1. Marketing and the Marketing Concept 1.1
Objectives
Define marketing
List the seven marketing core functions
Understand the marketing concept

2. The Scope of Marketing
You have already participated in the marketing X process as a consumer. Now you need to think like a marketer and keep up with:
Trends
Consumer attitudes
Customer relationships

3. Ideas, Goods, and Services
Marketing promotes ideas, goods and services.
Apple
Samsung

4. Ideas, Goods, and Services
Examples of marketed goods include:
Cars
Electronics
Home furnishings
Foods

5. Ideas, Goods, and Services
Examples of services that may be marketed are:
Automotive repair
Hair styling
Legal aid
Financial consulting

6. Seven Marketing Core Functions
Channel Management getting goods to customers
Market Planning understanding concepts and strategies to develop and target marketing strategies to a specific market
continued

7. Seven Marketing Core Functions
Marketing information management researching customers, trends, and competitors
Pricing charging for goods and services to make a profit
continued

8. Seven Marketing Core Functions
Product/service management obtaining, developing, maintaining, and improving a product or service
Promotion informing, persuading, and reminding customers about a product or service
continued

9. Seven Marketing Core Functions
Selling providing customers with goods and services
The move toward same-day fulfillment is gaining speed across the Internet as e-tailers compete for customers.

10. The Marketing Concept
The marketing concept focuses on satisfying the needs and wants of customers. For a business to be successful, all employees must:
Understand the marketing concept
Provide the best possible service to customers

11. The Importance of Marketing 1.2
Objectives
Analyze the benefits of marketing
Apply the concept of utility

12. Economic Benefits of Marketing
Marketing’s benefits to the economy and consumers are:
New and improved products
Lower prices
Added value
Competition

13. New and Improved Products
Marketing generates competition:
Apple vs. PC
Marketing Essentials Chapter 1, Section 1.2

14. Added Value and Utility
The value that marketing adds to a product or service is called utility. Five utilities contribute to making a product or service capable of satisfying customers’ wants and needs:
Form putting parts together to make a product consumers want
Place offering a product where consumers can buy it (e.g. retail store, catalog, Web site)
Time offering a product at a convenient time of day or year for consumers
Possession allowing consumers to take legal ownership of a product
Information communicating information about a product (e.g. through labeling, advertising, or an owners’ manual)
Marketing Essentials Chapter 1, Section 1.2

15. Market and Market Identification
Memorize the terms in this section. The first important term is market , which refers to people who:
Share similar needs and wants
Have the ability to purchase a product

16. Consumer Versus Industrial Markets
The consumer market wants products and services that……Think back in your daily lives, why do you buy the products you have???

17. Consumer Versus Industrial Markets
The industrial market , or business-to-business (B-to-B) market, wants products and services that:
Improve productivity
Improve efficiency
Increase sales
Decrease expenses
Marketing Essentials Chapter 1, Section 1.3

18. Market Share
A company's market share is its percentage of total sales in a given market, such as the video game market. Market share changes as:
New competitors enter the market
The markets volume increases or decreases

19. Market Share for search engines

20. Target Market and Market Segmentation
Identifying a product’s target market is a key to success. A single product may have these two target markets:
Consumers
Customers

21. Target Market and Market Segmentation
Who would a nutritious breakfast food would be targeted at??

22. Target Market and Market Segmentation
To develop a clear picture of its target market, a business may create a customer profile , which lists information such as:
Age
Income level
Ethnic background
Occupation
Attitudes
Lifestyle
Geographic residence

23. Marketing Mix
The marketing mix X includes four basic marketing strategies, or tools, called the four Ps:
product
place
price
promotion

24. Marketing Mix

25. Product
A company must choose what products to develop, update, and improve.
What are some products you currently use?
Marketing Essentials Chapter 1, Section 1.3

26. Place A company must decide where to sell and distribute a product.
Name some places you can buy a product?
Marketing Essentials Chapter 1, Section 1.3

27. Price
A company must determine what price it will charge for a product.
What do you think determines prices of a product?
Marketing Essentials Chapter 1, Section 1.3

28. Promotion
A company must decide how to advertise, promote, and publicize a product.
What are the most popular forms of advertisement??
Marketing Essentials Chapter 1, Section 1.3