1. International Marketing

2. Marketing Concept Management process Identify Anticipate Satisfy
Customer Requirements
Profitably

3. Marketing Concept Nonprofits, governments Target audience
Financially sustainable

4. Marketing Concept Who is the customer Who is the target audience Needs
Maslow
Wants
Extraneous pressures - culture, social, peer

5. Marketing Concept
Perceptions
Desires
Inform
Influence

6. Marketing Concept Position to buy Ability to do so plus Want Demand
Size of market
Volume of demand

7. Marketing Concept Know your customers Know your noncustomers
Market research

8. 4 Tenets of the Marketing Concept
Well defined market
Focus on customer needs
Coordination of marketing activities
Profitability
Market orientation
Beyond customer satisfaction

9. Marketing Orientation
Internal Marketing
Concentric circles
Precedes external marketing
“We consider it a sacking offence to promise something you can not deliver”
React and adapt to market changes

10. Marketing Orientation
Forward planning
Mesh aims and resources with changing market opportunities
Analyze business situations
Define opportunities
Develop plans
Implement

11. Marketing Orientation
Strategic
Strategies
Goals
Objectives

12. Marketing Orientation
Competition
Unique selling point
Core benefit

13. Marketing Concept Utility Value Satisfaction
Alignment of human wants and perceived benefits

14. Marketing Concept Decision making process Perceptions Judgement
Preferences
Evaluation

15. Marketing Concept Exchange
Obtaining a desired product in exchange of something
Transaction
Relationship marketing
Marketing Network

16. Marketing Concepts Market segmentation
Set of customers with enough common characteristics and needs
Same marketing methods used effectively

17. Marketing Concepts Target Marketing Market positioning
Distinguishing from other products
Meaningful differences
Distinctive competencies
Not incompetencies
In the eyes of the customer

18. Marketing Concepts
Market entry
Credibility
International

19. Marketing Concepts Marketing Mix Elements 4 Ps
Coordinate to greatest effect
Actualize Positioning to a Segment
Competition

20. Marketing Concepts Marketing Plan Research Customer feedback
Auditing techniques

21. Implementation of Marketing Concepts
Production efficiency
Supply Chain efficiency
Distribution efficiency
Pricing
Margins

22. Implementation of Marketing Concepts
Quality products
Reduce promotional costs
Stimulate demand
Customers forget
Competition tries

23. Implementation of Marketing Concepts
Information
Persuasion
Customer satisfaction
Customer delight
Superior service
Legal
Ethical

24. Implementation of Marketing Concepts
Information
Persuasion
Customer satisfaction
Customer delight
Superior service
Legal
Ethical

25. Implementation of Marketing Concepts
Figure 1.2
Analysis
Planning
Direction
Process

26. Marketing Process Figure 2.1 Continuous Analytical
Combines long-term strategy
Short-term tactics
Coordinates

27. Marketing Process Mutual support of business aims
Maintain focus on customer
Strategic planning
to Marketing planning

28. Marketing Process Different stages of business performance
Adjust and change when necessary

29. Marketing Process Customer needs Political Economic Cultural Social
Psychological
Technological
Interaction of the above

30. Marketing Process Consumer - end user Customer - buyer Specifier
Decision-making unit
Needs and wants

31. Implementing Marketing Concepts
Buying process
Figure 2.2
Types of purchase
- routine
- impulse
- high value
- low value

32. Marketing Process Need identification Search Evaluation Purchase
may change due to situation
promotion
trial
drift between intention and decision
use and repurchase