Introduction to Marketing

Introduction to Marketing - Introduction to Marketing An...

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Introduction to Marketing 8/24/2007 University of North Texas 1 8/24/2007 University of North Texas 1 An Introduction to Marketing Dr. Kenneth N. Thompson University of North Texas Denton 8/24/2007 University of North Texas 3 Overview ± Marketing -- What is it? ± A definition from the AMA ± The Marketing Mix ± Marketing Environments ± The Marketing Concept ± Evolution of the Marketing Concept ± The Marketing Concept & Society ± Relationship Marketing
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Introduction to Marketing 8/24/2007 University of North Texas 2 8/24/2007 University of North Texas 4 What comes to mind when you are asked to describe what marketing is all about? 8/24/2007 University of North Texas 5 A Definition of Marketing Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of products, services, and ideas to create exchanges that satisfy individual and organizational objectives. -- Adapted from the American Marketing Association definition
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Introduction to Marketing 8/24/2007 University of North Texas 3 8/24/2007 University of North Texas 8 Marketers Can Be. ... ± Organizations ± Businesses selling goods & services ± Non-profit organizations selling services, ideas ± Governmental agencies ± Individuals ± You, marketing yourself ± Politician, marketing herself, ideas 8/24/2007 University of North Texas 10
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Introduction to Marketing 8/24/2007 University of North Texas 4 8/24/2007 University of North Texas 11 8/24/2007 University of North Texas 14 Markets Can Be. .. ± Consumers, like you and me ± Businesses that buy ± Products to operate firms ± Products to make into other products ± Non-profit organizations ± Governmental entities ± Publics
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Introduction to Marketing 8/24/2007 University of North Texas 5 8/24/2007 University of North Texas 15 What is a Market? A more technical definition. .. ± People or organizations with needs, an exchange medium, and a willingness to engage in the exchange process. ± The actual or potential buyers of a product. ± Exchange medium is "money." ± Willingness to "exchange" is a willingness to "buy". 8/24/2007 University of North Texas 16 Marketing Involves Exchange Marketer (Seller) Market (Buyer) Goods, Services, Ideas Dollars (Sales) Value moves between parties
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Introduction to Marketing 8/24/2007 University of North Texas 6 8/24/2007 University of North Texas 17 Utilities & Satisfaction Form Utility Created by Production & Marketing Place Utility Time Utility Possession Utility Created by Marketing Satisfaction Needs Image Utility 8/24/2007 University of North Texas 19 Form Utility ± Satisfaction generated by ± How the product functions ± How well it works, its inherent reliability ± Buy many products primarily for this type of utility ± Tools -- screw driver, electric drill, table saw ± Appliances -- vacuum cleaner; dishwashers ± Computers
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Introduction to Marketing 8/24/2007 University of North Texas 7 8/24/2007 University of North Texas 20 Time Utility ± Satisfaction generated by having products ‘when’ we want them… ± Examples. .
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Introduction to Marketing - Introduction to Marketing An...

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