Chapter 1 understanding marketing
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Chapter 1 Understanding Marketing . The future is not ahead of us. It has already happened . Philip Kotler. The learning objectives:. What is Market? What is Marketing and marketing management? Marketing core Concepts Marketing management philosophies. 1. Market.

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Chapter 1 Understanding Marketing

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Chapter 1 understanding marketing

Chapter 1 Understanding Marketing

The future is not ahead of us. It has already happened.

Philip Kotler


The learning objectives

The learning objectives:

What is Market?

What is Marketing and marketing management?

Marketing core Concepts

Marketing management philosophies


1 market

1. Market

Market means that customers who have purchased or want to purchase a certain product or service.


Chapter 1 understanding marketing

Market = population+ Purchasing Power + Purchasing NeedExamples:How to understand the market of purified water what is the market of Nike?how to understand the Nike’s market?


Market

Market

Consumer Market

Business Market

Global Market

Nonprofit and Government Markets


Consumer market

Consumer Market

The aim of buying is to consume for their own or somebody who has something to do with in consumer market.


Business market

Business Market

Business buyers buy goods for their utility in enabling them to make or resell a product to others for the purpose of making profits.


Global market

Global Market

Companies selling their goods and services in the global marketplace face additional decisions and challenges.


Nonprofit and government markets

Nonprofit and Government Markets

Companies selling their goods to nonprofit organizations such as churches, universities, charitable organizations, or government agencies.


Simple marketing system

Communication

Industry

(a collection

of sellers)

Market

(a collection

of Buyers)

Information

Simple Marketing System

Goods/services

Money


2 defining marketing

2.Defining Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.

- Philip Kotler


Marketing

Marketing

Is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,services to create exchanges that satisfy individual and organizational goals.


The scope of marketing

The Scope of Marketing

Goods Services

Experience Events

Persons Places

Properties Organizations

Information Ideas


Target market and segmentation

Target Market and Segmentation

the relationship between the industry and market

Marketplace & Marketspace

five basic markets


Marketplace and marketspace

Marketplace and Marketspace

Marketplace is physical, as when one goes shopping in a store,

Marketspace is digital, as when someone shopping on the internet.


Five basic market figure 1 2 p9

Five Basic Market(figure 1.2 P9)

Manufacturer markets

Resource markets

Government markets

Intermediary markets

Consumer markets


Structure of flows

Resources

Resources

Resource

markets

Money

Money

Services,

money

Taxes,

goods

Services,

money

Taxes

Government

markets

Consumer

markets

Taxes,

goods

Services

Services,

money

Taxes,

goods

Money

Money

Intermediary

markets

Goods, services

Goods, services

Structure of Flows

Manufacturer

markets


The four ps

Place

Product

Price

Promotion

The Four Ps

The Four Cs

Marketing

Mix

Conven-

ience

Customer

Solution

Customer

Cost

Communication


Customer delivered value

Starting

point

Focus

Means

Ends

Factory

Existing

products

Selling and

promotion

Profits through

sales volume

(a) The selling concept

Market

Customer

needs

Integrated

marketing

Profits through

customer

satisfaction

(b) The marketing concept

Customer Delivered Value


Traditional organization chart

Traditional Organization Chart

Top

Management

Middle Management

Front-line people

Customers


Customer oriented organization chart

Customers

Front-line people

Middle management

Customers

Customers

Top

manage-

ment

Customer-Oriented Organization Chart


Evolving views of marketing s role

Finance

Production

Production

Finance

Human

resources

Human

resources

Marketing

Marketing

a. Marketing as an

equal function

b. Marketing as a more

important function

Evolving Views of Marketing’s Role


Evolving views of marketing s role1

Production

Production

Finance

Customer

Marketing

Human

resources

Human

resources

Finance

Marketing

c. Marketing as the

major function

d. The customer as the

controlling factor

Evolving Views of Marketing’s Role


Evolving views of marketing s role2

Production

Marketing

Customer

Human

resources

Finance

e. The customer as the controlling

function and marketing as the

integrative function

Evolving Views of Marketing’s Role


Marketing management

Marketing management

  • The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organization objectives


3 core concepts of marketing

3.Core Concepts of Marketing

Target Markets & Segmentation

Needs, Wants, and Demands

Product or Offering

Value and Satisfaction

Exchange and Transactions

Relationships and Networks

Marketing Channels

Supply Chain

Competition

Marketing Environment


Needs want and demands

Needs, Want, and Demands

Needs describe basic human requirements.

