Презентация What is marketing доклад на Общие темы

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What is marketing? A process by which people get what they need and want through creating and exchanging products
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What is its objective?
To maximize profits through satisfying the needs and wants of the customers
What is its objective? To maximize profits through satisfying the needs and wants of the customers
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Core marketing concepts
Needs, wants, demands
Marketing offers (products, services)‏
Value and satisfaction
Exchange, transactions, relationships
Markets
Core marketing concepts Needs, wants, demands Marketing offers (products, services)‏ Value and satisfaction Exchange, transactions, relationships Markets
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Needs
Physical (for food, clothes, safety)‏
Social (for belonging and affection)‏
Individual (for knowledge or self-expression)‏
Needs Physical (for food, clothes, safety)‏ Social (for belonging and affection)‏ Individual (for knowledge or self-expression)‏
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What does a person do if a need is not satisfied?
Looks for an object that will satisfy it
Tries to reduce the need
What does a person do if a need is not satisfied? Looks for an object that will satisfy it Tries to reduce the need
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Wants
The form human needs take under the influence of the culture and individual personality
Wants The form human needs take under the influence of the culture and individual personality
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Demands
Human wants that are backed by buying power
Demands Human wants that are backed by buying power
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Understanding customer needs, wants and demands helps companies to design marketing strategies
Understanding customer needs, wants and demands helps companies to design marketing strategies
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Marketing offer
A combination of products, services, information, or experiences offered to a market to satisfy a need or want
Marketing offer A combination of products, services, information, or experiences offered to a market to satisfy a need or want
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Consumers make buying choice based on their perception of the value 
that products and services give them
Consumers make buying choice based on their perception of the value that products and services give them
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Customer value
The consumer’s assessment of the product’s capacity to satisfy his or her needs
The difference between the values the customer gains from using the product and the costs of obtaining the product
Customer value The consumer’s assessment of the product’s capacity to satisfy his or her needs The difference between the values the customer gains from using the product and the costs of obtaining the product
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Customer satisfaction
Depends on the product’s performance relative to the customer’s (buyer’s) expectations
Customer satisfaction Depends on the product’s performance relative to the customer’s (buyer’s) expectations
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If the 
product’s performance
matches the customer’s expectations
the customer is satisfied
If the product’s performance matches the customer’s expectations the customer is satisfied
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Marketing occurs when people decide to satisfy needs and wants through exchange
Marketing occurs when people decide to satisfy needs and wants through exchange
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Exchange
The act of getting a desired object from someone by offering something in return
Exchange The act of getting a desired object from someone by offering something in return
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What makes exchange possible?
At least two parties must participate
Each party must have something of value to offer the other
The parties must come to an agreement
What makes exchange possible? At least two parties must participate Each party must have something of value to offer the other The parties must come to an agreement
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Transaction
Consists of a trading of values between two parties
If exchange is the core concept of marketing, a transaction is marketing’s unit of measurement
Transaction Consists of a trading of values between two parties If exchange is the core concept of marketing, a transaction is marketing’s unit of measurement
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Transaction marketing is part of

Relationship marketing
The process of creating, maintaining and enhancing strong relationships with customers
Transaction marketing is part of Relationship marketing The process of creating, maintaining and enhancing strong relationships with customers
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What is more profitable for the company?
- to attract new customers 
or
- to keep current customers satisfied
It costs five times as much to attract a new customer as it does to retain a current one
What is more profitable for the company? - to attract new customers or - to keep current customers satisfied It costs five times as much to attract a new customer as it does to retain a current one
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The concepts of exchange and relationships lead to the concept of a
Market
The set of all actual and potential buyers of a product or service
The buyers have similar needs or wants that can be satisfied through exchanges and relationships
The concepts of exchange and relationships lead to the concept of a Market The set of all actual and potential buyers of a product or service The buyers have similar needs or wants that can be satisfied through exchanges and relationships
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Marketing process
The process of analysing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort
Marketing process The process of analysing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort
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Market research
A specialised form of marketing that links the consumer to the marketer through information that is used to identify and define marketing opportunities and problems, to generate, evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process
Market research A specialised form of marketing that links the consumer to the marketer through information that is used to identify and define marketing opportunities and problems, to generate, evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process
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Market segmentation
Dividing a market into distinct groups of buyers with similar needs, characterisitics or behaviour
Market segmentation Dividing a market into distinct groups of buyers with similar needs, characterisitics or behaviour
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Marketing segment
A group of consumers who respond in a similar way to a given set of marketing stimuli
Marketing segment A group of consumers who respond in a similar way to a given set of marketing stimuli
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Market positioning
Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Formulating competitive positioning for a product and a detailed marketing mix
Market positioning Arranging for a product to occupy a clear, distinctive and desirable place relative to competing products in the minds of target consumers. Formulating competitive positioning for a product and a detailed marketing mix
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Market leader
The firm in an industry with the largest market share
Market leader The firm in an industry with the largest market share
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Marketing mix
The set of controllable tactical marketing tools — product, price, place and promotion — that the firm uses to produce the response it wants in the target market. 
The marketing mix consists of everything the firm can do to influence the demand for its product
Marketing mix The set of controllable tactical marketing tools — product, price, place and promotion — that the firm uses to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product
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Product
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisations and ideas
Product Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisations and ideas
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Price
The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service
Price The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service
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Promotion
Activities that communicate the product or service and its merits to target customers and persuade them to buy
Promotion Activities that communicate the product or service and its merits to target customers and persuade them to buy
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Place
All the company activities that make the product or service available to target customers
Place All the company activities that make the product or service available to target customers