Copyright © 2003 Prentice-Hall, Inc. 1-1 LECTURE ETIQUETTE MOBILE MANNERS SWITCH OFF MOBILE PHONES IN LECTURES INC. NO TEXTING! LECTURES ARE NOT A TAKE-AWAY.

Slides:

Advertisements

Similar presentations

Chapter 1 Understanding Marketing

Advertisements

Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges.

©2000 Prentice Hall Objectives ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s.

BA 631 Marketing Management

Chapter 1 Defining Marketing for the 21st Century by

Creating and Capturing Customer Value

Copyright © 2003 Prentice-Hall, Inc. 1-1 Marketing Task  Ten rules of radical marketing  The CEO must own the marketing function.  Make sure the marketing.

principles of MARKETING

An Overview of Strategic Marketing

PRINCIPLES OF MARKETING Philip Kotler and Gary Armstrong

張愛華教授政治大學企管所行銷管理課程 Defining Marketing for the Twenty-First Century Chapter 1 Defining Marketing for the Twenty-First Century 張愛華教授行銷管理.

Marketing for Hospitality and Tourism, 3e©2002 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 1.

CHAPTER 1 Creating and Capturing Customer Value with Duane Weaver.

1 Defining Marketing for the 21st Century

Introduction to Marketing

Marketing Management • 14e

The Marketing Process Mike Morgan D

Trier 2007 Declan Fleming Department of Marketing Topic 1: Marketing Dynamics.

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter 1 An Overview of Contemporary Marketing.

NA_CCM Corporate Marketing Management

Copyright © Houghton Mifflin Company. All rights reserved. 1–11–1 Marketing Deals with Products, Price, Distribution, and Promotion The Marketing Mix –Four.

Marketing in a Changing World

Welcome to the World of Marketing: Create and Deliver Value Ch 01 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.

Chapter 1 marketing dynamics.

1 | 2Copyright © Houghton Mifflin Company. All rights reserved. Part One Understanding And Managing Marketing Strategies.

Part One Marketing Strategy and Customer Relationships 1 An Overview of Strategic Marketing.

©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 1 Chapter 1 Defining Marketing for the Twenty-First.

Marketing Dynamics Lecture 1 Jeanette MacNaught. Session objectives Definition of marketing The development of marketing as a way of doing business Marketing.

Chapter One Marketing: Managing Profitable Customer Relationships.

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Marketing for Hospitality.

 Marketing is NOT Easy WHAT IS MARKETING? LO1  You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions May Be Involved in Selling.

Copyright © 2003 Prentice-Hall, Inc. 1-1 PowerPoint by Milton M. Pressley Creative Assistance by D. Carter and S. Koger PowerPoint by Milton M. Pressley.

Marketing 420 MKT Contemporary Issues in Marketing.

Chapter 1 Copyright ©2010 by Cengage Learning Inc. All rights reserved 1 MKTG Lamb, Hair, McDaniel CHAPTER An Overview of Marketing.

Marketing Basics. Marketing  Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.

1 Lamb, Hair, McDaniel CHAPTER 1 An Overview of Marketing © WINDSOR & WIEHAHN/STONE/GETTY IMAGES © iStockphoto.com/San Nguyen.

Customer Value, Satisfaction, Customer Relationships and Customer Experiences. Chapter 1.

What is Marketing? Professor Chip Besio Cox School of Business Southern Methodist University.

Copyright © 2003 Prentice-Hall, Inc. 1-1 Chapter 1 Defining Marketing for the 21 st Century by PowerPoint by Milton M. Pressley University of New Orleans.

Welcome to the World of Marketing Dr. Chun-Tuan Chang (07) ext. 4627

Marketing -introduction Alena Klapalová

Chapter 10 Marketing.

Kotler Keller PhillipKevin Lane Marketing Management 14e.

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 CHAPTER 1 An Overview of Marketing © WINDSOR & WIEHAHN/STONE/GETTY IMAGES.

MARKETING MANAGEMENT 12 th edition 1 Defining Marketing for the 21 st Century KotlerKeller.

Lecture 1 Defining Marketing for the 21 st century By: Dr Shahinaz Abdellatif.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Chapter 1 What is Marketing?

The World of Marketing Standard 1 Objective 1. Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,

1 An Introduction to Marketing Previous Next To replay any audio, click on the sound icon.

Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.

