Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
A Global Perspective
CHAPTER 1
Introduction to Marketing
Learning Objectives
After studying this chapter, you should be able to:
4. Describe the major trends and forces that are changing the marketing landscape in this age of relationships
Warm-up Game
Take-away
You cant get very far into a day without bumping into marketing and what the whole marketing system does for you. It affects every aspect of our lives often in ways we dont even consider
What is Marketing?
Marketing Defined Marketing is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.
What is Marketing?
The Marketing Process
markets
Marketing offerings
5 core concepts
Marketing Management
Marketing management is the art and science of choosing target markets and building profitable relationships with them.
What customers will we serve? How can we best serve these customers?
Sales Revenue
Production Process
Customers
Social values
Product concept
Selling concept
14
p.23
Group Presentation
In your opinion, what is the most significant change in marketing in recent years?
Provide examples to illustrate your points What are the advantages of this new trend and the challenges to business?
Market research
Learning about and tracking customers Create new customized products
Distribution
Communication Video conferencing Online data services
1-21
Marketers are being called upon to take greater responsibility for the social and environmental impact of their actions in a global economy.
Social marketing campaigns encourage energy conservation and concern for the environment or discourage smoking, excessive drinking, and drug use.
Summary
Key concepts in marketing The marketing process
Homework
Applying the Concepts Q1
Discussing the Concepts Q6