air

food
Needs: basic human requirements

clothing

shelter

needs satisfied by specific objects Needs, Wants, Demands

Wants

shaped by society

wants backed by an ability to pay Demands

meeting needs profitably

 a group of consumers whose enterprises direct marketing efforts and goods to Target Markets
What is 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
Segmentati
is the division of the market into sections with unique and homogeneous characteristics together
on

Goods constituting the bulk of most countries’ production and marketing efforts

is the brand image creation with the purpose of the target market understanding and appreciating what the business represents compared to competitors. Positioning

 focusing on the
production of services
Product
Services

Many market offerings mix goods and services

Service

Offering: value proposition

Events promoting time-based events
Information

Offering and Brand By orchestrating several services and goods, a firm can create, stage, and market
Experience experiences

Experiences

Brand: offering from a known source There is also a market for customized experiences

Quality getting help from celebrity marketers

What is Marketed?
Persons

Service Value: combination of  each person should become a “brand"

Price Cities, states, regions, and whole nations compete to attract tourists, residents, factories, and
Places
company headquarters
Value and Satisfaction

Below expectaton: disappointed

 are bought and sold, and these exchanges require
Properties
marketing
Core Marketing Concepts 2
Marketing Management Definition 1

 The scope of Marketing

Meets expectation: satisfied Satisfaction reflects customers'judgement

working to build a strong, favorable, and unique image in the

Organizations
minds of their target publics.
Exceed expectation: delighted

what books, schools, and universities produce, market, and

. Communication Information
 deliver and receive messages from target buyers distribute at a price to parents, students, and communities
channels

Ideas Every market offering includes a basic idea

display, sell, or deliver the physical product or
distribution channels
service(s) to the buyer or user

Marketing Channels Marketers who seeks a response—attention, a purchase, a vote, a donation

 warehouses,

Prospects who purchases, votes, and donates the products

transportation companies

 service channels
Customer marrkets selling mass customer
banks

selling business
insurance companies
Business markets

Key customer market enter the countries in the global marketplace

 is a longer channel stretching from raw materials to components to finished
Supply Chain
products carried to final buyers.

Global markets

 includes all the actual and potential rival offerings and substitutes a buyer might consider Competition

Profit and Government markets selling to nonprofit organizations

distributors

Marketsplaces is physical

company, suppliers Who is Markets?

. The task
Marketspaces is digital
environment
dealers

Metamarkets  the result of marketers packaging a system

 target customers

Market where buyers and sellers gathered to buy and sell goods

 demographic environment Marketing Environment

Negative demand dislike or may even pay to avoid the products

 economic environment

Nonexistent demand may be unaware of or uninterested in the product

social-cultural environment

The broad environment

Latent demand
natural environment,

may share a strong need that cannot be satisfied

technological environment
Declining demand

Customer's 8 demand  buy the product less frequently or not at all

political-legal environment

Irregular demand purchases vary on a time

Full demand buying all products put into the marketplace

Overfull demand buy the product than can be satisfied

Unwholesome demand may be attracted to products