Transcript What is Marketing?

What is Marketing?
Everything
What is Marketing?
• Marketing: Using Exchanges to Satisfy Needs
• The Diverse Factors Influencing Marketing
Activities
An organization’s marketing department relates
to many people, groups, and forces
Marketing’s
first task:
discovering
consumer needs
Marketing’s second task: satisfying
consumer needs
HOW MARKETING DISCOVERS AND
SATISFIES CONSUMER NEEDS
• The Four Ps: Controllable Marketing Decisions
“Marketing Mix”
process of planning and executing the conception,
pricing, promotion, and distribution (place) of
ideas, goods, and services (“product”)to create
exchanges that satisfy individual and
organizational objectives.
• Marketing Environment: uncontrollable Events
involving social, economic, technological,
competitive, and regulatory forces.
HOW MARKETING
BECAME SO IMPORTANT
• The Breadth and Depth of Marketing
– Who Markets?
– What is Marketed?
Who Buys and Uses What is Marketed?
– Who Buys and Uses What is Marketed?
• Ultimate consumers
• Organizational buyers
– What is Marketed?
• Products
• Services
• Ideas