1 / 23

The Meaning of Marketing

The Meaning of Marketing. Marketers are bridge-builders. On one side there is the company or organization. Marketers are bridge-builders. On the other there are consumers. Marketers are bridge-builders. The company or organization has resources Capital resources Human resources

yorick
Download Presentation

The Meaning of Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. The Meaning of Marketing

  2. Marketers are bridge-builders • On one side there is the company or organization

  3. Marketers are bridge-builders • On the other there are consumers

  4. Marketers are bridge-builders • The company or organization has resources • Capital resources • Human resources • Technical resources • Physical resources • Consumer franchise

  5. Marketers are bridge-builders • The consumers have needs • Physical • Safety • Affiliation • Prestige • Fulfillment

  6. Marketers are bridge-builders • Marketers build a bridge between the company’s resources and consumers’ needs

  7. Marketers are bridge-builders • That bridge stands on four pillars

  8. Marketers are bridge-builders • Name the pillars on which the bridge stands

  9. Marketers are bridge-builders • Name the pillars on which the bridge stands Product Price Place Promotion

  10. Marketers’ two major decisions • How to construct the pillars? • Product • Place • Pricing • Promotion • Orchestration of the Marketing Mix

  11. Marketers’ two major decisions • To where should the bridge be built? • Demographics • Geographics • Psychographics • Market Segmentation • Target Marketing

  12. Two sources of information • Consumer Behavior • Principles of the behavioral and social sciences • Marketing Research • Primary research data • Secondary research data

  13. What is Consumer Behavior? • Consumer psychology • Consumer sociology • Consumer anthropology • Consumer (behavioral) economics

  14. Social Science Perspectives • Family formation • Mating & dating • Religiosity • Political preferences • Consumer behavior • Occupational values • Financial behavior • Social affiliations • Recreational behavior Psychology Effects of psychological makeup on:

  15. Social Science Perspectives • Family formation • Mating & dating • Religiosity • Political preferences • Consumer behavior • Occupational values • Financial behavior • Social affiliations • Recreational behavior Sociology Effects of social position and conditions on:

  16. Social Science Perspectives • Family formation • Mating & dating • Religiosity • Political preferences • Consumer behavior • Occupational values • Financial behavior • Social affiliations • Recreational behavior Anthropology Effects of culture, subculture and ethnicity on:

  17. Social Science Perspectives • Family formation • Mating & dating • Religiosity • Political preferences • Consumer behavior • Occupational values • Financial behavior • Social affiliations • Recreational behavior Economics Effects of income, wealth and earning power on:

  18. Psychology Sociology Anthropology Economics Consumer Behavior perspectives Consumer Behavior

  19. Structure of the course • Consumer psychology • Needs • Motives • Perception • Learning • Personality

  20. Structure of the course • Consumer social psychology • Communications • Attitude formation • Attitude change

  21. Structure of the course • Consumer sociology • Reference groups • Group dynamics • Social class

  22. Structure of the course • Consumer anthropology • Culture • Subculture • Ethnicity

  23. Structure of the course • Consumer economics • Decision making • Perceive risk • Innovation diffusion • Adoption process

More Related