CULS Czech University of Life Science Introduction to marketing Richard Selby.

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Presentation transcript:

CULS Czech University of Life Science Introduction to marketing Richard Selby

CULS Czech University of Life Science MARKETING DEFINITION MARKETING IS THE CREATIVE PROCESS WHICH SEEKS TO IDENTIFY, AND SATISFY CUSTOMER NEEDS AND WANTS PROFITABLY, BY MATCHING COMPANY STRENGTHS WITH A MARKETING OPPORTUNITY

CULS Czech University of Life Science WHAT IS A MARKET? A COLLECTION OF INDIVIDUALS AND ORGANISATIONS WHO ARE ACTUAL OR POTENTIAL BUYERS OF A PRODUCT OR SERVICE

CULS Czech University of Life Science Company Customer Facilities Needs People Wants Money Problems Marketing Profits Solutions, benefits PROSPERITY SATISFACTION The matching process ‘Total Offer’ Products Prices Promotion Place (distribution) Orders Money Information

CULS Czech University of Life Science The Marketing Process Product Sales Opportunity Technical Research and development Production Programming Advertising and Promotions planning Distribution and Sales planning Financial Planning Integrated Marketing Action CUSTOMER Product Planning Market Planning Market Research