Chapter One: Chapter One: Scope and Concepts of Scope and Concepts of

MarketingMarketing

Harley Davidson Marketing

Chapter One: Chapter One: Scope and Concepts of Scope and Concepts of MarketingMarketing Address the central role of marketing in the 21st Address the central role of marketing in the 21st

Century Century

Define marketing and identify its key concepts. Define marketing and identify its key concepts.

Address the different marketing philosophies and Address the different marketing philosophies and explain them in view of the historical development explain them in view of the historical development of marketing.of marketing.

Discuss the scope and elements of the marketing Discuss the scope and elements of the marketing conceptconcept

The Importance of Marketing in The Importance of Marketing in the Twenty-First Century the Twenty-First Century

EconomyEconomySome facts:Some facts:

US consumers spend $5 trillion annually on US consumers spend $5 trillion annually on goods and services.goods and services.

Companies annually spend $200 billion on Companies annually spend $200 billion on advertising only.advertising only.

More than 30 million Americans work in More than 30 million Americans work in marketing.marketing.

Benefits of marketing:Benefits of marketing: Employment and income Employment and income consumption consumption Infrastructure to provide convenience for Infrastructure to provide convenience for

customerscustomers Economic developmentEconomic development

Defining MarketingDefining Marketing

The process of planning and executing the The process of planning and executing the conception, pricing, promotion and conception, pricing, promotion and distribution of ideas, goods, and services distribution of ideas, goods, and services to to create exchanges that satisfycreate exchanges that satisfy individual individual and organizational objectives (AMA)and organizational objectives (AMA)

Objective of marketing:Objective of marketing:– Satisfy needs, wants, and demand of Satisfy needs, wants, and demand of

consumers and businessesconsumers and businesses– Provide value, quality, and satisfactionProvide value, quality, and satisfaction

Marketing Definition:Marketing Definition:Satisfying Needs Through Satisfying Needs Through Exchange*Exchange*

Exchange Prerequisites*Exchange Prerequisites* Influenced ByInfluenced ByResult InResult In

2 or more parties with:2 or more parties with: ◊◊ MarketMarket ◊◊ Satisfied Satisfied

◊◊ EnvironmentEnvironment NeedsNeeds

◊◊ Unsatisfied NeedsUnsatisfied Needs ◊◊ Marketing MixMarketing Mix

◊◊ Desire and AbilityDesire and Ability - Product - Product

◊◊ CommunicabilityCommunicability - Price - Price

◊◊ ““Products”Products” - Place - Place

- Promotion- Promotion

Marketing Marketing PhilosophiesPhilosophies Product/Production ConceptProduct/Production Concept Production Era(1870–1930) Selling ConceptSelling Concept Sales Era (1930–1950) The Marketing ConceptThe Marketing Concept Marketing Concept (1950–) The Societal Marketing ConceptThe Societal Marketing Concept

Historical Context

Extending the Scope of Extending the Scope of Marketing*Marketing*

Not-for-ProfitsNot-for-Profits

Non-traditional Non-traditional (Person, Place, Cause, (Person, Place, Cause, Event, Interactive, Guerilla, Event, Interactive, Guerilla, Internal, etc.)Internal, etc.)

Marketing OneselfMarketing Oneself The InterviewThe Interview

Design team transformed NYC locations with Ikea.

Advergame by Virgin:name the 74 music bands represented in the crowded image

A sticker attached right below the peephole with the image of a pizza boy plus, of course, the number to call

BenettonTalk blog

Marketing: I am Product

In sum: In sum:

The Golden Rule is wrong!The Golden Rule is wrong!

““Do unto others as you would have them do unto Do unto others as you would have them do unto you.”you.”

should be:should be:

““Do unto others as they would have you do unto Do unto others as they would have you do unto them.”them.”