Preview

marketing

Powerful Essays
Open Document
Open Document
1636 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
marketing
11/6/2010

Fundamentals of Marketing
Welcome!
Wl
!
Dr. Stephan Grzeskowiak
Professeur, Departement Marketing

© S. Grzeskowiak

How do get these slides?

Programs Postgraduate

Fundamentals of Marketing

© S. Grzeskowiak

1

11/6/2010

Preparation for today’s class
• R d IKEA case (HBSP 9 504 094)
Read
9-504-094)
• Read KKBGH ‘Marketing Management’
– Part I (ch 1 – 4) ‘Understanding Marketing
Mangement’

• Download and print Class notes

© S. Grzeskowiak

Fundamentals of Marketing

What is Marketing?

© S. Grzeskowiak

2

11/6/2010

Marketing is based upon exchanges
In the beginning there was a simple marketing system
Instructions for use
Advertising
Direct mail …

Sales data
Surveys
Complaints …
© S. Grzeskowiak

The approach to markets evolves ...
Depending on the market and the company’s strategy
Manufacturing
g
Orientation

Selling g Orientation

Marketing g Orientation

Consumer
Orientation

End of the XIXth Century
Market dominated by producers & distributors

Sell

Produce

Market dominated by buyers

Competition

today

© S. Grzeskowiak

3

11/6/2010

The manufacturing orientation
The oldest

Typically
T i ll used when: d h
The demand exceeds the offer (ex: developing countries)
Cost (and prices) should decrease in order to extend the market
Consumers will prefer products that are widely available and inexpensive. Priority is to achieve high production efficiency, low costs and mass distribution Can lead to failures:
C l d t f il
For instance, BIC perfumes (incompatibility between the brand image –cheap/low quality- and expectations within the product category). © S. Grzeskowiak

The selling orientation always be need for
There will some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service p Priority i
P i it given to
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    marketing
    • 1671 Words
    • 6 Pages

    marketing

    When the first account from H Cars arrived, Bolt refused to pay arguing that the company (Nutt & Bolt Pty Ltd) was not liable for the debt as Nutt did not have authority…

    • 1671 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    P1 unit 12 Level 3 business
    • 918 Words
    • 4 Pages

    P1 unit 12 Level 3 business

    Marketing is a function within in a business that has become increasingly important over the years. Long before the growth of the web , it was essential for businesses , if they were to compete successfully , to think about how their products would meet the needs of the people who might buy them. If they failed to do this , people would stop buying the products.…

    • 918 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    marketing
    • 3415 Words
    • 14 Pages

    marketing

    The objective of VisitBritain itself is to extend market share through enhance the number of international visitors come to the UK. At the meantime, enlarge British image and increase public investment. Under some analyses, it can be clearly seen that VisitBritain has done their job effectively. However, our team has discovered that the elderly people in China might be underserved as the fact indicated that senior group of people only consist 1% of total Chinese international visitors. Therefore, this market could be an opportunity for VisitBritain to develop. In order to develop deeper into this market our team has make a specific marketing plan and the main objective of the marketing plan is increasing the market share from 1% to 5%.…

    • 3415 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Good Essays

    Marketing
    • 857 Words
    • 4 Pages

    Marketing

    Which environmental forces sociocultural, economic, political, legal, regulatory social ethical, competitive, or technical, might a marketer need to consider when marketing the following products in the international marketplace and why?…

    • 857 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Smiggle Marketing Approach and Analysis
    • 1523 Words
    • 7 Pages

    Smiggle Marketing Approach and Analysis

    Marketing can be defined as ‘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’ (American Marketing Association, 2007). From this definition it can be seen that marketing is the process by which an organisation communicates with customers to promote, create a sense of value and ultimately sell their concept or product (Gamble, Gilmore, McCartnan-Quinn and Durkan, 2011). As previously stated marketing is not a singular function but a process. This process consists of a four basic elements; identifying a want or need within a market; creating a strategy to market a product to fulfil this need; delivering and communicating value to the customer; and the retaining of customers through the maintenance of this perceived value (Kotler, Brown, Burton, Deans and Armstrong, 2010, pg. 6).…

    • 1523 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Best Essays

    DHL Marketing Strategy
    • 3493 Words
    • 14 Pages

    DHL Marketing Strategy

    In this era of rapid transformation in dynamics and competitive environment all companies need to formulate and assess their marketing strategy to get distinguished position in the market both in terms of business and socialistic aspect. With the passage of…

