3. SHAOLIN
Group member ID no .
Ayesha taherun 11302023
Tasnim kawser sopan 11302024
Ishak 11302026
Nasrin akter 11302027
4. Sequences
An Overview of Marketing
Marketing Adds Value
Marketing Affects Everyone
The Marketing Concept
Developing a Marketing Strategy
Approaches to Selecting a Target Market
Designing a Marketing Mix
The Marketing Environment
Understanding Buyer Behavior
Marketing Research
5. An Overview of marketing
Marketing is the process of planning and executing the conception,
pricing, promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational objectives.
6. Marketing Adds Value
This value is known as Utility.
The ability of a product to satisfy a consumer need is called Utility.
There are four types of utility---
~ form utility
~ time utility
~ place utility
~ possession utility
7. Marketing Affects Everyone
Marketing is important to organizations and consumers alike.
~ It touches the lives of all members of society.
~ Nearly half of every dollar spent on goods and services pays
for marketing activities.
~ The many and varied marketing activities enable us to satisfy
our needs and wants.
Marketing often has special importance for students.
~ Many of you will work in marketing---whether in for-profit
firm or non-profit organization.
8. The Marketing Concept
A managerial philosophy of customer orientation with the goal of
achieving long-term success.
Firms benefit from practicing the marketing concept.
Often a firm must be willing to forgo short-term profits for long-term
customer satisfaction.
9. Developing a Marketing Strategy
Marketing strategy is a plan for selecting and analyzing a target market
and developing and maintaining a marketing mix that will satisfy this
target market.
Firms developing a marketing strategy follow two basic types:
~ Select a target market and
~ Design a marketing mix.
10. Approaches to Selecting a Target
Market
A market is a group of people who need and want a product and have
the ability, willingness, and authority to purchase it.
Markets are divided into two broad categories---
~ Consumer markets and
~ Industrial markets
The segment to which a firm directs its marketing activities is called a
target market.
11. Designing a Marketing Mix
The combination of four elements—
~ product,
~ price,
~ promotion, and
~ distribution----
used to satisfy the needs of the target market.
12. The Marketing Environment
All the forces outside an organization that directly or indirectly
influence its marketing activities.
There are several forces outside the firm influence its marketing
decisions—
~ economic conditions,
~ regulation by government and industries,
~ politics,
~ the attitudes of society, and
~ technology.
13. Understanding Buyer Behavior
Understanding Buyer Behavior helps firms bring about satisfying
exchanges.
There are two types of buying decisions----
~ consumer buying behavior and
~ industrial buying behavior .
14. Understanding Buyer Behavior
Consumer buying behavior:
The actions and decisions of individuals who purchase products for
their personal use constitute consumer buying behavior.
The consumer buying process--
Need recognition
Search
Evaluation of alternatives
Purchase decision
After-purchase decision
Industrial buying behavior:
the actions and decisions of buyers in organizations is called industrial
buying behavior.
15. Marketing Research
The systematic gathering, recording, and analyzing of information
relating to the marketing of goods and services.
Today many firms realize that research should be ongoing.
Marketing research can be proactive to prevent “breakdowns’’ or
reactive to respond to a problem and try to fix it.
Proactive Reactive
Are we attracting new customers? Why are we losing customers?
How do we maintain and increase
sales?
Who has surpassed us in our sales?
Are we satisfying our current
customers?
How do we get lost customers back?
What new products are needed by our
target market?
Can we develop a new product to keep
up with our major competitor?
16. Marketing Research
The research process:
the marketing research consists of six steps :
~ forming the research question,
~ research design,
~ data collection,
~ data analysis,
~ interpretation and conclusions.
