Introduction+to+marketing
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This document provides an overview of marketing concepts and topics covered in an advanced marketing course. It discusses the new digital economy and how it benefits both consumers and firms. It then outlines the objectives and tasks of marketing. The rest of the document summarizes various core marketing concepts such as the marketing definition, what can be marketed, different types of markets, and the marketing mix (4Ps). It also discusses company orientations, changes in the marketplace, and how companies and marketers have responded to these changes.
Introduction+to+marketing
- 1. Advanced Courses Lecture 2 By Eng. Yasser Fouad Abd El Aziz MBA, BSc, CEng. Sales & Marketing Director IBE Technologies Tel.: (+202) 3372267 – Mobiles: (+2012) 2462228 Fax: (+202) 3371987 E-mail: yasser_fouad@ibetech.com www.ibetech.com www.biomed-bahgat.com.eg ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 1
- 2. Introduction to Marketing “The future isn’t ahead of us. It has already happened.” ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 1
- 3. Objectives Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 1
- 4. Objectives Learn how companies and marketers are responding to new challenges. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 1
- 5. The New Economy Consumer benefits from the digital revolution include: – Increased buying power. – Greater variety of goods and services. – Increased information. – Enhanced shopping convenience. – Greater opportunities to compare product information with others. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 1
- 6. The New Economy Firm benefits from the digital revolution include: – New promotional medium. – Access to richer research data. – Enhanced employee and customer communication. – Ability to customize promotions. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 1
- 7. Marketing Tasks Marketing practices may pass through three stages: – Entrepreneurial marketing – Formulated marketing – Intrepreneurial marketing ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 1
- 8. What Can Be Marketed? Goods Places Services Properties Experiences Organizations Events Information Persons Ideas ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 1
- 9. Marketing Defined Kotler’s social definition: “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 1
- 10. Marketing Defined The AMA managerial definition: “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 1
- 11. Marketing =Demand Management Negative demand Full demand No demand Overfull Demand Latent demand Unwholesome Declining demand demand Irregular demand ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 1
- 12. 4 Types of Markets Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 1
- 13. Core Marketing Concepts Target markets and Exchange and market segmentation transactions Marketplace, market- Relationship and space, metamarkets networks Marketers & prospects Marketing channels Needs, wants, demands Supply chain Product offering and Competition brand Marketing environment Value and satisfaction Marketing program ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 1
- 14. Core Marketing Concepts Target markets & segmentation – Differences in needs, behavior, demographics or psychographics are used to identify segments. – The segment served by the firm is called the target market. – The market offering is customized to the needs of the target market. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 1
- 15. Simple Marketing System ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 1
- 16. Modern Marketing System ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 1
- 17. Core Marketing Concepts Shopping can take place in a: – Marketplace (physical entity, Lowe’s) – Marketspace (virtual entity, Amazon) Metamarkets refer to complementary goods and services that are related in the minds of consumers. Marketers seek responses from prospects. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 1
- 18. Core Marketing Concepts Needs describe basic human requirements such as food, air, water, clothing, shelter, recreation, education, and entertainment. Needs become wants when they are directed to specific objects that might satisfy the need. (Fast food) Demands are wants for specific products backed by an ability to pay. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 1
- 19. Core Marketing Concepts A Product is any offering that can satisfy a need or want, while a brand is a specific offering from a known source. When offerings deliver value and satisfaction to the buyer, they are successful. Value = Benefits/Costs ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 1
- 20. Enhancing Value Marketers can enhance the value of an offering to the customer by: – Raising benefits. – Reducing costs. – Raising benefits while lowering costs. – Raising benefits by more than the increase in costs. – Lowering benefits by less than the reduction in costs. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 20 in Chapter 1
- 21. Core Marketing Concepts Exchange involves obtaining a desired product from someone by offering something in return. Transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 21 in Chapter 1
- 22. Core Marketing Concepts Relationship marketing aims to build long-term mutually satisfying relations with key parties, which ultimately results in marketing network between the company and its supporting stakeholders. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 22 in Chapter 1
- 23. Core Marketing Concepts Marketing Deliver messages to Channels and receive messages from target buyers. Communication channels Includes traditional media, non-verbal Distribution communication, and channels store atmospherics. Service channels ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 23 in Chapter 1
- 24. Core Marketing Concepts Marketing Display or deliver Channels the physical products or Communication services to the channels buyer / user. Distribution channels Service channels ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 24 in Chapter 1
- 25. Core Marketing Concepts Marketing Carry out Channels transactions with potential buyers Communication by facilitating the channels transaction. Distribution channels Selling channels ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 25 in Chapter 1
- 26. Core Marketing Concepts A supply chain stretches from raw materials to components to final products that are carried to final buyers. Each company captures only a certain percentage of the total value generated by the supply chain. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 26 in Chapter 1
- 27. Core Marketing Concepts Four levels of competition can be distinguished by the level of product substitutability: – Brand competition – Industry competition – Form competition – Generic competition ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 27 in Chapter 1
- 28. Core Marketing Concepts The following forces in the broad environment have a major impact on the task environment: – Demographics – Economics – Natural environment – Technological environment – Political-legal environment – Social-cultural environment ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 28 in Chapter 1
- 29. Core Marketing Concepts The marketing program is developed to achieve the company’s objectives. Marketing mix decisions include: The 4 Ps – Product: provides customer solution. – Price: represents the customer’s cost. – Place: customer convenience is key. – Promotion: communicates with customer. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 29 in Chapter 1
- 30. Core Marketing Concepts ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 30 in Chapter 1
- 31. Core Marketing Concepts 4 Ps 4 Cs - Product - Customer solution - Price - Cost - Place - Convenience - Promotion - Communication ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 31 in Chapter 1
- 32. Company Orientations The orientation or philosophy of the firm typically guides marketing efforts. Several competing orientations exist: – Production concept – Product concept – Selling concept – Marketing concept – Societal marketing concept ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 32 in Chapter 1
- 33. Company Orientations ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 33 in Chapter 1
- 34. The Marketing Concept Achieving organizational goals requires that company be more effective than competitors in creating, delivering, and communicating customer value. Four pillars of the marketing concept: – Target market – Customer needs – Integrated marketing – Profitability ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 34 in Chapter 1
- 35. The Marketing Concept ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 35 in Chapter 1
- 36. Marketing Role ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 36 in Chapter 1
- 37. Changes in the Marketplace Globalization, technological advances, and deregulation have created many challenges: – Customers – Brand manufacturers – Store-based retailers Both companies and marketers have been forced to respond and adjust. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 37 in Chapter 1
- 38. Company vs. Marketer Responses Company Marketer - Reengineering - Relationship marketing - Outsourcing - Customer lifetime value - E-commerce - Customer share - Benchmarking - Target marketing - Alliances - Individualization - Partner-suppliers - Customer database - Market-centered - Integrated communications - Global & Local - Channels as partners - Decentralized - Every employee a marketer - Model base decision making ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 38 in Chapter 1