Marketing

Marketing is an organisational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders -American Marketing Association

4Ps

   

Product Price Place Promotion

WHAT CAN BE MARKETED?

Company orientations toward marketplace

    

The Production concept The Product concept The Selling concept The Marketing concept The Holistic Marketing concept

Relationship marketing, internal marketing, integrated marketing, socially responsible marketing

Marketing Information systems

Marketing Information systems

I. II. III. IV.

Internal Company Records Marketing Intelligence activities Marketing Research Marketing Decision Support analysis

I) Internal Company Records

  

Order to payment cycle Sales information systems Databases

II) Marketing Intelligence activities

Sources to everyday information about marketing environment and the development in it.

III) Marketing Research



Process Define problem and research objectives Develop the research plan Collect the information Analyse the information Present the findings Make the decision

Marketing Decision support systems



Software aiding various marketing decisions