LECTURE ETIQUETTE MOBILE MANNERS SWITCH OFF MOBILE PHONES

LECTURE ETIQUETTE MOBILE MANNERS SWITCH OFF MOBILE PHONES IN LECTURES INC. NO TEXTING! LECTURES ARE NOT A TAKE-AWAY OUTLET LECTURES ARE NOT FRIENDS REUNITED 1 Copyright © 2003 Prentice-Hall, Inc.

Kotler on Marketing The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. 2 Copyright © 2003 Prentice-Hall, Inc.

Eras of Marketing Production Era (1860 s -1930 s) § Sales Era (1930 s-1950 s) Marketing Era (1950 s - 1990 s) Internet Era (1990 s- 20? ? ) 3 Copyright © 2003 Prentice-Hall, Inc.

Selling Is Different From Marketing (or Figure 1. 7) FOCUS Products MEANS ENDS Through Selling & Promoting Sales Volume & Profits Customer Through Integrated Marketing Customer Satisfaction & Profits 4 Copyright © 2003 Prentice-Hall, Inc.

Marketing Involves Products, Services, Ideas § PRODUCTS § Consumer goods, durables § Capital equipment (eg Military) § SERVICES § Personal § Business § IDEAS § Education § The Church 5 Copyright © 2003 Prentice-Hall, Inc.

Marketing as an Exchange Relationship Something of Value I. e. money, labour, goods EX: money electricity Buyer money healthcare Seller vote political party Something of Value I. e. goods, services, ideas 6 Copyright © 2003 Prentice-Hall, Inc.

What is Marketing? “is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others” Source: Kotler (2003) p. 9 Copyright © 2003 Prentice-Hall, Inc.

The Scope of Marketing § Marketing: typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses. 8 Copyright © 2003 Prentice-Hall, Inc.

The Scope of Marketing § § § Places Properties Organizations Information Ideas § § § Goods Services Experiences Events Persons 9 Copyright © 2003 Prentice-Hall, Inc.

The Decisions Marketers Make § § Consumer Markets Business Markets Global Markets Nonprofit and Governmental Markets 10 Copyright © 2003 Prentice-Hall, Inc.

Figure 1 -5: The Four P Components of the Marketing Mix 11 Copyright © 2003 Prentice-Hall, Inc.

Figure 1 -6: Marketing-Mix Strategy 12 Copyright © 2003 Prentice-Hall, Inc.

The Marketing Mix 4 P’s Product Price Promotion Place 4 C’s Customer needs and wants Cost to the customer Communication Convenience 13 Copyright © 2003 Prentice-Hall, Inc.

Marketing Management from Transactions. . . “the management process responsible for identifying, anticipating and satisfying consumers’ requirements profitability” Source: Chartered Institute of Marketing 1991 Copyright © 2003 Prentice-Hall, Inc.

…to Relationship Marketing “. . . is to establish, maintain and enhance relationships with customers and other partners, at a profit so that the objectives of both parties are met. This is achieved by mutual exchange and the keeping of promises. Such relationships are usually but not necessarily always long-term. ” Source: Grönroos (1994) JMM p. 355 Copyright © 2003 Prentice-Hall, Inc.

Peter Drucker (1973) “Marketing is so basic that it cannot be considered as a separate function. . . it is the whole business seen from the point of view of its final result, from the customer’s point of view. ” 16 Copyright © 2003 Prentice-Hall, Inc.