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Marketing

Process of defining, anticipating, creating,


and fulfilling customers’ needs and
wants for products and services

1
Marketing

1. Customer analysis
2. Selling products/services
3. Product and service planning
4. Pricing
5. Distribution
6. Marketing research
7. Opportunity analysis
2
Marketing

Customer surveys

Consumer information

Market positioning
strategies
Customer analysis

Customer profiles

Market segmentation
strategies

3
Marketing
Advertising

Sales

Promotion
Selling
Products/services Publicity

Sales force management

Customer relations

Dealer relations
4
Marketing
Test marketing

Brand positioning

Devising warrantees

Product/service Packaging
planning
Product features/options

Product style

Quality
5
Marketing
Forward integration

Discounts

Credit terms

Condition of sale
Pricing
Markups

Costs

Unit pricing
6
Marketing

Warehousing

Channels

Coverage
Distribution Retail site locations

Sales territories

Inventory levels

Transportation
7
Marketing

Data collection

Data input

Marketing research Data analysis

Support all business


functions

8
Marketing

Assessing costs

Assessing benefits

Opportunity Assessing risks


Analysis
Cost/benefit/risk
analysis

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