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MK1 - 01 - Introduction To Marketing (Handout)

This document is the first chapter of an introduction to marketing course. It defines marketing as understanding consumer needs to create and deliver valuable products and services at a profit. The chapter discusses the history and role of marketing in companies. It also introduces the concept of a marketing environment and how marketers analyze factors like customers, competitors, and trends. Common misconceptions about marketing being just advertising or sales are addressed. The overall purpose is to provide an overview of the key topics that will be covered in the course.

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Belen Garcia Ruesta
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42 views

MK1 - 01 - Introduction To Marketing (Handout)

This document is the first chapter of an introduction to marketing course. It defines marketing as understanding consumer needs to create and deliver valuable products and services at a profit. The chapter discusses the history and role of marketing in companies. It also introduces the concept of a marketing environment and how marketers analyze factors like customers, competitors, and trends. Common misconceptions about marketing being just advertising or sales are addressed. The overall purpose is to provide an overview of the key topics that will be covered in the course.

Uploaded by

Belen Garcia Ruesta
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

Business and Economics School - Universidad de Piura


Principles of Marketing (MK)
Daniel Dulanto, MSc.
CONTENT

▪ Definition and History of Marketing

▪ Relevance of Marketing

▪ The Marketing Environment

MK - Marketing Daniel Dulanto, MSc.


What is marketing?
A science
An art

MK - Marketing Daniel Dulanto, MSc.


DEFINITION

“The science and art of exploring, creating, and


delivering value to satisfy the needs of a
target market at a profit”

(Philip Kotler)

MK - Marketing Daniel Dulanto, MSc.


DEFINITION

“Human activity that consists of knowing and


understanding the consumer so well that the
product or service meets their needs and
achieve the sale”

(Peter Drucker)

MK - Marketing Daniel Dulanto, MSc.


DEFINITION

“A philosophy that places the consumer as the


center of interest of companies, seeking the
satisfaction of their needs in a profitable way”

(Rolando Arellano)

MK - Marketing Daniel Dulanto, MSc.


MARKETING ROLE INSIDE THE COMPANIES

▪ It is the link between the company and the market

▪ Understand the consumer

▪ Develops solutions to meet consumer needs

▪ Generate income (sales)

MK - Marketing Daniel Dulanto, MSc.


HISTORY
Why was the Marketing born?

1. The Supply became greater than the Demand


2. Appearance of Competition

3. Consumers became more demanding

MK - Marketing Daniel Dulanto, MSc.


HISTORY
Timeline – When?
Before After
The Demand was greater than the Supply. The Supply became greater than the Demand

1960
Philip Kotler
Jorme McCarthy Make the
The concept of the Marketing Mix
Marketing Mix (4 P’s), popular
Segmentation and 1967 Al Ries
Positioning are ​born
Make the
Positioning popular

MK - Marketing Daniel Dulanto, MSc.


THE MARKETING PROCESS
ANALYSIS COMMERCIAL STRATEGY

MARKET
SEGMENTATION TARGET
ANALYSIS
MARKETING MIX

INTERNAL COMPETITIVE
ANALYSIS POSITIONING DESIGN PLACEMENT
ADVANTAGES

PRODUCT PROMOTION
COMPETITION BENEFIT PLACE
DIFERENTIATION PRICE
ANALYSIS PACKAGE

MK - Marketing Daniel Dulanto, MSc.


MARKETING ENVIRONMENT

“The key to a successful company depends on its ability to


understand the market and adapt to changes in the environment”
“Everything that is happening around can have a positive /
negative effect on the activity of a company”

(Kotler et al.)

MK - Marketing Daniel Dulanto, MSc.


MARKETING ENVIRONMENT
How to analyze it?

5 C’s

People or People who buy, Other players in Data or relevant


companies that use, influence the the industry events in the
help the acquisition of the sector that may
manufacturer products or affect the
company services of the company
company

MK - Marketing Daniel Dulanto, MSc.


MARKETING ENVIRONMENT
How to analyze it?

Market Environment Elements

MICRO ENVIRONMENT MACRO ENVIRONMENT

MK - Marketing Daniel Dulanto, MSc.


MARKETING MISCONCEPTIONS

marketing = advertising

marketing = sales

MK - Marketing Daniel Dulanto, MSc.


Chapter 1:
Introduction to
Marketing

Business and Economics School - Universidad de Piura


Principles of Marketing (MK)
Daniel Dulanto, MSc.

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