marketing management nmims global access school of 市场营销管理nmims全局访问学校.pdf

Marketing Management Swati Sisodia swati.sisodia@ Introduction to Marketing What is Marketing ? ‘Marketing is the ManageMent process that identifies, anticipates and satisfies custoMer requireMents profitably’ What is marketing? ‘the right product, in the right place, at the right tiMe, and at the right price’ What is marketing ? ‘Marketing is the huMan activity directed at satisfying huMan needs and wants through an exchange process’ Management definition it is the process of planning and executing the conception, pricing, proMotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. What is Marketed? • Goods • Services • Events • Experiences • Persons • Places • Properties • Organizations • Information • Ideas Implications of Marketing • Who are our existing/potential customers? • What are their current/future needs? • How can we satisfy these needs/ • Can we offer a product/service that the customer would value? • Can we communicate with our customers? • Can we deliver a competitive product or service? • Why should customers buy from us? CUSTOMER VALUE AND SATISFACTION Customer Value Customer Cost Customer value Customer cost “Is the bundle of costs