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What is Marketing?
BA 170
Dr. Dave Centeno
ABOUT THE INSTRUCTOR
Education
VSB
Marketing is just
advertising
Marketing is about
making people
believe one thing is
better
Common Misconceptions
Marketing is about Marketing ensures
making money. exchanges occur.
Source: http://orangemagazine.ph/wp-content/uploads/2016/12/image001-1-1.jpg
• Services – intangible
human expertise
• Ideas/Experiences –
any value-oriented
concept in between
• What else?
“Market”
The universe of
consumers and sets
of products,
services and/or
ideas that are in
constant exchange
with each other.
“Value”
• Value – Perceived net worth of a product, service
and/or idea that justifies the price required to avail
of it.
“Value”
• Value – Perceived net worth of a product, service
and/or idea that justifies the price required to avail
of it.
Understanding
the market and
the consumers
Understanding
the market and
the consumers
Understanding Designing a
the market and consumer-driven
the consumers marketing strategy
Understanding Designing a
the market and consumer-driven
the consumers marketing strategy
– market segmentation
– target market identification
– value proposition
– marketing management orientations
Marketing Management Orientations
– philosophies guiding marketing strategies –
– product
– price
– place
– promotion (communication)
The Marketing Process
Capturing value
Understanding Designing a Constructing an Building
from consumers
the market and consumer-driven integrated consumer
and creating brand
the consumers marketing strategy marketing program relationships equity
Questions?
Insights?
quiz