Marketing ppt

Promotion: making a product and its benefits
known and stimulating consumers demand for it
Place: channels of distribution and timely
transportation, make goods and services available
Need
Wants Described as objects that will satisfy need. Shaped by culture and individual personality
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II. Core marketing concepts
Core Concepts
Wants
Described as objects that will satisfy need. Shaped by culture and individual personality
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The Selling Concept
Believe that consumer will not buy enough unless undertakes a large scale selling and promotion effort. Seller Focuses on selling techniques and Promotion effort. Typical objectives: increase sales volume
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Need :Physical need Social need Individual need
II. Core marketing concepts
Core Concepts
Needs, wants, and demands Marketing offers: Value and satisfaction Exchange, transactions and relationships Markets
The Production concept
One of the oldest management philosophy Believe consumer will buy if the product are available and highly affordable Put the factory first; focus on production efficiency; lack of consideration for customer requirement Typical objectives: improving production and stribution efficiency
Marketing offer
bination of products, services, information or experiences that satisfy a need or want b.Offer may include services, activities, people, places, information or ideas
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II. Core marketing concepts
Core Concepts
4Ps of Marketing
Needs, wants, and demands Marketing offers Value and satisfaction Exchange, transactions and relationships Markets
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The Product Concept
Believe that if provide a good quality product, at a reasonable price, then people will buy it.‘‘ 酒香不怕巷子深” Putting the product first; Focuses on product quality and features. Typical objectives: Devote energy to make continuous product improvements.
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Marketing mix
Product: special appeal for consumers in aspects
like quality, utility or image
Price: take costs, rivals’ prices and pricing ’
regulations into account
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II. Core marketing concepts
Core Concepts
Those needs are not created by marketers. They are usually boosted by marketing campaign. Those needs will be shaped into wants
Market Set of actual and potential buyers of a product. The size of a market depends on the number of actual and potential buyers.
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III. Marketing Management Orientation
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The Societal marketing Concept
The newest of five marketing management philosophies Focuses on customers’ and society’s wellcustomers’ society’ wellbeing Typical objectives: Balance three considerations: company profit, consumer want, society’s interests society’
Marketing is a set of activities through a certain It’ process orientated by a certain philosophy. It’s objective is to meet and satisfy human and social needs and wants by creating customer value and customer satisfaction. Marketing is about managing profitable customer relationships. Marketing is about managing profitable customer relationships.
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Demands
Human Wants which are backed by buying power
II. Core marketing concepts
Core Concepts
Exchange is the act of Value
Value reflects the sum of perceived tangible and intangible benefits and costs to customers. Customer value is the difference between the values the customers gains from owning and using a product and the costs of obtaining the product. obtaining a desired object from someone by offering something in return.
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Marketing Concept
Focuses on needs and wants of consumers and delivering the desired satisfactions. Typical objectives: achieve long term profit through delivering customer satisfaction and creating low term customer relationship.
Transaction is a trade of
values between two parties.
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Core marketing concepts
Core Concepts
Marketer
A marketer is someone whose job involves marketing. Marketer must be careful to set thright level of expectation.Smart company aims to delight customers by promising only what they can deliver, then delivering more than they promise.
English 101 Yuan Hong 100602127
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Contents
1.
Definition of marketing Core marketing concepts. Marketing management orientation
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I. What is Marketing?