cours 1 DEFINING MARKETING

Defining Marketing for the 21st Century

B. Berthon (124)

Bibliography

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Marketing management, 13th ed., Kotler & Dubois

EPREL: online resources

Principles and practice of marketing, 6th ed., David jobber

What is Marketing?
 Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.
 Marketing is, therefore, the organization function charged with defining customer targets and the best ways to satisfy their needs and wants competitively and profitably.
 As a consequence, marketing management is the process of planning and executing the conception, pricing, promotion and distribution of products and services to create exchanges that satisfy individual and organisational goals.

The Scope of Marketing
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Places
Properties
Organizations
Information
Ideas

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Goods
Services
Experiences
Events
Persons

The marketer’s basic skill lies in influencing the level, timing, and composition of demand for all these types of entities.

The Decisions marketers Make
 Consumer Markets

Establishing a superior brand image

 Business Markets

Demonstrating how their product will help business customers

 Global Markets

Adapting and/or standardizing the marketing mix

 Non-profit and
Governmental Markets

Price carefully

The Marketing concept
Marketing concept

Marketing
The
achievementConcept of corporate
The achievement ofmeeting corporate goals goals through and through meeting and exceeding exceeding needs customercustomer needs better than the and competition expectations better than the competition Customer
Customer
orientation orientation Corporate activities are focused upon activities providing Corporate customer satisfaction

are focused upon providing customer satisfaction Integrated effort

Goal achievement Goal achievement All All staff staff accept accept the the responsibility for creating responsibility for customer satisfaction
creating