Introduction to marketing
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INTRODUCTION TO MARKETING. Dr. Dawn Medlin Université d’Angers. Do you know??. What is a market ?. “A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want” (Philip Kotler).

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Introduction to marketing l.jpg


Dr. Dawn Medlin

Université d’Angers

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What is a market?

“A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want” (Philip Kotler).

For instance…..

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The Overall Themes of MarketingThe Traditional Marketing Mix

  • Product

  • Price

  • Promotion

  • Place

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Marketing is a process… that is…




Wants, Desires

Demands – Products and/or Services


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Customer value: Difference between the values that the customer gains from owning and using a product versus the costs of obtaining the product.

As far as Customers are concerned there are three elements to address

  • Customer satisfaction: The extent to which a product’s perceived performance in delivering value matches a buyer’s expectations.

  • Quality: the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs.

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Production:consumers will favor products that are available and highly affordable

Product:consumers favor products that offer the most in quality, performance, and innovative features

Selling:consumers will not buy unless an organization undertakes a large-scale selling and promotional effort

Marketing:determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently then the competitors

Societal marketing:generating customer satisfaction and long-run societal well-being are the keys to both achieving the company’s goals and fulfilling its responsibilities

Marketing ManagementPhilosophiesAgree or Disagree?

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  • Relationship marketing: the process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.

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Entrepreneurial marketing:

Businesses started by individuals

Creativity, drive, and perseverance are keys to success

Marketing Management PracticeEssentially Two Types

  • Formulated marketing:

    • Professional, disciplined approach

    • Achieving a market orientation

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Orientations towards marketing

  • Production concept (before 1930):

    demand > supply

  • Selling concept (1930-1950):

    supply > demand

  • Marketing concept (post-1960s):

    analyze consumer needs before producing and selling, market orientation, competition…

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The Selling Concept



Sell and

Promote it

Profits through

sales volume

The Marketing Concept






Profits from

satisfied customers

Marketing Concept versus Selling Concept

Starting Point




Figure 1.3

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Marketing Management

  • What is marketing management?

    « Marketing management 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 goals » (Philip Kotler)

  • Marketing management has the task of influencing the level, timing, and composition of demand in a way that will help the organization achieve its objectives.

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Course Outline

  • Marketing Research

  • Marketing Strategy

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Common marketing problems

  • How can we identify and choose profitable market segments?

  • How can differentiate our offer from our competition?

  • How should we react to competitors?

  • How can we satisfy our customers and build brand loyalty?

  • How can we measure the effectiveness of an add campaign, of Public Relations, of a promotion, etc…?