İntroduction to Business 2İntroduction to Business 2BUS 102 BUS 102
Erlan Bakiev, Ph. D.
Zirve UniversityBUS 102
10-1
Zirve University Chapter 12 - 2
The Art and Science The Art and Science of Marketingof Marketing
© BUS-102, Zirve University Chapter 12 - 3
Marketing in Marketing in a Changing Worlda Changing World
Planning New Product Execution
Pricing Distribution Advertising
© BUS-102, Zirve University Chapter 12 - 4
What is Marketing?What is Marketing?
IndividualIndividualObjectivesObjectives
OrganizationalOrganizationalObjectivesObjectives
ConceptionConception PricingPricing PromotionPromotion DistributionDistribution
IdeasIdeas ServicesServices GoodsGoods
© BUS-102, Zirve University Chapter 12 - 5
Core Marketing ConceptsCore Marketing Concepts
Goods and Services
Value, Qualityand SatisfactionExchange, Transaction
and Relationships
Needs, Wants,and Demands
Markets
© BUS-102, Zirve University Chapter 12 - 6
Types of MarketingTypes of Marketing
Product MarketingProduct MarketingProduct MarketingProduct Marketing
Place MarketingPlace MarketingPlace MarketingPlace Marketing
Cause-Related MarketingCause-Related MarketingCause-Related MarketingCause-Related Marketing
Exchanges
Transactions
Needs Wants
© BUS-102, Zirve University Chapter 12 - 7
The Role of MarketingThe Role of Marketing
Needs and WantsNeeds and Wants
Exchange ProcessExchange Process
TransactionsTransactions
© BUS-102, Zirve University Chapter 12 - 8
TimeTimeFormForm
PlacePlace PossessionPossession
The FourThe FourUtilitiesUtilities
© BUS-102, Zirve University Chapter 12 - 9
Selling Concept vs. Selling Concept vs. Marketing ConceptMarketing Concept
StartingPoint
Focus Means Ends
ExistingProductsFactory
Selling andPromoting
Profits ThroughSales Volume
CustomerNeedsMarket
IntegratedMarketing
Profits ThroughCustomer Satisfaction
The Selling Concept
The Marketing Concept
© BUS-102, Zirve University Chapter 12 - 10
Customer SatisfactionCustomer Satisfaction
Positive Customer Experiences
Negative Customer Experiences
Greater customer loyalty
Positive “word of mouth”
More sales opportunities
Less price sensitivity
Damaged business reputation
Negative “word of mouth”
Fewer sales opportunities
Reduced business prospects
© BUS-102, Zirve University Chapter 12 - 11
Marketing Marketing on the Leading Edgeon the Leading Edge
IncreasedAccountability
Technology and theHuman Touch
Business Ethicsand Etiquette
Permission-BasedMarketing
Permission-BasedMarketing
Stealth MarketingStealth Marketing
ElectronicCommerceElectronicCommerce
Choices, Beliefs, and Emotions
Choices, Beliefs, and Emotions
Tracking InvestmentsTracking Investments
Measuring SalesMeasuring Sales
© BUS-102, Zirve University Chapter 12 - 12
Understanding TodayUnderstanding Today’’s s CustomersCustomers
SophisticatedSophisticated
Price SensitivePrice Sensitive
DemandingDemanding
InformedInformed
© BUS-102, Zirve University Chapter 12 - 13
Understanding Understanding TodayToday’’s Customerss Customers
Organizational MarketOrganizational Market Consumer MarketConsumer Market
Industry/CommerceIndustry/CommerceIndustry/CommerceIndustry/Commerce
ResellersResellersResellersResellers
GovernmentGovernmentGovernmentGovernment
IndividualsIndividualsIndividualsIndividuals
FamiliesFamiliesFamiliesFamilies
HouseholdsHouseholdsHouseholdsHouseholds
© BUS-102, Zirve University Chapter 12 - 14
The Consumer The Consumer Decision ProcessDecision Process
NeedRecognition
NeedRecognition
InformationSearch
InformationSearch
Evaluationof Alternatives
Evaluationof Alternatives PurchasePurchase Postpurchase
Evaluation
PostpurchaseEvaluation
© BUS-102, Zirve University Chapter 12 - 15
Factors That InfluenceFactors That Influencethe Buyerthe Buyer’’s Decisions Decision
CultureCulture
Social ClassSocial Class
Reference GroupsReference Groups
