Philip Kotler Marketing - Presentation Transcript - Marketing

Philip Kotler Marketing - Presentation Transcript

1. Marketing Management Basic Concepts

2. What is Marketing?

* Marketing is a social & managerial process by which individuals & groups obtain what they need & want through creating, offering & exchanging products of value with others

3. Needs, Wants, & Demands

* Needs:

* A human need is a state of deprivation of some basic satisfaction. People require food, clothing, shelter, safety, belonging & esteem. These are not created by society or marketers. They exist in the very texture of human biology & condition.

4. Wants

* Desires for specific satisfiers of needs. Although needs are few, wants are many & are continually shaped & reshaped by social forces & institutions.

5. Demands

* Wants for specific products that are backed by an ability & willingness to buy them. Wants become demand when supported by purchasing power.

6. Products

* Goods

* Services

* Ideas

* “ A product is anything that can be offered to satisfy a need or a want”

* A marketer’s job is to sell the benefits or services built into physical products.

7. Markets

* Consist of all the potential customers sharing a particular need or want who might be willing & able to engage in exchange to satisfy the need or want.

8. Marketing

* Is a social & managerial process by which individuals & groups obtain what they need & want through creating, offering, & exchanging products of value with others.

* Marketing Management is the process of planning & executing the conception, pricing, promotion & distribution of ideas, goods, & services to create exchanges that satisfy individual & organizational goals.

9. Relationship Marketing

* The practice of building long-term satisfying relations with key parties – customers, suppliers,...