Professional Documents
Culture Documents
CHAPTER 1: OVERVIEW OF
MARKETING
1
3
4
HISTORY OF MARKETING
DEFINITIONS OF MARKETING
(MODERN POINT)
CORE MARKETING CONCEPTS
THE IMPORTANCE AND ROLE
OF MARKETING
2. DEFINITIONS OF MARKETING
(MODERN POINT)
2.1
WHAT IS MARKETING
2. 2
DEFINITIONS OF MARKETING
2.3
2.1.What is Marketing?
2.1.What is Marketing?
2.1.What is Marketing?
2.1.What is Marketing?
2.1.What is Marketing?
Or as Philip Kotler
succinctly defines it,
marketing is:
Satisfying needs
and wants through
an exchange
process.
2.2.Defining Marketing
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.
- Philip Kotler -
2.2.Defining Marketing
The process of Planning & Executing
the conception, pricing, promotion
and distribution of ideas, goods and
services to create exchanges that
satisfy individual and organizational
objectives.
-American Marketing Association-
2.3.IMPORTANT POINTS OF
THE DEFINITIONS
Marketing is a process
Marketing target is to satisfy needs, wants
Marketing always relate to exchange
Business
Needs, wants,
and demands
Core
Core
Marketing
Marketing
Concepts
Concepts
Products
Markets
Value, cost and
satisfaction
Exchange, transactions,
and relationships
Products
Value, Cost,
Satisfaction
Exchange,
Transaction,
Relationship
Market
Marketing &
Marketers
Human Needs.
It is a state of felt deprivation of some basic satisfaction.
Wants.
These are desires for specific satisfiers of these deeper
needs.
Demands.
These are wants for specific products that are backed by an
ability & willingness to buy them.
Money
Accessibility
Invidual
Situation
Products.
These are anything that can be offered to satisfy a need or a
want.
The importance of physical product lies not so much in
owing them as in obtaining the services they render.
GOODS
PLACES
SERVICES
PROPERTIES
EVENTS
ORGANIZATIONS
EXPERIENCES
INFORMATION
PERSONS
IDEAS
45.000 $
1. Monitory cost
2. Time cost
3. Energy cost
4. Psychic cost
WHEN :
1.
2.
3.
4.
5.
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Top
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C
Middle management
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
Production
Finance
Human
resources
Marketing
b. Marketing as a more
important function
Marketing
c. Marketing as the
major function
Customer
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Production