An Introduction to Marketing and the Marketing Mix.pptm -...

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MARKETING, AN INTRODUCTIONAND THE MARKETING MIX
MarketingMarketingcomes in a wide variety of flavours based onaudience, media platform and business in today’s evolving anddynamic marketplace.It can be confusing and the right answer is not always thesame.Subjective in nature.Even when defining Marketing, Marketers define the functionin different terms!
Marketing DefinitionsTheAmerican Marketing Association (AMA)Board of Directors, Marketingdefines marketingas:The activity, set of institutions, and processes forcreating, communicating, delivering, and exchangingofferings that have value for customers, clients,partners, and society at large.
Marketing DefinitionsDr. Philip Kotlerdefinesmarketingas:The science and art of exploring, creating, and delivering value to satisfy the needsof a target market at a profit.Marketing identifies unfulfilled needs and desires.It defines, measures and quantifies the size of the identified market and the profitpotential.It pinpoints which segments the company is capable of serving best and it designsand promotes the appropriate products and services.
Marketing DefinitionsSteve Dawson – President, Walkers Shortbread Inc.defines marketing as:Marketing is products that don’t come back and consumers that do.Walt Disney defines marketingtheir marketing efforts as:People, Places and PerformancesOur textbook defines marketingtheir marketing efforts as:Managing Profitable Customer Relationships
Steve Jobs Marketing LessonsApple is different from all other brandsbecause, for Steve Jobs, consumersweren’t just consumers, they werepeople. People with dreams, hopes, andambitions and he got Apple to createproducts to help them achieve theirdreams and goals
Marketing Lessons from Steve JobsLesson #1: Make a Great ProductSince 1981, we’ve observedsuccess, strategy, inspiration, and innovation.Lesson #2: Don’t Sell Products, Sell Dreams.Apple’s strategy involves selling their consumers a global package of dreams,personal experiences, and status, and itmakes almost all other products go

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Term
Spring
Professor
NoProfessor
Tags
Marketing, American Marketing Association

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