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Fundamentals of Marketing chap 1

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imed ben nasr

on 20 September 2016

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Transcript of Fundamentals of Marketing chap 1

Principals Of Marketing,
an introduction

What is Marketing ?
Evolution of Marketing Paradigm
Definition of Marketing
Marketing is the art of creating value for the consumer and for the company. In this perspective, the marketer has to understand the stakeholders' needs and desires, and proposes products or services that correspond to these needs and contribute to customer satisfaction and loyalty.
Needs, Wants and demands.
Market Offerings (products, services, and experiences).
Value and Satisfaction.
Exchanges and relationships.
What is a Marketer ?
The marketer is the person in charge of the marketing of the company. Generally, he has a background in different disciplines as sociology, psychology, design, engineering...
The marketer's background determines his qualities and competencies.
For example, fashion marketers may have training in merchandising or design. E-marketers may have studied computer science....
Definition :
Being a good Marketer is being an open mind-hard-worker
The History of Marketing
End of the 19th century
21th century
20th century
No Marketing as we know it
Production Era, Scientific Management, Fordism, Mass production
The "... any colour so long as it is black" Henry Ford
Transactional Marketing
Relational Marketing
Experiential Marketing
The glorious thirty, golden era
The aim of the company's marketing is to sell products
High revenues, Mass production, Mass Marketing
Economic and Social Crisis; Market Saturation
Development of service industries (insurance, banking...) that enhance a lasting relationship with the brand.
Customer loyalty, confidence, engagement...
The economy of the experience : A new way of responding to consumer needs and desires
Tribal Marketing, Sensorial marketing..., Post and Hyper modernism in marketing
The company doesn't sell product or services. It sells experiences to their customers
Marketing in the organization
Let's better understand marketing paradigms
Mass Marketing vs Consumer-Oriented-Marketing
Mass Marketing vs Consumer-Oriented-Marketing
Step 1 : See this Figure for 10 seconds :
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
Marketers must understand five core customer and marketplace concepts:
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
Types of needs
Physical needs
Food, clothing, warmth, and safety
Social needs
Belonging and affection
Individual needs
Learning, knowledge, and self-expression
Customer Needs, Wants, and Demands
Customers form expectations about the value and satisfaction that various market offerings will deliver
If marketers set expectations too low, they may satisfy those who buy but fail to attract enough buyers
If marketers set expectations too high, buyers will be disappointed
Customer Value and Satisfaction
Exchange: The act of obtaining a desired object from someone by offering something in return
Marketing actions build and maintain exchange relationships with target audiences involving an idea, product, service, or other object
Marketers build strong relationships by consistently delivering superior customer value
Exchanges and Relationships
Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall
Figure 1.2 - A Modern Marketing System
Supervisory managers
Top marketing managers
Top level management
Levels of Planning
Define the mission
Evaluate environment
Set organizational objectives
Establish business portfolio
Develop growth strategies
Strategic Planning
Perform situational analysis
Set marketing objectives
Develop marketing strategies
Implement and control marketing strategies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Planning
Develop action plans to implement marketing plan
Monitor how plan is working
Operational Planning
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Section 1
Section 2
Section 3
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Business to consumer Market
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
B2B Market
Consumer to Consumer Market
Business To consumer Market

→ To better understand.....

→ Let’s see it in more detail!
At this step, the marketer must understand :
The customer needs, wants, and demands
The market offerings (products or services)
Customer value and satisfaction
Exchanges and relationships components
Understand the marketplace and customer needs and wants
Let see it in the next chapter
Imed Ben Nasr
Associate Professor
Groupe Sup De Co La Rochelle
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