What is the Marketing?

Marketing

You will be able to identify the ( Marketing ) . You will be able to differentiate between the

macro & micro Marketing concepts. To understand the role of marketing in the

society.To know the stages of economic development.To have a knowledge about who performs

marketing functions.

The Objectives of This Lecture

People

BUT - not just ANY people, they have to

have

• Willingness to buy

• Purchasing power (money)

• Authority to buy

What is the Market?

“The right product, in the right place, at the right time, and at the right price’

Adcock et al

“Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’

The Chartered Institute of Marketing

Marketing Definition ?

‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’

Kotler 1980

Another definition

‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’Kotler 1991

What is the Micro – Marketing? Marco- Marketing? What are the differences ?

Another definition

Micro –Marketing is the performance of activities that seek to achieve and organization objective’s .

Start with customers needs.Build relationship with the customer.

Marco –Marketing “is social process that directs an economy`s flow of goods and services from producers to consumers in a way that effectively matches supply and demand”.

Macro - Micro Marketing

Example on Micro MarketingIts means small , sells to special Target.

Example on Marco Marketing Whole Marketing Process , Soccer?

Micro & Macro Marketing

Customer Market :

Final Products that customer buys.

Industrial Market:Industrial goods are things used in the production of other

products

Some products are both industrial and consumer goods - eg. electricity, water, desktop PCs

Types of Market

Consider the organisation in your local areathat you know about (perhaps restaurants,

hotels,Telecommunication etc ). Which organisation

appears to be mostsuccessful? List half of dozen

Group Work

Effective marketing system is necessary for development the society.

Breaking the Poverty.

?

How ?

The Role of Marketing in Economic Development.

1. Self-Supporting agriculture.

2. Preindustrial or Commercial.

3. Primary manufacturing.

4. Nondurable and semi-durable customer products manufacturing.

5. Capital equipment & durable customer products.

6. Exporting manufacturing product.

Stages Of Economic Development

Who are our existing / potential customers?What are their current / future needs?How can we satisfy these needs?

Can we offer a product/ service that the customer would value?Can we communicate with our customers?Can we deliver a competitive product of service?

Why should customers buy from us?Our Value ? Are cheaper ? Cheap means? Good? No?

Implications of Marketing

Producers , consumers & Marketing specialists.

Producers in certain country might serve consumer in another country .

Specialists perform some function , such as , advertising agencies , marketing research companies , internet service providers ( why Google worth 15 Billions ? )

Function can be shifted and shared No function can be completely done without sharing

of activities.

Who Performs Marketing Functions?

Its not about delivering goods and services to consumer. It impacts on the production , technology , transportation, etc

Encourage growth of ideas. It has its critics. ( annoying – telemarketing –

too many useless products etc ) It is an ethical issue.

How Well Does Our Macro-Marketing System Work?

End Of The Lecture

Thank You