Ph. Kotler, G.

Armstrong –Principles of Marketing, Pearson International Edition 2008 and after

I. Marketing – Main Concepts and Definitions. Marketing Functions

1. Concept of Marketing
2. Marketing Functions
3. Marketing evolution
4. Customer Relationship Marketing

1. Concept of Marketing

- Science/practical activity/plus....
- Concepts:
 needs (felt deprivation),
 wants (needs shaped by culture and personality),
 demands (wants correlated to buying power),
 market offering (product, services, information, experiences),
 market myopia (mistake of paying more attention to specific products
than to benefits and experiences),
 exchange (obtaining something in return),
 market (actual and potential buyers).
- Marketing: process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in
return
- Model of marketing process:
 Understand the market place
 Design a customer driven strategy (selecting customers to serve)
 Create an integrated marketing program
 Build profitable relationship
 Capture value from customers to create profits
 2. Marketing Functions

- Functions:
 Market research
 Connecting the company to market
 Profit maximizing
 Customer satisfaction maximizing
- Marketing evolution:
 The product concept – making product improvements
 The selling concept – factory – production – selling – profit
 The marketing concept – market – customer needs – integrated
marketing – profits through customer satisfaction
 Societal marketing – consumers – company - society

Topics:
1. Globalisation and marketing
2. Uniqueness versus large scale production
Additional documents:
https://www.slideshare.net/talukdarsanjay/marketing-myopia-27207050
http://www.bing.com/videos/search?q=Marketing+Myopia+Examples&&view=detail
&mid=D2ECCE5D833C012FC64AD2ECCE5D833C012FC64A&FORM=VRDGAR
 Ph. Kotler, G. Armstrong –Principles of Marketing, Pearson International Edition 2008 and after

II. Marketing – Main Concepts and Definitions. Marketing Functions

1. Concept of Marketing
2. Marketing Functions
3. Marketing evolution
4. Customer Relationship Marketing

1. Concept of Marketing

- Science/practical activity/plus....
- Concepts:
 needs,
 wants,
 demands,
 market offering,
 market myopia,
 exchange,
 market.
- Marketing: process by which companies create value for customers and build
strong customer relationships in order to capture value from customers in
return
- Model of marketing process:
 Understand the market place
 Design a customer driven strategy (selecting customers to serve)
 Create an integrated marketing program
  Build profitable relationship
 Capture value from customers to create profits

2. Marketing Functions

- Functions:
 Market research
 Connecting the company to market
 Profit maximizing
 Customer satisfaction maximizing
- Marketing evolution:
 The product concept – making product improvements
 The selling concept – factory – production – selling – profit
 The marketing concept – market – customer needs – integrated
marketing – profits through customer satisfaction
 Societal marketing – consumers – company - society

Topics:
1. Globalisation and marketing
2. Uniqueness versus large scale production
Additional documents:
https://www.slideshare.net/talukdarsanjay/marketing-myopia-27207050

http://www.bing.com/videos/search?q=Marketing+Myopia+Examples&&view=detail
&mid=D2ECCE5D833C012FC64AD2ECCE5D833C012FC64A&FORM=VRDGAR