scope of marketing .ppt - Nature and Scope of Marketing...

Nature and Scope of Marketing
1
Sanjeewa Samarasinghe

Content
1. What is Marketing
2. History of Marketing
3. Definition of Marketing
4. Why Marketing is Important?
5. Development of Marketing
6. Marketing Management & Philosophies
7. Marketing Orientation
8. Relationship Marketing
9. Internal Marketing
2

What is Marketing
•
Based on your knowledge and experience, what
is the major role of marketing for a company?

What is Marketing?
4

History of Marketing
5
Exchange surplus goods for other goods

The Goal of Marketing is
To attract new customer by
Promising superior value, and to
keep current customers by delivering
satisfaction.
6

Definitions of Marketing
Definition
Marketing is a corporate philosophy and a central
business function that creates value for its customers
and other stakeholders through competitive, profitable
and sustainable exchange processes.
(Sri
Lanka Institute of Marketing – 2013)
7

Definitions of Marketing
Definition
The process by which companies create value for
customers and build strong customer relationships
in order to capture value from customers in return.
(Phillip Kotler/Gary Armstrong)
8

Why Marketing is Important?
9

Important Aspects to Marketing
To explain marketing definition, We examine the following
important terms :
–
Needs, wants, and demands
–
Products and services
–
Value, satisfaction and quality
–
Exchange, transactions, and relationships
–
Markets
10

Customer Needs, Wants, and Demands

Needs, Wants, and Demands
Needs:
•
The most basic concept underlying marketing is that of
human needs.
•
Human have many complex needs:
o
Physical needs for food, clothing, , and safety
o
Social needs or belonging and affection
o
Individual needs for knowledge and self – expression
12

Needs, Wants, and Demands
Wants:
•
Want are the form taken by human needs as they are
shaped by culture and individual personality.