MARKETING

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					MARKETING

Introduction and Overview
WHAT IS MARKETING?


 Delivering    value, benefits & solutions to
 customers

 Peoplenot buying products but solving
 problems/needs

 Firm   – stakeholders besides customers
     employees satisfaction leads to customer
      satisfaction
INSIGHTS INTO MARKETING



  Starbucks   – Howard Schulz

  Mgmt    Guru -- Peter Drucker

  Revlon   -- Charles Revson

  Sony   -- Akio Morita
EXCHANGE



2  parties
 each with something of value to others

 each capable of comm. & delivery

 FREEDOM to accept or reject

 appropriate/desirable to deal with other

 both better off after transaction

 key: must reach an AGREEMENT for
  exchange to occur
WHY MARKETING?


 Marketing function imperative for
 organizational success

 Hypercompetitive   marketplace

 Highly   discriminating customers

 Changing   consumer needs
MARKETING MANAGEMENT
PHILOSOPHIES


 Production   orientation
 Sales orientation – me first, customer 2nd

 Market orientation – customer is king
  (Japan: Customer is god)
 Marketing orientation -- focus on
  Consumer needs INTEGRATE all activities
  serve C  long term goals
 Societal marketing orientation: preserve
  individual & society’s interest  Duracell:
  less mercury & toxic level

WHAT’S THE DIFFERENCE BETWEEN
SALES & MARKETING?




   SELLING  INWARD focus  on efficiency,
    operational issues

   MARKETING: focus on customer value 
    provide quality they expect at a price they are
    willing to pay at all levels of quality and price
    range
WHY PRODUCTS SUCCEED?



   Products that perform earn trust

   Avoid unrealistic pricing

   organization wide commitment to post sales
    support
CUSTOMER SATISFACTION
   The key to any organization’s success is it
    delivers satisfaction to its clientele

   Organization culture geared towards creating
    customer value via customer satisfaction

   Build RELATIONSHIPS

   Human Resource function & training key –
    Customer-oriented employees via empowerment
    & teamwork
WHY STUDY MARKETING?



   Important role in society – to produce & deliver
    needed products and services priced promote

   Important to BIZ  survival, profits, growth

   Career opportunities

   Affects our daily lives – unending exposure
CORE MARKETING CONCEPTS



 Needs, wants, demands, preferences
 Segmentation, targeting, positioning
 Offerings and brands
 Value and satisfaction
 Marketing channels
 Supply chain
 Competition
 Marketing environment

				
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posted:8/27/2012
language:English
pages:11