1. What is Marketing Management?

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4 Terms

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2. Core Concepts of Marketing

  • Needs, Wants, Demands

  • Value & Satisfaction

  • Exchange & Relationships

  • Markets & Targeting

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3. The 4Ps of Marketing (Marketing Mix)

P

Description

Product

What you sell (features, quality, design)

Price

How much you charge (strategy, discount)

Place

Where you sell (distribution, channels)

Promotion

How you communicate (ads, PR, sales promo)

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4. STP Strategy

Step

Purpose

Segmentation

Divide the market into segments

Targeting

Select segments to serve

Positioning

Create a distinct image in customer’s mind

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5. Marketing Research Process

  • Define the Problem

  • Develop the Research Plan

  • Collect Data

  • Analyze Data

  • Present Findings

  • Make Decisions