The learning objectives: What is Market? What is Marketing and marketing management? Marketing core Concepts Marketing management philosophies 1.

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Chapter 1 Introduction.

Chapter 1 Understanding Marketing The future is not ahead of us. It has already happened. Philip Kotler.

Slide 15.1 Cooper et al: Tourism: Principles and Practice, 3e Pearson Education Limited 2005, © retained by authors Chapter 15 Marketing for tourism -

1 MARKETING AND MARKETING MANAGEMENT Module 1. 2 Objectives Defining marketing and marketing management The scope of marketing Some fundamental marketing.

Lesson 1: Understanding Marketing

Chapter One Creating and Capturing Customer Value.

Introduction to Marketing. Origins of Marketing Rooted in the exchange process by which two or more parties give something of value to each other to satisfy.

Marketing Concepts.

Sports and Entertainment Marketing

INTRODUCTION TO MARKETING

What is Marketing? Marketing is societal process by which individuals and groups obtain what they need and want through creating, offering and freely.

Marketing Management Module 1

Chapter 1 Introduction Marketing for Hospitality and Tourism

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Marketing The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers,

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Presentation transcript:

Copyright © 2003 Prentice-Hall, Inc. 1-1 LECTURE ETIQUETTE MOBILE MANNERS SWITCH OFF MOBILE PHONES IN LECTURES INC. NO TEXTING! LECTURES ARE NOT A TAKE-AWAY OUTLET LECTURES ARE NOT FRIENDS REUNITED

Copyright © 2003 Prentice-Hall, Inc. 1-2 The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. Kotler on Marketing

Copyright © 2003 Prentice-Hall, Inc. 1-3 Eras of Marketing Production Era (1860s -1930s)  Sales Era (1930s-1950s) Marketing Era (1950s s) Internet Era (1990s- 20??) Internet Era (1990s- 20??)

Copyright © 2003 Prentice-Hall, Inc. 1-4 Selling Is Different From Marketing (or Figure 1.7) FOCUS MEANSENDS ProductsThrough Selling & Promoting Sales Volume & Profits Customer Through Integrated Marketing Customer Satisfaction & Profits

Copyright © 2003 Prentice-Hall, Inc. 1-5 Marketing Involves Products, Services, Ideas  PRODUCTS  Consumer goods, durables  Capital equipment (eg Military)  SERVICES  Personal  Business  IDEAS  Education  The Church

Copyright © 2003 Prentice-Hall, Inc. 1-6 Marketing as an Exchange Relationship Buyer Seller Something of Value I.e. money, labour, goods EX: money  electricity money  healthcare vote  political party Something of Value I.e. goods, services, ideas

Copyright © 2003 Prentice-Hall, Inc. What is Marketing? “is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others” Source: Kotler (2003) p.9

Copyright © 2003 Prentice-Hall, Inc. 1-8 The Scope of Marketing  Marketing: typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.

Copyright © 2003 Prentice-Hall, Inc. 1-9 The Scope of Marketing  Places  Properties  Organizations  Information  Ideas  Goods  Services  Experiences  Events  Persons

Copyright © 2003 Prentice-Hall, Inc The Decisions Marketers Make  Consumer Markets  Business Markets  Global Markets  Nonprofit and Governmental Markets

Copyright © 2003 Prentice-Hall, Inc Figure 1-5: The Four P Components of the Marketing Mix

Copyright © 2003 Prentice-Hall, Inc Figure 1-6: Marketing-Mix Strategy

Copyright © 2003 Prentice-Hall, Inc The Marketing Mix 4 P’s4 C’s ProductCustomer needs and wants PriceCost to the customer PromotionCommunication PlaceConvenience

Copyright © 2003 Prentice-Hall, Inc. Marketing Management from Transactions... “the management process responsible for identifying, anticipating and satisfying consumers’ requirements profitability” Source: Chartered Institute of Marketing 1991

Copyright © 2003 Prentice-Hall, Inc. …to Relationship Marketing “...is to establish, maintain and enhance relationships with customers and other partners, at a profit so that the objectives of both parties are met. This is achieved by mutual exchange and the keeping of promises. Such relationships are usually but not necessarily always long-term.” Source: Grönroos (1994) JMM p.355

Copyright © 2003 Prentice-Hall, Inc Peter Drucker (1973) “Marketing is so basic that it cannot be considered as a separate function... it is the whole business seen from the point of view of its final result, from the customer’s point of view.”