    • 3493 Words
    • 14 Pages
    Best Essays
    Read More
  • Powerful Essays

    Stephen L. Vargo & Robert F. Lusch
    • 14777 Words
    • 60 Pages

    Stephen L. Vargo & Robert F. Lusch

    he formal study of marketing focused at first on the distribution and exchange of commodities and manufactured products and featured a foundation in economics (Marshall 1927; Shaw 1912; Smith 1904). The first marketing scholars directed their attention toward commodities exchange (Copeland 1920), the marketing institutions that made goods available and arranged for possession (Nystrom 1915; Weld 1916), and the functions that needed to be performed to facilitate the exchange of goods through marketing institutions (Cherington 1920; Weld 1917). By the early 1950s, the functional school began to morph into the marketing management school, which was characterized by a decision-making approach to managing the marketing functions and an overarching focus on the customer (Drucker 1954; Levitt 1960; McKitterick 1957). McCarthy (1960) and Kotler (1967) characterized marketing as a decision-making activity directed at satisfying the customer at a profit by targeting a market and then making optimal decisions on the marketing mix, or the “4 P’s.” The fundamental foundation and the tie to the standard economic model continued to be strong. The…

    • 14777 Words
    • 60 Pages
    Powerful Essays
    Read More
  • Good Essays

    Marketing
    • 1995 Words
    • 8 Pages

    Marketing

    • Analyze a routine business request and respond with a written letter that illustrates good business writing skills.…

    • 1995 Words
    • 8 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Marketing Reflection Paper
    • 2237 Words
    • 9 Pages

    Marketing Reflection Paper

    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. [Solomon et al (2011),p.7]…

    • 2237 Words
    • 9 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    An Analysis of the Kenyan Mobile Phone Market
    • 5339 Words
    • 22 Pages

    An Analysis of the Kenyan Mobile Phone Market

    Kotler , P and Keller , K.L,(2006),”Marketing Management” ,12th Edition, Pearson Education , Inc., Upper Saddle River, New Jersey…

    • 5339 Words
    • 22 Pages
    Good Essays
    Read More
  • Powerful Essays

    Is Marketing Art or Science
    • 1663 Words
    • 7 Pages

    Is Marketing Art or Science

    Marketing has defined as “a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, P. & Armstrong, G., 2001, p. 6). “Marketing is the anticipating, management, and satisfaction of demand through the exchange process. It involves goods, services, organization, people, place, and ideas.” (Evans, R. & Berman 2007, p. 7).…

    • 1663 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Best Essays

    Introductory Marketing
    • 2674 Words
    • 11 Pages

    Introductory Marketing

    When looking at the history of marketing, firstly the definition of marketing must be stated, otherwise different definitions of marketing would result in very different starting points in history for the development of the concept of marketing. ‘In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (CIM, 2010). If this definition is used as the basis for this report, the history of marketing could be said to have started back in the times of the Ancient Greeks.…

    • 2674 Words
    • 11 Pages
    Best Essays
    Read More
  • Powerful Essays

    Customer-Driven Strategic Marketing
    • 2216 Words
    • 9 Pages

    Customer-Driven Strategic Marketing

    The essence of marketing is to develop satisfying exchanges from which both customers and marketers benefit.…

    • 2216 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    KOTLER KELLER
    • 1222 Words
    • 13 Pages

    KOTLER KELLER

    MARKETING LECTURE NOTES Dimitris Drosos Lecturer Technological Education Institute of Piraeus Business School Management Information System & New Technology Lab LOGO CONTENTS About Marketing Marketing - Product Marketing - Promotion Marketing Strategy E - Marketing GeoInformation and ICT in Market Research – Marketing Notes ABOUT MARKETING GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING GeoInformation and ICT in Market Research – Marketing Notes WHAT IS MARKETING Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association…

    • 1222 Words
    • 13 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    What is marketing
    • 595 Words
    • 3 Pages

    What is marketing

    The inappropriate presumption about marketing is that it consists of advertising or selling only (Pride, Ferrell, Lukas, Schembri, & Niininen, 2012). This can be traced back to the fact that, publicity and “PR” are the most publicized facets of marketing (Belch & Belch, 2012). Marketing can be better understood as the communication channel linking a product or service to the targeted customers. The prime objective of marketing is to identify the customer’s needs, and how the product or service can meet them (Lee, 2013, p. 169).…

    • 595 Words
    • 3 Pages
    Better Essays
    Read More

Related Topics