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Introduction to Marketing

Introduction to Marketing. Jordan Holtzman. What is Marketing?. Exchange process Management process Consumer-driven The 4 P’s Creating satisfied and loyal consumers “Getting the right things to the right people.”. Marketing is NOT just…. …“Advertising” …“Selling”

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Introduction to Marketing

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  1. Introduction to Marketing Jordan Holtzman

  2. What is Marketing? • Exchange process • Management process • Consumer-driven • The 4 P’s • Creating satisfied and loyal consumers • “Getting the right things to the right people.”

  3. Marketing is NOT just… • …“Advertising” • …“Selling” • …“getting inside the consumer’s head” • …”building a better mousetrap” • “art” • “science”

  4. Why should I care about Marketing?

  5. Marketing is Everywhere • Business • For Profit • Not for Profit • Politics • Science • Research • Religion

  6. What can I do with Marketing?

  7. What do we learn in Marketing?

  8. Consumer Behavior

  9. Marketing Research

  10. Segmentation, Targeting & Positioning

  11. Product

  12. Price • What’s the difference between $4.99 and $5.00? • Answer: More than a penny.

  13. Place

  14. Promotion

  15. The 4 P’s • Product • Price • Promotion • Place

  16. Avoiding Marketing Myopia • When marketing is overly focused on product features instead of benefits and market trends • Examples • Digital Music vs. CDs • Mobile vs. Web • Tablet vs. Desktop Good Marketing Managers avoid Marketing Myopia.

  17. Old vs. New Marketing

  18. Not all customers are created equal

  19. Question du Jour Is the customer always right?

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