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OBJETIVE:Provide to students the basic marketingtheories, definitions and concepts.

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What is marketing?

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WHAT IS MARKETING?

Publicity

Promotion

Merchandizing Market

Sales

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WHAT IS MARKETING?

UK based The Chartered Institute of Marketing (CIM)

defines marketing as: 'The management processresponsible for identi fying , anticipating and satisfying

customer requirementsprofitably

American Marketing Association states:

'Marketing is the activity, set of institutions, andprocesses for creating, communicating, deliver ing, and

exchanging offer ings that have value for customers,

clients, partners, and society at large(July 2013)

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WHAT IS MARKETING?

Marketing author and academic Philip Kotler defines

marketing as:

'Satisfying needsand wants through an exchange

process'

Customers will only undertake the exchange, if they feel

that their needs are being satisfied, clearly the

transactional value can not be more than the amount

customers are prepared to pay to satisfy their need.

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WHAT IS MARKETING?

Is mananging profitable costumer relationships.

Combination of productos, services, information, or

experiences offered to a market to satisfy a need or want.

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Needs, wants anddemands?

Needs: States of felt deprivation.

Wants: The form human needs take as shaped by culture

and individual personality.

Demands: Human wants that are backed by buying

power.

An American needs food but wants a Big Mac.

Ecuadorian needs food but wants rice, beans, meat and

soup.

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What`s a need?

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What`s a need?

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What`s the value of my product?

Comunication Dirty

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What`s the value of myproduct?

Hungry

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Place to life. Education

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Important concepts

Production Concept

Product Concept

Selling Concept

Marketing Concept

Market

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Production Concept

The cosumers willfavor products thar

are availabe and

highly affordable.

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Product Concept

The idea thatconsumers will

favor products,and featuresthat theorganization

shouldthereforedevote itsenergy to

makingcontinuousproductimprovements.

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The selling concept

The idea that

consumers will notbuy enough of the

firm`s products unless

it undertakes a large-

Scale and promotioneffort.

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Marketing Concept

The marketingmanagement

philosophy that holdsthat achievingorganizational goalsdepends on knowingthe needs and wants of

target markets anddelivering the desiredsatisfactions better thancompetitors.

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Start wars commercial

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Societal MarketingConcept

The company shouldmake good marketing

decisions byconsidering consumers`wants.

The companyrequirements,consumers` longrun-interests and societyslongrun interest

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Volvo Van DameComercial

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Market

The set of all actual

and potencial buyers

of a product service.

Place where

custumers and seller

find and interchangeproductos or values.

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The Market andcostumers

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What is market?

Its not just physicalplace, can be virtualspaces.

Sometimes the marketis an internacional.

The product is notalways some physical.

The product can also bean idea.

H i i

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How im goingto present in the

market? What are my values?

Who is the client?

Whats the client for me?

Is the client mencioned on the credo?

Who is more important clients or

investment.

How Im goint to solve their needs?

A credo is a set of beliefs that drives

thoughts and behaviors.

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Value from custumers

Deviler and create

superior customer

values.

Clients stay loyal to

the mark

Long-term returns forthe firm.

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1.- Creating customerloyalty and retention

Talk favorably to

others about the

company. Lost one costumer is

not lost one sale.

Super market ($100

per week, 52 weeks

ins a year). $5200.

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2.- Growing sh r ofcustomers

People recoment a

good services orproduct.

People invite other

people to share what

they want.

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3.- Building customer equity Companies grow with

their clients.

And clients stay near thecompany when they buy.

Bluit the right relantionwith clients.

Spends time in

generations

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Before all

What does my company sell?

What is the value of my product?

What need my company satisfied?

Why my product is good, unique os different?

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Canvas

The Business Model Canvas, is a strategic

management and entrepreneurial tool. It allows you

to describe, design, challenge, invent, and pivot

your business model.

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Customer Segments

My product is not good for every one.

Dont Satifies everyones needs.

When I know mi target I Konw:

How the demand?

The Price available for paying.

Know better tan anyone my target needs.

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Una empresa que se vuelca a sus clientes es una empresa

que utiliza la informacin para obtener una ventaja

competitiva y alcanzar el crecimiento y la rentabilidad.En su forma ms generalizada, CRM puede ser

considerado un conjunto de prcticas diseadas,

simplemente, para poner a una empresa en un contacto

mucho ms cercano con sus clientes. De este modo,aprender ms acerca de cada uno, con el objetivo ms

amplio de que cada uno sea ms valioso incrementando el

valor de la empresa ( Peppers y Rogers T)

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Customer Relationship

Definition: The ways in which your company communicatesand deals with existing customers .

When it comes in increasing profits, it's tempting toconcentrate on making new sales or pursuing bigger accounts.But attention to your existing customers, no matter how smallthey are, is essential to keeping your business thriving. Thesecret to repeat business is following up in a way that has a

positive effect on the customer.

Effective follow-up begins immediately after a sale, when youcall the customer to say "Thank you" and find out if he or sheis pleased with your product or service. Beyond this, there areseveral effective ways to follow up that ensure your business isalways in the customer's mind. (Entrepeneur magazine)

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Customer Relationship

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Starbucks

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