Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Marketing
Marketing
the task of creating, promoting, and delivering goods and services to consumers and businesses
Marketing
Negative No Latent
Analyze why the market dislikes the product Connect the benefits with the persons needs & interests Develop goods and services to satisfy the demand Causes of the decline Alter the pattern of demand Maintain the current level Demarket Get people to give up
4 Types of Market
Consumer companies selling mass consumer goods and services Business companies that sell business goods and services Global companies that sell goods and services in the global marketplace Nonprofit and Governmental Markets companies that sell goods to nonprofit organizations
Marketing
Social
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
Managerial
Marketing Defined
Is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals (AMA)
Marketing Management
The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Target Markets and Segmentation Marketers and Prospects Needs, Wants and Demands Product Offering Value and Satisfaction Exchange and Transactions
Relationships and Networks Marketing Channels Supply Chain Competition Marketing Environment Marketing Mix
Involves obtaining a desired product from someone by offering something in return. 5 conditions
2 parties Has something that might be of value to other party Capable of communication and delivery Free to accept or reject the exchange offer Appropriate or desirable to deal with the other party
Transaction is a trade of values between two or more parties Transfer gifts, subsidies, etc.
Communication deliver and receive messages Distribution physical and service distribution Dialogue email and toll free numbers Trade distributors, wholesalers, retailers
Brand similar product and services to the same customers at similar prices Industry all companies making the same product Form products supplying the same service Generic companies that compete for the same consumer dollars
4. Marketing Concept
5. Societal Marketing Concept
1. Production Concept
Consumers will prefer products that are widely available and inexpensive Consumers are more interested to have the product than its features
2. Product Concept
Consumers will favor those products that offer most quality, performance or innovative features Product-oriented companies often design their products with little or no customer input
3. Selling Concept
Consumers and businesses will ordinarily not buy enough of the organizations products. There is a need to undertake an aggressive selling and promotion effort
4. Marketing Concept
The key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets
Marketing Concept
Marketing Concept
Integrated Marketing integration and
union of all the companys departments to serve the customers interests. 2 Levels Marketing Functions sales, advertising, customer service, product management, marketing research Marketing embraced by other departments
External Internal
5. Societal Concept
The organizations task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumers and the societys wellbeing