KOTLER KELLER

Topics: Marketing, Marketing plan, Marketing strategy Pages: 40 (1222 words) Published: November 1, 2014
MARKETING LECTURE
NOTES
Dimitris Drosos
Lecturer
Technological Education Institute of Piraeus
Business School
Management Information System & New
Technology Lab

LOGO

CONTENTS
About Marketing
Marketing - Product
Marketing - Promotion
Marketing Strategy
E - Marketing

GeoInformation and ICT in Market Research – Marketing Notes

ABOUT
MARKETING

GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING

GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING

Marketing is the process of planning
and executing the conception, pricing,
promotion, and distribution of ideas,
goods, services to create exchanges
that satisfy individual and
organizational goals
American Marketing Association

GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING

‘Marketing is the management
process that identifies, anticipates
and satisfies customer requirements
profitably’
profitably’
The Chartered Institute of Marketing

GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING

‘The right product, in the right place,
at the right time, and at the right price’
price’
Adcock et al

‘Marketing is the human activity
directed at satisfying human needs
and wants through an exchange
process’
process’
Kotler 1980
GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING

‘Marketing is a social and managerial
process by which individuals and
groups obtain what they want and
need through creating, offering and
exchanging products of value with
others’
others’
Kotler 1991

GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING
5 Ps of Marketing
Product
Promotion
Pricing
Place (or distribution system)
People

GeoInformation and ICT in Market Research – Marketing Notes

5 Ps OF MARKETING
Price

B

Product

A

C

Promotion

5 Ps OF MARKETING

People

E

GeoInformation and ICT in Market Research – Marketing Notes

D

Place

MARKETING – MANAGEMENT PROCESS
Analysis/Audit - where are we now?
Objectives - where do we want to be?
Strategies - which way is best?
Tactics - how do we get there?
Implementation - Getting there!
Control - Ensuring arrival

GeoInformation and ICT in Market Research – Marketing Notes

WHAT DO WE MARKET
Goods
Services
Events
Experiences
Personalities
Place
Organizations
Properties
Information
Ideas and Concepts

GeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORY

Bill Gate

GeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORY

Richard Branson

GeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORY

Stelios HajiHaji-Ioanou

GeoInformation and ICT in Market Research – Marketing Notes

MARKETING –
PRODUCT

GeoInformation and ICT in Market Research – Marketing Notes

PRODUCT
Anything that is offered
to the market for
attention, acquisition,
use or consumption that
satisfies a want or a
need

GeoInformation and ICT in Market Research – Marketing Notes

PRODUCT LIFE CYCLE
1. Product development - sales are zero,
investment costs are high
2. Introduction - profits do not exist, heavy
expense of product introduction
3. Growth - rapid market acceptance and
increasing profits
4. Maturity - slowdown in sales growth. Profits
levellevel-off. Increase outlay to compete
5. Decline - sales fallfall-off and profits drop

GeoInformation and ICT in Market Research – Marketing Notes

PRODUCT LIFE CYCLE

GeoInformation and ICT in Market Research – Marketing Notes

MARKETING –
PROMOTION

GeoInformation and ICT in Market Research – Marketing Notes

PROMOTION
Anything that is offered
to the market for
attention, acquisition, use
or consumption that
satisfies a want or a
need.

GeoInformation and ICT in Market Research...
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