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26/09 - Introducing marketing
Topic
Date @September 26, 2022
Column
Notes
Learning objectives
By the end of this topic you should be able to:
Define marketing and outline the steps in the marketing process
Explain the importance of understanding customers and identify the five core
marketplace concepts
Identify the key elements of marketing that guide marketing strategy.
Main Issues :
Defining marketing
The evolution of marketing
The marketing management concepts
Introduction to Marketing Foundations :
Defining Marketing :
Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably.
26/09 - Introducing marketing 1
, ⇒ everyone can do marketing, and marketing can also be to change society, or by
governments to persuade us to not do things that aren’t good for us not only for the money
and the profits
⇒ marketing isn’t always the only one responsible within a company for “identifying,
anticipating and satisfying customer requirements profitably.”
An organizational function and set of processes for creating, communicating and
delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
⇒ marketing is doing more than one thing
⇒ marketing is about creating value, interactions
A social and managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others. (P.Kotler)
Kotler is the “grandfather” of marketing
⇒ needs and wants, customer needs, products, value, satisfaction, social + managerial
process ⇒ occurs within a company but also within society
1. Customers, Consumers and Clients……
What is a customer?
an individual who buys things
What is a consumer?
an individual who uses things, we can be consumer without buying a product
Professionals don’t have (like) customers?
western europe
history and culture - world was divided between people who had the money and
status (aristocracy) and people who didn’t and no status (proletariat)
the proletariat used to service the aristocracy which gave a negative connotation to
doing the service (not as high of a status)
We don’t do service……
many terms to disguise idea of having “customers”
26/09 - Introducing marketing 2
26/09 - Introducing marketing
Topic
Date @September 26, 2022
Column
Notes
Learning objectives
By the end of this topic you should be able to:
Define marketing and outline the steps in the marketing process
Explain the importance of understanding customers and identify the five core
marketplace concepts
Identify the key elements of marketing that guide marketing strategy.
Main Issues :
Defining marketing
The evolution of marketing
The marketing management concepts
Introduction to Marketing Foundations :
Defining Marketing :
Marketing is the management process responsible for identifying, anticipating and
satisfying customer requirements profitably.
26/09 - Introducing marketing 1
, ⇒ everyone can do marketing, and marketing can also be to change society, or by
governments to persuade us to not do things that aren’t good for us not only for the money
and the profits
⇒ marketing isn’t always the only one responsible within a company for “identifying,
anticipating and satisfying customer requirements profitably.”
An organizational function and set of processes for creating, communicating and
delivering
value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders.
⇒ marketing is doing more than one thing
⇒ marketing is about creating value, interactions
A social and managerial process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others. (P.Kotler)
Kotler is the “grandfather” of marketing
⇒ needs and wants, customer needs, products, value, satisfaction, social + managerial
process ⇒ occurs within a company but also within society
1. Customers, Consumers and Clients……
What is a customer?
an individual who buys things
What is a consumer?
an individual who uses things, we can be consumer without buying a product
Professionals don’t have (like) customers?
western europe
history and culture - world was divided between people who had the money and
status (aristocracy) and people who didn’t and no status (proletariat)
the proletariat used to service the aristocracy which gave a negative connotation to
doing the service (not as high of a status)
We don’t do service……
many terms to disguise idea of having “customers”
26/09 - Introducing marketing 2
