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CHAPTER 1
INTRODUCTION TO MARKETING
PREPARED BY:
MISS NORLINA M. ALI
Faculty of Business Management (Marketing)
Universiti Teknologi MARA, Segamat
norlin846@johor.uitm.edu.my
(1) Definitions
of marketing
(5) Trends in
marketing
(4) Marketing
process
(3) Differences
between sales &
market orientation
(2) Marketing
management
philosophies
INTRODUCTION
TO MARKETING
INTRODUCTION
TO MARKETING
Production Concept
Selling Concept
Marketing Concept
Societal Marketing
Concept
What is
Marketing?
What Is Marketing?What Is Marketing?
A Philosophy
An Attitude
A Perspective
A Management
Orientation
A Set of Activities,
including:
Products
Pricing
Promotion
Distribution / Place
Definition Of Marketing
AMA : Marketing is an organizational
function and a set of processes for
creating, communicating, and
delivering value to customers and for
managing customer relationships in
ways that benefit the organization and
its stakeholders.
Kotler : A social and managerial
process whereby individuals and
groups obtain what they need and want
through creating and exchanging
products and value with others.
American Marketing
Association
Dr. Philip Kotler
Simply put
Marketing is the delivery of customer
satisfaction at a profit.
Goals
Attract new customers by promising
superior value and keep and grow current
customers by delivering satisfaction.
Other Definitions Of Marketing
• Marketing consists of the performance of business activities
that direct the flow of goods and services from producer to user.
(American Marketing Association)
• Marketing is the process of planning and executing the
conception, pricing, promotion, & distribution of ideas, goods
and services to create exchanges that satisfy individual and
organizational objectives.
(American Marketing Association)
• Marketing is that of an individual and organizational activities
aimed at facilitating exchanges within a set of dynamic
environmental forces.
(Pride & Ferrell)
Core Marketing Concepts
What are Consumers’
Needs, Wants, and Demands?
NeedsNeeds - state of felt
deprivation including
physical, social, and
individual needs i.e hunger
WantsWants - form that a human
need takes as shaped by
culture and individual
personality i.e. bread
DemandsDemands - human wants
backed by buying power i.e.
money
The Organization’s FocusThe Organization’s Focus
Create
Customer
Value
Create
Customer
Value
Build Long-Term
Relationships
Build Long-Term
Relationships
Maintain
Customer
Satisfaction
Maintain
Customer
Satisfaction
Key Issues inKey Issues in
DevelopingDeveloping
Competitive AdvantageCompetitive Advantage
Key Issues inKey Issues in
DevelopingDeveloping
Competitive AdvantageCompetitive Advantage
Customer ValueCustomer Value
Customer ValueCustomer Value
The ratio of benefits to the sacrifice necessary
to obtain those benefits
Customer Value RequirementsCustomer Value Requirements
 Offer products that perform
 Give consumers more than they expect
 Avoid unrealistic pricing
 Give the buyer facts
 Offer organization-wide commitment in service
and after-sales support
Customer SatisfactionCustomer Satisfaction
The feeling that a product has met or exceeded
the customer’s expectations.
Customer SatisfactionCustomer Satisfaction
Maintaining Customer SatisfactionMaintaining Customer Satisfaction
 Meet or exceed customer’s expectations
 Focus on delighting customers
 Provide solutions to customer’s problems
 Cultivate relationships,
NOT one-time transactions
Relationship MarketingRelationship Marketing
Relationship MarketingRelationship Marketing
The name of a strategy
that entails forging long-term partnerships with
customers, both individuals and firms.
Relationship MarketingRelationship Marketing
RequirementsRequirements
forfor
BuildingBuilding
RelationshipsRelationships
RequirementsRequirements
forfor
BuildingBuilding
RelationshipsRelationships
Who are your customers
What do customers value
How do they prefer to interact
What do they want to buy
Building Long-Term RelationshipsBuilding Long-Term Relationships
 Customer-oriented personnel
 Effective training programs
 Empowered employees
 Teamwork
The Concept of Exchange
• Lamb : The idea that people give up something to receive
something they would rather have.
