INTRODUCTION TO MARKETING

SESSION 1
  Marketing is the task of creating, promoting and delivering
goods and services to consumers and businesses
 Difference between sales and marketing? Selling focuses on
needs of the seller, marketing starts with the needs of the
WHAT IS buyer
 Defined as: Activities, institutions and processes that create,
MARKETING? communicate, deliver offerings (goods/services) that have
value for customers, clients and society at large.
 Importance of Marketing as a management function
 What is marketing management? Why is it important?
BASIC CONCEPTS

Needs, Wants and Market segments and

Branding
Demands target markets

Competition – actual
and potential rival
Marketing channels
offerings as well as
substitute products
MARKETING  A company is said to be marketing oriented if it tries to be
more effective than its competitors in creating,
ORIENTATION communicating and delivering superior customer value

OF A BUSINESS  Example:
THE FOUR P CONCEPT OF MARKETING MIX

 Product – quality, features, brand identity, packaging

 Price – discounts, price competition, credit allowances
 Promotion – Sales promotion, advertising, sales force
 Place – channels, coverage, inventory, transport