marketing lecture notes - جامعة بابل · pdf filemarketing lecture notes dimitris...

LOGO

MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE

NOTESNOTESNOTESNOTES

Dimitris DrososDimitris DrososDimitris DrososDimitris Drosos

LecturerLecturerLecturerLecturer

Technological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus

Business School Business School Business School Business School

Management Information System & New Management Information System & New Management Information System & New Management Information System & New

Technology LabTechnology LabTechnology LabTechnology Lab

GeoInformationGeoInformationGeoInformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research –––– Marketing NotesMarketing NotesMarketing NotesMarketing Notes

CONTENTSCONTENTSCONTENTSCONTENTS

E E E E ---- MarketingMarketingMarketingMarketing

Marketing StrategyMarketing StrategyMarketing StrategyMarketing Strategy

Marketing Marketing Marketing Marketing ---- PromotionPromotionPromotionPromotion

Marketing Marketing Marketing Marketing ---- ProductProductProductProduct

About MarketingAbout MarketingAbout MarketingAbout Marketing


ABOUT

MARKETING


WHAT IS MARKETING


WHAT IS MARKETING

Marketing is the process of planning Marketing is the process of planning Marketing is the process of planning Marketing is the process of planning and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing, promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas, goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges

that satisfy individual and that satisfy individual and that satisfy individual and that satisfy individual and organizational goals organizational goals organizational goals organizational goals

American Marketing AssociationAmerican Marketing AssociationAmerican Marketing AssociationAmerican Marketing Association


WHAT IS MARKETING

‘‘‘‘Marketing is the management Marketing is the management Marketing is the management Marketing is the management process that identifies, anticipates process that identifies, anticipates process that identifies, anticipates process that identifies, anticipates

and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements profitablyprofitablyprofitablyprofitably’’’’

The Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of Marketing


WHAT IS MARKETING

‘‘‘‘The right product, in the right place, The right product, in the right place, The right product, in the right place, The right product, in the right place, at the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right price’’’’

Adcock et alAdcock et alAdcock et alAdcock et al

‘‘‘‘Marketing is the human activity Marketing is the human activity Marketing is the human activity Marketing is the human activity directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs

and wants through an exchange and wants through an exchange and wants through an exchange and wants through an exchange processprocessprocessprocess’’’’

Kotler 1980Kotler 1980Kotler 1980Kotler 1980


WHAT IS MARKETING

‘‘‘‘Marketing is a social and managerial Marketing is a social and managerial Marketing is a social and managerial Marketing is a social and managerial process by which individuals and process by which individuals and process by which individuals and process by which individuals and groups obtain what they want and groups obtain what they want and groups obtain what they want and groups obtain what they want and

need through creating, offering and need through creating, offering and need through creating, offering and need through creating, offering and exchanging products of value with exchanging products of value with exchanging products of value with exchanging products of value with

othersothersothersothers’’’’

Kotler 1991Kotler 1991Kotler 1991Kotler 1991


WHAT IS MARKETING

5 Ps of Marketing5 Ps of Marketing5 Ps of Marketing5 Ps of Marketing�Product Product Product Product �PromotionPromotionPromotionPromotion�PricingPricingPricingPricing�Place (or distribution system)Place (or distribution system)Place (or distribution system)Place (or distribution system)�PeoplePeoplePeoplePeople


5 Ps OF MARKETING

5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING

BBBBBBBB

EEEEEEEE

CCCCCCCC

DDDDDDDD

AAAAAAAAProductProductProductProduct

PricePricePricePrice

PromotionPromotionPromotionPromotion

PeoplePeoplePeoplePeople PlacePlacePlacePlace


MARKETING – MANAGEMENT PROCESS

�Analysis/Audit Analysis/Audit Analysis/Audit Analysis/Audit ---- where are we now?where are we now?where are we now?where are we now?

�Objectives Objectives Objectives Objectives ---- where do we want to be?where do we want to be?where do we want to be?where do we want to be?

�Strategies Strategies Strategies Strategies ---- which way is best?which way is best?which way is best?which way is best?

�Tactics Tactics Tactics Tactics ---- how do we get there?how do we get there?how do we get there?how do we get there?

�Implementation Implementation Implementation Implementation ---- Getting there!Getting there!Getting there!Getting there!

