Marketing

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MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE

NOTES NOTES NOTES NOTES
Dimitris Drosos Dimitris Drosos Dimitris Drosos Dimitris Drosos
Lecturer Lecturer Lecturer Lecturer
Technological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus
Business School Business School Business School Business School
Management Information System & New Management Information System & New Management Information System & New Management Information System & New
Technology Lab Technology Lab Technology Lab Technology Lab
GeoInformation GeoInformation GeoInformation GeoInformation and ICT in Market Research and ICT in Market Research and ICT in Market Research and ICT in Market Research Marketing Notes Marketing Notes Marketing Notes Marketing Notes
CONTENTS CONTENTS CONTENTS CONTENTS
E E E E - -- - Marketing Marketing Marketing Marketing
Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy
Marketing Marketing Marketing Marketing - -- - Promotion Promotion Promotion Promotion
Marketing Marketing Marketing Marketing - -- - Product Product Product Product
About Marketing About Marketing About Marketing About Marketing
ABOUT
MARKETING
WHAT IS MARKETING
WHAT IS MARKETING
Marketing is the process of planning Marketing is the process of planning Marketing is the process of planning Marketing is the process of planning
and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing,
promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas,
goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges
that satisfy individual and that satisfy individual and that satisfy individual and that satisfy individual and
organizational goals organizational goals organizational goals organizational goals
American Marketing Association American Marketing Association American Marketing Association American Marketing Association
WHAT IS MARKETING
Marketing is the management Marketing is the management Marketing is the management Marketing is the management
process that identifies, anticipates process that identifies, anticipates process that identifies, anticipates process that identifies, anticipates
and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements
profitably profitably profitably profitably
The Chartered Institute of Marketing The Chartered Institute of Marketing The Chartered Institute of Marketing The Chartered Institute of Marketing
WHAT IS MARKETING
The right product, in the right place, The right product, in the right place, The right product, in the right place, The right product, in the right place,
at the right time, and at the right price at the right time, and at the right price at the right time, and at the right price at the right time, and at the right price
Adcock et al Adcock et al Adcock et al Adcock et al
Marketing is the human activity Marketing is the human activity Marketing is the human activity Marketing is the human activity
directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs
and wants through an exchange and wants through an exchange and wants through an exchange and wants through an exchange
process process process process
Kotler 1980 Kotler 1980 Kotler 1980 Kotler 1980
WHAT IS MARKETING
Marketing is a social and managerial Marketing is a social and managerial Marketing is a social and managerial Marketing is a social and managerial
process by which individuals and process by which individuals and process by which individuals and process by which individuals and
groups obtain what they want and groups obtain what they want and groups obtain what they want and groups obtain what they want and
need through creating, offering and need through creating, offering and need through creating, offering and need through creating, offering and
exchanging products of value with exchanging products of value with exchanging products of value with exchanging products of value with
others others others others
Kotler 1991 Kotler 1991 Kotler 1991 Kotler 1991
WHAT IS MARKETING
5 Ps of Marketing 5 Ps of Marketing 5 Ps of Marketing 5 Ps of Marketing
Product Product Product Product
Promotion Promotion Promotion Promotion
Pricing Pricing Pricing Pricing
Place (or distribution system) Place (or distribution system) Place (or distribution system) Place (or distribution system)
People People People People
5 Ps OF MARKETING
5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING 5 Ps OF MARKETING
B BB B B BB B
E EE E E EE E
C CC C C CC C
D DD D D DD D
A AA A A AA A
Product Product Product Product
Price Price Price Price
Promotion Promotion Promotion Promotion
People People People People
Place Place Place Place
MARKETING MANAGEMENT PROCESS
Analysis/Audit Analysis/Audit Analysis/Audit Analysis/Audit - -- - where are we now? where are we now? where are we now? where are we now?
Objectives Objectives Objectives Objectives - -- - where do we want to be? where do we want to be? where do we want to be? where do we want to be?
Strategies Strategies Strategies Strategies - -- - which way is best? which way is best? which way is best? which way is best?
Tactics Tactics Tactics Tactics - -- - how do we get there? how do we get there? how do we get there? how do we get there?
Implementation Implementation Implementation Implementation - -- - Getting there! Getting there! Getting there! Getting there!
