Week 1
What is marketing?
“A social and managerial process by which individuals and businesses
obtain what they need and want through creating and exchanging value
with others” – Kotler & Armstrong
Marketing myth busters:
Marketing is not sales
Marketing is not advertising
Marketing is not design
Marketing is not the art of selling products/services
Marketing is not spam
Selling is however the tip of the marketing iceberg!
10 types of categories that can be marketed:
- Goods
- Services
- Events
- Experiences
- People
- Places
- Properties
- Organizations
- Information
- Ideas
,What are these categorized as?
1. CONSUMER NEEDS
- Human needs
- Include basic physical, social and individual needs
- Maslow’s hierarchy of needs
2. WANTS
- Are the form human needs take as shaped by culture and individual
personality
- What is the difference between a need and a want
MARKET OFFERINGS
Consumers needs and wants are fulfilled through a market
Combination of:
- Products
- Services
- Experiences
CUSTOMER VALUE AND SATISFACTION
Consumers usually face abroad array of products and services that may
satisfy a given need
• How do they choose among these offerings?
Satisfied customers choose to re-buy or tell others about their
experience
• Ultimately could end with them becoming loyal customers for the
long-term.
, EXCHANGES AND RELATIONSHIPS
- Exchange – the act of obtaining a desired object from someone by
offering something in return
- Marketing consists of actions taken to build and maintain desirable
exchange relationships with target audiences involving a product,
service, idea or other object.
LESSON 2: Creating and capturing customer value
1. Understand the marketplace
- Marketers refer to the term ‘target market’ to describe customer
groups
- There are 4 types of customer markets
What is marketing?
“A social and managerial process by which individuals and businesses
obtain what they need and want through creating and exchanging value
with others” – Kotler & Armstrong
Marketing myth busters:
Marketing is not sales
Marketing is not advertising
Marketing is not design
Marketing is not the art of selling products/services
Marketing is not spam
Selling is however the tip of the marketing iceberg!
10 types of categories that can be marketed:
- Goods
- Services
- Events
- Experiences
- People
- Places
- Properties
- Organizations
- Information
- Ideas
,What are these categorized as?
1. CONSUMER NEEDS
- Human needs
- Include basic physical, social and individual needs
- Maslow’s hierarchy of needs
2. WANTS
- Are the form human needs take as shaped by culture and individual
personality
- What is the difference between a need and a want
MARKET OFFERINGS
Consumers needs and wants are fulfilled through a market
Combination of:
- Products
- Services
- Experiences
CUSTOMER VALUE AND SATISFACTION
Consumers usually face abroad array of products and services that may
satisfy a given need
• How do they choose among these offerings?
Satisfied customers choose to re-buy or tell others about their
experience
• Ultimately could end with them becoming loyal customers for the
long-term.
, EXCHANGES AND RELATIONSHIPS
- Exchange – the act of obtaining a desired object from someone by
offering something in return
- Marketing consists of actions taken to build and maintain desirable
exchange relationships with target audiences involving a product,
service, idea or other object.
LESSON 2: Creating and capturing customer value
1. Understand the marketplace
- Marketers refer to the term ‘target market’ to describe customer
groups
- There are 4 types of customer markets
