MARKETING LECTURE NOTES

1 LOGOMARKETING LECTURE MARKETING LECTURE MARKETING LECTURE MARKETING LECTURE NOTESNOTESNOTESNOTESD imitris DrososDimitris DrososDimitris DrososDimitris DrososLecturerLecturerLecturerLecturerTe chnological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus Technological Education Institute of Piraeus Business School Business School Business School Business School Management Information System & New Management Information System & New Management Information System & New Management Information System & New Technology LabTechnology LabTechnology LabTechnology LabGeoInformationGeoInformationGeoInform ationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesCONTENTSCONTENTSCONTENTSCONTENTSE E E E ---- MarketingMarketingMarketingMarketingMark eting StrategyMarketing StrategyMarketing StrategyMarketing StrategyMarketing MARKETING MARKETING MARKETING ---- PromotionPromotionPromotionPromotionMark eting MARKETING MARKETING MARKETING ---- ProductProductProductProductAbout MarketingAbout MarketingAbout MarketingAbout MarketingGeoInformationGeoInformationGeo InformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesABOUT MARKETINGGeoInformationGeoInformationGeo InformationGeoInformation and ICT in Market

2 Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETINGGeoInformationGeoInformationGeo InformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETINGM arketing is the process of planning MARKETING is the process of planning MARKETING is the process of planning MARKETING is the process of planning and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing, and executing the conception, pricing, promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas, promotion, and distribution of ideas, goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges goods, services to create exchanges that satisfy individual and that satisfy individual and that satisfy individual and that satisfy individual and organizational goals organizational goals organizational goals organizational goals American MARKETING AssociationAmerican MARKETING AssociationAmerican MARKETING AssociationAmerican MARKETING AssociationGeoInformationGeoInformationG eoInformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETING MARKETING is the management MARKETING is the management MARKETING is the management MARKETING is the management process that identifies, anticipates process that identifies, anticipates process that identifies, anticipates process that identifies.

3 Anticipates and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements and satisfies customer requirements profitablyprofitablyprofitablyprofitably The Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of MarketingThe Chartered Institute of MarketingGeoInformationGeoInformationGeo InformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETING The right product, in the right place, The right product, in the right place, The right product, in the right place, The right product, in the right place, at the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right priceat the right time, and at the right price Adcock et alAdcock et alAdcock et alAdcock et al MARKETING is the human activity MARKETING is the human activity MARKETING is the human activity MARKETING is the human activity directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs directed at satisfying human needs and wants through an exchange and wants through an exchange and wants through an exchange and wants through an exchange processprocessprocessprocess Kotler 1980 Kotler 1980 Kotler 1980 Kotler 1980 GeoInformationGeoInformationGeoInformati onGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETING MARKETING is a social and managerial MARKETING is a social and managerial MARKETING is a social and managerial MARKETING

4 Is a social and managerial process by which individuals and process by which individuals and process by which individuals and process by which individuals and groups obtain what they want and groups obtain what they want and groups obtain what they want and groups obtain what they want and need through creating, offering and need through creating, offering and need through creating, offering and need through creating, offering and exchanging products of value with exchanging products of value with exchanging products of value with exchanging products of value with othersothersothersothers Kotler 1991 Kotler 1991 Kotler 1991 Kotler 1991 GeoInformationGeoInformationGeoInformati onGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT IS MARKETING5 Ps of Marketing5 Ps of Marketing5 Ps of Marketing5 Ps of MARKETING Product Product Product Product PromotionPromotionPromotionPromotion PricingPricingPricingPricing Place (or distribution system)Place (or distribution system)Place (or distribution system)Place (or distribution system)

5 PeoplePeoplePeoplePeopleGeoInformationGe oInformationGeoInformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing Notes5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETING5 Ps OF MARKETINGBBBBBBBBEEEEEEEECCCCCCCCDDDDDDD DAAAAAAAAP roductProductProductProductPricePricePri cePricePromotionPromotionPromotionPromot ionPeoplePeoplePeoplePeoplePlacePlacePla cePlaceGeoInformationGeoInformationGeoIn formationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesMARKETING MANAGEMENT PROCESS Analysis/Audit Analysis/Audit Analysis/Audit Analysis/Audit ---- where are we now?where are we now?

