ntroduction to Business 2 BUS 102 Erlan Bakiev

İntroduction to Business 2 BUS 102 Erlan Bakiev, Ph. D. 10 -1 Zirve University BUS 102

The Art and Science of Marketing Zirve University Chapter 12 - 2

Marketing in a Changing World Planning Pricing © BUS-102, New Product Execution Distribution Advertising Zirve University Chapter 12 - 3

What is Marketing? Conception Pricing Ideas Promotion Services Individual Objectives © BUS-102, Distribution Goods Organizational Objectives Zirve University Chapter 12 - 4

Core Marketing Concepts Needs, Wants, and Demands Markets © BUS-102, Goods and Services Exchange, Transaction and Relationships Zirve University Value, Quality and Satisfaction Chapter 12 - 5

Types of Marketing Exchanges Product Marketing Needs Place Marketing Wants Cause-Related Marketing Transactions © BUS-102, Zirve University Chapter 12 - 6

The Role of Marketing Needs and Wants Exchange Process Transactions © BUS-102, Zirve University Chapter 12 - 7

Form Time The Four Utilities Place © BUS-102, Possession Zirve University Chapter 12 - 8

Selling Concept vs. Marketing Concept Starting Point Focus Means Factory Existing Products Selling and Promoting Ends Profits Through Sales Volume The Selling Concept Market Customer Needs Integrated Marketing Profits Through Customer Satisfaction The Marketing Concept © BUS-102, Zirve University Chapter 12 - 9

Customer Satisfaction Positive Customer Experiences Negative Customer Experiences üGreater customer loyalty üDamaged business reputation üPositive “word of mouth” üNegative “word of mouth” üMore sales opportunities üFewer sales opportunities üLess price sensitivity üReduced business prospects © BUS-102, Zirve University Chapter 12 - 10

Marketing on the Leading Edge Increased Accountability Technology and the Human Touch Business Ethics and Etiquette Tracking Investments Electronic Commerce Permission-Based Marketing Measuring Sales Choices, Beliefs, and Emotions Stealth Marketing © BUS-102, Zirve University Chapter 12 - 11

Understanding Today’s Customers Sophisticated Price Sensitive Demanding Informed © BUS-102, Zirve University Chapter 12 - 12

Understanding Today’s Customers Organizational Market Consumer Market Industry/Commerce Individuals Resellers Families Government Households © BUS-102, Zirve University Chapter 12 - 13

The Consumer Decision Process Evaluation of Alternatives © BUS-102, Need Recognition Information Search Purchase Postpurchase Evaluation Zirve University Chapter 12 - 14

Factors That Influence the Buyer’s Decision Culture Social Class Reference Groups Self-Image Situational Factors © BUS-102, Zirve University Chapter 12 - 15

Purchasing in Organizations Decision-Making Factors © BUS-102, Economics and Logic Formal Buying Procedures Multi-Party Participation Buyer-Seller Relationship Zirve University Chapter 12 - 16

Marketing Research Observations Surveys Interviews Focus Groups Process Data Collection Experiments © BUS-102, Zirve University Chapter 12 - 17

Database Marketing Recording Preferences Interactions Behaviors Transacting Contacting Customers Analyzing © BUS-102, Zirve University Chapter 12 - 18

Planning Marketing Strategies 1 2 3 © BUS-102, Zirve University Examine Current Marketing Situation Assess Opportunities and Set Objectives Develop Marketing Strategies Chapter 12 - 19

Examine the Current Marketing Situation Review Performance Evaluate Competition Examine Strengths and Weaknesses Analyze External Environment © BUS-102, Zirve University Chapter 12 - 20

Assess Opportunities and Set Objectives Market Penetration New-Product Development Geographic Expansion Diversification © BUS-102, Zirve University Chapter 12 - 21

Develop the Marketing Strategy Segments and Niches Target Markets Market Position Marketing Mix © BUS-102, Zirve University Chapter 12 - 22

Segmenting Markets Demographics Geodemographics © BUS-102, Geographics Behavior Psychographics Loyalty Zirve University Usage Chapter 12 - 23

Target Market Strategies Undifferentiated Differentiated Concentrated Marketing Mix 1 Company Marketing Mix 2 Company Marketing Mix 3 Market © BUS-102, Segment 1 Segment 2 Segment 3 Zirve University Chapter 12 - 24

Positioning the Product © BUS-102, Features Services Image Category Leadership Zirve University Chapter 12 - 25

Developing the Marketing Mix Competition Economics Product Society Target Market Place Technology Price Nature Promotion Regulation Politics Business Ethics Social Responsibility © BUS-102, Zirve University Chapter 12 - 26