�Control Control Control Control ---- Ensuring arrivalEnsuring arrivalEnsuring arrivalEnsuring arrival


WHAT DO WE MARKET

�Goods Goods Goods Goods �Services Services Services Services �Events Events Events Events �ExperiencesExperiencesExperiencesExperiences�PersonalitiesPersonalitiesPersonalitiesPersonalities�PlacePlacePlacePlace�OrganizationsOrganizationsOrganizationsOrganizations�PropertiesPropertiesPropertiesProperties�InformationInformationInformationInformation�Ideas and ConceptsIdeas and ConceptsIdeas and ConceptsIdeas and Concepts


SACCESSFUL MARKET STORY

Bill Gate Bill Gate Bill Gate Bill Gate



Richard BransonRichard BransonRichard BransonRichard Branson



Stelios HajiStelios HajiStelios HajiStelios Haji----IoanouIoanouIoanouIoanou


MARKETING –

PRODUCT


PRODUCT

Anything that is offered Anything that is offered Anything that is offered Anything that is offered to the market for to the market for to the market for to the market for

attention, acquisition, attention, acquisition, attention, acquisition, attention, acquisition, use or consumption that use or consumption that use or consumption that use or consumption that

satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a need need need need


PRODUCT LIFE CYCLE

1.1.1.1.Product development Product development Product development Product development ---- sales are zero, sales are zero, sales are zero, sales are zero, investment costs are highinvestment costs are highinvestment costs are highinvestment costs are high

2.2.2.2. Introduction Introduction Introduction Introduction ---- profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy expense of product introductionexpense of product introductionexpense of product introductionexpense of product introduction

3.3.3.3.Growth Growth Growth Growth ---- rapid market acceptance and rapid market acceptance and rapid market acceptance and rapid market acceptance and increasing profitsincreasing profitsincreasing profitsincreasing profits

4.4.4.4.Maturity Maturity Maturity Maturity ---- slowdown in sales growth. Profits slowdown in sales growth. Profits slowdown in sales growth. Profits slowdown in sales growth. Profits levellevellevellevel----off. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to compete

5.5.5.5.Decline Decline Decline Decline ---- sales fallsales fallsales fallsales fall----off and profits dropoff and profits dropoff and profits dropoff and profits drop


PRODUCT LIFE CYCLE


MARKETING –

PROMOTION


PROMOTION

Anything that is offered Anything that is offered Anything that is offered Anything that is offered to the market for to the market for to the market for to the market for

attention, acquisition, use attention, acquisition, use attention, acquisition, use attention, acquisition, use or consumption that or consumption that or consumption that or consumption that satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a

need.need.need.need.


PROMOTION MIX

�Personal SellingPersonal SellingPersonal SellingPersonal Selling�TelemarketingTelemarketingTelemarketingTelemarketing�Direct MailDirect MailDirect MailDirect Mail�Trade Fairs and ExhibitionsTrade Fairs and ExhibitionsTrade Fairs and ExhibitionsTrade Fairs and Exhibitions�Commercial TelevisionCommercial TelevisionCommercial TelevisionCommercial Television�Newspapers and MagazinesNewspapers and MagazinesNewspapers and MagazinesNewspapers and Magazines�RadioRadioRadioRadio�CinemaCinemaCinemaCinema�Point of Sale DisplaysPoint of Sale DisplaysPoint of Sale DisplaysPoint of Sale Displays�PackagingPackagingPackagingPackaging


PROMOTION DECISIONS

�Elements in the Communication ProcessElements in the Communication ProcessElements in the Communication ProcessElements in the Communication Process�Promotions MixPromotions MixPromotions MixPromotions Mix�The promotions MessageThe promotions MessageThe promotions MessageThe promotions Message�Executions StyleExecutions StyleExecutions StyleExecutions Style�Media Choice?Media Choice?Media Choice?Media Choice?�Promotional ObjectivesPromotional ObjectivesPromotional ObjectivesPromotional Objectives


PROMOTIONAL OBJECTIVES

�To Support Sales IncreasesTo Support Sales IncreasesTo Support Sales IncreasesTo Support Sales Increases�To Encourage TrialTo Encourage TrialTo Encourage TrialTo Encourage Trial�To Create AwarenessTo Create AwarenessTo Create AwarenessTo Create Awareness�To Inform about a Feature or BenefitTo Inform about a Feature or BenefitTo Inform about a Feature or BenefitTo Inform about a Feature or Benefit�To RemindTo RemindTo RemindTo Remind�To ReassureTo ReassureTo ReassureTo Reassure�To Create an ImageTo Create an ImageTo Create an ImageTo Create an Image�To Modify AttitudesTo Modify AttitudesTo Modify AttitudesTo Modify Attitudes


