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Introduction
Marketing combines economics, psychology,
anthropology, sociology, statistics and
demographic.
Identifies and provides tools to satisfy need
and wants.
It is around us every day.
Improves quality of life.
Resolves conflicts between consumer and
societal needs/wants.
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Definition of marketing
Process
Planning and executing
Conception, pricing, promotion and
distribution
Goods and services
Create exchanges
Individuals and organizational goals
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The Complexity of
Marketing
Multiple decision making process
Interrelated factors
Interaction between buyer and seller
Global factor-important for survival
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History of Marketing
Thought
Production Concept-industrial revolution
(late 18th century)
Product Concept-innovation (1920s)
Selling Concept-promotion (1940s)
Marketing Concept-customer satisfaction
(1960s)
Social Responsibility-consumerism and
improve quality of life (1970s)
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Marketing Theory
Goods Vs. services-tangible/intangible
Product categories-durable/nondurable
Consumer Vs. industrial markets
Profit Vs. nonprofit
Intermediaries Vs. end users
Domestic Vs. international
Small firms Vs. large firms
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Organizational
mission
Organizational objectives
Organizational Strategies
Organizational portfolio plans
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Organizational Mission
Organizations history
The organizations distinctive
competencies
The organizations environment
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Organizational Objectives
Market standing
Innovations
Productivity
Physical and financial resources
Profitability
Manager responsibility
Workers performance
Social responsibility
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Organizational Strategies
penetration
Market development
Product development
Diversification
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Organizational
Strategies(Cont.)
leadership-innovative approach
Operational excellence-Dell computer
Customer intimacy-relationship marketing
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Product/Market Strategy
Market penetration-to use more, changing
product offering and positioning:exp. tuna
fish in water.
Product development-adding new features
Market development-taking the product to
a new market: internationalization
Diversification:(a) related, and
(b)unrelated industries.
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Product Portfolios
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MARKETING MANAGEMENT
PROCESS
Process of planning, execution, pricing,
promotion, distribution of goods and
services.
Situation analysis
Organizational
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MARKETING MANAGEMENT
PROCESS (CONT.)
Marketing Planning
Setting
the objectives
Selecting the target market
Developing the marketing mix
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