• Kotler : The act of obtaining a desired object from someone by
offering something in return.
Necessary Conditions
for Exchange
Necessary Conditions
for Exchange
At Least Two PartiesAt Least Two Parties
Something of ValueSomething of Value
Communication and DeliveryCommunication and Delivery
Freedom to Accept or RejectFreedom to Accept or Reject
Desire to Deal With Other PartyDesire to Deal With Other Party
Exchange may not take place even
if conditions are met;
An agreement must be reached; and
Marketing occurs even if exchange does
not take place.
Marketing Management Philosophies
Production Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
Focus on internal capabilities of the
firm.
Focus on aggressive sales techniques
and believe that high sales result in
high profits
Focus on satisfying customer needs
and wants while meeting objectives
Focus on satisfying customer needs
and wants while enhancing individual
and societal well-being
The Marketing Concept / OrientationThe Marketing Concept / Orientation
The Marketing ConceptThe Marketing Concept
The idea that the social and economic
justification for an organization’s existence is
the satisfaction of customer wants and needs
while meeting organizational objectives.
The Marketing ConceptThe Marketing Concept
 Focusing on customer wants and needs to
distinguish products from competition
 Integrating all the organization’s activities to satisfy
customer wants and needs
 Achieving the organization’s long-term goals by
satisfying customer wants and needs
Achieving a Marketing Orientation
 Obtain information about customers,
copetitor and markets
 Examine the information from a total
business perspective
 Determine how to deliver superior customer
value
 Implement actions to provide value to
customer
 Less toxic products
 More durable products
 Products with reusable
or recyclable materials
Societal Marketing OrientationSocietal Marketing Orientation
Societal Marketing OrientationSocietal Marketing Orientation
Marketing that preserves or enhances an
individual’s and society’s long-term best
interests
Review: Marketing Management
Philosophies
Production
SalesSales
MarketingMarketing
SocietalSocietal
What can we make or do best?
How can we sell more aggressively?
What do customers
want and need?
What do customers want and need, and
how can we benefit society?
Orientation Focus
Sales vs Market Orientation
Sales Orientation Market Orientation
(1) Organization Focus Inward –fulfill organization’s
needs.
Outward – fulfill wants and
preferences of customers.
(2) What type of business
organization is in?
Selling goods and services. Satisfying customers needs
and wants and delivering
superior value.
(3) To whom the product is
directed?
Everybody. Specific groups of people.
(4) Firm’s primary goal Achieve profit through
maximum sales volume.
Achieve profit through
customer satisfaction.
(5) Ways to achieve the
goal
Through intensive
promotion.
Through coordinated
marketing and inter-
functional activities.
Marketing Process
• A marketing process include all the marketing’s role and
activities in the organization.
• The marketing process include the process of:-
1) Analyzing marketing opportunities and developing the
organization’s mission and objectives.
2) Selecting target markets.
3) Developing the marketing strategy by developing marketing mix
(4 P’s).
 Product , Price, Promotion, and Place.
1) Managing the marketing effort.
 Include analysis, planning, implementation, and control.
 Can be done by SWOT analysis (strengths, weaknesses,
opportunities, threats).
Defining a Firm’s Business
• Use “customer benefits” instead of
“goods/services”
• Ensures a customer focus
• Encourages innovation and creativity
• Stimulates an awareness of changesin
customer preference
Why Study Marketing?
• Plays an important role in society
• Vital to business survival, profits and growth
• Offers career opportunities
• Affects your life every day
Why Study Marketing?
