Chapter 1
Chapter 1
Chapter 1
ProblemtoSolving
marketing
concepts
Ch 1
1
What you’ll learn...
What is
marketing?
Marketing
What does it
involve?
What is the
marketing mix?
2
About
Marketing
3
Marketing in the 21
century
WHY
4
What is marketing?
• Marketing…
– is not ADVERTISING
– is not SELLING
– is not PROMOTION
• “The aim of marketing is to make
selling unnecessary.” Peter Drucker
(1973)
5
What is marketing?
• Businesses need to sell
products if they are to
achieve their
objectives.
• Marketing is about
ensuring that
businesses can sell as
many products as
possible in order to
make profits. 6
What Is Marketing?
Without careful
marketing these
products would
fail
9
Marketing definition
Q
Marketing is a societal process by which
individuals and groups obtain what they
need and want through creating,
offering, and exchanging products and
value with others.
10
Needs: States of deprivation فقد
Physical—food, clothing, warmth, safety
Wants:
Wants are how people communicate their needs.
A hungry person may want
Cheeseburger, Tuxedo, Car
a hamburger, noodles, or cheese and bread .
Marketer
11
This Is Demand
“Demand” 12
First Task: Detect Needs
13
Marketing’s first task: discovering consumer needs
Organization’s
marketing focus
Discover consumer needs
14
What is a Market? Q
Potential consumers make up a
market, which is:
1. People
2. with the Desire and
3. with the Ability to Buy a
specific product.
15
Markets are the set of actual and potential
buyers of a product Q
Marketing’s Second Task: Satisfying Consumer Needs
17
The Target Market Q
Because the organization obviously can’t
satisfy all consumer needs, it must
concentrate its efforts on certain needs of
a specific group of potential consumers
This is the target market -- one or more
specific groups of potential consumers
toward which an organization directs its
marketing programme
Market segmentation: refers to dividing the markets
into segments of customers
Target marketing: refers to which segments to go
after 18
Customer Development Q
Suspects
يعتقد
First-time Repeat
Prospects customers customers Clients Advocates Partners
Disqualified
prospects Inactive or
ex-customers
19
Marketing Management Orientations
Marketing Management Orientations Q
Production era
Sales era
SocietalMarketing era
Is there a
difference?
25
The Marketing Concept Q
28
The Major Role of Marketing
and Selling Q
29
Comparing Sales and Market
Orientations
Organization’s Firm’s For Primary Tools to
Focus Business Whom? Profit Goal? Achieve
31
Relationship Marketing
Relationship marketing is linking the organization
to its individual customers, employees,
suppliers, and other partners for their mutual
long-term benefits.
Mutual long-term benefits between the
organization and its customers require links to
other vital stakeholders-- including suppliers,
employees, and “partners” such as wholesalers
or retailers in a manufacturer’s channel of
distribution.
32
The Changing Nature of Customer
Relationships