8/4/2019 Marketing Phi Loss Op Hies

1/26

1

The learning objectives:

What is Market?

What is Marketing and marketing management?Marketing core Concepts

Marketing management philosophies

8/4/2019 Marketing Phi Loss Op Hies

2/26

8/4/2019 Marketing Phi Loss Op Hies

3/26

Market

8/4/2019 Marketing Phi Loss Op Hies

4/26

Market = population+ Purchasing

Power + Purchasing Need

Examples:

How to understanding the market of

purified water

what is the market of Nike?

8/4/2019 Marketing Phi Loss Op Hies

5/26

Market

= population+ Purchasing Power+ Purchasing Need

Examples:

How to understand the market of purified

waterwhat is the market of Nike?

8/4/2019 Marketing Phi Loss Op Hies

6/26

Market

Consumer Market

Business Market

Global Market

Nonprofit and Government Markets

8/4/2019 Marketing Phi Loss Op Hies

7/26

Consumer Market

The aim of buying is to consume for theirown or somebody who has something to

do with in consumer market.

8/4/2019 Marketing Phi Loss Op Hies

8/26

8/4/2019 Marketing Phi Loss Op Hies

9/26

8/4/2019 Marketing Phi Loss Op Hies

10/26

8/4/2019 Marketing Phi Loss Op Hies

11/26

Global Market

Companies selling their goods and services in

the global marketplace face additional

decisions and challenges.

8/4/2019 Marketing Phi Loss Op Hies

12/26

Nonprofit and Government

Markets

Companies selling their goods to nonprofitorganizations such as churches, universities,

charitable organizations, or government

agencies.

8/4/2019 Marketing Phi Loss Op Hies

13/26

2. Marketing

Is the process of planning and executing

the conception, pricing, promotion, anddistribution of ideas, goods, services to

create exchanges that satisfy individual

and organizational goals.

8/4/2019 Marketing Phi Loss Op Hies

14/26

The Scope of Marketing

Goods Services

Experience Events

Persons Places

Properties OrganizationsInformation Ideas

8/4/2019 Marketing Phi Loss Op Hies

15/26

4.marketing philosophies

The production concept

The product concept

The selling concept

The marketing concept

The societal marketing concept

8/4/2019 Marketing Phi Loss Op Hies

16/26

The production concept

the production concept holds that

consumers will prefers products thatare widely available and inexpensive.

8/4/2019 Marketing Phi Loss Op Hies

17/26

8/4/2019 Marketing Phi Loss Op Hies

18/26

Classifications of Consumer Products

Products

Consumer

ProductsBusiness

Products

Convenience

Products

Shopping

Products

Specialty

Products

Unsought

Products

8/4/2019 Marketing Phi Loss Op Hies

19/26

The product concept

The product concept holds that consumers willfavor those products that offer the most quality,

performance, or innovative features.

8/4/2019 Marketing Phi Loss Op Hies

20/26

8/4/2019 Marketing Phi Loss Op Hies

21/26

The selling concept

The selling concept holds that consumers and

businesses, if left alone, will ordinarily not buyenough of the organizations products. The

organization must, therefore, undertake an

aggressive selling and promotion effort

8/4/2019 Marketing Phi Loss Op Hies

22/26

The marketing concept

The marketing concept holds that the key to

achieving its organizational goals consists ofthe company being more effective than

competitors in creating,delivering,and

communicating customer value to its chosentarget markets

8/4/2019 Marketing Phi Loss Op Hies

23/26

Megatrends----John Naisbittthe booming global economy

A renaissance in the arts

The emergence of free-market socialism

Global lifestyles and cultural nationalismThe privatization of the welfare states

The rise of the Pacific Rim

The decade of women in leadershipThe age of biology

The religious revival of the new millennium

The triumph of the individual

8/4/2019 Marketing Phi Loss Op Hies

24/26

The societal marketing concept

The societal marketing concept holds that

the organizations task is to determine the

needs, wants,and interests of targetmarkets and to deliver the desired

satisfaction more effectively and efficiently

than competitors in a way that preserves orenhances the consumers and the societys

well-being.

8/4/2019 Marketing Phi Loss Op Hies

25/26

Discussion

Whats your opinion about the 5 five concepts?

Do you think the production concept is outdate

8/4/2019 Marketing Phi Loss Op Hies

26/26

Case Discussion

Reading

Discussion