Serhat YILMAZ
2009503065
Dokuz Eylül University
Marketing
Marketing has been defined
in various ways.The
definition that serves our
purpose best is as follows:
Marketing is a social and
managerial process by which
individuals and groups
obtain what they need and
want through creating,
offering and exchanging
products of value with
others.
Needs,Wants and Demands
Marketing starts with human needs and wants.People
need food,air,water clothing to survive.Beyond this
people have a strong desire for recreation,
education,and other services. They have strong
preferences for particular versions and brands of basic
goods and services.
It is important to distinguish among needs,wants and
demands. A human need is a state of deprivation of
some basic satisfaction. People require
food,clothing.These needs are not created by society or
by marketers.They exist in the very texture of human
biology and the human condition.
Products
People satisfy their
needs and wants with
products. A product is
anything that can be
offered to satisfy a
need or
want.Occasionally we
will use other terms
for products,such as
offering or solution.
Marketers and Prospects
The concept of marketing brings us full circle to
the concept of marketing. Marketing means
working with markets to actualize potential
exchanges for the purpose of satisfying human
needs and wants. A marketer is someone
seeking one or more prospects who might
engage in an exchange of values. A prospect is
someone whom the marketer identifies as
potentially willing and able to engage in an
exchange of values
Marketing Management
Marketing
management is the
process of planning
and executing the
conception, pricing,
promotion and
distribution of ideas
and services to create
exchanges that
satisfy individual and
organizational goals.
Coping with exchange
processes calls for a
considerable amount of
work and skill. Marketing
management takes place
when at least one party to
a potential exchange
things about the means of
achieving desired
responses from other
parties.Marketing
management can be
practiced in any market.
Company Orientations toward the
Marketplace
We have defined marketing
management as the conscious
effort to achieve desired
exchange outcomes with target
markets.Clearly,marketing
activities should be carried out
under a well-througt-out
philosophy of efficient,effective
and socially responsible
marketing.There are five
competing concepts under
which organizations can
choose to conduct their
marketing activities:
Marketing Strategic Planning
Marketing oriented
strategic planning is
the managerial
process of developing
and maintaining a
viable fit between the
organizations
objectives,skills and
resources and its
changing market
opportunities.
*The strategic marketing plan
develops the broad marketing
objectives and strategy based
on an analysis of the current
market situation and
opportunities.
*The tactical marketing plan
outlines specific marketing
tactics,including
advertising,merchandising,prici
ng,channels service and so on.
The marketing plan is the
central instrument for directing
and coordinating the marketing
effort.
Market Penetration Strategy
There are three major
approaches to
increasing current
products market
share in their current
market. Musicale
could try to
encourage its current
customer to buy more
cassettes per period.
Market Development Strategy
How can managament
look for new markets
whose needs might be
met by its current
product?
Musicale might try to
identify potential user
groups in the current
sales areas whose
interest in cassettes the
company might stimulate.
The Marketing Process
Planning at the
corporate division and
business levels is an
integral part of the
marketing process.To
fully understand the
marketing process we
must first look at how
a company defines its
business.
Scanning the Marketing
Environment
Successful companies
recognize and respond
profitably to unmet needs and
trends in the macro
environment. Unmet needs
always exist.Companies could
make a fortune if they could
solve any of these problems. A
trend is a direction or
sequence of events that have
some momentum and
durability.Trends are more
predictable and durable than
fads.
A trend reveals the shape of
the future.Successful
companies realize that the
marketing environment
presents a never-ending series
of opportunities and
threats.The major
responsibility for identifying
significant changes in the
macro environment falls to a
company’s marketers.More
than any other group in the
company, marketing managers
must be the trend trackers and
opportunity seekers.
GOOD LUCK 