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  • MK1 - 01 - Introduction To Marketing (Handout)

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    Belen Garcia Ruesta
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    This document is the first chapter of an introduction to marketing course. It defines marketing as understanding consumer needs to create and deliver valuable products and services at a profit. The chapter discusses the history and role of marketing in companies. It also introduces the concept of a marketing environment and how marketers analyze factors like customers, competitors, and trends. Common misconceptions about marketing being just advertising or sales are addressed. The overall purpose is to provide an overview of the key topics that will be covered in the course.

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    This document is the first chapter of an introduction to marketing course. It defines marketing as understanding consumer needs to create and deliver valuable products and services at a profit. The chapter discusses the history and role of marketing in companies. It also introduces the concept of a marketing environment and how marketers analyze factors like customers, competitors, and trends. Common misconceptions about marketing being just advertising or sales are addressed. The overall purpose is to provide an overview of the key topics that will be covered in the course.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    14 views15 pages

    MK1 - 01 - Introduction To Marketing (Handout)

    Uploaded by

    Belen Garcia Ruesta
    This document is the first chapter of an introduction to marketing course. It defines marketing as understanding consumer needs to create and deliver valuable products and services at a profit. The chapter discusses the history and role of marketing in companies. It also introduces the concept of a marketing environment and how marketers analyze factors like customers, competitors, and trends. Common misconceptions about marketing being just advertising or sales are addressed. The overall purpose is to provide an overview of the key topics that will be covered in the course.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 15

    Chapter 1:

    Introduction to
    Marketing

    Business and Economics School - Universidad de Piura


    Principles of Marketing (MK)
    Daniel Dulanto, MSc.
    CONTENT

    ▪ Definition and History of Marketing

    ▪ Relevance of Marketing

    ▪ The Marketing Environment

    MK - Marketing Daniel Dulanto, MSc.


    What is marketing?
    A science
    An art

    MK - Marketing Daniel Dulanto, MSc.


    DEFINITION

    “The science and art of exploring, creating, and


    delivering value to satisfy the needs of a
    target market at a profit”

    (Philip Kotler)

    MK - Marketing Daniel Dulanto, MSc.


    DEFINITION

    “Human activity that consists of knowing and


    understanding the consumer so well that the
    product or service meets their needs and
    achieve the sale”

    (Peter Drucker)

    MK - Marketing Daniel Dulanto, MSc.


    DEFINITION

    “A philosophy that places the consumer as the


    center of interest of companies, seeking the
    satisfaction of their needs in a profitable way”

    (Rolando Arellano)

    MK - Marketing Daniel Dulanto, MSc.


    MARKETING ROLE INSIDE THE COMPANIES

    ▪ It is the link between the company and the market

    ▪ Understand the consumer

    ▪ Develops solutions to meet consumer needs

    ▪ Generate income (sales)

    MK - Marketing Daniel Dulanto, MSc.


    HISTORY
    Why was the Marketing born?

    1. The Supply became greater than the Demand


    2. Appearance of Competition

    3. Consumers became more demanding

    MK - Marketing Daniel Dulanto, MSc.


    HISTORY
    Timeline – When?
    Before After
    The Demand was greater than the Supply. The Supply became greater than the Demand

    1960
    Philip Kotler
    Jorme McCarthy Make the
    The concept of the Marketing Mix
    Marketing Mix (4 P’s), popular
    Segmentation and 1967 Al Ries
    Positioning are ​born
    Make the
    Positioning popular

    MK - Marketing Daniel Dulanto, MSc.


    THE MARKETING PROCESS
    ANALYSIS COMMERCIAL STRATEGY

    MARKET
    SEGMENTATION TARGET
    ANALYSIS
    MARKETING MIX

    INTERNAL COMPETITIVE
    ANALYSIS POSITIONING DESIGN PLACEMENT
    ADVANTAGES

    PRODUCT PROMOTION
    COMPETITION BENEFIT PLACE
    DIFERENTIATION PRICE
    ANALYSIS PACKAGE

    MK - Marketing Daniel Dulanto, MSc.


    MARKETING ENVIRONMENT

    “The key to a successful company depends on its ability to


    understand the market and adapt to changes in the environment”
    “Everything that is happening around can have a positive /
    negative effect on the activity of a company”

    (Kotler et al.)

    MK - Marketing Daniel Dulanto, MSc.


    MARKETING ENVIRONMENT
    How to analyze it?

    5 C’s

    People or People who buy, Other players in Data or relevant


    companies that use, influence the the industry events in the
    help the acquisition of the sector that may
    manufacturer products or affect the
    company services of the company
    company

    MK - Marketing Daniel Dulanto, MSc.


    MARKETING ENVIRONMENT
    How to analyze it?

    Market Environment Elements

    MICRO ENVIRONMENT MACRO ENVIRONMENT

    MK - Marketing Daniel Dulanto, MSc.


    MARKETING MISCONCEPTIONS

    marketing = advertising

    marketing = sales

    MK - Marketing Daniel Dulanto, MSc.


    Chapter 1:
    Introduction to
    Marketing

    Business and Economics School - Universidad de Piura


    Principles of Marketing (MK)
    Daniel Dulanto, MSc.

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