Marketing Management - session 1-Introduction.pptx

Introduction to Marketing

1. Marketing Management Prepared by Shahin Rasoulian 1 Session 1: Overview, Marketing definition, Ethics

2. Course objectives session 1 2 Understand the role and importance of Marketing in general and in organizations Learn famous models applicable in Marketing Understand the relationship between Marketing and other departments of an organization Understand the relationship among Marketing components

3. Marketing definition “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large .” American Marketing Association (2007) session 1 3 Marketing Supplier Demander

4. The importance of marketing session 1 4

5. The importance of marketing session 1 5

6. The importance of marketing session 1 6 12.5%

7. The importance of marketing session 1 7 Pettigrew et al. 2003

8. Marketing Model session 1 8 Business Analysis Objective Planning implementation Control Market Need Demand Consumers Segments Information system Internal , secondary and primary data Marketing mix Product | Price | Promotion | Place | People | Personal selling 1 2 3 4

9. Marketing Model session 1 9 Business Analysis Objective Planning implementation Control Market Need Demand Consumers Segments Information system Internal , secondary and primary data Marketing mix Product | Price | Promotion | Place | People | Personal selling 3 4 5 6 1 2

10. Content of the course session 1 10

11. Ethics session 1 11 Deceptive ads Hyundai and KIA vehicles' horsepower In 2001, the Korean Ministry of Construction and Transportation uncovered the misrepresentation, which for some models was as much as 9.6 percent more horsepower than the cars actually had. www.businessinsider.com/false-advertising-scandals-2011-9?op=1

12. Ethics session 1 12 Deceptive ads Activia yogurt Dannon's popular Activia brand yogurt lured consumers into paying more for its purported nutritional benefits -- when it was actually pretty much the same as every other kind of yogurt. http://www.businessinsider.com/false-advertising-scandals-2011-9?op=1

13. Ethics session 1 13 Do you see any ethical issue here? http://www.flickr.com/photos/chrismar/2525845229/