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NEWSLETTER
Marketing 101
WHAT IS MARKETING?
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large Marketing Basics
MARKETING MANAGEMENT –
The art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value
MARKETING SPECTRUM
What can be marketed?
- Products
- Services
- People
- Places
- Events
- Ideas
- Causes
EVOLUTION OF MARKETING
- Economic activity
- Production and movement of goods from producer to consumer
- Use of branding marks – cattle
- Advertisement -1704
- Information
- Promotion not needed
- Production orientation
- Customers sought for the products manufactured
- Little or no emphasis on customers
- Keep the plants loaded
- Sales orientation
- Sales volume focus
- Sell what the plants manufacture
- Advertising/promotional schemes
- Customer orientation
- Customer is central
- Product development process looked from customer perspective
- Appearance of consumer goods – branding/marketing
- Market orientation
- All activities aimed at customer
- CEO is the driver
- Relationship orientation
- Creation and maintenance of relationships with customers and suppliers
- Value addition
- Augmentation of product with services
