Introduction în Marketing

Marketing Officer:

- Increase sale to present customers

- New customers

- Information on competition

- Competitiveness of presentation (own sales technique)

- Visual aids

- Effectiveness of demonstration technique

- Information on prospective customers (number, size, location etc).

- Controlled co-ordination (sales manager/stocks/purchasing/production).

- Product knowledge

- Customer service

- Market share

- Personal development

Marketing Execution:

- Retain present customers

- Increase sales at home

- Increase sales abroad

- News markets

- Optimize sales price

- Optimize marketing costs

- Customer mix

- Product mix

- Product development

- Salesmen’s effectiveness

- Effective sales systems

- Marketing information

- Profit control per product/district/sales

- Advertising / PR

- Distribution

Marketing Director:

- Corporate strategy

- Organizational effectiveness

- Management development

- Goal setting

- Return on capital employed

- Rising funds

- Sales growth

- Production development

- Corporate planning

- PR

Chapter # 1

Defining marketing for the 21st century

Chapter questions:

- Why is marketing important

- What is the scope of marketing?

- What are some of the fundamental marketing concepts?

- How has marketing management changed in time?

- What are the tasks necessary for successful marketing management?

Marketing is any where formally teams and organizations engaged in the vast number of activities that could be called marketing. Good marketing is no accident but a result of carful planning and execution. Marketing is both an art and science. There is constant tension between the formulated size of marketing and the creative size.

The importance of marketing:

Financial success of a company often depends on marketing ability. Many firms have created a chef marketing observe (CMO) to put marketing on an equal footy with other.

Chef executive such as a CFO and CEO. Marketing is tricky and making the right decision is not always easy. Skill full marketing is a never ending pursue.

Scope of marketing:

To prepare to be marketer we need to understand:

- What marketing is?

- How it works?

- What is marketed?

- Who does the marketing?

What is marketing?

Marketing deals with identify and meeting human and social needs. One of the shorted definitions of marketing is “meeting needs profitable”.

We are managing associable (The association started 1937 AMA).

Some definition of marketing:

Marketing definition: Marketing is the process of planning and executing the conception rising promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.

Marketing: Is an organizational function and a set of process for creating, communication and delivering value to customers and for managing customers relationships in ways that benefit that organization and its stakeholders.

Concept of marketing management.

Marketing management: Art and science of choosing target marketing and getting, keeping and growing customers through creating, delivering and communications superior customer value.

The social definition of marketing:

Is that: Marketing is the associated process by which individual and groups obtain what they need and want through creating, offering and freely exchanging, products and services of value with others.