1. F292:
Marketing

2. What is Marketing?
Common understandings:
 Advertising

3. What is Marketing?
 “Marketing is the process of learning
about your customers and competitors,
so you can provide the right products at
the right price in the right place,
promoted in the right way to achieve
your business objectives”

4. What is Marketing?
 “Marketing is the process of learning
about your customers and competitors,
so you can provide the right products at
the right price in the right place,
promoted in the right way to achieve
your business objectives”
(These are known as the 4 P’s)

5. What is Marketing?
 “Marketing is the management
process involved in identifying,
anticipating and satisfying
customer requirements profitably”

6. What is Marketing?
 “Marketing is the management
process involved in identifying,
anticipating and satisfying
customer requirements profitably”

7. Identifying
 Researching the market and gathering
information

8. Anticipating
 Innovating, developing new products
 Producing them, holding sufficient stocks,
distributing, them, publicising and
promoting them

9. Satisfying
 Just buying does not satisfy a need
 Fewer complaints
 Customers return to purchase again
 New customers come from
recommendations

10. Profitably
 Most marketing is concerned with achieving
an objective set by a firm, using profit
 Done by controlling costs, operating
efficiently, being dependable, keeping up to
date, good management.

11. KOTLER
Marketing as an equal function
Production Finance
Marketing Personnel

12. KOTLER
Marketing as a more important function
Production Finance
Personnel
Marketing

13. KOTLER
As the major function
Production Finance
Marketing
Personnel

14. KOTLER
The customer as the controlling function
Production Finance
Customer
Marketing Personnel

15. KOTLER
Production
Customer
Marketing Finance
Personnel

16. Marketing is central to all
other business functions

17. The Marketing Concept:
 Getting the right product
 To the right people
 In the right place
 At the right time
 At the right price
 Using the right promotion
It is important to get all aspects of marketing right

18. RECAP - LEARNING OBJECTIVES