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Professor George Miaoulis, Jr.

Marketing 550 - What Is Marketing?. Professor George Miaoulis, Jr. MARKETING. Goals Of This First Presentation. To Expose You To The Thought Process Of Marketing To Provide A Frame Of Reference, A Context For The Presentations That Follow To Have Some Fun With Marketing !!.

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Professor George Miaoulis, Jr.

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  1. Marketing 550 - What Is Marketing? Professor George Miaoulis, Jr.

  2. MARKETING

  3. Goals Of This First Presentation • To Expose You To The Thought Process Of Marketing • To Provide A Frame Of Reference, A Context For The Presentations That Follow • To Have Some Fun With Marketing !!

  4. What is Marketing?

  5. Product Company Consumer

  6. Revenue Consumer Company

  7. Company Consumer Values ?

  8. Revenue Consumer Company Product Value

  9. VALUES Not Limited to: Product/Services Money/Credit

  10. VALUES Include: • Psychological Factors • Lifestyle Roles • Risk Factors • Time • Purchase Behavior • Etc.

  11. TYPICAL MARKETING EXCHANGE PROCESS Product Revenue Consumer Company

  12. EXAMPLES OF VALUES • Consumer Products • Industrial Products, and • A Few Service and Health Care

  13. WHAT IS MARKETING? I really haven’t defined it yet!

  14. MARKETING ORIENTATION • “Matching Process”

  15. MARKETING ORIENTATION • “Matching Process” • Two-Way Exchange of • Goals/Objectives • Mutually Acceptable Program

  16. FOUR CONDITIONS-MARKETING EXCHANGE

  17. EXCHANGE CONDITIONS • Two or More Persons / Companies

  18. EXCHANGE CONDITIONS • Two or More Persons / Companies • Possession of Something of Value to the Other

  19. EXCHANGE CONDITIONS • Two or More Persons / Companies • Possession of Something of Value to the Other • Ability to Communicate and Deliver the Value

  20. EXCHANGE CONDTIONS • Two of More Persons / Companies • Possession of Something of Value to the Other • Ability to Communicate and Deliver the Value • Freedom to Accept or Reject - The Value Offering

  21. EXCHANGE TAKES PLACE • Mutual Benefit, by • Satisfying Needs

  22. WHAT IS MARKETING ?? The Professor’s Textbook Definition

  23. THE MARKETING CONCEPT • A Philosophy of Business

  24. THE MARKETING CONCEPT • A Philosophy of Business • View Customer at Beginning

  25. THE MARKETING CONCEPT • A Philosophy of Business • View Customer at Beginning • Satisfy Customer “Wants and Needs”

  26. THE MARKETING CONCEPT • A Philosophy of Business • View Customer at Beginning • Satisfy Customer “Wants and Needs” • Everyone in Organization Must be “Customer Responsive”

  27. THE MARKETING CONCEPT • A Philosophy of Business • View Customer at Beginning • Satisfy Customer “Wants and Needs” • Everyone in Organization Must Be “Customer Responsive”

  28. What Comes To Mind When I Say New York City Taxi Cab ?

  29. An Example OfThe Wrong Way To Do Marketing A Real Life Example

  30. “Make a Better Mousetrap and the World Will…”

  31. “A Quality Product/Service...Will Sell Itself”

  32. Insert Two Photos For Mousetrap Example

  33. PPRODUCT ORIENTATION • Usually One Product

  34. PRODUCT ORIENTATION • Usually One Product • Goal is to Sell More

  35. PPRODUCT ORIENTATION • Usually One Product • Goal is to Sell More • A Quality Product Will Sell Itself

  36. PRODUCT ORIENTATION • Usually One Product • Goal is to Sell More • A Quality Product Will Sell Itself • Internal Efficiency

  37. PRODUCT ORIENTATION • Usually One Product • Goal is to Sell More • A Quality Product will Sell Itself • Internal Efficiency • Cost Cutting (Budget Reduction)

  38. PRODUCT ORIENTATION • Usually One Product • Goal is to Sell More • A Quality Product will Sell Itself • Internal Efficiency • Cost Cutting (Budget Reduction)

  39. PRODUCT ORIENTATION “Having Something to Get Rid of” Vs. ORIENTATION MARKETING “Having Something that People Want”

  40. Marketing Myopia Product Orientation Is A Major Symptom

  41. Marketing Myopia Asks ... • What Business Are We In? • It Is A Question That Helps Us View Our Business From The Customers / Market Perspective • It Helps Avoid The Product Orientation Trap

  42. Discussion Of Levitt’sMarketing Myopia Article What Business Is Your Company In?

  43. Some Diagnostic Questions To Evaluate If Your Company IsMarketing Myopic

  44. SOME TYPICALPRODUCT ORIENTEDQUESTIONS

  45. HOW DOWE PROMOTEPRODUCTS AND SERVICES?

  46. HOW DO WE CHANGECUSTOMER ATTITUDES?

  47. HOW DOWE APPROACH • An Agricultural Company, or • A Mining Company • As Opposed to a Technology Company

  48. HOW DOWE SELLOUR PRODUCTS?

  49. HOW DOWE CREATEAN IMAGE?

  50. PRODUCT ORIENTED BECAUSE Company Products Customers

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