?2000 Prentice Hall
Objectives
? Course Organization
? Tasks of Marketing
? Major Concepts & Tools of Marketing
? Marketplace Orientations
? Marketing’s Responses to New
Challenges
?2000 Prentice Hall
Defining Marketing
Marketing is a societal process by
which individuals and groups obtain
what they need and want through
creating,offering,and freely
exchanging products and services of
value with others,
- Philip Kotler (p,7)
?2000 Prentice Hall
Simple Marketing System
Industry
(a collection
of sellers)
Market
(a collection
of Buyers)
Goods/services
Money
Communication
Information
?2000 Prentice Hall
Production Concept
Product Concept
Selling Concept
Marketing Concept
Consumers prefer products that are
widely available and inexpensive
Consumers favor products that
offer the most quality,performance,
or innovative features
Consumers will buy products only if
the company aggressively
promotes/sells these products
Focuses on needs/ wants of target
markets & delivering value
better than competitors
Company Orientations
Towards the Marketplace