Introduction to Marketing Jordan Holtzman. What is Marketing? Exchange process Management process Consumer-driven The 4 P’s Creating satisfied and loyal.

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Presentation transcript:

Introduction to Marketing Jordan Holtzman

What is Marketing? Exchange process Management process Consumer-driven The 4 P’s Creating satisfied and loyal consumers “Getting the right stuff to the right people.”

Marketing is NOT just… …“Advertising” …“Selling” …“getting inside the consumer’s head” …”building a better mousetrap” “art” “science”

Marketing is Everywhere Business – For Profit – Not for Profit Politics Science Research Religion

Some Marketing Vocabulary Needs vs. Wants Marketing Offer Market Value Value Proposition Satisfaction Marketing System Products Services Experiences De-Marketing

A modern Marketing System

Avoiding Marketing Myopia When marketing is overly focused on product features instead of benefits and market trends – Examples Music Downloads vs. CDs Trains vs. Transportation Good Marketing Managers avoid Marketing Myopia.

Old vs. New Marketing

The 4 P’s Product Price Promotion Place

Not all customers are created equal

Question du Jour Is the customer always right?