Scribd
Upload
388 views18 pages

Marketing 101

Marketing involves creating, communicating, delivering, and exchanging offerings that provide value to customers and other stakeholders. It is a process that requires thoughtful planning. Over time, marketing's role has shifted from simply selling surplus products to focusing on long-term customer satisfaction. A marketing plan involves analyzing the market and competitors, determining goals and strategies, and establishing controls. The marketing mix, also called the 4Ps, consists of product, price, place, and promotion strategies used to satisfy customer needs.

Uploaded by

mohsinameer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
388 views18 pages

Marketing 101

Marketing involves creating, communicating, delivering, and exchanging offerings that provide value to customers and other stakeholders. It is a process that requires thoughtful planning. Over time, marketing's role has shifted from simply selling surplus products to focusing on long-term customer satisfaction. A marketing plan involves analyzing the market and competitors, determining goals and strategies, and establishing controls. The marketing mix, also called the 4Ps, consists of product, price, place, and promotion strategies used to satisfy customer needs.

Uploaded by

mohsinameer
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 18

• Marketing is the activity for

creating capturing,
communicating, delivering
and exchanging offering that
Marketing has value for customers,
clients, partners and society
at large
• It requires thoughtful
planning

(American Marketing Association) 2


Marketing

“The process of planning and


executing the conception, pricing,
promotion, and distribution of
ideas, goods, and services to
create exchanges that satisfy
individual and organization goals.”
American Marketing Association
Focus:
Simple Trade Era
Sell Surplus

Focus:
Production Era
Increase Supply

Over Time,
Marketing’s Role Focus:
Has Changed Sales Era
Beat Competition

Focus:
Marketing Department Era
Coordinate and Control

Focus: Long-Run
Marketing Company Era
Customer Satisfaction
Marketing as an Organizational Philosophy

Can be Stated Formally


as a Mission Statement

Can be Established Informally through


The Communications and Actions
of Top Management

Indicates the Types of Activities


the Organization Values
Three Marketing Philosophies

1. Production Philosophy

2. Selling Philosophy

3. Marketing Philosophy
What is the Purpose of Business and How Does the
Marketing Concept contribute to that purpose?

Customer Total company


satisfaction effort

The
Marketing
Concept

Profit (or another measure of


long-term success) as
an objective
Marketing Mix and the Customer

Four Ps Four Cs
 Product  Customer solution

 Price  Customer cost

 Place  Convenience

 Promotion  Communication
Marketing Plan
• Market Analysis
• Company Analysis
• Determining the Goals
• Determining the Strategies
• Determining the Tactics
• Control
Market Analysis

• Customer Analysis
• Segmentation
• Motivation
• Unmet Needs
Market Analysis
• Competitor Analysis
• Who are our competitors (Rivals)?
• What advantages do they have?
• What are their goals?
• What are their strategies?
• What are their organizational structures?
• What are their strengths and weaknesses?
Market Analysis
• Structural Analysis
• Industrial analysis
• Actual and potential size of the industry
• Growth of the industry
• Cost structure of the industry
• Distribution structure of the industry
• Changes in the industry
Company Analysis

• SWOT analysis
SWOT analysis

• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external)
What is marketing?
Marketing is the process of developing, promoting,
and distributing products to satisfy customers’ needs
and wants.
The Marketing Mix
The marketing mix consists of four basic marketing
strategies known as the 4 P’s.
• Product
• Promotion
• Place
• Price
The 4 P’s of Marketing explained
Product Promotion Place Price
1. Is there a 1. Making 1. Distribution is 1. How much are
demand for the customers getting the right customers
product or aware of a product to the willing to pay?
service? product right place at 2. Is the price
2. How to make 2. Advertising the right time in competitive
the product 3. Coupons the right with other
appeal to 4. Rebates amount and in products?
consumer 5. Sales the right 3. Can the
3. Packaging— 6. Free give aways condition company make
includes the 7. Publicity 2. Storage a profit?
design, color, 3. Warehousing
size, and brand 4. Transporting
names
Creating Advertisements
• Catchy slogans are great forms of advertisement.
• Your logos can also be used as advertisement.
• Advertisements need to catch the interest of the
target market and create a desire for consumers to
buy your product!

You might also like