a a a a a

What is Marketing?     

Personal Selling? Branding? Advertising? Making products available in stores? Maintaining inventories? All of the above, plus much more!

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What is Marketing?  ´ Marketing Marketing is an organizational function and a set  of processes for creating, communicating and  delivering value to customers and for managing  customer relationships in ways that benefit the  organization and its stakeholders.µ  - The American Marketing Association.

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In other words«

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Forms Forms of Utility  Form Utility: PRODUCE goods or services.  Task Utility: CREATE that is required by customers.  Time Utility: Available WHEN there is demand.

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The Co Concept of Exchange  It means that people give u p something to receive something they wou ld ld rather have.

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The Co Concep ncept of Exchange At Least Two Parties

Communication and Delivery

Necessary Conditions for Exchange Something of  Value

Freedom to Accept or Reject the Offer 

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The Concept of Exchange  Exchange will not necessarily take place even if all these c onditions

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Ev oluti olutioon of Marketing Simple Trade Trade Era: Exchange of goods or services without using money. money. Sales Surplus

Production Era: More focus on production of specific products. Increased Increased Supply

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Marketing Management Philo Phi lossop ophies hies

Produ  Prod u ctio tion Orientatio Orientation

Sales

Orientatio Orientation

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1.

Produ  Prod u ctio tion Orientatio Orientation

 Focuses on internal capabilities of firm.  More emphasis to produ ction rather

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2. Sales

Orientatio Orientation

 People will buy more goods/services if aggressive sales techniques are used.

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3.

Market Orientatio Orientation

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4

Societal

Marketing Orientation

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Focus The Organizatio Organizations Focus

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Custo Customer Val Value

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Cust mer Val Val

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