The process of planning and executing the

conception, pricing, promotion, and distribution

of ideas, goods and services to create
exchanges that satisfy individual and
organizational objectives.

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 • Product: any good, service, or idea that satisfies a need
or want and can be offered in an exchange;

• Good: a tangible object, something that can be seen

and touched;

• Service: an intangible product that often involves human

or mechanical effort;

• Idea: a philosophy, concept or image.

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 The tangibility determination if the product is a
good or service.

Salt
Soft drinks
Liquid Soap
Cars Fast Food
Cosmetics

Fast Food Publicity

Agency Air Plane
Companies Consulting
Investment
Administration Education

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 • Exchange: the process of obtaining a desired product
from another party by giving that party something in
return

• Need: something that is required for basic human

survival – water, food, shelter, or clothing.

• Want: something that is desired but not required for

basic survival.

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 Marketing Evolution
Production era: the period of creating goods that
began in 1600s with the colonization of America and
continued into the early part of the twentieth century

Sales era: the period from the mid-1920s to the

early 1950s during which businesses looked on
sales as the major means of increasing profits.

Marketing era: customer-oriented period

beginning in the early 1950s and continuing
today in which businesses determine
customer needs first and then develop
products that satisfy those needs; the era
that gave rise to the marketing concept

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 • Societal marketing: a management philosophy that considerers the
welfare of society as well as the interests of the firm and its customers

• Marketing strategy: a plan for selecting and analyzing a target market

and developing and maintaining a marketing mix that will satisfy this
target market

• Target market: a group of consumers at whom an organization directs

its marketing efforts

• Marketing mix: the combination of four elements: product, price,

distribution, and promotion.

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 • Marketing environment: the forces of
competition, regulation, politics, society,
economic conditions, and technology
surrounding the target market (buyers)
and the marketing mix.

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 Marketing Environment

Society Government Competitors

Regulatory Agencies Economic Conditions

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/
Technology
COMPETITION: firms that market similar or substitutable products in the
same geographic area; in general, the rivalry among businesses for consumer money.

Oligopoly

Monopoly
homogeneous differentiated

Monopolistic competition
Perfect competition

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduardoguadalupe.blogspot.com/

 MARKETING - Marketing is an
organizational function and a set
of processes for creating,
communicating, and delivering
value to customers and for
managing customer relationships
in ways that benefit the
organization and its stakeholders.

Eduardo Guadalupe – edguadalupe@hotmail.com - http://eduguadalupe.blogspot.com/