marketing in the true sense of the word, marketing includes economic trends, forecasting, marketing...
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MarketingIn the true sense of the word, Marketing includes economic trends, forecasting, marketing research, product/service creation, market development, pricing, sales promotion, sales, advertising, product/service, public relations, distribution, order handling customer service strategic planning, etc.
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Marketing, cont.Marketing, including sales, must be an essential part of the basic organizational structure, supported by finance, controlled by administration, and working closely with production for the income-development activities that produce stability.
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““The goal of marketing is to create customer The goal of marketing is to create customer satisfaction profitably by building value-satisfaction profitably by building value-
laden relationships with important laden relationships with important customers. The marketing department customers. The marketing department
cannot accomplish this goal by itself. It must cannot accomplish this goal by itself. It must team up closely with other departments in team up closely with other departments in
the company and partner with organizations the company and partner with organizations throughout its entire value-delivery system throughout its entire value-delivery system
to provide superior value to customers. to provide superior value to customers. Thus, marketing calls upon everyone in the Thus, marketing calls upon everyone in the
organization to ‘think customer’ and to do all organization to ‘think customer’ and to do all they can to help create and deliver superior they can to help create and deliver superior
value and satisfaction.”value and satisfaction.”
Philip Kotler and Gary Armstrong, 1999Philip Kotler and Gary Armstrong, 1999
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Reasons to Study Marketing
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Costs equal $0.50 on the dollar
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Between 1/4 and 1/3 of civilian labor force
engaged in marketing
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Marketing activities support entire industries
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All people are customers
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Due to scarce resources marketing systems must
operate at their peaks
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Marketing has a strong impact on peoples beliefs
and lifestyles
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Marketing can improve the quality of life
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Can be used in business and non-business
applications
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Marketing is Controversial
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What leads companies to
discover marketing?
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Sales Decline
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Slow Growth
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Changing Buying Patterns
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Increasing Competition
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What is marketing’s higher
purpose?
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Maximize the market’s consumption
Ex: 6 items for $10
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Maximize Consumer Satisfaction
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Maximize the Quality of Life
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Maximize the Consumers Choice
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Marketing Management Philosophies
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Production Concept
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Product Concept
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Selling Concept
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Marketing Concept
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Societal Marketing Concept
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Production Production and Product era and Product era
18601860 1900 1900 1920 1920 19601960 1980 1980 2000 2000
Four Different Orientations in Four Different Orientations in the History of American Businessthe History of American Business
Sales EraSales Era
Market Concept EraMarket Concept Era
Market Orientation EraMarket Orientation Era
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Utility – The Capacity of a Product to Satisfy
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Form
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Possession
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Time Utility
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Place Utility
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Marketing Functions
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Environmental Function
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Consumer Analysis
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Product Planning
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Distribution Planning
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Promotion Planning
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Price Planning
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Social ResponsibilityEcological ConcernsEcological Concerns PollutionPollution Planned Planned
ObsolescenceObsolescence
Health ConcernsHealth ConcernsPreservation of Preservation of Natural ResourcesNatural ResourcesDemarketingDemarketingRecyclingRecycling
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Marketing Management
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These functions can be shifted but not
eliminated