separate marketing
associated payment (or
strategies or mixes
other value transfer)
• A particular portion of the
total population (i.e., targeted)
by the marketer or retailer to
be the most likely to purchase
its products or services
 3. Marketing Management Orientation
Production Product Selling Marketing Societal
Consumers Consumers Consumers will Achieving Marketing
will favor will favor not buy enough organizational decisions should
products that products that of the firm’s goals depends consider
are available offer the most products unless on knowing the
consumers'
the firm needs and wants
and highly quality undertakes a of target markets
wants,
affordable performance, large-scale and delivering company's
and features selling and the desired requirements,
promotion satisfactions consumers' long-
effort better than run interests,
competitors do and society's
long-run
interests
4 P’s of Marketing