1. 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

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. 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.

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

10. Copyright © 2003 Prentice-Hall, Inc. 1-10 The Decisions Marketers Make  Consumer Markets  Business Markets  Global Markets  Nonprofit and Governmental Markets

11. Copyright © 2003 Prentice-Hall, Inc. 1-11 Figure 1-5: The Four P Components of the Marketing Mix

12. Copyright © 2003 Prentice-Hall, Inc. 1-12 Figure 1-6: Marketing-Mix Strategy

13. Copyright © 2003 Prentice-Hall, Inc. 1-13 The Marketing Mix 4 P’s4 C’s ProductCustomer needs and wants PriceCost to the customer PromotionCommunication PlaceConvenience

14. 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

15. 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

16. Copyright © 2003 Prentice-Hall, Inc. 1-16 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.”