Control Control Control Control - -- - Ensuring arrival Ensuring arrival Ensuring arrival Ensuring arrival
WHAT DO WE MARKET
Goods Goods Goods Goods
Services Services Services Services
Events Events Events Events
Experiences Experiences Experiences Experiences
Personalities Personalities Personalities Personalities
Place Place Place Place
Organizations Organizations Organizations Organizations
Properties Properties Properties Properties
Information Information Information Information
Ideas and Concepts Ideas and Concepts Ideas and Concepts Ideas and Concepts
SACCESSFUL MARKET STORY
Bill Gate Bill Gate Bill Gate Bill Gate
Richard Branson Richard Branson Richard Branson Richard Branson
Stelios Haji Stelios Haji Stelios Haji Stelios Haji- -- -Ioanou Ioanou Ioanou Ioanou
MARKETING
PRODUCT
PRODUCT
Anything that is offered Anything that is offered Anything that is offered Anything that is offered
to the market for to the market for to the market for to the market for
attention, acquisition, attention, acquisition, attention, acquisition, attention, acquisition,
use or consumption that use or consumption that use or consumption that use or consumption that
satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a
need need need need
PRODUCT LIFE CYCLE
1. 1. 1. 1. Product development Product development Product development Product development - -- - sales are zero, sales are zero, sales are zero, sales are zero,
investment costs are high investment costs are high investment costs are high investment costs are high
2. 2. 2. 2. Introduction Introduction Introduction Introduction - -- - profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy
expense of product introduction expense of product introduction expense of product introduction expense of product introduction
3. 3. 3. 3. Growth Growth Growth Growth - -- - rapid market acceptance and rapid market acceptance and rapid market acceptance and rapid market acceptance and
increasing profits increasing profits increasing profits increasing profits
4. 4. 4. 4. Maturity Maturity Maturity Maturity - -- - slowdown in sales growth. Profits slowdown in sales growth. Profits slowdown in sales growth. Profits slowdown in sales growth. Profits
level level level level- -- -off. Increase outlay to compete off. Increase outlay to compete off. Increase outlay to compete off. Increase outlay to compete
5. 5. 5. 5. Decline Decline Decline Decline - -- - sales fall sales fall sales fall sales fall- -- -off and profits drop off and profits drop off and profits drop off and profits drop
PRODUCT LIFE CYCLE
MARKETING
PROMOTION
PROMOTION
Anything that is offered Anything that is offered Anything that is offered Anything that is offered
to the market for to the market for to the market for to the market for
attention, acquisition, use attention, acquisition, use attention, acquisition, use attention, acquisition, use
or consumption that or consumption that or consumption that or consumption that
satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a
need. need. need. need.
PROMOTION MIX
Personal Selling Personal Selling Personal Selling Personal Selling
Telemarketing Telemarketing Telemarketing Telemarketing
Direct Mail Direct Mail Direct Mail Direct Mail
Trade Fairs and Exhibitions Trade Fairs and Exhibitions Trade Fairs and Exhibitions Trade Fairs and Exhibitions
Commercial Television Commercial Television Commercial Television Commercial Television
Newspapers and Magazines Newspapers and Magazines Newspapers and Magazines Newspapers and Magazines
Radio Radio Radio Radio
Cinema Cinema Cinema Cinema
Point of Sale Displays Point of Sale Displays Point of Sale Displays Point of Sale Displays
Packaging Packaging Packaging Packaging
PROMOTION DECISIONS
Elements in the Communication Process Elements in the Communication Process Elements in the Communication Process Elements in the Communication Process
Promotions Mix Promotions Mix Promotions Mix Promotions Mix
The promotions Message The promotions Message The promotions Message The promotions Message
Executions Style Executions Style Executions Style Executions Style
Media Choice? Media Choice? Media Choice? Media Choice?