Vital Marketing Activities for Organizations
• Assess the wants and satisfaction of customers
• Design and manage product offerings
• Determine prices and pricing policies
• Develop distribution strategies
• Communicate with present and potiential customer
Trends in Marketing
T.H.A.N.K Y.O.U F.O.R
L.I.S.T.E.N.I.N.G

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Introduction to Marketing Concepts

  • 1. CHAPTER 1 INTRODUCTION TO MARKETING PREPARED BY: MISS NORLINA M. ALI Faculty of Business Management (Marketing) Universiti Teknologi MARA, Segamat norlin846@johor.uitm.edu.my
  • 2. (1) Definitions of marketing (5) Trends in marketing (4) Marketing process (3) Differences between sales & market orientation (2) Marketing management philosophies INTRODUCTION TO MARKETING INTRODUCTION TO MARKETING Production Concept Selling Concept Marketing Concept Societal Marketing Concept
  • 4. What Is Marketing?What Is Marketing? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution / Place
  • 5. Definition Of Marketing AMA : Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Kotler : A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. American Marketing Association Dr. Philip Kotler
  • 6. Simply put Marketing is the delivery of customer satisfaction at a profit. Goals Attract new customers by promising superior value and keep and grow current customers by delivering satisfaction.
  • 7. Other Definitions Of Marketing • Marketing consists of the performance of business activities that direct the flow of goods and services from producer to user. (American Marketing Association) • Marketing is the process of planning and executing the conception, pricing, promotion, & distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. (American Marketing Association) • Marketing is that of an individual and organizational activities aimed at facilitating exchanges within a set of dynamic environmental forces. (Pride & Ferrell)
  • 9. What are Consumers’ Needs, Wants, and Demands? NeedsNeeds - state of felt deprivation including physical, social, and individual needs i.e hunger WantsWants - form that a human need takes as shaped by culture and individual personality i.e. bread DemandsDemands - human wants backed by buying power i.e. money
  • 10. The Organization’s FocusThe Organization’s Focus Create Customer Value Create Customer Value Build Long-Term Relationships Build Long-Term Relationships Maintain Customer Satisfaction Maintain Customer Satisfaction Key Issues inKey Issues in DevelopingDeveloping Competitive AdvantageCompetitive Advantage Key Issues inKey Issues in DevelopingDeveloping Competitive AdvantageCompetitive Advantage
  • 11. Customer ValueCustomer Value Customer ValueCustomer Value The ratio of benefits to the sacrifice necessary to obtain those benefits
  • 12. Customer Value RequirementsCustomer Value Requirements  Offer products that perform  Give consumers more than they expect  Avoid unrealistic pricing  Give the buyer facts  Offer organization-wide commitment in service and after-sales support
  • 13. Customer SatisfactionCustomer Satisfaction The feeling that a product has met or exceeded the customer’s expectations. Customer SatisfactionCustomer Satisfaction
  • 14. Maintaining Customer SatisfactionMaintaining Customer Satisfaction  Meet or exceed customer’s expectations  Focus on delighting customers  Provide solutions to customer’s problems  Cultivate relationships, NOT one-time transactions
  • 15. Relationship MarketingRelationship Marketing Relationship MarketingRelationship Marketing The name of a strategy that entails forging long-term partnerships with customers, both individuals and firms.
  • 17. Building Long-Term RelationshipsBuilding Long-Term Relationships  Customer-oriented personnel  Effective training programs  Empowered employees  Teamwork
  • 18. The Concept of Exchange • Lamb : The idea that people give up something to receive something they would rather have. • Kotler : The act of obtaining a desired object from someone by offering something in return. Necessary Conditions for Exchange Necessary Conditions for Exchange At Least Two PartiesAt Least Two Parties Something of ValueSomething of Value Communication and DeliveryCommunication and Delivery Freedom to Accept or RejectFreedom to Accept or Reject Desire to Deal With Other PartyDesire to Deal With Other Party
  • 19. Exchange may not take place even if conditions are met; An agreement must be reached; and Marketing occurs even if exchange does not take place.
  • 20. Marketing Management Philosophies Production Concept Selling Concept Marketing Concept Societal Marketing Concept Focus on internal capabilities of the firm. Focus on aggressive sales techniques and believe that high sales result in high profits Focus on satisfying customer needs and wants while meeting objectives Focus on satisfying customer needs and wants while enhancing individual and societal well-being
  • 21. The Marketing Concept / OrientationThe Marketing Concept / Orientation The Marketing ConceptThe Marketing Concept The idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.