MARKETING

STRATEGY


WHAT IS MARKETING STRATEGY

1.1.1.1.Systematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by management2.2.2.2.Better coBetter coBetter coBetter co----ordination of company effortsordination of company effortsordination of company effortsordination of company efforts3.3.3.3.Development of better performance standards Development of better performance standards Development of better performance standards Development of better performance standards

for controlfor controlfor controlfor control4.4.4.4.Sharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policies5.5.5.5.Better prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developments6.6.6.6.Managers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participation


WHY MARKETING STRATEGY IS NECESSARY

1.1.1.1.Systematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by managementSystematic futuristic thinking by management2.2.2.2.Better coBetter coBetter coBetter co----ordination of company effortsordination of company effortsordination of company effortsordination of company efforts3.3.3.3.Development of better performance standards Development of better performance standards Development of better performance standards Development of better performance standards

for controlfor controlfor controlfor control4.4.4.4.Sharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policiesSharpening of objectives and policies5.5.5.5.Better prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developmentsBetter prepare for sudden new developments6.6.6.6.Managers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participationManagers have a vivid sense of participation


MARKETING STRATEGY


STRATEGIC MARKETING PLANNING


CONTENTS OF MARKETING PLAN

� Business Mission StatementBusiness Mission StatementBusiness Mission StatementBusiness Mission Statement� ObjectivesObjectivesObjectivesObjectives� Situation Analysis (SWOT)Situation Analysis (SWOT)Situation Analysis (SWOT)Situation Analysis (SWOT)� Marketing StrategyMarketing StrategyMarketing StrategyMarketing Strategy

1.Target Market Strategy1.Target Market Strategy1.Target Market Strategy1.Target Market Strategy2.Marketing Mix2.Marketing Mix2.Marketing Mix2.Marketing Mix

3.Positioning3.Positioning3.Positioning3.Positioning4.Product4.Product4.Product4.Product5.Promotion5.Promotion5.Promotion5.Promotion6.Price6.Price6.Price6.Price7.Place 7.Place 7.Place 7.Place –––– DistributionDistributionDistributionDistribution8.People8.People8.People8.People9.Process9.Process9.Process9.Process


E- MARKETING


E - MARKETING

eMarketing is the process of eMarketing is the process of eMarketing is the process of eMarketing is the process of marketing a brand using the marketing a brand using the marketing a brand using the marketing a brand using the

Internet. Internet. Internet. Internet. ItItItIt includes both direct includes both direct includes both direct includes both direct response marketing and indirect response marketing and indirect response marketing and indirect response marketing and indirect marketing elements and uses a marketing elements and uses a marketing elements and uses a marketing elements and uses a range of technologies to help range of technologies to help range of technologies to help range of technologies to help connect businesses to their connect businesses to their connect businesses to their connect businesses to their

customers.customers.customers.customers.


E - MARKETING

�Public RelationPublic RelationPublic RelationPublic Relation�Sales promotion.Sales promotion.Sales promotion.Sales promotion.�Brochureware.Brochureware.Brochureware.Brochureware.�Direct selling.Direct selling.Direct selling.Direct selling.�Customer relationship marketing.Customer relationship marketing.Customer relationship marketing.Customer relationship marketing.�Market research.Market research.Market research.Market research.�Managing supplier relationships.Managing supplier relationships.Managing supplier relationships.Managing supplier relationships.


E - MARKETING


ADVANTAGES OF E - MARKETING

�Selling goods and services online.Selling goods and services online.Selling goods and services online.Selling goods and services online.�Additional customer service.Additional customer service.Additional customer service.Additional customer service.�Saving overhead costs.Saving overhead costs.Saving overhead costs.Saving overhead costs.�Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.Exciting and sizzling means of visual impact.�Every hit could gain a potential customer.Every hit could gain a potential customer.Every hit could gain a potential customer.Every hit could gain a potential customer.�Print and mailing costs are lower.Print and mailing costs are lower.Print and mailing costs are lower.Print and mailing costs are lower.�Reduction in order processing and handling Reduction in order processing and handling Reduction in order processing and handling Reduction in order processing and handling

costs.costs.costs.costs.


