The Concept of Marketing

Marketing
is a social and managerial process by which
individuals and groups obtain
what they need and want
through creating, offering,
and exchanging products of value
with others.
©Philip Kotler

Marketing: key components
needs, wants and demands
products
value, cost and satisfaction
exchange, transactions, relationships
markets
marketing and marketers
Vitaliy Osadchiy,
UK Certified Marketer

Sales & Marketing: growing up the hard way
sales came first
marketing was born to analyze sales
marketing grew into a service department for sales
then marketing developed into a separate department responsible for brand building
and now Sales & Marketing are two separate but closely-connected functions of business
Vitaliy Osadchiy,
UK Certified Marketer

Sales & Marketing functions:
customer awareness
brand communication
brands evaluation
brand selection
purchase intention
PURCHASE
brand loyalty
customer service
Vitaliy Osadchiy,
UK Certified Marketer