We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byJason Moran
Modified over 2 years ago
Marketing: An Introduction Marketing in a Changing World Week one - Chapter 1 Course: Mark 1027 Professor: Taylor Date:Sept 2005
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-2 Todays Objectives Introductions to the course -Course outline and expectations Getting to know each other Discussion – What is Marketing
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-3 Marketing Defined Marketing: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others. Needs -Physical -Social -Individual e.g. self expression, knowledge Wants – a need shaped by culture Demands- backed by $ power
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-4 Customer Value, Satisfaction, and Quality Customer value: the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction: the extent to which a products perceived performance in delivering value matches a buyers expectations. Quality: the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-5 Relationship MARKETING Relationship marketing: the process of creating, maintaining, and enhancing strong, value- laden relationships with customers and other stakeholders. Building profitable customer relationships: –Attract new customers –Create transactions with them –Retain current customers –Build lasting customer relationships –www.pearsoned.ca/armstrongwww.pearsoned.ca/armstrong
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-6 Marketing Management The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Demand management: –Increasing demand –Changing sales –Demarketing
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-7 Marketing Management Philosophies 1.Production: consumers will favor products that are available and highly affordable 2.Product: consumers favor products that offer the most in quality, performance, and innovative features 3.Selling: consumers will not buy unless it undertakes a large-scale selling and promotional effort 4.Marketing: determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently then the competitors 5.Societal marketing: generating customer satisfaction and long-run societal well-being are the keys to both achieving the companys goals and fulfilling its responsibilities
Marketing: An Introduction ©Copyright 2004, Pearson Education Canada Inc. 1-8 The Red Green Debate Which colour is better? One side are the Red supporters/one side the green Get into groups of 4 and prepare your rationale.
Suppliers Competitors Company (marketer) Marketing intermediaries End user market Main actors and forces in a modern marketing system.
Copyright © 2003 Prentice-Hall, Inc. 1-1 Pertemuan 1 Ruang Lingkup Kulian & Defining Marketing for the 21st Century Marketing Management 12 th Edition.
Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 1 Consumer Behavior: Its Origins and Strategic Applications.
Chapter 2- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Two Company and Marketing Strategy Partnering to Build.
Copyright © 2003 Prentice-Hall, Inc. 1-1 MANAJEMEN PEMASARAN Asmai Ishak Program Magister Manajemen Universitas Islam Indonesia.
Chapter 14 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fourteen Communicating Customer Value: Integrated Marketing.
Understand marketing’s role and function in business to facilitate economic exchanges with customers.
Marketing Indicator 1.01 Understand marketing’s role and function in business to facilitate economic exchanges with customers.
MARKETING AN INTRODUCTION Armstrong/Kotler MARKETING AN INTRODUCTION Armstrong/Kotler 1 Copyright © 2011 Pearson Education, Inc. Publishing as Prentice.
Summers: Quality Management, 2 nd. ed.© 2009 Pearson Education, Upper Saddle River, NJ All rights reserved Quality Management Measures of Organizational.
Chapter 9- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Nine New-Product Development and Product Life-Cycle Strategies.
What is MARKETING? Some basic definitions of marketing and the marketing concept.
Defining Marketing for the 21 st Century MARKETING MANAGEMENT KotlerKeller.
E-Marketing, 3rd edition Judy Strauss, Adel I. El-Ansary, and Raymond Frost Chapter 2: Strategic E-Marketing © Prentice Hall 2003.
Telecommunication Development Bureau MANAGING THE SUPPLY CHAIN ITU Regional Workshop on “Strategic HR Management” Cairo Egypt April 2008 Lecture.
1. 2 Part 1 Marketing Dynamics Chapter 1 Marketing Is Dynamic!
Copyright © 2003 Prentice-Hall, Inc. 1-1 Chapter 1 Marketing: Managing Profitable Customer Relationships PowerPoint by Kotler & Armstrong (and modified.
Introduction to Strategy Lecture 1 Tahir Rashid. What is Strategy??? 5ql3EBs8 04/10/2014Tahir Rashid 2.
1 What is Marketing Dr. Vesselin Blagoev. 2 Design a customer-driven marketing strategy Understand the marketplace and customer needs and wants Construct.
Copyright © 2003 Prentice-Hall, Inc. 5-1 Who should ultimately design the product? The customer, of course. Who should ultimately design the product? The.
Q uality A ssurance Concepts & Principles. Quality Management.
1 Setting the Promotional Budget Affordability Method Budget is set at a level that a company can afford Percentage-of-Sales Method Past or forecasted.
3.01 DEVELOP MARKETING STRATEGIES TO GUIDE MARKETING TACTICS.
The Lakatos Group ODOT 2006 Marketing Training February 23, 2006 Presented By: Carla Lakatos, Partner Marketing Training ForTransits February 23, 2006.
Intro to Business Final Jeopardy!!!! Matching Review The final is 120 points Mixture of Matching, Mini Matching, and Short Answer.
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives 7Ps – Price, Product,
Copyright 2013, Pearson Education Global Marketing Communications Decisions II: Sales Promotions & Personal Selling Chapter 14.
Nairobi May 2010 Pikay Richardson, PhD, Manchester Business School University of Manchester Strategic Marketing Models For Reaching The Base of The Pyramid.
Marketing Channel Strategy & Management MKT 460. Taufique Hossain.
© 2016 SlidePlayer.com Inc. All rights reserved.