chapter 1 market & marketing

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MARKETING

MARKET &

MARKETING

1 Chapter 1_Market & Marketing

MARKET

&

MARKETING

Marketing Orientation

Marketing

Mix

Marketing

Management

(Obj .1-3)

(Obj .1-3)

(Obj .3-6)


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Understand marketing definitions & concepts

Aware roles of marketing

LEARNING OBJECTIVES

After learning chapter 1, student should be able to:

Understand Marketing Mix

Aware need of marketing in an

organization

Know functions of marketing department

Know relationship of marketing with others

1

2

3

4

5

6 3 Chapter 1_Market & Marketing

WHAT IS MARKETING ?

You may be a Marketing Expert

• Experience in many buying decisions

• May be involved in selling decisions

1-4 4 Chapter 1_Market & Marketing

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FIGURE 1-1 Four different orientations in the history of American business

Production Era

Sales Era

Marketing Concept Era

Customer Relationship Era

HISTORY OF

MARKETING


Definitions of marketing

“Marketing is the management process that identifies, anticipates

and satisfies customer requirements profitably”

The Chartered Institute of Marketing


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INNOVATION AND MARKETING AT 3M DISCOVERING & SATISFYING STUDENT STUDY NEEDS

+ Felt Tip Highlighters

= 3M product that will combine Post-it® Notes or Post-it® Flags and Highlighters

3M Post-it® Notes or Post-it® Flags


Other definitions of marketing

“The right product, in the right place, at the right time, and at

the right price”

Adcock et al


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Marketing definition

“Marketing is the human activity directed at satisfying human needs and wants through an

exchange process”

Philip Kotler 1980


Marketing Seeks to:

Exchange

• Discover Needs and Wants of Customers

• Satisfy Them

WHAT IS MARKETING? DELIVERING BENEFITS


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“Marketing is a social and managerial process by which individuals and groups

obtain what they want and need through creating, offering and

exchanging products of value with others”

Philip Kotler 1991

Marketing definition (cont.)


Roles of marketing • Who are our existing / potential

customers? • What are their current / future needs? • How can we satisfy these needs?

• Can we offer a product/ service that the customer would value?

• Can we communicate with our customers? • Can we deliver a competitive product of

service?

• Why should customers buy from us?


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5Cs and Marketing Mix


Company

Customer Collabora-

tor

Context Competitor

Ingredients of Marketing Mix

What price do you sell

your product at?

How do you intend to

promote your product?

How do you intend to

distribute the products?

Describe the product

you are selling. What

need are you meeting?


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MARKET

&

MARKETING

Marketing Orientation

Marketing

Mix

Marketing

Management

(Session 1)

Session 1

(Obj .3-6)


LEARNING OBJECTIVES

After learning chapter 1, student should be able to:

Aware need of marketing in an

organization

Know functions of marketing department

Know relationship of marketing with others

1 2 3

4

5

6

Session 1 – Chapter 1


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Marketing management

Marketing

Management

Analysis

Planning

Implimen

-tation

Control


Analysis in marketing management

• Who (are customers) ?

• Why (they buy product/service)?

• What (they satisfied with : motivation, attitude, personality)?

Market Reaserch

Quanti-tative

Quali-tative


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Structure of the marketing plan

• The executive summary

• Table of contents

• Situational analysis and target market

• Marketing objectives

• Marketing strategies

• Marketing tactics

• Schedules and budgets

• Financial data and control 19 Chapter 1_Market & Marketing

FIGURE 1-2 A marketing department in an organization of a typical manufacturing firm

Chief Marketing Officer (CMO)


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Chief Marketing Officer (CMO)

Annie Young-Scrivner CMO of Starbucks

Jack Pitney CMO of BMW


FIGURE 1-3 A marketing department relates to many people, organizations, and environmental forces


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FIGURE 1-4 Marketing decisions basing to ethical

and legal relationships


FIGURE 1-5 Three concepts of social responsibility


chapter 1 market & marketing

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