The Concept of Marketing. Marketing: key components. Marketing

The Concept of Marketing. Marketing: key components. Marketing Process. Holistic Marketing. Marketing environment. b2b. b2c. services. Vitaliy Osadchiy, UK Certified Marketer

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: key components needs, wants and demands products value, cost and satisfaction exchange, transactions, relationships markets marketing and marketers Marketing Process: R - STP - MM - I - C Research Segmentation Targeting Positioning Marketing Mix Implementation Control 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.

Vitaliy Osadchiy, UK Certified Marketer Marketing environment Macro-environment drivers: political demographic economic ecological technological cultural

Vitaliy Osadchiy, UK Certified Marketer Marketing environment Micro-environment drivers: company (legal entity) intermediaries suppliers competitors target audience stakeholders

What business are you in? b2b b2c services What should you stop doing?