İntroduction to business 2 bus 102 erlan bakiev, ph. d. zirve university bus 102 10-1

İntroduction to Business 2İntroduction to Business 2BUS 102 BUS 102

Erlan Bakiev, Ph. D.

Zirve UniversityBUS 102

10-1

Zirve University Chapter 12 - 2

The Art and Science The Art and Science of Marketingof Marketing

© BUS-102, Zirve University Chapter 12 - 3

Marketing in Marketing in a Changing Worlda Changing World

Planning New Product Execution

Pricing Distribution Advertising

© BUS-102, Zirve University Chapter 12 - 4

What is Marketing?What is Marketing?

IndividualIndividualObjectivesObjectives

OrganizationalOrganizationalObjectivesObjectives

ConceptionConception PricingPricing PromotionPromotion DistributionDistribution

IdeasIdeas ServicesServices GoodsGoods

© BUS-102, Zirve University Chapter 12 - 5

Core Marketing ConceptsCore Marketing Concepts

Goods and Services

Value, Qualityand SatisfactionExchange, Transaction

and Relationships

Needs, Wants,and Demands

Markets

© BUS-102, Zirve University Chapter 12 - 6

Types of MarketingTypes of Marketing

Product MarketingProduct MarketingProduct MarketingProduct Marketing

Place MarketingPlace MarketingPlace MarketingPlace Marketing

Cause-Related MarketingCause-Related MarketingCause-Related MarketingCause-Related Marketing

Exchanges

Transactions

Needs Wants

© BUS-102, Zirve University Chapter 12 - 7

The Role of MarketingThe Role of Marketing

Needs and WantsNeeds and Wants

Exchange ProcessExchange Process

TransactionsTransactions

© BUS-102, Zirve University Chapter 12 - 8

TimeTimeFormForm

PlacePlace PossessionPossession

The FourThe FourUtilitiesUtilities

© BUS-102, Zirve University Chapter 12 - 9

Selling Concept vs. Selling Concept vs. Marketing ConceptMarketing Concept

StartingPoint

Focus Means Ends

ExistingProductsFactory

Selling andPromoting

Profits ThroughSales Volume

CustomerNeedsMarket

IntegratedMarketing

Profits ThroughCustomer Satisfaction

The Selling Concept

The Marketing Concept

© BUS-102, Zirve University Chapter 12 - 10

Customer SatisfactionCustomer Satisfaction

Positive Customer Experiences

Negative Customer Experiences

Greater customer loyalty

Positive “word of mouth”

More sales opportunities

Less price sensitivity

Damaged business reputation

Negative “word of mouth”

Fewer sales opportunities

Reduced business prospects

© BUS-102, Zirve University Chapter 12 - 11

Marketing Marketing on the Leading Edgeon the Leading Edge

IncreasedAccountability

Technology and theHuman Touch

Business Ethicsand Etiquette

Permission-BasedMarketing

Permission-BasedMarketing

Stealth MarketingStealth Marketing

ElectronicCommerceElectronicCommerce

Choices, Beliefs, and Emotions

Choices, Beliefs, and Emotions

Tracking InvestmentsTracking Investments

Measuring SalesMeasuring Sales

© BUS-102, Zirve University Chapter 12 - 12

Understanding TodayUnderstanding Today’’s s CustomersCustomers

SophisticatedSophisticated

Price SensitivePrice Sensitive

DemandingDemanding

InformedInformed

© BUS-102, Zirve University Chapter 12 - 13

Understanding Understanding TodayToday’’s Customerss Customers

Organizational MarketOrganizational Market Consumer MarketConsumer Market

Industry/CommerceIndustry/CommerceIndustry/CommerceIndustry/Commerce

ResellersResellersResellersResellers

GovernmentGovernmentGovernmentGovernment

IndividualsIndividualsIndividualsIndividuals

FamiliesFamiliesFamiliesFamilies

HouseholdsHouseholdsHouseholdsHouseholds

© BUS-102, Zirve University Chapter 12 - 14

The Consumer The Consumer Decision ProcessDecision Process

NeedRecognition

NeedRecognition

InformationSearch

InformationSearch

Evaluationof Alternatives

Evaluationof Alternatives PurchasePurchase Postpurchase

Evaluation

PostpurchaseEvaluation

© BUS-102, Zirve University Chapter 12 - 15

Factors That InfluenceFactors That Influencethe Buyerthe Buyer’’s Decisions Decision

