İntroduction to Business 2 BUS 102

1. İntroduction to Business 2BUS 102 Erlan Bakiev, Ph. D. Zirve University BUS 102

2. The Art and Science of Marketing Zirve University

3. Planning Marketing in a Changing World New Product Execution Pricing Distribution Advertising Zirve University

4. What is Marketing? Conception Pricing Promotion Distribution Ideas Services Goods Individual Objectives Organizational Objectives Zirve University

5. Core Marketing Concepts Needs, Wants, and Demands Goods and Services Value, Quality and Satisfaction Markets Exchange, Transaction and Relationships Zirve University

6. Product Marketing Place Marketing Cause-Related Marketing Types of Marketing Exchanges Needs Wants Transactions Zirve University

7. Needs and Wants Exchange Process Transactions The Role of Marketing Zirve University

8. Form Time The Four Utilities Place Possession Zirve University

9. Selling Concept vs. Marketing Concept Starting Point Focus Means Ends Selling and Promoting Profits Through Sales Volume Existing Products Factory The Selling Concept Integrated Marketing Profits Through Customer Satisfaction Customer Needs Market The Marketing Concept Zirve University

10. Customer Satisfaction Positive Customer Experiences Negative Customer Experiences • Greater customer loyalty • Positive “word of mouth” • More sales opportunities • Less price sensitivity • Damaged business reputation • Negative “word of mouth” • Fewer sales opportunities • Reduced business prospects Zirve University

11. Tracking Investments Electronic Commerce Permission-Based Marketing Measuring Sales Choices, Beliefs, and Emotions Stealth Marketing Marketing on the Leading Edge Increased Accountability Technology and the Human Touch Business Ethics and Etiquette Zirve University

12. Sophisticated Price Sensitive Demanding Informed Understanding Today’s Customers Zirve University

13. Industry/Commerce Individuals Resellers Families Government Households Understanding Today’s Customers Organizational Market Consumer Market Zirve University

14. The Consumer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Postpurchase Evaluation Zirve University

15. Culture Social Class Reference Groups Self-Image Situational Factors Factors That Influencethe Buyer’s Decision Zirve University

16. Purchasing in Organizations Decision-Making Factors Economics and Logic Formal Buying Procedures Multi-Party Participation Buyer-Seller Relationship Zirve University

17. Observations Surveys Interviews Focus Groups Process Data Collection Experiments Marketing Research Zirve University

18. Database Marketing Recording Customers Contacting Transacting Preferences Interactions Behaviors Analyzing Zirve University

19. Examine Current Marketing Situation 1 Assess Opportunities and Set Objectives 2 Develop Marketing Strategies 3 Planning Marketing Strategies Zirve University

20. Review Performance Evaluate Competition Examine Strengths and Weaknesses Analyze External Environment Examine the CurrentMarketing Situation Zirve University

21. Market Penetration New-Product Development Geographic Expansion Diversification Assess Opportunities and Set Objectives Zirve University

22. Segments and Niches Target Markets Market Position Marketing Mix Develop the Marketing Strategy Zirve University

23. Demographics Geographics Psychographics Geodemographics Behavior Loyalty Usage Segmenting Markets Zirve University

24. Marketing Mix 1 Segment 1 Segment 1 Marketing Mix 2 Segment 2 Segment 2 Marketing Mix 3 Segment 3 Segment 3 Target Market Strategies Undifferentiated Differentiated Concentrated Company Marketing Mix Company Marketing Mix Market Zirve University

25. Features Services Image Category Leadership Positioning the Product Zirve University

26. Competition Economics Product Price Target Market Society Nature Place Promotion Technology Regulation Politics Developing the Marketing Mix Social Responsibility Business Ethics Business Ethics Social Responsibility Zirve University