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    Introduction To Marketing

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    Ibrahim Qari
    This document provides an outline and overview of an introduction to marketing course. It defines marketing as a process involving planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. It discusses what marketers do, including identifying needs, managing products, pricing, distributing, and communicating. It also covers the different eras of business and the evolution of marketing from a production focus to a customer relationship focus.

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    Introduction To Marketing

    Uploaded by

    Ibrahim Qari
    13 views17 pages
    This document provides an outline and overview of an introduction to marketing course. It defines marketing as a process involving planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. It discusses what marketers do, including identifying needs, managing products, pricing, distributing, and communicating. It also covers the different eras of business and the evolution of marketing from a production focus to a customer relationship focus.

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    This document provides an outline and overview of an introduction to marketing course. It defines marketing as a process involving planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. It discusses what marketers do, including identifying needs, managing products, pricing, distributing, and communicating. It also covers the different eras of business and the evolution of marketing from a production focus to a customer relationship focus.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    13 views17 pages

    Introduction To Marketing

    Uploaded by

    Ibrahim Qari
    This document provides an outline and overview of an introduction to marketing course. It defines marketing as a process involving planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives. It discusses what marketers do, including identifying needs, managing products, pricing, distributing, and communicating. It also covers the different eras of business and the evolution of marketing from a production focus to a customer relationship focus.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Introduction to Marketing

    Outline
    • Overview: what is this course all about?
    • What is marketing?
    • What do marketers do?
    • What value is created by marketing?
    • What are business eras?
    • What is marketing myopia?
    Overview
    • Class meetings
    • Text, syllabus, evaluations
    • Faculty
    – instructor
    – recitation leader
    What is marketing?
    • Selling?
    • Advertising?
    • Art?
    • Science?
    Marketing defined
    • Marketing is...the process of planning and
    executing the conception, pricing,
    promotion, and distribution of ideas, goods,
    services, organizations, and events to create
    exchanges that will satisfy individual and
    organizational objectives. (AMA 1985)
    Key ideas in the definition
    • Process involving strategy and tactics
    • 4 Ps
    • More than goods
    • Exchange is central
    • Satisfy consumer and organizational needs
    What besides goods can we
    market?
    • People
    • Places
    • Causes
    • Events
    • Organizations
    – profit
    – nonprofit
    What do marketers do?
    • Identify needs and wants
    • Choose which/whose needs to focus on
    • Create and manage products
    • Communicate about products
    • Price products
    • Distribute products
    • Follow up
    A day in the life of a marketer
    • Bob Thomas
    – assistant brand manager for Cool Mint
    Listerine Toothpaste (Warner Lambert)
    • Angie Goldman
    – analyst for Nielson Market Research
    • Tae-Jin Lee
    – sales rep for Warner Lambert
    • Tanya Johnson
    – account associate at J. Walter Thompson
    What value is created by
    marketing?
    • Form utility
    • Place utility
    • Time utility
    • Possession utility
    The ‘eras’ of business
    • Production era
    • Sales era
    • Marketing era
    • Relationship era
    The production era/concept
    • “Consumers will buy whatever we
    produce.”
    • Often feasible with excess demand (a
    seller’s market)
    The sales era/concept
    • “We need to work at selling what we
    produce.”
    • Often motivated by excess supply (a buyer’s
    market)
    • String
    What is marketing myopia?
    • A focus on products or processes rather than
    on customer groups and needs
    • Examples:
    – trains and trucks
    – slide rules and calculators
    – natural and artificial fibers
    The marketing era/concept
    • “We need to understand consumers needs
    and wants in order to decide what to
    produce.”
    • Focus externally: on the market
    • Company wide orientation
    The marketing relationship
    era/concept
    • Movement away from the single transaction
    as cornerstone of marketing
    • A focus on building long term relationships
    with customers
    • Why?
    – cost of getting a new customer
    – cost of keeping an old customer
    • Activities that build long term relationships
    Key take aways
    • What marketing is (and isn’t!)
    • What marketers do
    • How we got here
    • Where we’re headed in this class

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