Marketing anul 2

MARKETING

Lect. Dr. ec. Raluca TODOR

WHAT IS MARKETING?

Marketing SELLING

Marketing ADVERTISING

Selling starts only when you have a product. Marketing starts before a product exists.

Marketing determines how to launch, price, distribute, and promote your product/service offerings to the marketplace

Most of the world’s industries can produce

far more goods than the world’s consumers can buy.

Overcapacity results from individual competitors projecting a greater marketshare growth than is possible.

This leads to HYPERCOMPETITION

Marketing is the answer to how to compete on bases other than price. Because of overcapacity, marketing has become more important than ever.

“Marketing is the company’s customer manufacturing department.”

Ph Kotler

"meeting needs profitably."

“Marketing is the business function that

identifies unfulfilled needs and wants,

Defines and measures their magnitude and potential profitability,

determines which target markets the organization can best serve,

decides on appropriate products, services, and programs to serve these chosen markets, and calls upon everyone in the organization to think and serve the customer.”

2 MAIN STRATEGIES TO COMPETE

What should be the major roles of marketers with respect to customers?

• Detecting and evaluating new opportunities.

• Mapping customer perceptions, preferences, and requirements.

• Communicating customer wants and expectations to product designers.

• Making sure that customer orders are filled correctly and delivered on time.

• Checking that customers have received proper instructions, training, and technical assistance in the use of the product.

• Staying in touch with customers after the sale to ensure that they are satisfied.

• Gathering customer ideas for product and service improvements and conveying them to the appropriate departments.

Marketing managers must make major decisions such as

what features to design into a new product,

what prices to offer customers,

where to sell products,

and how much to spend on advertising or sales

The function of marketing is typically organized as a department

within a business. This is good and bad. It’s good because it

brings together a number of skilled people with specific abilities for

understanding, serving, and satisfying customers. It’s bad because

other departments believe that all marketing is done in one department.

As the late David Packard of Hewlett-Packard observed,

“Marketing is much too important to leave to the marketing department.

. . . In a truly great marketing organization, you can’ttell who’s in the marketing department. Everyone in the organization

has to make decisions based on the impact on the customer.”

In short, marketing’s job is to convert people’s changing needs into profitable opportunities

The marketer’s goal is to build a mutually profitable long-term relationship with its customers, not just sell a product