Promotional Objectives Promotional Objectives Promotional Objectives Promotional Objectives
PROMOTIONAL OBJECTIVES
To Support Sales Increases To Support Sales Increases To Support Sales Increases To Support Sales Increases
To Encourage Trial To Encourage Trial To Encourage Trial To Encourage Trial
To Create Awareness To Create Awareness To Create Awareness To Create Awareness
To Inform about a Feature or Benefit To Inform about a Feature or Benefit To Inform about a Feature or Benefit To Inform about a Feature or Benefit
To Remind To Remind To Remind To Remind
To Reassure To Reassure To Reassure To Reassure
To Create an Image To Create an Image To Create an Image To Create an Image
To Modify Attitudes To Modify Attitudes To Modify Attitudes To Modify Attitudes
MARKETING
STRATEGY
WHAT IS MARKETING STRATEGY
1. 1. 1. 1. Systematic futuristic thinking by management Systematic futuristic thinking by management Systematic futuristic thinking by management Systematic futuristic thinking by management
2. 2. 2. 2. Better co Better co Better co Better co- -- -ordination of company efforts ordination of company efforts ordination of company efforts ordination of company efforts
3. 3. 3. 3. Development of better performance standards Development of better performance standards Development of better performance standards Development of better performance standards
for control for control for control for control
4. 4. 4. 4. Sharpening of objectives and policies Sharpening of objectives and policies Sharpening of objectives and policies Sharpening of objectives and policies
5. 5. 5. 5. Better prepare for sudden new developments Better prepare for sudden new developments Better prepare for sudden new developments Better prepare for sudden new developments
6. 6. 6. 6. Managers have a vivid sense of participation Managers have a vivid sense of participation Managers have a vivid sense of participation Managers have a vivid sense of participation
WHY MARKETING STRATEGY IS NECESSARY
1. 1. 1. 1. Systematic futuristic thinking by management Systematic futuristic thinking by management Systematic futuristic thinking by management Systematic futuristic thinking by management
2. 2. 2. 2. Better co Better co Better co Better co- -- -ordination of company efforts ordination of company efforts ordination of company efforts ordination of company efforts
3. 3. 3. 3. Development of better performance standards Development of better performance standards Development of better performance standards Development of better performance standards
for control for control for control for control
4. 4. 4. 4. Sharpening of objectives and policies Sharpening of objectives and policies Sharpening of objectives and policies Sharpening of objectives and policies
5. 5. 5. 5. Better prepare for sudden new developments Better prepare for sudden new developments Better prepare for sudden new developments Better prepare for sudden new developments
6. 6. 6. 6. Managers have a vivid sense of participation Managers have a vivid sense of participation Managers have a vivid sense of participation Managers have a vivid sense of participation
MARKETING STRATEGY
MARKETING STRATEGY
STRATEGIC MARKETING PLANNING
CONTENTS OF MARKETING PLAN
Business Mission Statement Business Mission Statement Business Mission Statement Business Mission Statement
Objectives Objectives Objectives Objectives
Situation Analysis (SWOT) Situation Analysis (SWOT) Situation Analysis (SWOT) Situation Analysis (SWOT)
Marketing Strategy Marketing Strategy Marketing Strategy Marketing Strategy
1.Target Market Strategy 1.Target Market Strategy 1.Target Market Strategy 1.Target Market Strategy
2.Marketing Mix 2.Marketing Mix 2.Marketing Mix 2.Marketing Mix
3.Positioning 3.Positioning 3.Positioning 3.Positioning
4.Product 4.Product 4.Product 4.Product
5.Promotion 5.Promotion 5.Promotion 5.Promotion
6.Price 6.Price 6.Price 6.Price
7.Place 7.Place 7.Place 7.Place Distribution Distribution Distribution Distribution
8.People 8.People 8.People 8.People
9.Process 9.Process 9.Process 9.Process
E- MARKETING
E - MARKETING
eMarketing is the process of eMarketing is the process of eMarketing is the process of eMarketing is the process of
marketing a brand using the marketing a brand using the marketing a brand using the marketing a brand using the
Internet. Internet. Internet. Internet. It It It It includes both direct includes both direct includes both direct includes both direct
response marketing and indirect response marketing and indirect response marketing and indirect response marketing and indirect
marketing elements and uses a marketing elements and uses a marketing elements and uses a marketing elements and uses a
range of technologies to help range of technologies to help range of technologies to help range of technologies to help
connect businesses to their connect businesses to their connect businesses to their connect businesses to their
customers. customers. customers. customers.
E - MARKETING
Public Relation Public Relation Public Relation Public Relation
Sales promotion. Sales promotion. Sales promotion. Sales promotion.
Brochureware. Brochureware. Brochureware. Brochureware.
Direct selling. Direct selling. Direct selling. Direct selling.
Customer relationship marketing. Customer relationship marketing. Customer relationship marketing. Customer relationship marketing.
