Introduction to Marketing Concepts

Study Notes

Marketing encompasses all activities undertaken to promote the purchase or sale of products or services.
Advertising, selling, and product delivery are all considered key parts of marketing.
The goal of marketing is to attract target audiences, which can involve using strategies such as celebrity endorsements, catchy slogans, and memorable packaging.

Marketing is the process of promoting and selling products or services, including related activities like market research and advertising.
It can also be defined as the management process responsible for identifying, fulfilling, and anticipating customer needs profitably.

Marketing acts as a management process.
Value creation for customers is a key focus.
Marketers work to satisfy customer needs and requirements while ensuring profitability.
Marketing encompasses a wide range of tasks, from ideation to branding, communication, design, and consumer behavior research.

Needs, wants, and demands form the foundation of marketing.
Needs represent a perceived lack of something, prompting a desire for fulfillment. Examples include food, clothing, and safety.
Wants are specific options for fulfilling needs, shaped by culture and individual preferences. For example, desiring a burger or rich food to fulfill the need for nourishment.
Demands occur when wants become specific desires for products and services backed by the consumer's ability and willingness to buy.
Wants only transform into demands when consumers possess the resources and desire to purchase.

Marketing offerings aim to ensure customer satisfaction.
These offerings consist of products, services, or experiences marketed to meet consumer needs.
Marketer strive to provide high-quality products that meet consumer requirements in terms of quality, quantity, and price.
Marketing offerings can be tangible (e.g., physical goods) or intangible (e.g., services).

Products provide fulfillment for customers, both physically and psychologically.
Product characteristics include color, branding, packaging, and labeling.
Products can either be tangible (e.g., manufactured goods) or intangible (e.g., software).
Marketing considers both product benefits and services.

Services refer to any offerings provided to a market to satisfy human needs or wants.
Services are intangible as they are actions or activities performed for others.
Examples of services include those provided by doctors, lawyers, and hotels.

Experiences involve knowledge acquisition or skill development through active participation.
Companies strive to improve their experiences to enhance future performance.
Experience influences marketing processes and decisions.
Companies often prioritize experience in hiring decisions.
Experience can lead to increased compensation, promotions, and other benefits.