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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,...