marketing introduction class

define marketing

undrstnd wht custmrs value; achieve goals by meet need&wnt > cmptitr

misconception marketing

• marketing ≠ sales

• more than advertising

• cost NOT revenue

benefit n function

org: competitive market→ avoid monopoly

social: busi stance → highlight issue

effective marketing

feel, unique exp, reshape perception (politic)

marketing concept

• customer orientation

• goal achievement

• integrated effort

customer value

perceived benefit - perceived sacrifice

benefit: image, service, 4rm product

sacrifice: total cost associated w/ product

(value offered diff than others)

forms of customer value

1) price value

2) performance val

3) emotional val

4) relation val

development of marketing

production concept

product concept

selling concept

marketing concept

societal marketing concept

development of marketing concept

marketing cncpt: org achieve goals when SATISFY NEED want customer

• birth rltinship marktng

societal mark cncp: BALANCE need want; whle keep society long term intrst & org capability

• focus social responsb

marketing plan process

• mission vision

• marketing audit (swot)

• mark stratgy

• mark actions

• evaluation performance

visison mission

m: stmmt purpose

v: where u see it going

marketing starting point

need to know ur busi SITUATION 360•

swot

s&w → internal

o&t → external

• GETS MARKETING OBJECTIVE

ansoff strategies

existexist: get cstmr use more OFTEN (cereal as snack)

existPnewM: new geographical area

existMnewP: modify existing product (upgrade)

newMnewP: hori, verti, conglomer diversi, joint venture, franchise

smart

specific

measureable

achievable

related

time-bound

BE SPECIFIC AS FUCKK

types of marketing

traditional vs digital

ansoff