Principles of marketing

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Principles of Marketing
Prof. B. Bartikowski

CESEMED 1, 2009-2010 (S2)

Kotler on Marketing
The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations.

Marketing in the 21th century
How Business and Marketing are Changing • Substantial increase in buying power • A greater variety of goods and services • Agreater amount of information about practically anything • A greater ease in interacting and placing and receiving orders • An ability to compare ratings/opinions on products and services • Companies can collect fuller and richer information about markets, customers, prospects and competitors • Technological push • Globalization


Major Consequences
• Internet Marketing – Pure players:Amazon, Dell Computers – “Click and Mortar Stores”: Barnes and Nobles, FNAC • Internet communications, Complaint Sites • Lesser role of big media (TV, Radio, Billboards) • On line Marketing Research • Design your own product • One to one marketing • Brand Communities More control by the market

Session Overview
Session 1: Session 2: Defining Marketing and the Marketing Process The MarketingEnvironment and Managing Marketing Information Session 3: Markets and Buyer Behavior Session 4: Customer Driven Marketing Strategy: Creating Value for Target Customers Session 5: Marketing decisions I: Product, Services and Branding Strategy Session 6: Marketing decisions II: Pricing Products: Understanding and Capturing Customer Value Session 7: Marketing decisions III: Marketing Channels and SupplyChain Management Session 8: Marketing decisions IV: Integrated Marketing Communication Session 9: Direct Marketing & Sales Force Management Session 10: Final Exam

Session #1: Defining Marketing and the Marketing Process
• Marketing: Managing Profitable Customer Relationships • Company and Marketing Strategy: Partnering to Build Customer Relationships • Marketing in the Digital Age: Making NewCustomer Connections


Marketing: Managing Profitable Customer Relationships
Kotler and Armstrong (2008) Chapter 1


• Be able to define marketing and discuss its core concepts. • Be able to define marketing management and compare the five marketing management orientations. • Understand the role of Marketing in the strategic planning process

• Understandcustomer relationship management and strategies. • Realize the major challenges facing marketers in the new “connected” millennium.


• Provides great • Strong sales, no profits selection, good • Customer-driven to its core value, discovery and • Each customer’s convenience experience is unique • A true online community

Discussion: Will Survive?

What isMarketing?
• Marketing is managing profitable customer relationships
– Attracting new customers – Retaining and growing current customers

• “Marketing” is NOT synonymous with “sales” or “advertising”

What is Marketing?
• Kotler’s social definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchangingproducts and value with others.”


What is Marketing?
Many Things Can Be Marketed!
• • • • • Goods Services Experiences Events Persons • • • • • Places Properties Organizations Information Ideas

What is Marketing?
Core Marketing Concepts
• Needs, wants, and demands • Marketing offers: including products, services and experiences • Value and satisfaction • Exchange, transactions andrelationships • Markets

Marketing Management
• Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
– Creating, delivering and communicating superior customer value is key.


Marketing Management
• Customer Management:
– Marketers select customers that can be served well and profitably.

• Demand Management:
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