İntroduction to Business 2 BUS 102 Erlan Bakiev, Ph. D. Zirve University BUS 102 10-1.

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Presentation transcript:

İntroduction to Business 2 BUS 102 Erlan Bakiev, Ph. D. Zirve University BUS

Zirve UniversityChapter The Art and Science of Marketing

© BUS-102,Zirve UniversityChapter Marketing in a Changing World Planning New ProductExecution PricingDistributionAdvertising

© BUS-102,Zirve UniversityChapter What is Marketing? IndividualObjectivesOrganizationalObjectives ConceptionPricingPromotionDistribution IdeasServicesGoods

© BUS-102,Zirve UniversityChapter Core Marketing Concepts Goods and Services Value, Quality and Satisfaction Exchange, Transaction and Relationships Needs, Wants, and Demands Markets

© BUS-102,Zirve UniversityChapter Types of Marketing Product Marketing Place Marketing Cause-Related Marketing Exchanges Transactions NeedsWants

© BUS-102,Zirve UniversityChapter The Role of Marketing Needs and Wants Exchange Process Transactions

© BUS-102,Zirve UniversityChapter TimeForm PlacePossession The Four Utilities

© BUS-102,Zirve UniversityChapter Selling Concept vs. Marketing Concept Starting Point FocusMeansEnds Existing Products Factory Selling and Promoting Profits Through Sales Volume Customer Needs Market Integrated Marketing Profits Through Customer Satisfaction The Selling Concept The Marketing Concept

© BUS-102,Zirve UniversityChapter Customer Satisfaction Positive Customer Experiences Negative Customer Experiences Greater customer loyalty Positive “word of mouth” More sales opportunities Less price sensitivity Damaged business reputation Negative “word of mouth” Fewer sales opportunities Reduced business prospects

© BUS-102,Zirve UniversityChapter Marketing on the Leading Edge Increased Accountability Technology and the Human Touch Business Ethics and Etiquette Permission-Based Marketing Permission-Based Marketing Stealth Marketing Electronic Commerce Electronic Commerce Choices, Beliefs, and Emotions Choices, Beliefs, and Emotions Tracking Investments Measuring Sales

© BUS-102,Zirve UniversityChapter Understanding Today ’ s Customers Sophisticated Price Sensitive Demanding Informed

© BUS-102,Zirve UniversityChapter Understanding Today ’ s Customers Organizational Market Consumer Market Industry/CommerceIndustry/CommerceResellersResellers GovernmentGovernmentIndividualsIndividualsFamiliesFamilies HouseholdsHouseholds

© BUS-102,Zirve UniversityChapter The Consumer Decision Process Need Recognition Need Recognition Information Search Information Search Evaluation of Alternatives Evaluation of Alternatives Purchase Postpurchase Evaluation Postpurchase Evaluation

© BUS-102,Zirve UniversityChapter Factors That Influence the Buyer ’ s Decision Culture Social Class Reference Groups Self-Image Situational Factors

© BUS-102,Zirve UniversityChapter Purchasing in Organizations Decision-Making Factors Economics and Logic Formal Buying Procedures Multi-PartyParticipationBuyer-SellerRelationship

© BUS-102,Zirve UniversityChapter Marketing Research ObservationsObservationsSurveysSurveysInterviewsInterviews Focus Groups Process Data Collection CollectionExperimentsExperiments

© BUS-102,Zirve UniversityChapter Database Marketing Recording Analyzing Transacting Contacting Customers BehaviorsPreferencesInteractions

© BUS-102,Zirve UniversityChapter Planning Marketing Strategies Examine Current Marketing Situation 1 1 Assess Opportunities and Set Objectives 2 2 Develop Marketing Strategies 3 3

© BUS-102,Zirve UniversityChapter Examine the Current Marketing Situation ReviewPerformance Examine Strengths and Weaknesses EvaluateCompetition Analyze External Environment

© BUS-102,Zirve UniversityChapter Assess Opportunities and Set Objectives Market Penetration GeographicExpansion New-ProductDevelopment Diversification

© BUS-102,Zirve UniversityChapter Develop the Marketing Strategy Segments and Niches Market Position Target Markets Marketing Mix

© BUS-102,Zirve UniversityChapter Segmenting Markets Behavior Geodemographics Loyalty Usage Geographics Demographics Psychographics

© BUS-102,Zirve UniversityChapter Target Market Strategies Marketing Mix 1 Marketing Mix 2 Marketing Mix 3 Segment 1 Segment 2 Segment 3 Company Marketing Mix Company Company Company Segment 1 Segment 2 Segment 3 MarketMarket UndifferentiatedDifferentiatedConcentrated

© BUS-102,Zirve UniversityChapter Positioning the Product FeaturesFeaturesImageImageServicesServicesCategoryLeadershipCategoryLeadership

© BUS-102,Zirve UniversityChapter Developing the Marketing Mix Social Responsibility Business Ethics PromotionPlace PriceProductCompetitionEconomicsNature PoliticsRegulationTechnology Society Target Market