Scribd Logo
Upload

Welcome to Scribd!

  • 31 views

    Introduction To Marketing: Ma. Anncel Panganiban-Spence, MBA

    Uploaded by

    Fevie Cates Ramos
    This document provides an introduction to marketing. It discusses key concepts in marketing including the marketing mix of product, price, place and promotion. It defines marketing as a process that is managerial, social, and focuses on satisfying customer wants and demands. Good marketing determines customer needs and delivers satisfaction more effectively than competitors. It also discusses different marketing philosophies and orientations, and outlines the differences between the marketing concept and selling concept. The document provides an overview of marketing management and concludes with common marketing problems.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Introduction To Marketing: Ma. Anncel Panganiban-Spence, MBA

    Uploaded by

    Fevie Cates Ramos
    31 views14 pages
    This document provides an introduction to marketing. It discusses key concepts in marketing including the marketing mix of product, price, place and promotion. It defines marketing as a process that is managerial, social, and focuses on satisfying customer wants and demands. Good marketing determines customer needs and delivers satisfaction more effectively than competitors. It also discusses different marketing philosophies and orientations, and outlines the differences between the marketing concept and selling concept. The document provides an overview of marketing management and concludes with common marketing problems.

    Original Description:

    marketing

    Original Title

    marketingppt1_(1)

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an introduction to marketing. It discusses key concepts in marketing including the marketing mix of product, price, place and promotion. It defines marketing as a process that is managerial, social, and focuses on satisfying customer wants and demands. Good marketing determines customer needs and delivers satisfaction more effectively than competitors. It also discusses different marketing philosophies and orientations, and outlines the differences between the marketing concept and selling concept. The document provides an overview of marketing management and concludes with common marketing problems.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    31 views14 pages

    Introduction To Marketing: Ma. Anncel Panganiban-Spence, MBA

    Uploaded by

    Fevie Cates Ramos
    This document provides an introduction to marketing. It discusses key concepts in marketing including the marketing mix of product, price, place and promotion. It defines marketing as a process that is managerial, social, and focuses on satisfying customer wants and demands. Good marketing determines customer needs and delivers satisfaction more effectively than competitors. It also discusses different marketing philosophies and orientations, and outlines the differences between the marketing concept and selling concept. The document provides an overview of marketing management and concludes with common marketing problems.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Marketing: An Introduction

    INTRODUCTION TO
    MARKETING

    Ma. Anncel Panganiban-


    Spence,MBA
    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 product’s perceived performance in
    delivering value matches a buyer’s
    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 company’s 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

    Figure 1.3
    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…?

    You might also like