First Residency A C A D E M I C S, Chapter 1
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This document provides an overview and definitions related to managerial marketing. It discusses key marketing concepts like meeting customer needs profitably and monitoring customers and competitors. It also defines the marketing mix and different types of goods, services, events, experiences and other offerings that can be marketed. The document then discusses the planning process for marketing, including analyzing opportunities, selecting target markets, and developing programs. It provides examples of case studies and outlines the main components and tasks of marketing like communication, distribution, and creating value for customers.
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First Residency A C A D E M I C S, Chapter 1
Notes de l'éditeur
- So, although Kotler is the seminal text for this course, it doesn’t go far enough in applying issues of social justice, sustainability, and Presidio values. Our class goal is to combine traditional, corporate marketing studies with the unique strategies and cases of today’s nonprofits and other sustainable groups. With that in mind, we’re defining marketing for the 21 st century in other terms that include needs, wants, and demands.
- Tough marketing decisions include: what product features should be included; which prices will appeal to customers; selling locations; how much to spend on advertising, sales, etc.; packaging (wording, colors, etc.);
- You probably can offer examples but just in case: Physical goods are the bulk of most marketing and production efforts…everything from food to machines. Services include airlines and accountants to software and sustainability consultants. Events are trade and other shows, while experiences are experiential marketing. The rest are more obvious, so see page 7 in Kotler for more specifics.
- The eight demand states are good brainstorming issues when you try to determine customer need and desire. One of the most rewarding is LATENT, when consumers have a strong need that can’t be satisfied by an existing product.
- See pages 9-10.
- See page 11
- See pages 12
- See page 14
- See page 14.
- See page 15.
- See page 16.
- See pages 18-28 and should be discussed as team work in preparation for client analysis.
- See pages 28-30 for fictional case study.
- Good to keep notes on what authors believe are the strongest cases to emphasize their points. (Makes your job a little easier, to have that background.)