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Overview of Session. Marketing - what and why What is Marketing? Why study Marketing? Marketing Philosophies Trends in Marketing The Marketing Environment Micro-environment Macro-environment Managing the Environment. What is Marketing?. What is Marketing?.

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overview of session
Overview of Session
  • Marketing - what and why
    • What is Marketing?
    • Why study Marketing?
    • Marketing Philosophies
    • Trends in Marketing
  • The Marketing Environment
    • Micro-environment
    • Macro-environment
    • Managing the Environment
what is marketing3
What is Marketing?
  • Marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler and Armstrong)
what is marketing4
What is Marketing?
  • Marketing is 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. (American Marketing Association)
key concepts
Key Concepts
  • Needs and Wants
  • The “product”
  • Customer satisfaction
  • Exchange
  • Marketplace
why study marketing
Why Study Marketing?
  • Marketing is omni-present
    • Gain insight into culture
    • Be smart consumer
    • Market oneself effectively
  • Marketing accounts for more than 50 cents of consumer dollar
  • A well marketed product may outperform a technologically better, poorly marketed one
  • Good career opportunities
  • Fun
marketing is omnipresent
Marketing is Omnipresent
  • The real thing
  • The friendly skies
  • 99 9/10 pure
  • Ring around the collar
  • Ultimate driving machine
  • Quality is job # 1
  • King of pop
how would you market yourself
How Would You Market Yourself?
  • Production Concept
  • Product Concept
  • Selling Concept
  • Marketing Concept
  • Societal Marketing Concept
two marketing vision problems
Two Marketing Vision Problems
  • Marketing Myopia
  • Fuzzy Vision
marketing vision problems
Telephone

Airline

Petroleum

Internet

Communications

Transportation

Energy

???

Marketing Vision Problems
environmental forces
Environmental Forces
  • Micro-environmental forces
  • Macro-environmental forces
    • demographic
    • economic
    • natural
    • political
    • technological
    • cultural
managing the environment
Managing the Environment
  • Environmental scanning
    • “Eternal vigilance is the price of liberty.”
  • Proactive strategies
  • Reactive strategies
pick the odd one out
Pick the odd one out
  • Escalator
  • Kerosene
  • Yo-yo
  • Linoleum
  • Cornflakes
  • Nylon
  • Trampoline
  • Xerox
trends in marketing
Trends in Marketing
  • Globalization of Markets
  • Diversification of Market Segments and the Customizing of Products
  • Choice in Media and Advertising Exposure
what we discussed today
What We Discussed Today
  • Marketing - what and why
    • What is Marketing?
    • Why study Marketing?
    • Marketing Philosophies
    • Trends in Marketing
  • The Marketing Environment
    • Microenvironment
    • Macroenvironment
    • Managing the Environment