CultureCulture

Social ClassSocial Class

Reference GroupsReference Groups

Self-ImageSelf-Image

Situational FactorsSituational Factors

© BUS-102, Zirve University Chapter 12 - 16

Purchasing in Purchasing in OrganizationsOrganizations

Decision-Making FactorsDecision-Making FactorsDecision-Making FactorsDecision-Making Factors

EconomicsEconomicsand Logicand Logic

Formal BuyingFormal BuyingProceduresProcedures

Multi-PartyMulti-PartyParticipationParticipation

Buyer-SellerBuyer-SellerRelationshipRelationship

© BUS-102, Zirve University Chapter 12 - 17

Marketing ResearchMarketing ResearchMarketing ResearchMarketing Research

ObservationsObservationsObservationsObservations SurveysSurveysSurveysSurveys InterviewsInterviewsInterviewsInterviews

Focus GroupsFocus GroupsFocus GroupsFocus Groups Process DataProcess DataCollectionCollection

Process DataProcess DataCollectionCollection ExperimentsExperimentsExperimentsExperiments

© BUS-102, Zirve University Chapter 12 - 18

Database MarketingDatabase MarketingRecording

Analyzing

TransactingCon

tact

ing

CustomersCustomers

BehaviorsBehaviorsPreferencesPreferences InteractionsInteractions

© BUS-102, Zirve University Chapter 12 - 19

Planning Planning Marketing StrategiesMarketing Strategies

Examine CurrentMarketing Situation

11

Assess Opportunitiesand Set Objectives

22

Develop MarketingStrategies

33

© BUS-102, Zirve University Chapter 12 - 20

Examine the CurrentExamine the CurrentMarketing SituationMarketing Situation

ReviewReviewPerformancePerformance

Examine StrengthsExamine Strengthsand Weaknessesand Weaknesses

Evaluate Evaluate CompetitionCompetition

Analyze External Analyze External EnvironmentEnvironment

© BUS-102, Zirve University Chapter 12 - 21

Assess Opportunities Assess Opportunities and Set Objectivesand Set Objectives

Market PenetrationMarket Penetration

Geographic Geographic ExpansionExpansion

New-ProductNew-ProductDevelopmentDevelopment

DiversificationDiversification

© BUS-102, Zirve University Chapter 12 - 22

Develop the Develop the Marketing StrategyMarketing Strategy

Segments and NichesSegments and Niches

Market PositionMarket Position

Target MarketsTarget Markets

Marketing MixMarketing Mix

© BUS-102, Zirve University Chapter 12 - 23

Segmenting MarketsSegmenting Markets

BehaviorBehaviorGeodemographicsGeodemographics LoyaltyLoyalty UsageUsage

GeographicsGeographicsDemographicsDemographics PsychographicsPsychographics

© BUS-102, Zirve University Chapter 12 - 24

Target Market StrategiesTarget Market Strategies

Marketing Mix 1Marketing Mix 1Marketing Mix 1Marketing Mix 1

Marketing Mix 2Marketing Mix 2Marketing Mix 2Marketing Mix 2

Marketing Mix 3Marketing Mix 3Marketing Mix 3Marketing Mix 3

Segment 1Segment 1Segment 1Segment 1

Segment 2Segment 2Segment 2Segment 2

Segment 3Segment 3Segment 3Segment 3

CompanyCompanyMarketing MixMarketing Mix

CompanyCompanyMarketing MixMarketing Mix

Company Company Marketing MixMarketing Mix

Company Company Marketing MixMarketing Mix

Segment 1Segment 1Segment 1Segment 1

Segment 2Segment 2Segment 2Segment 2

Segment 3Segment 3Segment 3Segment 3

MarketMarketMarketMarket

UndifferentiatedUndifferentiated DifferentiatedDifferentiated ConcentratedConcentrated

© BUS-102, Zirve University Chapter 12 - 25

Positioning the Positioning the ProductProduct

FeaturesFeaturesFeaturesFeatures

ImageImageImageImage

ServicesServicesServicesServices

CategoryCategoryLeadershipLeadershipCategoryCategory

LeadershipLeadership

© BUS-102, Zirve University Chapter 12 - 26

Developing the Marketing MixDeveloping the Marketing Mix

Social ResponsibilitySocial Responsibility

Social ResponsibilitySocial Responsibility

Bus

ines

s Et

hics

Bus

ines

s Et

hics

Business Ethics

Business Ethics

PromotionPromotionPlacePlace

PricePriceProductProduct

CompetitionCompetition EconomicsEconomics

NatureNature

PoliticsPoliticsRegulationRegulationTechnologyTechnology

SocietySociety Target Market