Saturday, 4 December 2021
Intro to Marketing
Marketing Management tasks:
- Development market strategies and plans
- Capturing marketing insights
- Connecting with customers
- Building strong brands
- Creating value
- Delivering value
- Communicating value
- Creating successful long-term growth
The value of marketing
•Financial success often depends on marketing ability
•Successful marketing builds demand for products and services, which, in turn,
creates jobs
The scope of marketing
•Marketing is about identifying and meeting human and social needs
•AMA’s formal definition: Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large
Marketing management
The art and science of choosing target markets and getting, keeping and growing customers
through creating, delivering, and communicating superior customer value,
1
, Saturday, 4 December 2021
What things do we market?
•Goods
•Services
•Events
•Experiences
•Persons
•Places
•Properties
•Organizations
•Information
•Ideas
Who markets?
•A marketer is someone who seeks a response—attention, a purchase, a vote, a
donation—from another party, called the prospect
•EVERYONE DOES
What is a market?
•Consumer markets
•Business markets
•Global markets
•Nonprofit & governmental markets
Core Marketing Concepts
•Needs: the basic human requirements such as for air, food, water, clothing, and
shelter
•Wants: specific objects that might satisfy the need
•Demands: wants for specific products backed by an ability to pay
2
Intro to Marketing
Marketing Management tasks:
- Development market strategies and plans
- Capturing marketing insights
- Connecting with customers
- Building strong brands
- Creating value
- Delivering value
- Communicating value
- Creating successful long-term growth
The value of marketing
•Financial success often depends on marketing ability
•Successful marketing builds demand for products and services, which, in turn,
creates jobs
The scope of marketing
•Marketing is about identifying and meeting human and social needs
•AMA’s formal definition: Marketing is the activity, set of institutions, and processes
for creating, communicating, delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large
Marketing management
The art and science of choosing target markets and getting, keeping and growing customers
through creating, delivering, and communicating superior customer value,
1
, Saturday, 4 December 2021
What things do we market?
•Goods
•Services
•Events
•Experiences
•Persons
•Places
•Properties
•Organizations
•Information
•Ideas
Who markets?
•A marketer is someone who seeks a response—attention, a purchase, a vote, a
donation—from another party, called the prospect
•EVERYONE DOES
What is a market?
•Consumer markets
•Business markets
•Global markets
•Nonprofit & governmental markets
Core Marketing Concepts
•Needs: the basic human requirements such as for air, food, water, clothing, and
shelter
•Wants: specific objects that might satisfy the need
•Demands: wants for specific products backed by an ability to pay
2
