The process of planning and
executing the conception of,
pricing, promotion, and distribution
and organizations to create and
maintain relationships that will
satisfy individual and
Business Markets and Business Buying
Business Marketing is the marketing of
goods and services users, as contrasted
to ultimate consumers.
There are six important components of the business
The agriculture market, consis
Nature and Importance of Services
Three-fourths of the U.S. non-farm labor
force is employed in service industries.
Over two-thirds of the nations gross national
product (GDP) is produced by services.
From 1996 to 2006, the U.S. Labor
Marketing research is the development,
interpretation, and communication of
decision-oriented information to be used in
all phases of the strategic marketing
Research plays a role in marketing
planning, implementation, and
Classification of Consumer Goods
The Meaning of Product
A product may be a good, service, place,
person, or idea.
A product is a set of tangible and
intangible attributes, which include
packaging, color, price, quality, and brand,
Product Mix and Product Line
The product mix is the set of all products offered for
sale by a company.
A product mix has two dimensions:
Breadth the number of product lines carried.
Depth the variety of sizes, colors, and models
The Meaning of Price
A price is the exchange value of a good or
Barter is the exchange of goods and/or
services for other goods and/or services.
Management should decide on its pricing
objective before determinin
Pricing by Retailers
Different types of retailers require
different percentage markups because
of the nature of the products handled
and the services offered:
Low- turnover products (jewelry)
need much larger markups than
Brand: Name, term, sign, symbol, design, or
some combination of these used to identify
and distinguish a firms offerings.
Brand Equity: Added value that a certain
brand name gives to a product.
Trademark: Brand that has been given l
ELEKTRA PRODUCTS, INC.
Barbara Russell, a manufacturing vice president, walked into the monthly
companywide meeting with a light step and a hopefulness she hadnt felt in a
long time. The companys new, dynamic CEO was going to announce a new era of
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International Journal of Academic Research in Business and Social Sciences
January 2015, Vol. 5, No. 1
Sport Fan Motivation: Are You Going To The Game?
Johannes A. Wiid
Professor in Marketing Management at the Department of Marketing and R
Information Influences Purchase decisions
There are two sources of information:
1. The Commercial Environment marketing
organizations and individuals who
communicate with consumers
2. The social Environment word of mouth and
Consumer Markets and Buying Behavior
The Consumer Market - ultimate
consumers who buy goods and
services for their own personal or
Marketers analyze many dimensions of the consumer
market in order to better understand and predict
1. Identify the major advertising objectives and the two
basic categories of advertising
2. Describe the process of creating an advertisement.
3. Identify the major types of advertising appeals and
discuss their uses.
4. List and compare the ma
The Nature of Personal Selling
Personal selling is the personal communication of
information to persuade somebody to buy
Personal selling is likely to be
emphasized in a promotional mix
1. The market is concentrated.
2. The products value
Channel Strategy & Wholesaling
Distribution channels refer to the various
marketing institutions and interrelationships responsible for the physical
and title flow of goods and services from
the producer to the consumer or industrial
Information Technology in Marketing
The internet World Wide Web (WWW)
Electronic Networking linking of
individuals and organizations using
Electronic Data Interchange
Electronic Information Transfer
Technology Revolution in Marketing
Interactive marketing. Buyer-seller communications.
Internet. All-purpose global network of 50,000
World Wide Web (WBB or Web). Interlinked
collection of graphically rich information sources
The Significance of International
Access to products otherwise
Minerals and other natural resources
Advantage in natural resources
Advantage in human resources
The Attraction of International
Strategic Use of Physical Distribution
Improve Customer Service
Reduce Distribution Costs
Create Time and Place Utilities
Influence Channel Decisions
Control Shipping Costs
Wholesaling & Wholesaling Middlemen
Avoiding Marketing Myopia by Focusing on
Benefits Provided by the Organization
Telefonos de Mexico
We are a telephone company.
We are a communications company.( marketing orientation)
We are in the railroad
History of Quality Management
End of the line inspections was the process
where workers weeded out finished products
that did not meet quality specifications.
Statistical quality control was developed by
Walter Shewhart. This method applies
Organizations continuously compare and measure themselves
against business leaders anywhere in the world to gain
information to improve performance that results in a competitive
FEEDBACK is the connecting link in the three basic st
Market Segmentation, Targeting and
Market segmentation is the process of dividing the total
market for a good or service into several smaller,
internally homogeneous groups.
Segmentation is necessary because custo
Communication about an organization and
its products that is intended to inform,
persuade, or remind target market
The Communication Process and
Promotion is communication, as such it has four