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My Friends Project..
What is Marketing?
• Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, and services
to create exchanges that satisfy individual and
organizational objectives.
Customer
Customer Orientation
Orientation •Satisfies Customers’ Needs
and Wants
•Total Quality
Starting
point Focus Means Ends
Organization’s
Organization’s Strengths
Strengths
and
and Weaknesses
Weaknesses
Opportunities
Opportunities and
and Threats
Threats to
to the
the
Organization
Organization in
in the
the Marketplace
Marketplace
Organization’s
Organization’s Overall
Overall Objectives
Objectives
The Substance of Marketing
Difference Between a
Consumer’s Actual State and
Needs
Needs Some Ideal or Desired State.
I’m Hungry!
Outcome Sought by a
Benefits Consumer That Motivates
Buying Behavior. Now I’m
full; I feel better.
Markets, Consumers and Demand
Market
Customers Customers
who share a common
need that can be
satisfied by a
specific product DEMAND
AND
who are willing, able Potential
and have the authority Customers
to make the exchange.
The Four Ps: The Tools
The Four Cs: The Ends
Marketing
Mix
Place
Product
Conven-
Customer
Solution Price Promotion ience
Customer Communication
Cost
The Other 4Cs: The Participants
The
Participants
Competitors
Company
Consumer Channel
Marketing’s Tools: The Marketing Mix
Product
Product Price
Price
Good, Assignment
Assignmentof
ofValue
Good,Service,
Service,Idea,
Idea,Place,
Place,Person
Person Value
Tools
Tools that
that Are
Are Used
Used Together
Together toto Create
Create aa Desired
Desired
Response
Response Among
Among aa Set
Set of
of Defined
Defined Customers
Customers
Place
Place Promotion
Promotion
Availability
Availabilityof
ofProduct
Product Activities
Activitiesto
toInform
InformConsumers
Consumers
Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers
Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
s
C
er
us
om
t
Top
om
t
us
manage-
er
C
s
ment
Evolving Views of Marketing’s Role
Finance
Production
Production Finance
Human
resources
Marketing Human
resources Marketing
Production on
cti
Fi
du
na
ro
nc
P
e
Marketing Customer
re
Hu ur
ce M
so
ur an
ar
s
m ces
ce
n ke
so m
an
Fi tin
re Hu
g
Production
Marketing
Customer
re
Hu ur
so
e
m ces
n c
an
n a
Fi
Psychological
Functional Economic
MARKETING’S CONTRIBUTION
WITHIN THE FIRM
Corporate / Business Unit Level
• The Policy Question: How to develop a
Customer Focus?
• Marketing’s Answer: Bring the Voice of the
customer in the organization
• Tools: Mkt Research, Customer Visits, Market
Orientation Audits
MARKETING’S CONTRIBUTION
WITHIN THE FIRM
Product Level
• The Policy Question: How to best adapt to the
market?
• Marketing’s Answer: Develop a value
proposition and competitive positioning based
on customer needs
• Tools: Customer and Competitor analysis
MARKETING’S CONTRIBUTION
WITHIN THE FIRM
Executional Level
• The Policy Question: How to best take the
product to market?
• Marketing’s Answer: Integrate the product,
pricing, placement and promotion policies to
deliver what the target market wants.
• Tools: Consumer Research, Product Testing,
Communication Research, Channel Audits etc.
Plea From an Anonymous
Customer
• Don’t Sell me Clothes, Sell me a sharp appearance,
style and attractiveness.
• Don’t Sell me a House, Sell me comfort, contentment,
a good investment and a pride of ownership.
• Don’t Sell me Toys, Sell my children happy moments.
• Don’t Sell me Insurance, Sell me peace of mind, and a
great future for my family and me.
• Don’t Sell me Books, Sell me pleasant hours and the
profits of knowledge.
• Don’t Sell me Computers, Sell me the pleasure and
profits of the miracles of modern technology.
The Moral is…..
Physical Science
environ. &
Tech.
Economic
Socio- Marketing
&
cultural Mix Competition
Political
Demo-
&
graphic
Legal
Macroenvironment:
Physical Environment
Worldwide
WorldwidePopulation
PopulationGrowth
Growth
Population
Population Age
AgeMix
Mix
Ethnic
EthnicMarkets
Markets
Educational
Educational Groups
Groups
Household
Household Patterns
Patterns
Geographical
Geographical Shifts
Shiftsin
in Population
Population
Shift
Shift from
from Mass
MassMarket
Marketto
toMicro
Micromarkets
markets
Economic Environment
Income
Income Distribution
Distribution
Subsistence
Subsistenceeconomies
economies
Raw-material-exporting
Raw-material-exportingeconomies
economies
Industrializing
Industrializingeconomies
economies
Industrial
Industrialeconomies
economies
Savings,
Savings, Debt,
Debt, & &
Credit
Credit Availability
Availability
Changing
Changing Role
Role
of
of Government
Government
Higher
HigherPollution
Pollution Natural Shortage
Shortageof
of
Levels
Levels Environment Raw
Raw Materials
Materials
Increased
Increased Costs
Costs
of
of Energy
Energy
Accelerating
Accelerating Pace
Pace Unlimited
Unlimited Opportunities
Opportunities
of
of Change
Change for
for Innovation
Innovation
Issues
Issues in
in the
the Technological
Technological
Environment
Environment
Varying
Varying Increased
Increased
R
R&&DD Budgets
Budgets Regulation
Regulation
Increased
Increased
Legislation
Legislation
Political-
Political-
Legal
Legal
Environment
Environment
Special-
Special-
Interest
Interest
Groups
Groups
Social/Cultural Environment
Of Of Of
the Universe Oneself Others
Views
Views
That
That Express
Express
Values
Values
Of Of Of
Nature Society Organizations
Social/Cultural Environment
s
THE FOUR C
Company
The Four Cs: Company
• Total organization
• Interactive
• Flexibility
• Entrepreneurial approach
• Intrapreneurial approach
The Four Cs: Customers -
Economic Utility
• Form Utility
• Place Utility
• Time Utility
• Possession Utility
The Four C : Competitors
s
• Levels
– Product class
– Product category
– Brands
• Type
– Price
– Form
– Time
– Location
Four Types of Competition
Price-based
Location-based Quality-based
Time-based
The Four C :Collaborators
s
• Alliances
• Networks
• Informal partnerships
• Suppliers
• Virtual corporations