Basics of Mktg.
Basics of Mktg.
Basics of Mktg.
Marketing
Management
Simple Definition:
Marketing is managing profitable
customer relationships.
Goals:
1. Attract new customers by promising
superior value.
2. Keep and grow current customers by
delivering satisfaction.
1-2
Marketing Defined
1-3
The Marketing Process
1-4
Needs, Wants, & Demands
Need:
State of felt deprivation including
physical, social, and individual needs.
– Physical needs:
• Food, clothing, shelter, safety
– Social needs:
• Belonging, affection
– Individual needs:
• Learning, knowledge, self-expression
1-5
Needs, Wants, & Demands
Wants:
Form that a human need takes, as
shaped by culture and individual
personality.
1-6
Need / Want Fulfillment
1-7
Marketing Myopia
1-8
Marketing Myopia Examples
1-9
Modern Marketing Systems
1-10
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
1-11
Figure 1.4 Holistic Marketing Dimensions
1-13
Marketing for 21st Century
1-14
Holistic Marketing