Summary PART 1 : FUNDAMENTALS OF MARKETING

PART 1 : FUNDAMENTALS OF MARKETING
THE SCOPE OF MARKETING
Marketing goals : finding customer needs and satisfy them better than the competition

Definition : marketing management : the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering and communicating
superior customer value

BUILDING A CUSTOMER-ORIENTED ORGANIZATION




WHAT CAN BE MARKETED?

- Ideas




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, THE NEW MARKETING REALITIES

THE CHANGING FACE OF MARKETING … - MCKINSEY




CHANGING REALITIES RESULT IN NEW MARKET ENVIRONMENT




Online information, search on the go, share opninons and express
loyalty on social media, actively interact with companies, reject
marketing communication, sharing economy



Personalization through internet, collect fuller information, rach
consumers quickly and efficiently through social media, improve
recruiting and training of employees



Deregulation, pricatization, retail transformation, disintermediation &
reintermediation, private labels, mage-brands crossing the borders of
their industry


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