Market research. Market research. Market research. Market research.
Managing supplier relationships. Managing supplier relationships. Managing supplier relationships. Managing supplier relationships.
E - MARKETING
E - MARKETING
ADVANTAGES OF E - MARKETING
Selling goods and services online. Selling goods and services online. Selling goods and services online. Selling goods and services online.
Additional customer service. Additional customer service. Additional customer service. Additional customer service.
Saving overhead costs. Saving overhead costs. Saving overhead costs. Saving overhead costs.
Exciting and sizzling means of visual impact. Exciting and sizzling means of visual impact. Exciting and sizzling means of visual impact. Exciting and sizzling means of visual impact.
Every hit could gain a potential customer. Every hit could gain a potential customer. Every hit could gain a potential customer. Every hit could gain a potential customer.
Print and mailing costs are lower. Print and mailing costs are lower. Print and mailing costs are lower. Print and mailing costs are lower.
Reduction in order processing and handling Reduction in order processing and handling Reduction in order processing and handling Reduction in order processing and handling
costs. costs. costs. costs.
ADVANTAGES OF E - MARKETING
Enhanced after sales service. Enhanced after sales service. Enhanced after sales service. Enhanced after sales service.
Distribution of digital products via the web. Distribution of digital products via the web. Distribution of digital products via the web. Distribution of digital products via the web.
Get closer to the customer. Get closer to the customer. Get closer to the customer. Get closer to the customer.
SACCESSFUL E - MARKET STORY
Mark Zuckerberg Mark Zuckerberg Mark Zuckerberg Mark Zuckerberg
For Millions of Years, In Millions of Homes For Millions of Years, In Millions of Homes For Millions of Years, In Millions of Homes For Millions of Years, In Millions of Homes
A Man Loved A Woman, A Child it was Born A Man Loved A Woman, A Child it was Born A Man Loved A Woman, A Child it was Born A Man Loved A Woman, A Child it was Born
It Learned How to Hurt and It Learned How to Cry It Learned How to Hurt and It Learned How to Cry It Learned How to Hurt and It Learned How to Cry It Learned How to Hurt and It Learned How to Cry
Like Humans Do Like Humans Do Like Humans Do Like Humans Do
I am Breathin In I am Breathin In I am Breathin In I am Breathin In
I am Breathin Out I am Breathin Out I am Breathin Out I am Breathin Out
So Slip Inside this Funky House So Slip Inside this Funky House So Slip Inside this Funky House So Slip Inside this Funky House
Dishes in the Sink Dishes in the Sink Dishes in the Sink Dishes in the Sink
The TV s in Repair The TV s in Repair The TV s in Repair The TV s in Repair
Don Don Don Don t Look at The Floor t Look at The Floor t Look at The Floor t Look at The Floor
Don Don Don Don t Go Up the Stairs t Go Up the Stairs t Go Up the Stairs t Go Up the Stairs
I am Achin I am Achin I am Achin I am Achin
I am Shakin I am Shakin I am Shakin I am Shakin
I am Breakin I am Breakin I am Breakin I am Breakin
I Work & I Sleep I Dance & I am Dead I Work & I Sleep I Dance & I am Dead I Work & I Sleep I Dance & I am Dead I Work & I Sleep I Dance & I am Dead
I am Eating, I am Laughin & I am Lovin my Self I am Eating, I am Laughin & I am Lovin my Self I am Eating, I am Laughin & I am Lovin my Self I am Eating, I am Laughin & I am Lovin my Self
We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our
Tongue Tongue Tongue Tongue
Dishes in the Sink Dishes in the Sink Dishes in the Sink Dishes in the Sink
The TV s in Repair The TV s in Repair The TV s in Repair The TV s in Repair
Don Don Don Don t Look at The Floor t Look at The Floor t Look at The Floor t Look at The Floor
Don Don Don Don t Go Up the Stairs t Go Up the Stairs t Go Up the Stairs t Go Up the Stairs
Wiggle While You Work Wiggle While You Work Wiggle While You Work Wiggle While You Work
Anybody Can Anybody Can Anybody Can Anybody Can
The Rain is Pourin in on a Woman & Man The Rain is Pourin in on a Woman & Man The Rain is Pourin in on a Woman & Man The Rain is Pourin in on a Woman & Man

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MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE

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