Marketing 3650 - Introduction to Marketing An Introduction...

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Introduction to Marketing 1/21/2009 University of North Texas 1 An Introduction to Marketing Dr. Kenneth N. Thompson 1/21/2009 University of North Texas 1 University of North Texas Denton Overview Marketing -- What is it? A definition from the AMA The Marketing Mix Marketing Environments The Marketing Concept 1/21/2009 University of North Texas 3 Evolution of the Marketing Concept The Marketing Concept & Society Relationship Marketing
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Introduction to Marketing 1/21/2009 University of North Texas 2 What comes to mind when you are asked to describe what marketing is all about? 1/21/2009 University of North Texas 4 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. 1/21/2009 University of North Texas 5 -- -- Adapted from the American Marketing Adapted from the American Marketing Association definition
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Introduction to Marketing 1/21/2009 University of North Texas 3 Marketing Involves Exchange Marketer (Seller) Market (Buyer) Goods, Services, Ideas Value moves between parties 1/21/2009 University of North Texas 6 Dollars (Sales) Who Does Marketing? 1/21/2009 University of North Texas 7
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Introduction to Marketing 1/21/2009 University of North Texas 4 1/21/2009 University of North Texas 9 1/21/2009 University of North Texas 10
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Introduction to Marketing 1/21/2009 University of North Texas 5 1/21/2009 University of North Texas 11 1/21/2009 University of North Texas 12
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Introduction to Marketing 1/21/2009 University of North Texas 6 Marketers Can Be. ... Organizations • Businesses selling goods & services • Non-profit organizations selling services, ideas • Governmental agencies 1/21/2009 University of North Texas 13 • You, marketing yourself • Politician, marketing herself, ideas Individuals Markets Can Be. .. Consumers, like you and me Businesses that buy • Products to operate firms • Products to make into other products Non-profit organizations 1/21/2009 University of North Texas 14 Governmental entities Publics
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Introduction to Marketing 1/21/2009 University of North Texas 7 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." 1/21/2009 University of North Texas 15 Willingness to "exchange" is a willingness to "buy". Utilities & Satisfaction Form Utility Created by Place Utility Time Utility Possession Utility Satisfact Needs Image Utility 1/21/2009 University of North Texas 16 Created by Production & Marketing Created by Marketing ionion
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Introduction to Marketing 1/21/2009 University of North Texas 8 Form Utility • How the product functions • How well it works, its inherent reliability Satisfaction generated by • Tools -- screw driver, electric drill, Buy many 1/21/2009 University of North Texas 17 table saw • Appliances -- vacuum cleaner; dishwashers • Computers products primarily for this type of utility Time Utility
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Marketing 3650 - Introduction to Marketing An Introduction...

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