Marketing Practice Harold Pupkewitz Graduate Schol of 营销实践哈罗德pupkewitz大学院.pptVIP

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Marketing Practice Harold Pupkewitz Graduate Schol of 营销实践哈罗德pupkewitz大学院.ppt

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Marketing Practice Harold Pupkewitz Graduate Schol of 营销实践哈罗德pupkewitz大学院

Marketing Fundamentals Lecture 1 An introduction to the key concepts and philosophy of marketing What is Marketing? “Marketing is the management process responsible for identifying, anticipating and and satisfying customer requirements profitably and efficiently.” (Chartered Institute of Marketing) “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and services.” (Kotler et al, 2007, p6) What is Marketing? Marketing places the customer at the heart of all it’s business decisions. Marketing is not just a function of business, it is a way of doing business - a philosophy. Everybody within an organisation is responsible for marketing - Why? Marketing Orientation Organisations that place the customer at the heart of all it’s business decisions is said to embrace the marketing concept. Those that embrace the marketing concept is said to be ‘Marketing orientated’. Marketing Orientation Marketing is everybody’s responsibility Marketing is a way of doing business Marketing is a philosophy Marketing places the customer at the heart of all business decisions All marketing activities should be ethical and sustainable Benefits of a Marketing orientation Time Client Supplier ￡ Sales Profit Market- share Customer Satisfaction Loyalty Retention Word-of-mouth Staff Job Satisfaction Relations Rewards Gosnay Richardson (2008, p10) Are all organisations Marketing Orientated? Production Orientation Product orientation Sales orientation Market Orientation Sustainable Marketing Attributes of differing orientations Orientation Nature Motivation to change Marketing Activities Marketing Oriented Production Stack ‘em high sell em cheap- High Volume, Low margin, risk, RD and innovation Internal Take share by cost leadership Yes Often target late majority and laggards (see Chapter 5) No Product Add to existing ideas. Some tailoring of product offer. Medium volume, occasionally high m