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Course
Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges
Course/Text Organization
Part
I - Understanding Marketing
Management
Part II - Analyzing Marketing
Opportunities
Part III - Developing Marketing
Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering
Marketing Programs
2000 Prentice Hall
Defining Marketing
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.
- Philip Kotler (p. 7)
Marketing
Marketing Environment
Environment
Industry
(a collection
of sellers)
Goods/services
Money
Information
2000 Prentice Hall
Market
(a collection
of Buyers)
Structure of Flows
Resources
Money
Resource
markets
Services,
money
Services,
money
Manufacturer
markets
Government
markets
Taxes,
goods
Services,
money
Money
Goods, services
2000 Prentice Hall
Taxes,
goods
Resources
Money
Taxes
Consumer
markets
Services
Taxes,
goods
Money
Intermediary
Goods, services
markets
The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Customer
Solution
Price
Customer
Cost
ConvenPromotion ience
Communication
Company Orientations
Towards the Marketplace
Production
Production Concept
Concept
Product
Product Concept
Concept
Selling
Selling Concept
Concept
Marketing
Marketing Concept
Concept
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
Customer-Oriented
Organization Chart
Customers
Front-line people
er
om
s
us
to
m
er
t
us
s
Top
management
Middle management
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
2000 Prentice Hall
Production
Finance
Human
resources
Marketing
b. Marketing as a more
important function
Customer
e
c
n
a
n
c. Marketing as the
major function
2000 Prentice Hall
M
ar
ke
tin
g
re Hu
so m
ur an
ce
s
n
ma ces
Hu ur
so
re
Fi
ce
Marketing
n
na
Fi
n
o
ti
c
u
d
o
r
P
Production
Customer
e
c
n
a
n
i
F
Review
Course
Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketings Responses to New
Challenges