presented by robert cascio
doctoral candidate, department of marketing,
university of central florida
REWARDS OF MARKETING
what is marketing?
 American Marketing Association definition:
“Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and society
at large.”
what do people in marketing
do?
•segment
•target
•position
segment
 identifying deliberate, specific groups of
individuals with one or more common
characteristics.
target
 prepare and deliver specific messages aimed
at these deliberate, specific groups of
individuals.
position
 strategically determine how the product or
service is perceived in the minds of the
customers.
segment, target, position
 how do we do this?
4P’s of marketing
product
price
promotion
place
product
 the tangible good or the intangible service we
want consumers to purchase
 a collection or bundle of benefits being
offered
 can include an actual item and the customer
service or guarantee that comes with it
 what the consumer perceives is most
important – this means how it is positioned
price
 cost of the item
 payment terms – immediate or delayed
 method of payment – cash, bank card,
paypal, personal check, invoice, online
payment
 what is most important is the value perceived by
the customer – price can influence this value.
place
 how can the product be acquired
 exclusive distribution or non-exclusive distribution
 retail store
 internet
 only in certain countries or cities
 what is most important is the consumer’s perception
from the choices that marketers make with regard
to place.
promotion
 how do we tell consumers about our product





or service
what specifically do we tell them?
where do we tell them this?
who or what tells them this information?
how often do we tell them?
why do we tell them?.
promotion mix
 advertising
 publicity
 public relations
 personal selling
 direct marketing.
summary: 4P’s of marketing
product
price
promotion
place
why people choose marketing?
– 4F’s
financial
freedom
flexibility
fun
financial
 anyone interested in a
good income?
 paid according to
performance,
particularly in sales
 many top corporate
executives are from
marketing
backgrounds.
freedom
 limited desk and office
time
 excellent career
opportunities
 positions are self-funded
 marketers are revenue
creators
 sales is recession proof.
flexibility
• marketing encompasses
many functions:
– product development
– pricing strategies
– distribution methods
– promotion
• personal selling, advertising,
public relations
– non-profit sector
– services sector
– e-business.
fun
 creative
 consumer behavior
 advertising design
 learn about multiple
business types
fun marketing examples
 product advertising
 international advertising
 consumer promotion
 consumer usage
 public responsibility
summary: why choose marketing?
financial
freedom
flexibility
fun
summary: 4P’s of marketing
product
price
promotion
place
thank you
 is a marketing career best
for you?
 www.robertcascio.com – more
information about research and
opportunities in marketing
 robertcascio@knights.ucf.edu –
my email for comments or
questions