Objectives

Course

Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges

2000 Prentice Hall

Course/Text Organization
Part

I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III - Developing Marketing
Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering
Marketing Programs
2000 Prentice Hall

Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)

2000 Prentice Hall

Core Concepts of Marketing

Target
Target Markets
Markets &
& Segmentation
Segmentation
Needs, Wants, and Demands
Product
Product or
or Offering
Offering
Value
Value and
and Satisfaction
Satisfaction
Exchange
Exchange and
and Transactions
Transactions
Relationships
Relationships and
and Networks
Networks
Marketing
Marketing Channels
Channels
Supply
Supply Chain
Chain
Competition
Competition
2000 Prentice Hall

Marketing
Marketing Environment
Environment

Simple Marketing System

Communication

Industry
(a collection
of sellers)

Goods/services
Money

Information
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Market
(a collection
of Buyers)

Structure of Flows
Resources
Money

Resource
markets

Services,
money
Services,
money

Manufacturer
markets

Government
markets

Taxes,
goods
Services,
money
Money

Goods, services
2000 Prentice Hall

Taxes,
goods

Resources
Money

Taxes

Consumer
markets

Services
Taxes,
goods
Money

Intermediary
Goods, services
markets

The Four Ps
The Four Cs
Marketing
Mix
Place

Product
Customer
Solution

2000 Prentice Hall

Price
Customer
Cost

ConvenPromotion ience
Communication

Company Orientations
Towards the Marketplace
Production
Production Concept
Concept

Consumers prefer products that are

widely available and inexpensive

Product
Product Concept
Concept

Consumers favor products that

offer the most quality, performance,
or innovative features

Selling
Selling Concept
Concept

Consumers will buy products only if

the company aggressively
promotes/sells these products

Marketing
Marketing Concept
Concept

Focuses on needs/ wants of target

markets & delivering value
better than competitors

2000 Prentice Hall

Customer Delivered Value

Starting
point

Focus

Means

Ends

Factory

Existing
products

Selling and
promotion

Profits through
sales volume

(a) The selling concept

Market

Customer
needs

Integrated
marketing

Profits through
customer
satisfaction

(b) The marketing concept

2000 Prentice Hall

Traditional Organization Chart

Top
Management
Middle Management
Front-line people
Customers

2000 Prentice Hall

Customer-Oriented
Organization Chart
Customers
Front-line people

er
om

s
us
to
m
er

t
us
s

2000 Prentice Hall

Top
management

Middle management

Evolving Views of Marketings

Role

Production
Marketing

Finance
Human
resources

a. Marketing as an
equal function
2000 Prentice Hall

Production

Finance
Human
resources

Marketing

b. Marketing as a more
important function

Evolving Views of Marketings

Role

Customer
e
c
n
a
n

c. Marketing as the
major function
2000 Prentice Hall

M
ar

ke

tin
g

re Hu
so m
ur an
ce
s

n
ma ces
Hu ur
so
re

Fi

ce

Marketing

n
na
Fi

n
o
ti
c
u
d
o
r
P

Production

d. The customer as the

controlling factor

Evolving Views of Marketings

Role
Production
Marketing
n
ma ces
Hu ur
so
re
2000 Prentice Hall

Customer

e
c
n
a
n
i
F

e. The customer as the controlling

function and marketing as the
integrative function

Review
Course

Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges

2000 Prentice Hall