CHAPTER-13

MARKETING: HELPING BUYERS BUY

Course Instructor:
Mafi Rahman
Lecturer
Department of Business Administration-General
Faculty of Business Studies
Bangladesh University of Professionals (BUP)
 LESSON OBJECTIVE

• Define marketing, and apply the marketing concept to for-profit organizations.

• Describe the four Ps of marketing.
• Explain how marketers apply the tools of market segmentation, relationship marketing,
and the study of consumer behavior.
• Compare the business-to-business market and the consumer market.
• Compare the business-to-business market and the consumer market.
 MARKETING

The activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.

The process by which companies create value for customers and build strong customer
relations in order to capture value from customer in return.
 THE EVOLUTION OF MARKETING

(1) Production

(2) Selling

(3) Marketing
Concept

(4) Customer
Relationship
 THE PRODUCTION ERA

• From the time the first European settlers began their struggle to survive in America until the
early 1900s, the general philosophy of business was “Produce as much as you can, because
there is a limitless market for it.”

• The idea that consumers will favor products that are available and highly affordable and that
the organization should therefore focus on improving production and distribution efficiency.
 THE SELLING ERA

The idea that consumers will not buy enough of the firm’s products unless it undertakes a
larger-scale selling and promotion effort.
 THE MARKETING CONCEPT ERA

The marketing management philosophy that holds that achieving organizational goals depends
on knowing the needs and wants of target markets and delivering the desired satisfactions
better than competitors do.
 THE CUSTOMER RELATIONSHIP ERA

• In the 1990s and early 2000s managers extended the marketing concept by adopting the
practice of customer relationship management.
• Customer relationship management (CRM) is the process of learning as much as possible
about present customers and doing everything you can over time to satisfy them—or even to
exceed their expectations—with goods and services
 THE EMERGING MOBILE/ ON-DEMAND MARKETING ERA

• Pushing marketing toward being on demand, not just always “on”.

• As digital technologies continue to grow, consumer demands are likely to rise in four
areas:
1. Now.
2. Can I?
3. For me.
4. Simple.
 THE MARKETING MIX
4 P of
Marketing

Product
Price
Place
Promotion
 MARKETING MIX
Product Price

• Product means the goods and services • Price is the amount of money customer
combination the company offers to the must pay to obtain the product.
target market.
 MARKETING MIX
Place Promotion

• Place includes company activities that • Promotion means activities that

make the product available to target communicate the merits of the product
consumers. and persuade target customer to buy it.
 THE MARKETING PROCESS WITH THE FOUR PS

Build a Relationship Find Opportunities

with Customers

Design a Promotional Conduct Research

Program

Select Distribution
Identify a Target Market
System

Determine a Brand Design a Product to Meet

name, design a package, Do Product Testing the Need Based on
and set a Price Research
THANK YOU