Scribd Logo
Upload

Welcome to Scribd!

  • 33 views

    Chapter 13

    Uploaded by

    Ilham Salehin
    This document provides an overview of marketing concepts and the evolution of marketing approaches over time. It discusses the key elements of marketing including the 4 Ps of marketing - product, price, place, and promotion. It explains how marketing has shifted from a production focus to a selling focus to today's customer-centric marketing concept and relationship building approach. New emerging trends in mobile and on-demand marketing are also highlighted. The marketing mix and marketing process are defined as revolving around understanding customers and meeting their needs better than competitors through the 4 Ps.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    Chapter 13

    Uploaded by

    Ilham Salehin
    33 views14 pages
    This document provides an overview of marketing concepts and the evolution of marketing approaches over time. It discusses the key elements of marketing including the 4 Ps of marketing - product, price, place, and promotion. It explains how marketing has shifted from a production focus to a selling focus to today's customer-centric marketing concept and relationship building approach. New emerging trends in mobile and on-demand marketing are also highlighted. The marketing mix and marketing process are defined as revolving around understanding customers and meeting their needs better than competitors through the 4 Ps.

    Original Title

    Chapter-13

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of marketing concepts and the evolution of marketing approaches over time. It discusses the key elements of marketing including the 4 Ps of marketing - product, price, place, and promotion. It explains how marketing has shifted from a production focus to a selling focus to today's customer-centric marketing concept and relationship building approach. New emerging trends in mobile and on-demand marketing are also highlighted. The marketing mix and marketing process are defined as revolving around understanding customers and meeting their needs better than competitors through the 4 Ps.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    33 views14 pages

    Chapter 13

    Uploaded by

    Ilham Salehin
    This document provides an overview of marketing concepts and the evolution of marketing approaches over time. It discusses the key elements of marketing including the 4 Ps of marketing - product, price, place, and promotion. It explains how marketing has shifted from a production focus to a selling focus to today's customer-centric marketing concept and relationship building approach. New emerging trends in mobile and on-demand marketing are also highlighted. The marketing mix and marketing process are defined as revolving around understanding customers and meeting their needs better than competitors through the 4 Ps.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    CHAPTER-13

    MARKETING: HELPING BUYERS BUY

    Course Instructor:
    Mafi Rahman
    Lecturer
    Department of Business Administration-General
    Faculty of Business Studies
    Bangladesh University of Professionals (BUP)
    LESSON OBJECTIVE

    • Define marketing, and apply the marketing concept to for-profit organizations.


    • Describe the four Ps of marketing.
    • Explain how marketers apply the tools of market segmentation, relationship marketing,
    and the study of consumer behavior.
    • Compare the business-to-business market and the consumer market.
    • Compare the business-to-business market and the consumer market.
    MARKETING

    The activity, set of institutions, and processes for creating, communicating, delivering, and
    exchanging offerings that have value for customers, clients, partners, and society at large.

    The process by which companies create value for customers and build strong customer
    relations in order to capture value from customer in return.
    THE EVOLUTION OF MARKETING

    (1) Production

    (2) Selling

    (3) Marketing
    Concept

    (4) Customer
    Relationship
    THE PRODUCTION ERA

    • From the time the first European settlers began their struggle to survive in America until the
    early 1900s, the general philosophy of business was “Produce as much as you can, because
    there is a limitless market for it.”

    • The idea that consumers will favor products that are available and highly affordable and that
    the organization should therefore focus on improving production and distribution efficiency.
    THE SELLING ERA

    The idea that consumers will not buy enough of the firm’s products unless it undertakes a
    larger-scale selling and promotion effort.
    THE MARKETING CONCEPT ERA

    The marketing management philosophy that holds that achieving organizational goals depends
    on knowing the needs and wants of target markets and delivering the desired satisfactions
    better than competitors do.
    THE CUSTOMER RELATIONSHIP ERA

    • In the 1990s and early 2000s managers extended the marketing concept by adopting the
    practice of customer relationship management.
    • Customer relationship management (CRM) is the process of learning as much as possible
    about present customers and doing everything you can over time to satisfy them—or even to
    exceed their expectations—with goods and services
    THE EMERGING MOBILE/ ON-DEMAND MARKETING ERA

    • Pushing marketing toward being on demand, not just always “on”.


    • As digital technologies continue to grow, consumer demands are likely to rise in four
    areas:
    1. Now.
    2. Can I?
    3. For me.
    4. Simple.
    THE MARKETING MIX
    4 P of
    Marketing

    Product
    Price
    Place
    Promotion
    MARKETING MIX
    Product Price

    • Product means the goods and services • Price is the amount of money customer
    combination the company offers to the must pay to obtain the product.
    target market.
    MARKETING MIX
    Place Promotion

    • Place includes company activities that • Promotion means activities that


    make the product available to target communicate the merits of the product
    consumers. and persuade target customer to buy it.
    THE MARKETING PROCESS WITH THE FOUR PS

    Build a Relationship Find Opportunities


    with Customers

    Design a Promotional Conduct Research


    Program

    Select Distribution
    Identify a Target Market
    System

    Determine a Brand Design a Product to Meet


    name, design a package, Do Product Testing the Need Based on
    and set a Price Research
    THANK YOU

    You might also like