a a a a a

(1)

What is Marketing?



Personal Selling?



Branding?



Advertising?



Making products available in stores?



Maintaining inventories?

All

(2)

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What is Marketing?

 ´

´

Marketing is an organizational function and a

set

of processes for creating, communicating and

delivering value to customers and for

managing

customer relationships in ways that benefit the

organization and its stakeholders.µ

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Fo

Forms

rms of

of Utility

Utility



Fo

rm Utility: PRODUCE g

ood

s

o

r services.



Task Utility: CREATE that is require

d

by

cust

o

mers.



Time Utility: Available WHEN there is

d

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The C

The Cooncept

ncept of

of Exchange

Exchange



I

t means that pe

opl

e give u

p

s

o

mething t

o

receive s

o

mething they

w

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The C

The Coonce

ncepptt of

of Exchange

Exchange

Necessary

C

Coonnd

diti

itioons

ns

fo

for Exchange

r Exchange

At Least Two

Parties

Something of

Value

Communication

and Delivery

Freedom to

Accept or Reject

the Offer

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The C

The Coonce

ncepptt

of

Exchange



Exchange wi

ll

n

o

t

necessari

l

y take

pl

ace

even i

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Ev

Ev ol

oluti

utioonn of

of Marketing

Marketing

Simple T

Simple Trade Era:

rade Era: Exchange of goods or services without using money

Exchange of goods or services without using money. Sales Surplus

. Sales Surplus

Production Era:

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S

_a

_{alles Orientati}

_{es Orientatioonn}

Pr

Prod

odu

u ccti

tioon Orientati

n Orientatioonn

Marketing Management Phi

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1

_{.. Pr}

_Prod

_odu

_u ccti

_{tioon Orientati}

_{n Orientatioonn}



Foc

uses

o

n interna

l

c

a

p

abi

l

ities

of

f

irm.



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2

_..

S

_a

_{alles Orientati}

_{es Orientatioonn}



P

_e

_opl

_{e wi}

_ll

_b

_{uy m}

_o

_{re g}

_ood

_s/servi

_c

_es

i

f

aggressive sa

l

es te

c

hniques are

use

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3

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4

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The Organizati

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Cust

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Cust

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