What is Marketing? Everything.

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Presentation transcript:

What is Marketing? Everything

What is Marketing? Marketing: Using Exchanges to Satisfy Needs The Diverse Factors Influencing Marketing Activities

An organization’s marketing department relates to many people, groups, and forces

Marketing’s first task: discovering consumer needs

Marketing’s second task: satisfying consumer needs

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS The Four Ps: Controllable Marketing Decisions “Marketing Mix” process of planning and executing the conception, pricing, promotion, and distribution (place) of ideas, goods, and services (“product”)to create exchanges that satisfy individual and organizational objectives. Marketing Environment: uncontrollable Events involving social, economic, technological, competitive, and regulatory forces.

HOW MARKETING BECAME SO IMPORTANT The Breadth and Depth of Marketing Who Markets? What is Marketed?

Who Buys and Uses What is Marketed? Ultimate consumers Organizational buyers What is Marketed? Products Services Ideas