Escolar Documentos
Profissional Documentos
Cultura Documentos
Fall 2013
Definition of Marketing
Definition of Marketing
Chartered Institute of Marketing (CIM)
"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably"
(CIM,2008)
'The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. By operating customer-centrically, marketing brings positive return on investment, satisfies shareholders and stake-holders from business and the community, and contributes to positive behavioural change and a sustainable business future.'
Evolution of Marketing
1. Production Era -------late 1800s 2. Sales era 1930s------1950s 3. Marketing era 1950s------1970s 4. Societal era 1970s------1990s 5. The future --------------?
Production Concept
The production concept holds that consumer will favour products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. This concept is one of the oldest philosophies that guide sellers. Example : Ford Model T
Human Need
look for an object that will satisfy it; or Try to reduce the need.
Human Want
The form that a human need takes as shaped by culture and individual personality.
Demand
Creating Demand
What do we Market?
Goods Services Events Experiences Persons Places Properties Organisation Information Ideas EXAMPLES !