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WHAT THE F*CK IS

MARKETING?

selling promotion

: s y a s A AM
ORGANIZATIONAL FUNCTION AND A SET OF PROCESSES FOR CREATING, COMMUNICATING, AND DELIVERING VALUE TO CUSTOMERS AND FOR MANAGING CUSTOMER RELATIONSHIPS IN WAYS THAT BENEFIT THE ORGANIZATION AND ITS STAKEHOLDERS.

ART AND SCIENCE OF CHOOSING TARGET MARKETS AND GETTING, KEEPING, AND GROWING CUSTOMERS THROUGH CREATING, DELIVERING, AND COMMUNICATING SUPERIOR CUSTOMER VALUE.

Nope!

MM? Thats us?

WHAT IS MARKETED? Goods Services Events Experiences Persons Places Properties Organizations Information Ideas

MARKET is a collection of buyers and sellers who transact over a particular product or product class.

cover various groups of customers.

A N I S W O L F F STRUCTURE O Y M O N O C E E G N A H C X E N R E MOD

M E T S Y S T E K SIMPLE MAR

CONSUMER BUSINESS NGO & GOVT GLOBAL

spend a great deal of time trying to establish a superior brand image. face well-trained and well-informed professional buyers who are skilled in evaluating competitive offerings.

Marketers price carefully because these organizations have limited purchasing power.

Countries to enter, how to enter the country, how to adapt their products services to the country, and how to price their products.

CORE MARKETING CONCEPTS

Marketers get me Marketers to buy things create Ineeds! dont want! *!@!

NEED WANT DEMAND

basic human requirement

shaped by ones society directed to specific objects

wants backed by ability to pay

POSITIONING

VALUE PROPOSITION OFFERING BRAND


a set of benefits they offer to customers to satisfy their needs product, services, information, experiences offering from a known source

THE OFFERING WILL BE SUCCESSFUL IF

TANGIBLE AND INTANGIBLE BENEFITS AND COST

E U L A V

QSP

I T SA

N O I T C A SF

COMPARATIVE JUDGEMENT RESULTING FROM PERFORMANCE IN RELATION TO EXPECTATIONS

P<E L P=E J P<E SUPERJ

TO REACH YOUR TM

COMMUNICATION CHANNELS: different media used in promotions and marketing communications

DISTRIBUTION CHANNELS:
intermediaries

SERVICE CHANNELS: carry out transactions with potential customers

COMPETITION

BROAD TASK MARKETING ENVIRONMENT ENVIRONMENT

MARKETING TODAY

Y A D O T S R E M U CONS
A substantial increase in buying power Greater variety of goods and services Great deal of information available Greater ease in interacting and placing orders Ability to compare notes on products and services Amplified voice to influence peer and public opinion

Y A D O T S E I N A COMP
Internet Research Speed of internal information Speed of external information buzz Better target marketing Differentiated goods Improved purchasing, recruiting, training, and communications

MOBILE MARKETING

G N I T E K R A S M N O I T A T N E I R O

PRODUCTION CONCEPT
We will buy products that are widely available and inexpensive.

PRODUCT CONCEPT
We will buy to those who offer the most quality, performance, or innovative features

SELLING CONCEPT
We will not True for True for Also buy enough unsought unless unsought overcapacity goods pushed. goods

G N I T E K MAR T P E C N CO
make and sell to sense and respond More effective than competition

REACTIVE ORIENTATION
understanding and meeting consumers expressed needs.

PROACTIVE ORIENTATION
researching or imagining latent consumers needs through a probeand-learn process.

T E K R A M TOTAL N O I T A T ORIEN

HOLISTIC MARKETING
development, design, and implementation of marketing programs, processes, and activities that recognizes the breath and interdependencies of their efforts.

RELATIONSHIP MARKETING
building mutually satisfying long-term relationships with key parties.

Customer, Employees, = marketing Channel Partners, network Financial Community

INTEGRATED MARKETING
marketing activities and assemble fully integrated marketing programs to create, communicate, and deliver value for consumers.

INTERNAL MARKETING

ensuring that everyone in the organization embraces appropriate marketing principles.

MUST TAKE PLACE IN 2 LEVELS

marketing functions- must entire organization not a work together department so much as a company orientation.

y a m , y U ! t x e t nag
What would you do if you were the VP of marketing in this airline? How would internal marketing be of help? Show specific examples

PERFORMANCE MARKETING
Financial Accountability
returns to the business from marketing activities

Social Responsibility Marketing


understanding broader concerns ELS

traditional definition (wants & needs, target market, satisfaction, competition) + Preserves and enhances the customers and societys longterm well being

G N I T E K R A M L A T E I SOC T P E C N CO

MARKETING MANAGEMENT TASK

Capture marketing insights Develop market strategies and plans Deliver Communicate value Value Building Create Connect long strong with -term customers brands growth Shape market offerings

So are you now interested to know more about Marketing?