  • 22. The Marketing ConceptThe Marketing Concept  Focusing on customer wants and needs to distinguish products from competition  Integrating all the organization’s activities to satisfy customer wants and needs  Achieving the organization’s long-term goals by satisfying customer wants and needs
  • 23. Achieving a Marketing Orientation  Obtain information about customers, copetitor and markets  Examine the information from a total business perspective  Determine how to deliver superior customer value  Implement actions to provide value to customer
  • 24.  Less toxic products  More durable products  Products with reusable or recyclable materials Societal Marketing OrientationSocietal Marketing Orientation Societal Marketing OrientationSocietal Marketing Orientation Marketing that preserves or enhances an individual’s and society’s long-term best interests
  • 25. Review: Marketing Management Philosophies Production SalesSales MarketingMarketing SocietalSocietal What can we make or do best? How can we sell more aggressively? What do customers want and need? What do customers want and need, and how can we benefit society? Orientation Focus
  • 26. Sales vs Market Orientation Sales Orientation Market Orientation (1) Organization Focus Inward –fulfill organization’s needs. Outward – fulfill wants and preferences of customers. (2) What type of business organization is in? Selling goods and services. Satisfying customers needs and wants and delivering superior value. (3) To whom the product is directed? Everybody. Specific groups of people. (4) Firm’s primary goal Achieve profit through maximum sales volume. Achieve profit through customer satisfaction. (5) Ways to achieve the goal Through intensive promotion. Through coordinated marketing and inter- functional activities.
  • 27. Marketing Process • A marketing process include all the marketing’s role and activities in the organization. • The marketing process include the process of:- 1) Analyzing marketing opportunities and developing the organization’s mission and objectives. 2) Selecting target markets. 3) Developing the marketing strategy by developing marketing mix (4 P’s).  Product , Price, Promotion, and Place. 1) Managing the marketing effort.  Include analysis, planning, implementation, and control.  Can be done by SWOT analysis (strengths, weaknesses, opportunities, threats).
  • 28. Defining a Firm’s Business • Use “customer benefits” instead of “goods/services” • Ensures a customer focus • Encourages innovation and creativity • Stimulates an awareness of changesin customer preference
  • 29. Why Study Marketing? • Plays an important role in society • Vital to business survival, profits and growth • Offers career opportunities • Affects your life every day
  • 30. Why Study Marketing? Vital Marketing Activities for Organizations • Assess the wants and satisfaction of customers • Design and manage product offerings • Determine prices and pricing policies • Develop distribution strategies • Communicate with present and potiential customer
  • 32.

Hinweis der Redaktion

  1. Chapter 1
  2. Chapter 1
  3. Chapter 1 Notes: Customer value is not simply a matter of high quality or high price. Instead, the customer’s perception of value is the product/service quality they expect and a price they are willing to pay. Value also includes customization and fast delivery. Discussion/Team Activity: Discuss ways that successful companies deliver superior customer value. Examples: Dell Computer Corporation Lexus Mercedes Benz Amazon.com Southwest Airlines
  4. Chapter 1 Notes: Discuss how offering superior customer value can create a competitive advantage. What evidence of a market orientation do you see on Zane’s cycles Web site? How does the company demonstrate its commitment to the customer?
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  9. Chapter 1 Discussion/Team Activity: Discuss companies who have excelled at building long-term relationships. Examples: Walt Disney Southwest Airlines Nordstrom FedEx
  10. Notes: An exchange may not take place even if all conditions are met. An agreement between buyer and seller is required before an exchange occurs. Discuss examples: * Automobile shopping * Jewelry shopping Marketing (for example, advertising, personal selling, sales promotion, etc.) can occur even if exchange does not take place. Discussion/Team Activity: Ask class to give examples of shopping when exchanges did occur, then when exchanges did not occur.
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