Introduction to Marketing

Transcription

1 Introduction to Marketing Eng. Ranil Sugathadasa BSc.Eng(Hons),MSc.Eng(Moratuwa),MIE(SL),MILT(UK), CEng, MBA(Colombo),PMP (USA) Management Consultant/Motivational Trainer/ Executive Coach/Chartered Engineer Senior Lecturer, Faculty of Engineering, University of Moratuwa Founder: TheMotivator Phone:

2 The Marketing Concept Some Definitions Marketing is the management process which identifies, anticipates and satisfies customer requirements efficiently and profitably. - Chartered Institute of Marketing (UK)

3 Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value with others. Philip Kotler and Kevin Keller Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customer relationships in ways that benefit the organization and its stake holders. American Marketing Association

4 Integration of Marketing, Logistics & Supply Chain Marketing identify customer needs and requirements and decide on the best offering to satisfy the need. Logistics and supply chain integrates with marketing to create superior customer value.

5 What is marketed? Services Goods Places Properties

6 What is marketed? Persons Information

7 What is marketed? Experiences Organisations Events Ideas

8 Evolution of Marketing Development of Marketing Orientation Production concept The customer can have any colour as long as it s black - Henry ford, 1920 Product concept Golden Mouse Trap Selling concept Selling a refrigerator to an Eskimo

9 Marketing as a Management Function Analysis Planning Control Implementation

10 Micro & Macro Marketing Micro marketing is the performance of activities that seek to accomplish an organization's objectives by anticipating customer needs and directing a flow of need satisfying goods and services from producer to customer or client.

11 Micro & Macro Marketing (Con t) Macro marketing looks at the system as a whole which directs need satisfying flow of goods and services to match the demand of the market. Objective is to effectively match the heterogeneous supply and demand to accomplish society s objectives.

12 Why is Marketing important? As a consumer Consumers pay for the cost of marketing activities. Different Applications As individuals Public/private Profit oriented/non profit Product /service supplier

13 Key Concepts in Marketing Market Communication Industry (Sellers) Goods/Services Money Market (Buyers) Information Target Market

14 Key Concepts in Marketing (Con t) Marketer Needs a state of felt deprivation Wants -a need which is directed to specific object in order to satisfy the need Demand - wants for specific products/services backed by an ability to pay

15 Key Concepts in Marketing (Con t) Offering what is marketed? Value and Satisfaction Value = Benefits/Costs Benefits- Functional +Emotional Costs Money+ Time+ Energy + Psychic How to increase value? A firm that offers superior customer value is likely to win and keep customers

16 Key Concepts in Marketing (Con t) Customer -a current and prospective buyer. The KING Relationship Marketing- long term mutually satisfying relations with key parties- customers, suppliers, distributors

17 Key Concepts in Marketing (Con t) Marketing channels Communication channels, Distribution channels, Service channels Competition Actual and potential rival offerings and substitutes Marketing Environment

18 Key Concepts in Marketing (Con t) Market Orientation Determine Customer Needs Sales/Production Orientation Determine whether product can be made Invest resources Invest resource Make product/service Make product Market product/service (profit via customer satisfaction) Sell the product (profit via increased turnover Market feedback

19 Key Concepts in Marketing (Con t) Holistic marketing This is a combination of four set of forces which came into practice in the recent decades. They are relationship marketing, integrated marketing, internal marketing and social responsibility marketing. Customer at the centre

20 Marketing Mix Seller 4 Ps Buyer - 4 Cs Product Price Place Promotion Customer Solution Customer Cost Convenience Communication

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22 Marketing in the Transport and Logistics Sector Logistics management The 7 R s Deliver the right goods in the right quantity, at the right place, at the right time in the right condition at the right price with the right information.