Objectives
Course Organization
 Tasks of Marketing
 Major Concepts & Tools of Marketing
 Marketplace Orientations
 Marketing’s Responses to New
Challenges

©2000 Prentice Hall
Course/Text Organization
Part I - Understanding Marketing
Management
 Part II - Analyzing Marketing
Opportunities
 Part III - Developing Marketing
Strategies
 Part IV - Shaping the Market Offering
 Part V - Managing & Delivering
Marketing Programs

©2000 Prentice Hall
Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating, offering, and freely
exchanging products and services of
value with others.
- Philip Kotler (p. 7)
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Core Concepts of Marketing
Target Markets & Segmentation
Needs, Wants, and Demands
Product or Offering
Value and Satisfaction
Exchange and Transactions
Relationships and Networks
Marketing Channels
Supply Chain
Competition
Marketing Environment
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Simple Marketing System
Communication
Industry
(a collection
of sellers)
Goods/services
Money
Information
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Market
(a collection
of Buyers)
Structure of Flows
Resources
Money
Resource
markets
Services,
money
Services,
money
Manufacturer
markets
Goods, services
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Taxes,
goods
Taxes
Government
markets
Taxes,
goods
Services,
money
Money
Resources
Money
Consumer
markets
Services
Taxes,
goods
Money
Intermediary
markets
Goods, services
The Four Ps
The Four Cs
Marketing
Mix
Place
Product
Customer
Solution
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Price
Customer
Cost
ConvenPromotion ience
Communication
Company Orientations
Towards the Marketplace
Production Concept
Consumers prefer products that are
widely available and inexpensive
Product Concept
Consumers favor products that
offer the most quality, performance,
or innovative features
Selling Concept
Consumers will buy products only if
the company aggressively
promotes/sells these products
Marketing Concept
Focuses on needs/ wants of target
markets & delivering value
better than competitors
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Customer Delivered Value
Starting
point
Focus
Means
Ends
Factory
Existing
products
Selling and
promotion
Profits through
sales volume
(a) The selling concept
Market
Customer
needs
Integrated
marketing
Profits through
customer
satisfaction
(b) The marketing concept
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Traditional Organization Chart
Top
Management
Middle Management
Front-line people
Customers
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Customer-Oriented
Organization Chart
Customers
Front-line people
Middle management
Top
management
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Evolving Views of Marketing’s
Role
Finance
Production
Marketing
Finance
Human
resources
a. Marketing as an
equal function
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Production
Human
resources
Marketing
b. Marketing as a more
important function
Evolving Views of Marketing’s
Role
Production
Marketing
c. Marketing as the
major function
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Customer
d. The customer as the
controlling factor
Evolving Views of Marketing’s
Role
Production
Marketing
Customer
e. The customer as the controlling
function and marketing as the
integrative function
©2000 Prentice Hall
Review
Course Organization
 Tasks of Marketing
 Major Concepts & Tools of Marketing
 Marketplace Orientations
 Marketing’s Responses to New
Challenges

©2000 Prentice Hall