1. The Scope of Marketing
• Marketing: typically seen as the task of
creating, promoting, and delivering goods
and services to consumers and businesses.
2. Demand States and Marketing Tasks
• 1. Negative demand
A major part of the market dislikes the product and
may even pay a price to avoid it—vaccinations, dental
work, and gallbladder operations, for instance.
Employers have a negative demand for ex-convicts and
alcoholics as employees.
The marketing task is to analyze why the market dislikes
the product and whether a marketing program
consisting of product redesign, lower prices, and more
positive promotion can change beliefs and attitudes.
3. Demand States and Marketing Tasks
cont...
• 2. No demand
Target consumers may be unaware of or
uninterested in the product. Farmers may not
be interested in a new farming method, and
college students may not be interested in
foreign-language courses.
The marketing task is to find ways to connect
the benefits of the product with people’s
natural needs and interests.
4. The Scope of Marketing cont...
• Places
• Properties
• Organizations
• Goods
• Services
• Experiences
• Information
• Ideas
• Events
• Persons
5. The Decisions
Marketers Make
• Consumer Markets
• Business Markets
• Global Markets
• Nonprofit and Governmental Market
6. Marketing Concepts
and Tools
• Defining Marketing management
• Core Marketing Concepts
Target Markets and Segmentation
8. Marketing Concepts
and Tools cont...
• Marketplace, Marketspace, and Metamarket
• Marketers and Prospects
• Needs, Wants, and Demands
• Product, Offering, and Brand
• Value and Satisfaction
• Customer value triad
Value = Benefits / Costs = (Functional benefits +
Emotional benefits) /(Monetary costs + Time
costs + Energy costs +Psychic costs)
• Exchange and Transactions
18. Trends & Changing
nature of marketing
• Company responses and adjustments
Reengineering
Outsourcing
Partner-suppliers
Market-centered
E-commerce
Benchmarking
Alliances
Global and local
Decentralized
19. Trends & Changing
nature of marketing
• Marketer Responses and Adjustments
Customer relationship marketing
Integrated marketing communications
Customer lifetime value
Customer share
Target marketing
Customization
Customer database
Channels as partners
Every employee a marketer
Model-based decision making
20. Gathering information & analyzing
macro environment
• Marketing information system: People and
procedures for assessing information needs,
developing the needed information, and
helping decision makers to use the
information to generate and validate
actionable customer and market insights.
21. The Components of a Modern
Marketing Information System
• What decisions do you regularly make?
• What information do you need to make
these decisions?
• What information do you regularly get?
• What special studies do you periodically
request?
22. The Components of a Modern
Marketing Information System cont...
• What information would you want that you are not
getting now?
• What information would you want daily? Weekly?
Monthly? Yearly?
• What magazines and trade reports would you like to
see on a regular basis?
• What topics would you like to be kept informed of?
• What data analysis programs would you want?
• What are the most helpful improvements that could
be made in the present marketing information
system?
23. MIS
• Assessing Information needs
• Developing needed information (Internal databases,
Marketing intelligence, Marketing research)
• Analyzing and using information(For Decision making
—eg. CRM, distribution of marketing information)
• Decision makers--Marketing managers and other
information users
• Marketing environment---(Target markets, Marketing
channels, Competitors, Public, Macroenvironment
forces)
24. Internal Record Systems
• The Order-to-Payment Cycle
• Sales Information Systems
• Databases, Data Warehouses And Data-
Mining
