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Presented by robert cascio doctoral candidate, department of marketing, university of central florida.

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Presentation on theme: "Presented by robert cascio doctoral candidate, department of marketing, university of central florida."— Presentation transcript:

1 presented by robert cascio doctoral candidate, department of marketing, university of central florida

2 what is marketing?  American Marketing Association definition: “Marketing is 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.”

3 what do people in marketing do? segmenttarget position

4 segment  identifying deliberate, specific groups of individuals with one or more common characteristics.

5 target  prepare and deliver specific messages aimed at these deliberate, specific groups of individuals.

6 position  strategically determine how the product or service is perceived in the minds of the customers.

7 segment, target, position  how do we do this?

8 4P’s of marketing productpricepromotionplace

9 product  the tangible good or the intangible service we want consumers to purchase  a collection or bundle of benefits being offered  can include an actual item and the customer service or guarantee that comes with it  what the consumer perceives is most important – this means how it is positioned

10 price  cost of the item  payment terms – immediate or delayed  method of payment – cash, bank card, paypal, personal check, invoice, online payment  what is most important is the value perceived by the customer – price can influence this value.

11 place  how can the product be acquired  exclusive distribution or non-exclusive distribution  retail store  internet  only in certain countries or cities  what is most important is the consumer’s perception from the choices that marketers make with regard to place.

12 promotion  how do we tell consumers about our product or service  what specifically do we tell them?  where do we tell them this?  who or what tells them this information?  how often do we tell them?  why do we tell them?.

13 promotion mix  advertising  publicity  public relations  personal selling  direct marketing.

14 summary: 4P’s of marketing productpricepromotionplace

15 why people choose marketing? – 4F’s financialfreedom flexibilityfun

16 financial  anyone interested in a good income?  paid according to performance, particularly in sales  many top corporate executives are from marketing backgrounds.

17 freedom  limited desk and office time  excellent career opportunities  positions are self-funded  marketers are revenue creators  sales is recession proof.

18 flexibility marketing encompasses many functions: – product development – pricing strategies – distribution methods – promotion personal selling, advertising, public relations – non-profit sector – services sector – e-business.

19 fun  creative  consumer behavior  advertising design  learn about multiple business types

20 fun marketing examples  product advertising product advertising  international advertising international advertising  consumer promotion consumer promotion  consumer usage consumer usage  public responsibility public responsibility

21 summary: why choose marketing? financialfreedom flexibilityfun

22 summary: 4P’s of marketing productpricepromotionplace

23 thank you  is a marketing career best for you?  – more information about research and opportunities in marketing  – my for comments or questions


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