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1
What is Marketing?
2
Core Marketing Concepts
3
Marketing Defined
4
What are Consumers’ Needs,
Wants, and Demands?
Services
Activity or Benefit Offered for Sale That is Essentially
Intangible and Doesn’t Result in the Ownership of Anything
6
How Do Consumers Obtain
Products and Services?
Exchanges Transactions
Relationships
Building a Marketing
Network by Adding:
•Financial Benefits
•Social Benefits
•Structural Ties
•Profitable Customers
7
Modern Marketing System
8
Marketing Management
Involves managing demand,
Marketing which involves managing
Management customer relationships
9
Marketing management
The issues…
The Marketing Management concept-the
planning stage, implementation, control
stages, basic marketing concepts, company
orientation towards marketing
11
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
12
Marketing and Sales Concepts
Contrasted (Fig. 1-3)
13
Societal Marketing Concept
(Fig. 1-4)
http://www.johnsonandjohnson.com/
14
Marketing Challenges in the New
“Connected” Millennium (Fig. 1-5)
15
Technologies for Connecting
16
The Internet
The Internet has been hailed as the
technology behind a New Economy.
New applications include:
“click-and-mortar” companies
“click-only” companies
Business-to-business e-commerce
By 2005, 500,000 companies will use the
Internet to do business.
17
Connections With Customers
Most marketers are
targeting fewer,
potentially more
profitable customers.
Asking:
What value does the
customer bring to the
organization?
Are they worth pursuing?
Connecting for a
customer’s lifetime.
18
Direct Connections With
Customers
Many companies use technologies to let them
connect more directly with their customers.
Products available via telephone, mail-order catalogs,
kiosks and e-commerce.
Some firms sell only via direct channels (i.e. Dell
Computer, http://www.amazon.com/), others use a
combination.
Direct marketing is redefining the buyer’s role in
connecting with sellers.
Buyers are active participants in shaping the marketing
offer and process; some buyers design their own
products online such as at http://www.landsend.com/.
19
Connections With Marketing’s
Partners
20