Want are shaped by one’s society.

Demands are wants for specific products backed by ability to pay.

examples


Demand states and marketing tasks

Demand States and Marketing Tasks

No demand

Latent demand

Declining demand

Irregular demand

full demand

Overfull demand

Unwholesome demand


Value and satisfaction

Value and satisfaction

Benefits

functional benefits

emotional benefits

Costs

Monetary costs

Time costs

Energy costs

Psychic costs


Value and satisfaction1

Value and satisfaction

benefits

Value = -----------------

costs


Discussion

Discussion

  • How to increase the value ?

  • How to compare the value?


Exchange and transaction

Exchange and transaction

  • “Exchange” is the act of obtaining a desired object from someone by offering something in return.

  • “transaction” is a trade between two parties that involves at least two things of value, agreed-upon conditions a time of agreement, and a place of agreement.


Relationship marketing

Relationship marketing

  • The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.


Product and service

Product and service

  • Product---Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfying a want or need. It includes physical objectives, services, persons, places, organizations and ideas.

  • Service--- any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.


Case study

Case Study

  • Page 41: Priceline.com: Changing Business in the New Millennium


Chapter 1 understanding marketing

  • How to understand the case?

  • How to understand the questions?

  • How to analyze the questions? The key question?

  • What’s your idea?


4 marketing philosophies

4.marketing philosophies

  • The production concept

  • The product concept

  • The selling concept

  • The marketing concept

  • The societal marketing concept


Company orientations towards the marketplace

Company Orientations Towards the Marketplace

Consumers prefer products that are

widely available and inexpensive

Production Concept

  • Consumers favor products that

  • offer the most quality, performance,

  • or innovative features

Product Concept

Consumers will buy products only if

the company aggressively

promotes/sells these products

Selling Concept

Focuses on needs/ wants of target

markets & delivering value

better than competitors

Marketing Concept


Traditional organization chart1

Traditional Organization Chart

Top

Management

Middle Management

Front-line people

Customers


Customer oriented organization chart1

Customers

Front-line people

Middle management

Customers

Customers

Top

manage-

ment

Customer-Oriented Organization Chart


Evolving views of marketing s role3

Finance

Production

Production

Finance

Human

resources

Human

resources

Marketing

Marketing

a. Marketing as an

equal function

b. Marketing as a more

important function

Evolving Views of Marketing’s Role


Evolving views of marketing s role4

Production

Production

Finance

Customer

Marketing

Human

resources

Human

resources

Finance

Marketing

c. Marketing as the

major function

d. The customer as the

controlling factor

Evolving Views of Marketing’s Role


Evolving views of marketing s role5

Production

Marketing

Customer

Human

resources

Finance

e. The customer as the controlling

function and marketing as the

integrative function

Evolving Views of Marketing’s Role


The production concept

The production concept

the production concept holds that consumers will prefers products that are widely available and inexpensive.


The product concept

The product concept

The product concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.


The selling concept

The selling concept

The selling concept holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore, undertake an aggressive selling and promotion effort


The marketing concept

The marketing concept

The marketing concept holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating customer value to its chosen target markets


The societal marketing concept

The societal marketing concept

  • The societal marketing concept holds that the organization’s task is to determine the needs, wants,and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.


Discussion1

Discussion

  • What’s your opinion about the 5 five concepts?

  • Do you think the production concept is outdate


Case discussion

Case Discussion

  • Reading

  • Discussion


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