WHAT THE F*CK IS
: s y a s A AM “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”.
ART AND SCIENCE OF CHOOSING TARGET MARKETS AND GETTING, KEEPING, AND GROWING CUSTOMERS THROUGH CREATING, DELIVERING, AND COMMUNICATING SUPERIOR CUSTOMER VALUE.
MM? That’s us?
WHAT IS MARKETED? • Goods • Services • Events • Experiences • Persons
• Places • Properties • Organizations • Information • Ideas
MARKET is a collection of buyers and sellers who transact over a particular product or product class.
“cover various groups of customers.”
A N I S W O L F F STRUCTURE O Y M O N O C E E G N A H C X E N R E MOD
M E T S Y S T E K SIMPLE MAR
CONSUMER BUSINESS NGO & GOV’T GLOBAL
spend a great deal of time trying to establish a superior brand image. face well-trained and well-informed professional buyers who are skilled in evaluating competitive offerings.
Marketers price carefully because these organizations have limited purchasing power.
Countries to enter, how to enter the country, how to adapt their products services to the country, and how to price their products.
CORE MARKETING CONCEPTS
Marketers get me Marketers to buy things create Ineeds! don’t want! *[email protected]
NEED WANT DEMAND
basic human requirement
shaped by one’s society directed to specific objects
wants backed by ability to pay
VALUE PROPOSITION OFFERING BRAND a set of benefits they offer to customers to satisfy their needs product, services, information, experiences offering from a known source
THE OFFERING WILL BE SUCCESSFUL IF
E U L A V
TANGIBLE AND INTANGIBLE BENEFITS AND COST
I T SA
N O I T C A SF
COMPARATIVE JUDGEMENT RESULTING FROM PERFORMANCE IN RELATION TO EXPECTATIONS