1 2 3 4 5 6 The Concept

1. 2. 3. 4. 5. 6. The Concept of Marketing: key components. Marketing Process. Holistic Marketing environment. b 2 b. b 2 c. services. 7. Consumer market and its characteristics. Consumer behaviour models. Industrial market and its characteristics. Process of purchase decision making at industrial market. 8.

Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others. ©Philip Kotler Marketing Process: R - STP - MM - I - C Research Segmentation Targeting Positioning Marketing Mix Implementation Control Marketing: key components 1. needs, wants and demands 2. products 3. value, cost and satisfaction 4. exchange, transactions, relationships 5. markets 6. marketing and marketers Holistic Marketing: 1. Integrated Marketing: products, price, channels, mar com. 2. Internal Marketing: top management, marketing dept. , other departments. 3. Relationship Marketing: customers, partners. 4. Socially Responsible Marketing: environment, community, ethics.

Marketing environment Macro-environment drivers Micro-environment drivers political MACRO company (legal entity) demographic intermediaries economic PRODUCT suppliers ecological CUSTOMER competitors technological target audience cultural MICRO stakeholders Vitaliy Osadchiy, UK Certified Marketer

What business are you in? b 2 b b 2 c services What should you stop doing?

The process of consumer buying behaviour by Kotler. • Need recognition • Information search • Evaluation of alternatives • Purchase decision • Post purchase decision Models of consumer buying behaviour: 1. The AIDA model 2. The adoption model 3. DAGMAR

Models of consumer buying behaviour: The AIDA model The adoption model DAGMAR action adoption action trial desire evaluation conviction interest comprehension attention awareness unawareness

B 2 B marketing • Industrial goods and services are bought by manufacturers, distributors and other private and publicly owned institutions, such as schools and hospitals, to be used as part of their own activities, rather than for resale. 1. 2. 3. 4. • Industrial products characteristics: Conformity with standards. Technical sophistication. High unit values. Irregularity of purchase. Whereas most FMCG are purchased on a self-service basis, industrial goods involve a great deal more personal contact.

Services marketing Services characteristics: 1. Intangibility: lack of physical substance 2. Inseparability: a service often can’t be separated from the provider 3. Heterogeneity: problem of maintaining consistency in standard 4. Perishability: services can’t be stored 5. Ownership: services don’t result in the transfer of property