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Chapter 1 - Introduction To Marketing PDF

This chapter introduces marketing concepts. It defines marketing as building customer relationships to capture value. The chapter outlines five core concepts: needs, wants, demands, exchanges, and relationships. It also describes the evolution of marketing orientations from production to societal marketing. The marketing process involves analyzing opportunities, segmentation, strategy, implementation, and evaluation. Finally, it introduces the 4Ps and their relationship to customer solutions, cost, convenience, and communication.

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Tuấn Phạm
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85 views

Chapter 1 - Introduction To Marketing PDF

This chapter introduces marketing concepts. It defines marketing as building customer relationships to capture value. The chapter outlines five core concepts: needs, wants, demands, exchanges, and relationships. It also describes the evolution of marketing orientations from production to societal marketing. The marketing process involves analyzing opportunities, segmentation, strategy, implementation, and evaluation. Finally, it introduces the 4Ps and their relationship to customer solutions, cost, convenience, and communication.

Uploaded by

Tuấn Phạm
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CHAPTER 1:

INTRODUCTION TO MARKETING

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Objective

Understand what is marketing?

Explain the importance of understanding the


marketplace and customers

Identify the five core marketplace concepts.

Identify the key elements of a customer-driven


marketing strategy

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Content

• Marketing Defined;

• Core marketplace concepts;

• Markting Management process;

• Marketing mix;

• The importance of Marketing.

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Part 1: Marketing Defined

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Basic concepts

Need
Understanding
customer
Needs
Want Demand

Exchange Transaction
Understanding
market

Relationship Market

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Basic concepts

Customer Needs, Wants, and Demands

Needs • States of deprivation

Wants • Form that needs take

Demands • Wants backed by buying power


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Exchanges and Relationships

 Exchange is the act of obtaining a desired


object from someone by offering something in
return.

 Marketing actions try to create, maintain, and


grow desirable exchange relationships.

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Market

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What is marketing?

Marketing is a process by which


companies create value for
customers and build strong customer
relationships in order to capture
value from customers in return.

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Selling and Marketing Concepts

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Part 2:
Marketing management orientation

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Marketing management orientation

Production concept

Product concept

Selling concept

Marketing concept

Societal Marketing concept

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Production concept

 Consumers will favor products that are


available and highly affordable.

People can have the Model T in


any color - so long as it’s black
— Henry Ford —

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Product concept

 Consumers favor products that offer the


most quality, performance, and features.

 The focus is on continuous product


improvements.

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Selling concept

 Consumers will not buy enough of the firm’s products


unless the firm undertakes a large-scale selling and
promotion effort.

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Marketing concept

 Know the needs and wants of the target


markets and deliver the desired satisfactions
better than competitors.

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Societal marketing concept
 The company’s marketing decisions should consider
consumers’ wants, the company’s requirements,
consumers’ long-run interests, and society’s long-run
interests.

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Part 3: Marketing process

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Marketing process

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Building Customer Relationships

Customer relationship management is the overall


process of building and maintaining profitable
customer relationships by delivering superior customer
value and satisfaction.

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3.2. Marketing Management Process

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3.2. Marketing Management Process

• Analysing Marketing opputunities


B1

• STP
B2

• Design Marketing strategy


B3

• Marketing implimentation
B4

• Marketing performance evaluation


B5

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Part 4: Marketing mix 4P

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4P and 4C
Producer Customer

Product Customer solutions

Price Customer cost

Place Convenience

Promotion Communication

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Part 5: The role of Marketing

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The role of Marketing

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The role of Marketing

01 02
02
The bridge between Find and take

company and market. care the customer

03
Manage the customer
and relationships in
the market.

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Key terms

• Need • Exchange

• Want • Transaction

• Demand • Relationships

• Maslow's hierarchy of needs • Market

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Key terms

• Production concept

• Product concept

• Selling concept

• Marketing concept

• Societal Marketing concept

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Key terms

• Marketing process

• Marketing management

• Customer relationship management

• Marketing mix

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Q&A

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