Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer.

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Presentation transcript:

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.

Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Goods (products) Services Events Experiences Persons Places Properties Organizations Information Ideas

“There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Profit = Revenues – Costs

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

 Needs, wants, and demands  Target markets, positioning, segmentation  Offerings and brands  Value and satisfaction  Marketing channels  Supply chain  Competition  Marketing environment  Marketing planning Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self- expression. i.e. I am thirsty. Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a Coca-Cola. Demands - human wants backed by buying power. i.e. I have money to buy a Coca-Cola. Needs. Wants. Demands.

Dodi Setiawan