MARKRTING GAMES

• marketing games.pptx
 DEFINING
MARKETING
Cerbas, G., Penido, S. & Villanueva, N. (2019)
 MARKETING
The process of creating , distributing,
promoting, and pricing goods services,
and ideas to facilitate satisfying
exchange relationships with customers
and develop and maintain favorable
relationships with stakeholders in a
dynamic environment.
 MARKETING
It is the activity, set of instructions, and
processes for creating, communicating,
delivering, and exchanging offerings
that have value for customers, clients,
partners and society at large.

-American Marketing Association (AMA)-

COMPONENTS OF STRATEGIC MARKETING
 MARKETING FOCUSES ON CUSTOMERS

CUSTOMERS
The purchasers of
organization’s
products; the focal
point of all
marketing
elements.
TARGET MARKET
The group of customers on which
marketing efforts are focused.
 ESSENCE OF
MARKETING
To develop a satisfying
exchange relationships
from which both
customers and
marketers benefit.
 MARKETING
MIX
Four marketing elements that a firm can control to meet the
needs of customers within its target markets.
MARKETING
MANAGERS
Strive to develop a
marketing mix
that matches the
needs of
customers in the
target market.
 It deals with researching
customer’s needs and wants and
designing a product that satisfies
them.
THE PRODUCT VARIABLE
OF MARKETING
P E.g. iPod, Duracell battery
GOOD – physical entity you can touch.
V
RA
SERVICE- application of human and
O R mechanical efforts of people or objects to
I provide intangible benefits to customers.
DA
E.g. Hair cutting, Medical care
UB
C L IDEAS-include concept, philosophies,
E images and issues.
T E.g. Political pasties, financial analyst
2
D It must be timely and available at the
I right time to satisfy customers.
SV Marketing managers must:
TA
a. Ensure availability of target markets
RR
I I
desired quantities of products.
BA b. Keep total inventory, transportation
UB and storage costs low as possible.
TL
I E *Internet and Technologies dramatically
O influenced distribution variable.
N
3
-Activities used to inform individuals or
groups about organization and its
PV products.
RA -Increase public awareness
OR E.g. Use TV, FB to publicize its
MI brand, live broadcast on games, youtube
OA ads.
TB -Educate customers about product
I L features.
OE -Help sustain interest in established
N products that have been available for
decades.
4
-Decisions and actions associated with
V establishing pricing objectives and
A policies and determining product prices.
P R
R -Must be a critical component of
I
I marketing mix because customers are
A
C B
concerned with value return of price
E L charged.
E
E.g. Apple selling its iTunes music store
Concert seat
 Marketing Builds
Relationships with
Customers and Other
Stakeholders
 EXCHANGES

The provision or transfer

of goods, services, or
ideas in return for
something of value.
 CONDITIONS
TO CONSIDER
1. Two or more individuals, groups, or organizations
must participate, and each must possess
something of value that the other party desires.
2. The exchange should provide a benefit or
satisfaction to both parties in the transaction.
3. Each party must have confidence in the promise
of the “something of value” held by the other.
4. To build trust, parties to the exchange must meet
expectations.
 Slide Title

Product A Product B
• Feature 1 • Feature 1
• Feature 2 • Feature 2
• Feature 3 • Feature 3
 STAKEHOLDERS
Constituents who have a
“stake”, or claim, in some
aspect of a company’s
products operations, markets,
industry and outcomes.
 Marketing
Occurs in a
Dynamic
Environment
 MARKETING
ENVIRONMENT
The competitive, economic,
political, legal and regulatory,
technological, and sociocultural
forces that surround the customer
and affect the marketing mix.
 Environmental Forces

Legal/Regulator – The laws and

regulations will influence the way in which
an organization will market or sell the
product and services.
Technological- New technology produces
new opportunities for companies and
organization to create, sell and promote a
product.
 Environmental Forces

Economic – All variables that impact how

the consumers spends their money and the
power of that purchase.
Political- The entire political environment
includes looking at government policies
and the risk and instability of current
political factors.
 Environmental Forces

Socio-cultural – It looks at the

demographic characteristics of the current
business environment.
Competitive- Factors that influence the
competitive position of a company in an
industry or market.
 Effects
1. They influence customers by affecting their
lifestyles, standards of living, and preferences
and needs for products.
2. Marketing environment forces help determine
whether and how a marketing manager can
perform certain marketing activities.
3. Environmental forces may affect a marketing
manager’s decisions and actions by influencing
buyers’ reactions to the firm’s marketing mix.
 Changes in the marketing
environment produce uncertainty
for marketers and at times hurt
marketing efforts, but they also
create opportunities.
 Thank you!
Have a great weekend
everyone