Professional Documents
Culture Documents
PowerPoint by
Vidyadhar Vedak
DY Patil Inst of MCA, Pune 44.
1-1
Copyright 2003 Prentice-Hall, Inc.
1-2
Copyright 2003 Prentice-Hall, Inc.
1-4
Copyright 2003 Prentice-Hall, Inc.
Places
Properties
Organizations
Information
Ideas
Goods
Services
Experiences
Events
Persons
1-5
Copyright 2003 Prentice-Hall, Inc.
Marketing Concepts
and Tools
Defining Marketing
Marketing
Marketing Management
1-6
Copyright 2003 Prentice-Hall, Inc.
1-7
Copyright 2003 Prentice-Hall, Inc.
Marketing Concepts
and Tools
Marketplace,
Marketspace,
and
Metamarket
1-8
Copyright 2003 Prentice-Hall, Inc.
Marketing Concepts
and Tools
Marketing Concepts
and Tools
Relationships and Networks
Relationship marketing
CBB
CRM
Marketing Channels
Supply Chain
1-10
Copyright 2003 Prentice-Hall, Inc.
Marketing Concepts
and Tools
Competition
Brand competition
Industry competition
Form competition
Generic competition
Marketing environment
Task environment
Broad environment
Marketing Program
Marketing program
Marketing mix
Copyright 2003 Prentice-Hall, Inc.
1-11
Figure 1-5:
The Four P
Components
of the
Marketing Mix
1-12
Copyright 2003 Prentice-Hall, Inc.
1-13
Copyright 2003 Prentice-Hall, Inc.
Company Orientations
Toward the Marketplace
Production Concept
Product concept
Selling Concept
Marketing Concept
1-14
Copyright 2003 Prentice-Hall, Inc.
1-15
Copyright 2003 Prentice-Hall, Inc.
Company Orientations
Toward the Marketplace
Target Market
Customer Needs
Stated needs
Real needs
Unstated needs
Delight needs
Secret needs
1-16
Copyright 2003 Prentice-Hall, Inc.
1-17
Copyright 2003 Prentice-Hall, Inc.
1-18
Copyright 2003 Prentice-Hall, Inc.
Company Orientations
Toward the Marketplace
Societal Marketing Concept
Cause-related marketing
1-19
Copyright 2003 Prentice-Hall, Inc.
Reengineering
Outsourcing
E-commerce
Alliances
Digital Marketing
Partner-suppliers
E-Marketing
Global and local
Decentralized
1-20
Copyright 2003 Prentice-Hall, Inc.
New Economy
No customer satisfaction
measurement
Over-promise, under-deliver
1-22
Copyright 2003 Prentice-Hall, Inc.
Product Definition
Market Definition
Missouri-Pacific
Railroad
We run a railroad
Xerox
We make copying
equipment
Standard Oil
We sell gasoline
We supply energy
Columbia Pictures
We make movies
We market entertainment
Encyclopaedia
We sell encyclopedias
We distribute Information
Carrier
We make air
conditioners and
furnaces
We provide climate
control in the home
1-23
Copyright 2003 Prentice-Hall, Inc.
One-to-One Marketing
Average customer
Customer anonymity
Standard product
Mass production
Mass distribution
Mass advertising
Mass promotion
One-way message
Economies of scale
Share of market
All customers
Customer attraction
Individual customer
Customer profile
Customized offering
Customized production
Individualized distribution
Individualized message
Individualized incentives
Two-way messages
Economies of scope
Share of customer
Profitable customers
Customer retention
1-24
Copyright 2003 Prentice-Hall, Inc.
Queries welcomed .
1-25
Copyright 2003 Prentice-Hall, Inc.