OBJETIVE:

Provide to students the basic marketing

theories, definitions and concepts.

What is marketing?

Publicity
Promotion
Merchandizing
Market
Sales

WHAT IS MARKETING?

 UK based The Chartered Institute of Marketing (CIM)

defines marketing as: 'The management process
responsible for identifying , anticipating and satisfying
customer requirements profitably
American Marketing Association states:
'Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large (July 2013)

WHAT IS MARKETING?

 Marketing author and academic Philip Kotler defines

marketing as:
'Satisfying needs and wants through an exchange
process'
Customers will only undertake the exchange, if they feel
that their needs are being satisfied, clearly the
transactional value can not be more than the amount
customers are prepared to pay to satisfy their need.

WHAT IS MARKETING?

 Is mananging profitable costumer relationships.

Combination of productos, services, information, or
experiences offered to a market to satisfy a need or want.

WHAT IS MARKETING?

 Needs: States of felt deprivation.

Wants: The form human needs take as shaped by culture
and individual personality.
Demands: Human wants that are backed by buying
power.

An American needs food but wants a Big Mac.

Ecuadorian needs food but wants rice, beans, meat and
soup.

Needs, wants and

demands?

What`s a need?

What`s a need?

What`s the value of my product?

Comunication

Dirty

Hungry

What`s the value of my

product?

Place to life.

Education

Production Concept
Product Concept
Selling Concept
Marketing Concept
Market

Important concepts

 The cosumers will

favor products thar
are availabe and
highly affordable.

Production Concept

Product Concept

The idea that

consumers will
favor products,
and features
that the
organization
should
therefore
devote its
energy to
making
continuous
product
improvements.

 The idea that

consumers will not
buy enough of the
firm`s products unless
it undertakes a largeScale and promotion
effort.

The selling concept

 The marketing
management
philosophy that holds
that achieving
organizational goals
depends on knowing
the needs and wants of
target markets and
delivering the desired
satisfactions better than
competitors.

Marketing Concept

Start wars commercial

 The company should

make good marketing
decisions by
considering consumers`
wants.
The company
requirements,
consumers` longruninterests and societys
longrun interest

Societal Marketing
Concept

Volvo Van Dame

Comercial

 The set of all actual

and potencial buyers
of a product service.
Place where
custumers and seller
find and interchange
productos or values.

Market

The Market and

costumers

 Its not just physical

place, can be virtual
spaces.
Sometimes the market
is an internacional.
The product is not
always some physical.
The product can also be
an idea.

What is market?

How im going
to present in the
market?

What are my values?

Who is the client?
Whats the client for me?
Is the client mencioned on the credo?
Who is more important clients or
investment.
How Im goint to solve their needs?
A credo is a set of beliefs that drives
thoughts and behaviors.

 Deviler and create

superior customer
values.
Clients stay loyal to
the mark
Long-term returns for
the firm.

Value from custumers

 Talk favorably to
others about the
company.
Lost one costumer is
not lost one sale.
Super market ($100
per week, 52 weeks
ins a year). $5200.

1.- Creating customer

loyalty and retention

 People recoment a
good services or
product.
People invite other
people to share what
they want.

2.- Growing share of

customers

3.- Building customer equity

Companies grow with
their clients.
And clients stay near the
company when they buy.
Bluit the right relantion
with clients.
Spends time in
generations

What does my company sell?

What is the value of my product?
What need my company satisfied?
Why my product is good, unique os different?

Before all

 The Business Model Canvas, is a strategic

management and entrepreneurial tool. It allows you
to describe, design, challenge, invent, and pivot
your business model.

Canvas

 My product is not good for every one.

Dont Satifies everyones needs.
When I know mi target I Konw:
How the demand?
The Price available for paying.
Know better tan anyone my target needs.

Customer Segments

 Una empresa que se vuelca a sus clientes es una empresa

que utiliza la informacin para obtener una ventaja
competitiva y alcanzar el crecimiento y la rentabilidad.
En su forma ms generalizada, CRM puede ser
considerado un conjunto de prcticas diseadas,
simplemente, para poner a una empresa en un contacto
mucho ms cercano con sus clientes. De este modo,
aprender ms acerca de cada uno, con el objetivo ms
amplio de que cada uno sea ms valioso incrementando el
valor de la empresa ( Peppers y Rogers T)

 Definition: The ways in which your company communicates

and deals with existing customers .
When it comes in increasing profits, it's tempting to
concentrate on making new sales or pursuing bigger accounts.
But attention to your existing customers, no matter how small
they are, is essential to keeping your business thriving. The
secret to repeat business is following up in a way that has a
positive effect on the customer.
Effective follow-up begins immediately after a sale, when you
call the customer to say "Thank you" and find out if he or she
is pleased with your product or service. Beyond this, there are
several effective ways to follow up that ensure your business is
always in the customer's mind. (Entrepeneur magazine)

Customer Relationship

Customer Relationship

Starbucks