ADVANTAGES OF E - MARKETING

�Enhanced after sales service.Enhanced after sales service.Enhanced after sales service.Enhanced after sales service.�Distribution of digital products via the web.Distribution of digital products via the web.Distribution of digital products via the web.Distribution of digital products via the web.�Get closer to the customer.Get closer to the customer.Get closer to the customer.Get closer to the customer.


SACCESSFUL E - MARKET STORY

Mark ZuckerbergMark ZuckerbergMark ZuckerbergMark Zuckerberg


For Millions of Years, In Millions of HomesFor Millions of Years, In Millions of HomesFor Millions of Years, In Millions of HomesFor Millions of Years, In Millions of Homes

A Man Loved A Woman, A Child it was BornA Man Loved A Woman, A Child it was BornA Man Loved A Woman, A Child it was BornA Man Loved A Woman, A Child it was Born

It Learned How to Hurt and It Learned How to CryIt Learned How to Hurt and It Learned How to CryIt Learned How to Hurt and It Learned How to CryIt Learned How to Hurt and It Learned How to Cry

Like Humans DoLike Humans DoLike Humans DoLike Humans Do

I am Breathin InI am Breathin InI am Breathin InI am Breathin In

I am Breathin OutI am Breathin OutI am Breathin OutI am Breathin Out

So Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky House

Dishes in the SinkDishes in the SinkDishes in the SinkDishes in the Sink

The TV s in RepairThe TV s in RepairThe TV s in RepairThe TV s in Repair

DonDonDonDon’’’’t Look at The Floort Look at The Floort Look at The Floort Look at The Floor

DonDonDonDon’’’’t Go Up the Stairst Go Up the Stairst Go Up the Stairst Go Up the Stairs

I am AchinI am AchinI am AchinI am Achin

I am ShakinI am ShakinI am ShakinI am Shakin

I am BreakinI am BreakinI am BreakinI am Breakin


I Work & I Sleep I Dance & I am DeadI Work & I Sleep I Dance & I am DeadI Work & I Sleep I Dance & I am DeadI Work & I Sleep I Dance & I am Dead

I am Eating, I am Laughin & I am Lovin my SelfI am Eating, I am Laughin & I am Lovin my SelfI am Eating, I am Laughin & I am Lovin my SelfI am Eating, I am Laughin & I am Lovin my Self

We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our We are Eating off Plates & We Kiss with our

TongueTongueTongueTongue


I am Breathin InI am Breathin InI am Breathin InI am Breathin InI am Breathin OutI am Breathin OutI am Breathin OutI am Breathin Out

So Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky HouseDishes in the SinkDishes in the SinkDishes in the SinkDishes in the SinkThe TV s in RepairThe TV s in RepairThe TV s in RepairThe TV s in Repair

DonDonDonDon’’’’t Look at The Floort Look at The Floort Look at The Floort Look at The FloorDonDonDonDon’’’’t Go Up the Stairst Go Up the Stairst Go Up the Stairst Go Up the Stairs

I am AchinI am AchinI am AchinI am AchinI am ShakinI am ShakinI am ShakinI am ShakinI am BreakinI am BreakinI am BreakinI am Breakin

Like Humans DoLike Humans DoLike Humans DoLike Humans DoI am Breathin InI am Breathin InI am Breathin InI am Breathin In

I am Breathin OutI am Breathin OutI am Breathin OutI am Breathin OutSo Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky HouseSo Slip Inside this Funky House

Wiggle While You WorkWiggle While You WorkWiggle While You WorkWiggle While You WorkAnybody CanAnybody CanAnybody CanAnybody Can

The Rain is Pourin in on a Woman & ManThe Rain is Pourin in on a Woman & ManThe Rain is Pourin in on a Woman & ManThe Rain is Pourin in on a Woman & ManI am AchinI am AchinI am AchinI am Achin

I am ShakinI am ShakinI am ShakinI am ShakinI am BreakinI am BreakinI am BreakinI am Breakin

Like Humans DoLike Humans DoLike Humans DoLike Humans DoI am Breathin InI am Breathin InI am Breathin InI am Breathin In

I am Breathin OutI am Breathin OutI am Breathin OutI am Breathin Out

marketing lecture notes - جامعة بابل · pdf filemarketing lecture notes dimitris...

Documents