copyright © 2003 prentice-hall, inc. 1-1 lecture etiquette mobile manners switch off mobile phones...

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Copyright © 2003 Prentice-Hall, Inc.

LECTURE ETIQUETTEMOBILE MANNERSSWITCH OFF MOBILE PHONES IN LECTURESINC. NO TEXTING!

LECTURES ARE NOT A TAKE-AWAY OUTLET

LECTURES ARE NOT FRIENDS REUNITED

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The future is not ahead The future is not ahead of us. It has already of us. It has already happened. happened. Unfortunately, it is Unfortunately, it is unequally distributed unequally distributed among companies, among companies, industries and nations.industries and nations.

Kotler on Marketing

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Eras of Marketing

Production Era (1860s -1930s)Production Era (1860s -1930s)

Sales Era (1930s-1950s)Sales Era (1930s-1950s)

Marketing Era (1950s - 1990s)Marketing Era (1950s - 1990s)

Internet Era (1990s- 20??)Internet Era (1990s- 20??)

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Selling Is Different From Marketing (or Figure 1.7)

FOCUS MEANS ENDS

Products Through Selling & Promoting

Sales Volume & Profits

Customer Through Integrated MarketingCustomer Satisfaction & Profits

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Marketing Involves Products, Services, Ideas

PRODUCTSPRODUCTS Consumer goods, Consumer goods,

durablesdurables Capital equipment (eg Capital equipment (eg

Military)Military) SERVICESSERVICES

PersonalPersonal BusinessBusiness

IDEASIDEAS EducationEducation The ChurchThe Church

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Marketing as an ExchangeRelationship

Buyer Seller

Something of Value I.e. money, labour, goods

EX: money electricity

money healthcare

vote political party

Something of Value I.e. goods, services, ideas


What is Marketing?

“is a societal process by which individuals and groups obtain what

they need and want through creating, offering and freely exchanging

products and services of value with others”

Source: Kotler (2003) p.9

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The Scope of Marketing

Marketing: typically seen as the Marketing: typically seen as the task of creating, promoting, and task of creating, promoting, and delivering goods and services to delivering goods and services to consumers and businesses.consumers and businesses.

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The Scope of Marketing

PlacesPlaces PropertiesProperties OrganizationsOrganizations InformationInformation IdeasIdeas

GoodsGoods ServicesServices ExperiencesExperiences EventsEvents PersonsPersons

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The DecisionsMarketers Make Consumer MarketsConsumer Markets Business MarketsBusiness Markets Global MarketsGlobal Markets Nonprofit and Nonprofit and

Governmental MarketsGovernmental Markets

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Figure 1-5: The Four P Components of the Marketing Mix

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Figure 1-6: Marketing-Mix Strategy

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The Marketing Mix

4 P’s4 P’s 4 C’s4 C’s

ProductProduct Customer needs and Customer needs and wantswants

PricePrice Cost to the customerCost to the customer

PromotionPromotion CommunicationCommunication

PlacePlace ConvenienceConvenience


Marketing Management from Transactions...

“the management process responsible for identifying, anticipating and

satisfying consumers’ requirements profitability”

Source: Chartered Institute of Marketing 1991


…to Relationship Marketing

“...is to establish, maintain and enhance relationships with customers and other

partners, at a profit so that the objectives of both parties are met. This is achieved by mutual exchange and the keeping of

promises. Such relationships are usually but not necessarily always long-term.”

Source: Grönroos (1994) JMM p.355

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Peter Drucker (1973)

““Marketing is so basic Marketing is so basic that it cannot be that it cannot be considered as a considered as a

separate function ... it is separate function ... it is the whole business seen the whole business seen from the point of view from the point of view of its final result, from of its final result, from the the customer’s point of customer’s point of

view.”view.”

copyright © 2003 prentice-hall, inc. 1-1 lecture etiquette mobile manners switch off mobile phones...

Documents

marketing slide

scope of marketing marketing

marketing mix slide

s marketing era

marketing management

relationship marketing

marketingmix strategy

church slide