What is Marketing?

Sameer Mathur
Assistant Professor (Marketing) www.smathur.com

FREE TEACHING RESOURCES

ON MARKETING MANAGEMENT
at www.smathur.com

Over 120,000 views from 96 countries as of September 2011

Sameer Mathur, Ph.D.
Assistant Professor (Marketing) These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use.

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.

What is Marketing?

the process of building profitable customer relationships by creating value for customers and capturing value in return.

The Marketing Process

Understand Customer Needs and Wants Design a Customer-Driven Market Strategy

Construct a Marketing program

Build Profitable Relationships Capture value from Customers

The Marketing Process - I

Research Consumers and the Marketplace Manage Marketing Information and Customer Data

Understand Customer Needs and Wants

The Marketing Process - II

Design a Customerdriven Marketing Strategy

Select consumers to serve Market Segmentation and Targeting Value proposition differentiation and positioning

The Marketing Process - III

PRODUCT and Service Design Build Strong Brands PRICE create real value PLACE manage demand and supply chain PROMOTION create the value proposition

Construct a Marketing Program that delivers superior value

The Marketing Process - IV

Build Profitable Relationships Product Relationship

Customer Relationship Management with chosen customers

Management with chosen suppliers

The Marketing Process - V

Capturing Value from Customers in return

Generate Revenue, Earn Profit Create loyal, satisfied customers Capture Customer Lifetime Value Increase Market Share

The Marketing Process

Understand Customer Needs and Wants Design a Customer-Driven Market Strategy

Construct a Marketing program

Build Profitable Relationships Capture value from Customers

10

Some Readings
P2, Part 1. Initiating the Marketing Process P4, 1. Marketing: Customer Value, Satisfaction, Customer Relationships, and Customer Experiences P7, What Marketing Is and What It Is Not P7, Marketing: Defined P7, Requirements for Marketing to Occur P8, The Breadth and Depth of Marketing P10, The Diverse Factors Influencing Marketing Activities P11, How Marketing Discovers and Satisfies Consumer Needs P11, Discovering Consumer Needs P12, Satisfying Consumer Needs

11

RELATED SLIDES
CLICK BELOW TO LEARN ABOUT:
1. SPAM and Marketing 2. SWOT Analysis, Product-Market Matrix

POPULAR SLIDES
Sameer Mathur, Ph.D.
Assistant Professor (Marketing)

CLICK BELOW TO LEARN ABOUT:

1. Segmentation and Targeting 2. Positioning, Perceptual Maps

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

12