Chapter 01 Marketing Introduction PDF

CHAPTER 1: INTRODUCTION TO MARKETING 1/2/2023 704024/701022 - Chapter1 1  Objective Understand what is marketing? Explain the importance of understanding the marketplace and customers...

CHAPTER 1: INTRODUCTION TO MARKETING 1/2/2023 704024/701022 - Chapter1 1  Objective Understand what is marketing? Explain the importance of understanding the marketplace and customers Identify the five core marketplace concepts. Identify the key elements of a customer-driven marketing strategy 1/2/2023 704024/701022 - Chapter1 2  Content Marketing Defined; Core marketplace concepts; Markting Management process; Marketing mix; The importance of Marketing. 1/2/2023 704024/701022 - Chapter1 3 Part 1: Marketing Defined 1/2/2023 704024/701022 - Chapter1 4  Basic concepts Need Understanding customer Needs Want Demand Exchange Transaction Understanding market Relationship Market 1/2/2023 704024/701022 - Chapter1 5  Basic concepts Customer Needs, Wants, and Demands Needs States of deprivation Wants Form that needs take Demands Wants backed by buying power 1/2/2023 704024/701022 - Chapter1 6 1/2/2023 704024/701022 - Chapter1 7  Exchanges and Relationships  Exchange is the act of obtaining a desired object from someone by offering something in return.  Marketing actions try to create, maintain, and grow desirable exchange relationships. 1/2/2023 704024/701022 - Chapter1 8  Market 1/2/2023 704024/701022 - Chapter1 9  What is marketing? Marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. 1/2/2023 704024/701022 - Chapter1 10  Selling and Marketing Concepts 1/2/2023 704024/701022 - Chapter1 11 Part 2: Marketing management orientation 1/2/2023 704024/701022 - Chapter1 12  Marketing management orientation Production concept Product concept Selling concept Marketing concept Societal Marketing concept 1/2/2023 704024/701022 - Chapter1 13  Production concept  Consumers will favor products that are available and highly affordable. People can have the Model T in any color - so long as it’s black — Henry Ford — 1/2/2023 704024/701022 - Chapter1 14  Product concept  Consumers favor products that offer the most quality, performance, and features.  The focus is on continuous product improvements. 1/2/2023 704024/701022 - Chapter1 15  Selling concept  Consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. 1/2/2023 704024/701022 - Chapter1 16  Marketing concept  Know the needs and wants of the target markets and deliver the desired satisfactions better than competitors. 1/2/2023 704024/701022 - Chapter1 17  Societal marketing concept  The company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. 1/2/2023 704024/701022 - Chapter1 18 Part 3: Marketing process 1/2/2023 704024/701022 - Chapter1 19  Marketing process 1/2/2023 704024/701022 - Chapter1 20  Building Customer Relationships Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. 1/2/2023 704024/701022 - Chapter1 21  3.2. Marketing Management Process 1/2/2023 704024/701022 - Chapter1 22  3.2. Marketing Management Process Analysing Marketing opputunities B1 STP B2 Design Marketing strategy B3 Marketing implimentation B4 Marketing performance evaluation B5 1/2/2023 704024/701022 - Chapter1 23 Part 4: Marketing mix 4P 1/2/2023 704024/701022 - Chapter1 24  4P and 4C Producer Customer Product Customer solutions Price Customer cost Place Convenience Promotion Communication 1/2/2023 704024/701022 - Chapter1 25 Part 5: The role of Marketing 1/2/2023 704024/701022 - Chapter1 26  The role of Marketing 1/2/2023 704024/701022 - Chapter1 27  The role of Marketing 01 02 02 The bridge between Find and take company and market. care the customer 03 Manage the customer and relationships in the market. 1/2/2023 704024/701022 - Chapter1 28  Key terms Need Exchange Want Transaction Demand Relationships Maslow's hierarchy of needs Market 1/2/2023 704024/701022 - Chapter1 29  Key terms Production concept Product concept Selling concept Marketing concept Societal Marketing concept 1/2/2023 704024/701022 - Chapter1 30  Key terms Marketing process Marketing management Customer relationship management Marketing mix 1/2/2023 704024/701022 - Chapter1 31  Q&A 1/2/2023 704024/701022 - Chapter1 32