Bettie Carmack - Sales & Marketing

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Bettie Carmack - INTRODUCTION TO MARKETING
A market consists of all the potential customers
sharing a particular need or want who might be
willing and able to engage in exchange to satisfy
that need or want.
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The Traditional Marketing Mix

• Product
• Price
• Promotion
• Place

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Three Elements to Address Customer
Customer value Difference between the values
that the customer gains from owning and using a
product versus the costs of obtaining the
product. Customer satisfaction The extent to
which a products perceived performance in
delivering value matches a buyers
expectations. Quality the characteristics of a
product or service that bear on its ability to
satisfy stated or implied customer needs.
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Marketing Management Philosophies
Production Consumers will favor products that
are available and highly affordable Product
Consumers favor products that offer the most in
quality, performance, and innovative
features Selling Consumers will not buy unless
an organization undertakes a large-scale selling
and promotional effort Marketing Determining the
needs and wants of target markets and delivering
the desired satisfactions more effectively and
efficiently then the competitors Societal
marketing Generating customer satisfaction and
long-run societal well-being are the keys to both
achieving the companys goals and fulfilling its
responsibilities
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Marketing Management

• Entrepreneurial marketing
• - Businesses started by individuals.
• - Creativity, drive, and are keys to success.
• Formulated marketing
• - Professional, disciplined approach.
• - Achieving a market orientation.

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Marketing Management

• What is Marketing Management?
• Marketing management is the process of planning
  and executing the conception, pricing,
  promotion, and distribution of ideas, goods, and
  services to create exchanges that satisfy
  individual and organizational goals.
• Marketing management has the task of influencing
  the level, timing, and composition of demand in a
  way that will help the organization achieve its
  objectives.

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Common Marketing Problems

• How can we identify and choose profitable market
  segments?
• How can differentiate our offer from our
  competition?
• How should we react to competitors?
• How can we satisfy our customers and build brand
  loyalty?
• How can we measure the effectiveness of an
  campaign, of Public Relations, of a promotion,
  etc?

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Bettie Carmack