Escolar Documentos
Profissional Documentos
Cultura Documentos
Meeting
Meeting place
place for
for
exchange
exchange
Two
Two or
or more
more
parties
parties
Face
Face to
to face
face (not
(not
necessary)
necessary)
Necessary
Necessary
Conditions
Conditions
Ownership
Ownership
transfer
transfer through
through
exchange
exchange
Competition
Competition
among
among sellers
sellers &
&
buyers
buyers
2
Area
Area of
of operation
operation
(Local
(Local nation
nation or
or
international
international ))
Articles
Articles handled
handled
(( Cotton,
Cotton, Tea,
Tea,
Coffee)
Coffee)
End
End use
use of
of the
the
goods
goods sold
sold (Cons
(Cons
// Industry
Industry
Types
Types of
of
markets
markets
Nature
Nature &
&
magnitude
magnitude
(w-sale
(w-sale &
& retail)
retail)
Nature
Nature of
of
exchange
exchange dealing
dealing
(cash
(cash // future)
future)
3
Defining Marketing
Industry
(a collection
of sellers)
Goods/services
Money
Information
Market
(a collection
of Buyers)
Structure of Flows
Resources
Money
Resource
markets
Services,
money
Services,
money
Manufacturer
markets
Government
markets
Taxes,
goods
Services,
money
Money
Goods, services
Taxes,
goods
Resources
Money
Taxes
Consumer
markets
Services
Taxes,
goods
Money
Intermediary
Goods, services
markets
8
A
prospect
has
been
identified as willing and
able to engage in the
exchange.
9
10
Product or Offering
Anything offered for sale that satisfies a
need or want.
Products
consist
components:
of
three
primary
goods,
services
and ideas.
Physical product provides the desired
service or action.
11
12
13
Necessary
Necessary
Conditions
Conditions
for
for Exchange
Exchange
Desire
Desire to
to Deal
Deal
With
With Other
Other Party
Party
Something
Something of
of
Value
Value
Ability
Ability to
to
Communicate
Communicate
Offer
Offer
Freedom
Freedom to
to
Accept
Accept or
or Reject
Reject
14
A Transaction is the
trade of values
15
Marketing Channels
Reaching the target market is critical.
Marketer
can
use
two-way
communication channels (medianewspapers
through
the
Internet), versus more traditional
means.
Marketer also must decide on the
distribution
channel,
trade
channels and selling channels (to
effect transactions).
17
Supply Chain
Long
channel
process
that
reaches from the raw materials
and components to the final
product / buyers.
Perceived as a
delivery system.
value
18
Competition
Includes actual & potential rival offerings & substitutes.
19
Marketing Environment
Includes the task (immediate
actors
in
the
production,
distribution
and
promotional
environments)
Marketing Management
Philosophies
Marketing concepts
21
Marketing Management
Philosophies
Production
Production
Product
Product
Selling
Selling
Competing
Competing
Philosophies
Philosophies
Marketing
Marketing
Societal
Societal Marketing
Marketing
22
Marketing Management
Philosophies
Production
Orientation
Focus on internal
capabilities rather
than on desired
needs
Management
assesses resources
What is easy to produce,
given our equipment?
Mass production
Cutting prices
Customers prefer low
price pdts
Demand is greater than
supply
Pdts high cost to be
brought down
23
Marketing Management
Philosophies
Product
Orientation
Focus on products
that offer the most
quality,
performance,
or innovative
features
24
Marketing Management
Philosophies
Selling
Orientation
People will buy
more goods and
services when sales
are aggressive
High sales result in
high profits
Marketing Management
Philosophies
Marketing
Orientation
Maximum satisfaction
greater than
Organizations exist
to satisfy the needs
and wants of their
customer
competitors
Customer is the king
Integrate Organizations
Activities to Satisfy
Customer Needs and
Wants
Achieve Organizations
Long Term Goals by
Satisfying Customer
Wants and Needs
27
Marketing Concept
Assumptions
Target
Target Market
Market
Customer
Customer needs
needs
Coordinated
Coordinated marketing
marketing
Profitability
Profitability
28
Target
Target Market
Market
29
Customer
Customer needs
needs
30
Buys
Buys more,
more, stays
stays longer
longer
Additional
Additional products-introduces
products-introduces upgrades
upgrades
Talks
Talks favourablyfavourably- company
company &
& products
products
Less
Less attention
attention to
to competing
competing brands
brands
Less
Less price
price sensitive
sensitive
Satisfied
Satisfied
Customer
Customer
Costs
Costs less
less to
to serve
serve new
new cus
cus
Ideas
Ideas to
to the
the company
company
31
Hence companies..
Coordinated
Coordinated marketing
marketing
Customer-Oriented
Organization Chart
Customers
Front-line people
er
om
s
us
to
m
er
t
us
s
Top
management
Middle management
35
Profitability
Profitability
organizations
achieve
profitability goals.
36
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
Production
Finance
Human
resources
Marketing
b. Marketing as a more
important function
37
Customer
e
c
n
a
n
c. Marketing as the
major function
M
ar
ke
tin
g
re Hu
so m
ur an
ce
s
n
ma ces
Hu ur
so
re
Fi
ce
Marketing
n
na
Fi
n
o
ti
c
u
d
o
r
P
Production
Customer
e
c
n
a
n
i
F
39
Marketers argument
40
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
41
Marketing Management
Philosophies
Societal
Orientation
Marketing that
preserves or
enhances an
individual's and
societys long-term
best interests.
Focus on satisfying
customers needs and
wants while considering
societal well being
Environmental
deterioration, world hunger
& poverty
e.g. fast food indy-fat
contents & packing
Auto industry-big
cars/used tyres
Soft drink industry
42
The Four Ps
The Four Cs
Marketing
Mix
Promotion
Product
Customer
Solution
Price
Customer
Cost
Place
Communication
Convenience
43