6 Where are we now?where are we now? Objectives Objectives Objectives Objectives ---- where do we want to be?where do we want to be?where do we want to be?where do we want to be? Strategies Strategies Strategies Strategies ---- which way is best?which way is best?which way is best?which way is best? Tactics Tactics Tactics Tactics ---- how do we get there?how do we get there?how do we get there?how do we get there? Implementation Implementation Implementation Implementation ---- Getting there!Getting there!Getting there!Getting there! Control Control Control Control ---- Ensuring arrivalEnsuring arrivalEnsuring arrivalEnsuring arrivalGeoInformationGeoInformationGeoIn formationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesWHAT DO WE MARKET Goods Goods Goods Goods Services Services Services Services Events Events Events Events ExperiencesExperiencesExperiencesExperie nces PersonalitiesPersonalitiesPersonalitiesP ersonalities PlacePlacePlacePlace OrganizationsOrganizationsOrganizationsO rganizations PropertiesPropertiesPropertiesProperties InformationInformationInformationInforma tion Ideas and ConceptsIdeas and ConceptsIdeas and ConceptsIdeas and ConceptsGeoInformationGeoInformationGeoI nformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in

7 Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesSACCESSFUL MARKET STORYBill Gate Bill Gate Bill Gate Bill Gate GeoInformationGeoInformationGeoInformati onGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesSACCESSFUL MARKET STORYR ichard BransonRichard BransonRichard BransonRichard BransonGeoInformationGeoInformationGeoIn formationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesSACCESSFUL MARKET STORYS telios HajiStelios HajiStelios HajiStelios Haji----IoanouIoanouIoanouIoanouGeoInfor mationGeoInformationGeoInformationGeoInf ormation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesMARKETING PRODUCTGeoInformationGeoInformationGeoIn formationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesPRODUCTA nything that is offered Anything that is offered Anything that is offered Anything that is offered to the market for to the market for to the market for to the market for attention, acquisition, attention, acquisition, attention, acquisition, attention, acquisition.

8 Use or consumption that use or consumption that use or consumption that use or consumption that satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a need need need need GeoInformationGeoInformationGeoInformati onGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesPRODUCT LIFE development Product development Product development Product development ---- sales are zero, sales are zero, sales are zero, sales are zero, investment costs are highinvestment costs are highinvestment costs are highinvestment costs are Introduction Introduction Introduction ---- profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy profits do not exist, heavy expense of product introductionexpense of product introductionexpense of product introductionexpense of product Growth Growth Growth ---- rapid market acceptance and rapid market acceptance and rapid market acceptance and rapid market acceptance and increasing profitsincreasing profitsincreasing profitsincreasing Maturity Maturity Maturity ---- slowdown in sales growth.

9 Profits slowdown in sales growth. Profits slowdown in sales growth. Profits slowdown in sales growth. Profits levellevellevellevel----off. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to competeoff. Increase outlay to Decline Decline Decline ---- sales fallsales fallsales fallsales fall----off and profits dropoff and profits dropoff and profits dropoff and profits dropGeoInformationGeoInformationGeoInfor mationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesPRODUCT LIFE CYCLEGeoInformationGeoInformationGeoInfo rmationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesMARKETING PROMOTIONGeoInformationGeoInformationGeo InformationGeoInformation and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesPROMOTIONA nything

10 That is offered Anything that is offered Anything that is offered Anything that is offered to the market for to the market for to the market for to the market for attention, acquisition, use attention, acquisition, use attention, acquisition, use attention, acquisition, use or consumption that or consumption that or consumption that or consumption that satisfies a want or a satisfies a want or a satisfies a want or a satisfies a want or a and ICT in Market Researchand ICT in Market Researchand ICT in Market Researchand ICT in Market Research MARKETING NotesMarketing NotesMarketing NotesMarketing NotesPROMOTION MIX Personal SellingPersonal SellingPersonal SellingPersonal Selling TelemarketingTelemarketingTelemarketingT elemarketing Direct MailDirect MailDirect MailDirect Mail