Self-ImageSelf-Image
Situational FactorsSituational Factors
© BUS-102, Zirve University Chapter 12 - 16
Purchasing in Purchasing in OrganizationsOrganizations
Decision-Making FactorsDecision-Making FactorsDecision-Making FactorsDecision-Making Factors
EconomicsEconomicsand Logicand Logic
Formal BuyingFormal BuyingProceduresProcedures
Multi-PartyMulti-PartyParticipationParticipation
Buyer-SellerBuyer-SellerRelationshipRelationship
© BUS-102, Zirve University Chapter 12 - 17
Marketing ResearchMarketing ResearchMarketing ResearchMarketing Research
ObservationsObservationsObservationsObservations SurveysSurveysSurveysSurveys InterviewsInterviewsInterviewsInterviews
Focus GroupsFocus GroupsFocus GroupsFocus Groups Process DataProcess DataCollectionCollection
Process DataProcess DataCollectionCollection ExperimentsExperimentsExperimentsExperiments
© BUS-102, Zirve University Chapter 12 - 18
Database MarketingDatabase MarketingRecording
Analyzing
TransactingCon
tact
ing
CustomersCustomers
BehaviorsBehaviorsPreferencesPreferences InteractionsInteractions
© BUS-102, Zirve University Chapter 12 - 19
Planning Planning Marketing StrategiesMarketing Strategies
Examine CurrentMarketing Situation
11
Assess Opportunitiesand Set Objectives
22
Develop MarketingStrategies
33
© BUS-102, Zirve University Chapter 12 - 20
Examine the CurrentExamine the CurrentMarketing SituationMarketing Situation
ReviewReviewPerformancePerformance
Examine StrengthsExamine Strengthsand Weaknessesand Weaknesses
Evaluate Evaluate CompetitionCompetition
Analyze External Analyze External EnvironmentEnvironment
© BUS-102, Zirve University Chapter 12 - 21
Assess Opportunities Assess Opportunities and Set Objectivesand Set Objectives
Market PenetrationMarket Penetration
Geographic Geographic ExpansionExpansion
New-ProductNew-ProductDevelopmentDevelopment
DiversificationDiversification
© BUS-102, Zirve University Chapter 12 - 22
Develop the Develop the Marketing StrategyMarketing Strategy
Segments and NichesSegments and Niches
Market PositionMarket Position
Target MarketsTarget Markets
Marketing MixMarketing Mix
© BUS-102, Zirve University Chapter 12 - 23
Segmenting MarketsSegmenting Markets
BehaviorBehaviorGeodemographicsGeodemographics LoyaltyLoyalty UsageUsage
GeographicsGeographicsDemographicsDemographics PsychographicsPsychographics
© BUS-102, Zirve University Chapter 12 - 24
Target Market StrategiesTarget Market Strategies
Marketing Mix 1Marketing Mix 1Marketing Mix 1Marketing Mix 1
Marketing Mix 2Marketing Mix 2Marketing Mix 2Marketing Mix 2
Marketing Mix 3Marketing Mix 3Marketing Mix 3Marketing Mix 3
Segment 1Segment 1Segment 1Segment 1
Segment 2Segment 2Segment 2Segment 2
Segment 3Segment 3Segment 3Segment 3
CompanyCompanyMarketing MixMarketing Mix
CompanyCompanyMarketing MixMarketing Mix
Company Company Marketing MixMarketing Mix
Company Company Marketing MixMarketing Mix
Segment 1Segment 1Segment 1Segment 1
Segment 2Segment 2Segment 2Segment 2
Segment 3Segment 3Segment 3Segment 3
MarketMarketMarketMarket
UndifferentiatedUndifferentiated DifferentiatedDifferentiated ConcentratedConcentrated
© BUS-102, Zirve University Chapter 12 - 25
Positioning the Positioning the ProductProduct
FeaturesFeaturesFeaturesFeatures
ImageImageImageImage
ServicesServicesServicesServices
CategoryCategoryLeadershipLeadershipCategoryCategory
LeadershipLeadership
© BUS-102, Zirve University Chapter 12 - 26
Developing the Marketing MixDeveloping the Marketing Mix
Social ResponsibilitySocial Responsibility
Social ResponsibilitySocial Responsibility
Bus
ines
s Et
hics
Bus
ines
s Et
hics
Business Ethics
Business Ethics
PromotionPromotionPlacePlace
PricePriceProductProduct
CompetitionCompetition EconomicsEconomics
NatureNature
PoliticsPoliticsRegulationRegulationTechnologyTechnology
SocietySociety Target Market