Marketing: An Introduction

INTRODUCTION TO
MARKETING

By :
Dr. David Lisapaly, SE., MM., CMP., CBA.
Marketing: An Introduction
Do you know??
 What is a market?
Marketing: An Introduction

A market consists of all the potential

customers sharing a particular need or
want who might be willing and able to
engage in exchange to satisfy that need
or want (Philip Kotler).

For instance..
Marketing: An Introduction
The Overall Themes of Marketing
The Traditional Marketing Mix

Product
Price
Promotion
Place
 Marketing Defined
Marketing: An Introduction

Marketing is a process that is

Managerial
Social
Individual
Wants, Desires
Demands Products and/or Services
 As far as Customers are concerned there
are three elements to address
Marketing: An Introduction

Customer value: Difference between

the values that the customer gains from
owning and using a product versus the
costs of obtaining the product.

Customer satisfaction: The extent to

which a products perceived performance in
delivering value matches a buyers
expectations.

Quality: the characteristics of a product or

service that bear on its ability to satisfy
stated or implied customer needs.
 Marketing Management Philosophies
Agree or Disagree?
Marketing: An Introduction

1. Production: consumers will favor products that are

available and highly affordable
2. Product: consumers favor products that offer the
most in quality, performance, and innovative features
3. Selling: consumers will not buy unless an
organization undertakes a large-scale selling and
promotional effort
4. Marketing: determining the needs and wants of
target markets and delivering the desired satisfactions
more effectively and efficiently then the competitors
5. Societal marketing: generating customer
satisfaction and long-run societal well-being are the
keys to both achieving the companys goals and
fulfilling its responsibilities
 Relationships
Marketing: An Introduction

Relationship marketing: the process of creating,

maintaining, and enhancing strong, value-laden relationships
with customers and other stakeholders.
 Marketing Management Practice
Essentially Two Types
Marketing: An Introduction

Entrepreneurial marketing:
Businesses started by individuals
Creativity, drive, and perseverance are
keys to success

Formulated marketing:
Professional, disciplined approach
Achieving a market orientation
 Orientations towards marketing
Marketing: An Introduction

Production concept (before 1930):

demand > supply

Selling concept (1930-1950):

supply > demand

Marketing concept (post-1960s):

analyze consumer needs before
producing and selling, market
orientation, competition
 Marketing Concept versus
Selling Concept
Marketing: An Introduction

Starting Point Focus Means Ends

The Marketing Concept

Customer Integrated Profits from
Market
needs marketing satisfied customers

The Selling Concept

Sell and Profits through

Factory Product
Promote it sales volume
 Marketing Management
What is marketing management?
Marketing: An Introduction

Marketing management 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 goals (Philip Kotler)

Marketing management has the task of

influencing the level, timing, and
composition of demand in a way that
will help the organization achieve its
objectives.
 Course Outline
Marketing: An Introduction

Marketing Research

Marketing Strategy
 Common marketing problems
Marketing: An Introduction

How can we identify and choose profitable

market segments?
How can differentiate our offer from our
competition?
How should we react to competitors?
How can we satisfy our customers and
build brand loyalty?
How can we measure the effectiveness of
an add campaign, of Public Relations, of a
promotion, etc?