MARKETING course Instructor

Say hello to Marketing!
Marketing and Management
Historical background of Marketing in US
1.Production concept (1900-1930)
2. Product concept (1930-1950)
3. Selling Concept (1950-1970)
4. Marketing Concept (1970-1990)
5. Societal Marketing Concept (from 1990)
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Figure 1-7: Contrasts Between the Sales Concept and the Marketing Concept

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Figure 1-10: The Customer Concept
Company Orientations Toward the Marketplace

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Figure 1-8: Traditional Organizational Chart versus Modern Customer-Oriented Company Organization Chart

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Marketing Concepts
and Tools
Marketers and Prospects
Needs, Wants, and Demands
Product, Offering, and Brand
Value and Satisfaction
Customer value triad
Value
Value = Benefits / Costs =
(Functional benefits + Emotional benefits) /
(Monetary costs + Time costs + Energy costs + Psychic costs)

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The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations.
Kotler on
Marketing

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Marketing Task
Ten rules of radical marketing
The CEO must own the marketing function.
Make sure the marketing department starts small and flat and stays small and flat.
Get face to face with the people who matter most – the customers.
Use market research cautiously.
Hire only passionate missionaries.

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Marketing Task
Love and respect your customers.
Create a community of consumers.
Rethink the marketing mix.
Celebrate common sense.
Be true to the brand.
Three stages of marketing practice
Entrepreneurial Marketing
Formulated Marketing
Intrepreneurial Marketing

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The Scope of Marketing
Marketing: typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.
-as business philosophy is oriented on customer satisfaction

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Table 1.1
Demand States and Marketing Tasks
See text for complete table

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Can you name a category of products for which your negative feelings have softened?
What precipitated
this change?
Discussion Question

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The Scope of Marketing
Places
Properties
Organizations
Information
Ideas
Goods
Services
Experiences
Events
Persons

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The Decisions
Marketers Make
Consumer Markets
Business Markets
Global Markets
Nonprofit and Governmental Markets

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Marketing Concepts
and Tools
Defining Marketing
Marketing
Marketing management
Core Marketing Concepts
Target Markets and Segmentation

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Figure 1-1: A Simple Marketing System

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Figure 1-2: Structure of Flows in a Modern Exchange Economy

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Marketing Concepts
and Tools
Relationships and Networks
Relationship marketing
Marketing network
Marketing Channels
Supply Chain
Competition

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Marketing Concepts
and Tools
Brand competition
Industry competition
Form competition
Generic competition
Marketing environment
Task environment
Broad environment
Marketing Program
Marketing program
Marketing mix

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Figure 1-5: The Four P Components of the Marketing Mix

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Figure 1-6: Marketing-Mix Strategy

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Company Orientations Toward the Marketplace
Target Market
Customer Needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs

Other functions of Marketing
Except 4 “P”s the following functions are included
Market segmentation
Marketing research
Strategic planning
Global marketing
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Company Orientations Toward the Marketplace
Integrated Marketing
External marketing
Internal marketing

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Company Orientations Toward the Marketplace
Profitability
Sales decline
Slow growth
Changing buying patterns
Increasing competition
Increasing marketing expenditures

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Can you identify the trends that have made the marketing concept, the customer concept, and the societal marketing concept more attractive models for contemporary
marketing managers?
Discussion Question

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How Business and Marketing are Changing
Customers
Brand manufacturers
Store-based retailers

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How Business and Marketing are Changing
Company responses and adjustments
Reengineering
Outsourcing
E-commerce
Benchmarking
Alliances
Partner-suppliers
Market-centered
Global and local
Decentralized