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Some basic definitions of marketing and the marketing concept

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1 Some basic definitions of marketing and the marketing concept
What is “MARKETING?” Some basic definitions of marketing and the marketing concept

2 There are many definitions of marketing
There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs.

3 Definitions of Marketing

4 Marketing is the human activity directed at satisfying human needs and wants through an exchange process. - Kotler 1980

5 Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. - Kotler 1991

6 Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. - The Chartered Institute of Marketing (CIM)

7 The CIM definition looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention).

8 The right product, in the right place, at the right time, at the right price -Adcock
This is a snappy and realistic definition that uses McCarthy's Four P’s – Price, Product, Place, Promotion.

9 Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends. - Palmer This is a more recent and very realistic definition that looks at matching capabilities with needs.

10 Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption. - Bartles This definition considers the economic and social aspects of marketing.

11 The Philosophy of Marketing and the Marketing Concept

12 The marketing concept is a philosophy
The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers.

13 Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. - Drucker

14 This customer focused philosophy is known as the 'marketing concept'
This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires. - Barwell

15 The achievement of corporate goals through meeting and exceeding customer needs better than the competition. - Jobber

16 Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: 1. Customer orientation 2. An organization to implement a customer orientation 3. Long-range customer and societal welfare. - Cohen

17 Now that you have been introduced to some definitions of marketing and the marketing concept, remember the important elements contained as follows:

18 Marketing focuses on the satisfaction of customer needs, wants and requirements.

19 The philosophy of marketing needs to be owned by everyone from within the organization.

20 Future needs have to be identified and anticipated.

21 There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always be the case.

22 More recent definitions recognize the influence of marketing upon society.

23 So what does this all mean
So what does this all mean? OR What business activities involve MARKETING?

24 Implications of Marketing
Who are our existing / potential customers? What are their current / future needs? How can we satisfy these needs? How can we offer a product/ service that the customer would value? How can we communicate with our customers? How can we deliver a competitive product of service? Why should customers buy from us?

25 The Marketing Concept Choosing and targeting appropriate customers
Positioning your offering Interacting with those customers Controlling the marketing effort Continuity of performance

26 Successful Marketing Requires:
Profitable Offensive (rather than defensive) Integrated Strategic (is future orientated) Effective (gets results) - Hugh Davidson

27 Marketing Management Process
Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? (Implementation - Getting there!) Control - Ensuring arrival

28 Why is marketing planning necessary?
Systematic futuristic thinking by management Better co-ordination of a company’s efforts Development of performance standards for control Sharpening of objectives and policies Better prepare for sudden developments

29 How Important is MARKETING to the success of a business?

30 Where would businesses be without Marketing?
How would they get their product into customer’s hands? How would they communicate with potential customers? How would they know where the best place is to sell their product? How would they know who their customers are? How would customers know how to use their product?

31 Without Marketing Companies would not communicate with customers
Products would not be distributed to stores or to customers Prices would not be set for products Companies would not know where to sell their products Companies would not promote or advertise their products Companies would not sell their products to customers Companies would not know who their customers are

32 No MARKETING… No Customers! No Sales!! No Profit!!!

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