cours 1 DEFINING MARKETING
Defining Marketing for the 21st Century
B. Berthon (124)
Bibliography
boris.berthon@univ-paris12.fr
Marketing management, 13th ed., Kotler & Dubois
EPREL: online resources
Principles and practice of marketing, 6th ed., David jobber
What is Marketing?
Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.
Marketing is, therefore, the organization function charged with defining customer targets and the best ways to satisfy their needs and wants competitively and profitably.
As a consequence, marketing management is the process of planning and executing the conception, pricing, promotion and distribution of products and services to create exchanges that satisfy individual and organisational goals.
The Scope of Marketing
Places
Properties
Organizations
Information
Ideas
Goods
Services
Experiences
Events
Persons
The marketer’s basic skill lies in influencing the level, timing, and composition of demand for all these types of entities.
The Decisions marketers Make
Consumer Markets
Establishing a superior brand image
Business Markets
Demonstrating how their product will help business customers
Global Markets
Adapting and/or standardizing the marketing mix
Non-profit and
Governmental Markets
Price carefully
The Marketing concept
Marketing concept
Marketing
The
achievementConcept of corporate
The achievement ofmeeting corporate goals goals through and through meeting and exceeding exceeding needs customercustomer needs better than the and competition expectations better than the competition Customer
Customer
orientation orientation Corporate activities are focused upon activities providing Corporate customer satisfaction
are focused upon providing customer satisfaction Integrated effort
Goal achievement Goal achievement All All staff staff accept accept the the responsibility for creating responsibility for customer satisfaction
creating
B. Berthon (124)
Bibliography
boris.berthon@univ-paris12.fr
Marketing management, 13th ed., Kotler & Dubois
EPREL: online resources
Principles and practice of marketing, 6th ed., David jobber
What is Marketing?
Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses.
Marketing is, therefore, the organization function charged with defining customer targets and the best ways to satisfy their needs and wants competitively and profitably.
As a consequence, marketing management is the process of planning and executing the conception, pricing, promotion and distribution of products and services to create exchanges that satisfy individual and organisational goals.
The Scope of Marketing
Places
Properties
Organizations
Information
Ideas
Goods
Services
Experiences
Events
Persons
The marketer’s basic skill lies in influencing the level, timing, and composition of demand for all these types of entities.
The Decisions marketers Make
Consumer Markets
Establishing a superior brand image
Business Markets
Demonstrating how their product will help business customers
Global Markets
Adapting and/or standardizing the marketing mix
Non-profit and
Governmental Markets
Price carefully
The Marketing concept
Marketing concept
Marketing
The
achievementConcept of corporate
The achievement ofmeeting corporate goals goals through and through meeting and exceeding exceeding needs customercustomer needs better than the and competition expectations better than the competition Customer
Customer
orientation orientation Corporate activities are focused upon activities providing Corporate customer satisfaction
are focused upon providing customer satisfaction Integrated effort
Goal achievement Goal achievement All All staff staff accept accept the the responsibility for creating responsibility for customer satisfaction
creating