MKTG1100
MARKETING
September 6th
Intro into Marketing
What is Marketing?
Marketing concept
Marketing is about understanding the needs/wants
of customer/,consumer. Providing what they want,
how they want it, where they want it and making sure
they know its available.
Focus on customers
want/ needs so that
the organization
can distinguish its
offerings from those
of its competitors
-
The 4 p's
Integrate all the
organizations
activities including
production to satisfy
customers wants
Achieve long term
goals for the
organization by
satisfyingcustomers
wants and needs
legally and
responsibly.
Engagement
Relationship marketing
• keeping and improving
relationships with customers
Customer satisfaction
• focus on delighting the
customer
Customer relationship management (CRM)
*Building relationships increase market share*
Listen to the
customer
The Evolution of Marketing
Production orientation
• Limited choice for
consumers
NO COMPETITION
Sales orientation
• Customer choice
exists
• Convince the
consumer to buy
• The focus is on the
hard sell
..
Marketing company
orientation
• Customers are grouped
into segments
• Marketers work to
understand the
segments
• Segments become
targets
• Persuasion and
marketing become
intermixed
Act
Upon customers
desires
Share stories
Trust
Societal marketing
orientation
• Recycling
• Reduced waste
• Greater
awareness of
dietaryand
safety issues
with products
Relationship marketing
orientation
From interruption to
interaction