Introduction to Marketing Objectives: The Who, What, Where, When, Why and How of Marketing Introduce some vocabulary we’ll use all semester Introduce some concepts that we’ll need to sleep on for a while Continue to engage in the discussion/debate on what is marketing for your essay

Based on our your prior knowledge, our discussion today, and the first two chapters in Kolter, please write a 3-5 paragraph essay with YOUR thoughts about what is marketing.   A concise definition of what is marketing.  If you use someone else's definition, please be sure to use proper credits AND explain WHY you are adopting this definition. 2. Your opinion as to whether marketing is on balance a positive activity that "satisfies customers' needs and wants" or a negative activity that "...creates needs and wants...encourag(ing) customers to spend more money than they should on goods and services that they don't really need" (quotes from the "Marketing Debate" at the end of Chapter 1). 3. What YOU find most interesting about marketing and why.  In other words, what are you looking forward to thinking about in this class.

What is Marketing? “…attempts to make unwilling buyers purchase unwanted goods.” Kolter (1997) p. xxxii Same slide from intro class – think about pulling up Wikipedia page – mirrors text book http://en.wikipedia.org/wiki/Marketing “…Marketing is about identifying and meeting human and social needs.” Kolter (2013) p.5

Who? Not just people with “marketing “ in their title or job description! Careers in marketing panel…

What? Not just products like toothpaste and cereal Story about Beth

Need to animate… Try to get picture of me a Disney from Mom…

Where? Not just on TV!

When? At the EXACT moment that the message will make a difference Big data…

Why?

How? How – use for vocab on marketing channel

Key Vocabulary from Cp. 1&2 Channel Demands Needs Offering Positioning Prospect Supply Chain Targeting Wants

Flavor of the month… Holistic marketing

Production Concept: high production efficiency, low costs, mass distribution

Product Concept: Quality, performance, innovation

Selling Concept: If left on their own, consumers won’t buy enough.

Marketing Concept: Creating, delivering and communicating superior customer value to your target market.

Holistic Marketing Concept: …the development, design, and implementation of marketing programs, processes, and activities that recognize their breadth and interdependencies (p. 18). Interesting how now the marketing folks are in the center and the customer has been pushed off to the bottom right corner…

Mom: “Everyone is special…” Motto of holistic marketing is “everything matters” But if everything matters, then nothing does. How useful is this?? Dash: “…which is another way of saying no one is.”

“All models are wrong, but some models are useful.” -- George Box Box, G.E.P., Robustness in the strategy of scientific model building, in Robustness in Statistics, R.L. Launer and G.N. Wilkinson, Editors. 1979, Academic Press: New York.

So what is Marketing?