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MARKETING LECTURE NOTES

MARKETING LECTURE NOTES 2
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EdenKelly,United States,Professional
Published Date:12-07-2017
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M M M MA A A AR R R RK K K KE E E ET T T TIIIIN N N NG G G G L L L LE E E EC C C CTU TU TU TUR R R RE E E E N N N NO O O OTE TE TE TES S S S D D D Diiiim m m miiiittttr r r riiiis s s s D D D Dr r r ro o o os s s so o o os s s s L L L Le e e ec c c cttttu u u ur r r re e e er r r r T Te ec ch hn no ollo og giic ca all E Ed du uc ca attiio on n IIn ns sttiittu utte e o off P Piir ra ae eu us s T Te ec ch hn no ollo og giic ca all E Ed du uc ca attiio on n IIn ns sttiittu utte e o off P Piir ra ae eu us s B Bu us siin ne es ss s S Sc ch ho oo oll B Bu us siin ne es ss s S Sc ch ho oo oll M M M Ma a a an n n na a a ag g g ge e e em m m me e e en n n ntttt IIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n S S S Sy y y ys s s stttte e e em m m m & & & & N N N Ne e e ew w w w T T T Te e e ec c c ch h h hn n n no o o ollllo o o og g g gy y y y L L L La a a ab b b b LOGOC C C CO O O ON N N NT T T TE E E EN N N NT T T TS S S S A Ab bo ou utt M Ma ar rk ke ettiin ng g A Ab bo ou utt M Ma ar rk ke ettiin ng g M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g - - - - P P P Pr r r ro o o od d d du u u uc c c ctttt M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g - - - - P P P Pr r r ro o o om m m mo o o ottttiiiio o o on n n n M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g S S S Sttttr r r ra a a atttte e e eg g g gy y y y E E E E - - - - M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sABOUT MARKETING G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g iiiis s s s tttth h h he e e e p p p pr r r ro o o oc c c ce e e es s s ss s s s o o o offff p p p plllla a a an n n nn n n niiiin n n ng g g g a an nd d e ex xe ec cu uttiin ng g tth he e c co on nc ce ep pttiio on n,, p pr riic ciin ng g,, a an nd d e ex xe ec cu uttiin ng g tth he e c co on nc ce ep pttiio on n,, p pr riic ciin ng g,, p p p pr r r ro o o om m m mo o o ottttiiiio o o on n n n,,,, a a a an n n nd d d d d d d diiiis s s sttttr r r riiiib b b bu u u uttttiiiio o o on n n n o o o offff iiiid d d de e e ea a a as s s s,,,, g g g go o o oo o o od d d ds s s s,,,, s s s se e e er r r rv v v viiiic c c ce e e es s s s tttto o o o c c c cr r r re e e ea a a atttte e e e e e e ex x x xc c c ch h h ha a a an n n ng g g ge e e es s s s tttth h h ha a a atttt s s s sa a a attttiiiis s s sffffy y y y iiiin n n nd d d diiiiv v v viiiid d d du u u ua a a allll a a a an n n nd d d d o or rg ga an niiz za attiio on na all g go oa alls s o or rg ga an niiz za attiio on na all g go oa alls s A Am me er riic ca an n M Ma ar rk ke ettiin ng g A As ss so oc ciia attiio on n A Am me er riic ca an n M Ma ar rk ke ettiin ng g A As ss so oc ciia attiio on n G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING ‘‘‘‘M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g iiiis s s s tttth h h he e e e m m m ma a a an n n na a a ag g g ge e e em m m me e e en n n ntttt p pr ro oc ce es ss s tth ha att iid de en nttiiffiie es s,, a an nttiic ciip pa atte es s p pr ro oc ce es ss s tth ha att iid de en nttiiffiie es s,, a an nttiic ciip pa atte es s a a a an n n nd d d d s s s sa a a attttiiiis s s sffffiiiie e e es s s s c c c cu u u us s s stttto o o om m m me e e er r r r r r r re e e eq q q qu u u uiiiir r r re e e em m m me e e en n n ntttts s s s p p p pr r r ro o o offffiiiitttta a a ab b b blllly y y y’’’’ T T T Th h h he e e e C C C Ch h h ha a a ar r r rtttte e e er r r re e e ed d d d IIIIn n n ns s s sttttiiiittttu u u utttte e e e o o o offff M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING ‘‘‘‘T T T Th h h he e e e r r r riiiig g g gh h h htttt p p p pr r r ro o o od d d du u u uc c c ctttt,,,, iiiin n n n tttth h h he e e e r r r riiiig g g gh h h htttt p p p plllla a a ac c c ce e e e,,,, a att tth he e r riig gh htt ttiim me e,, a an nd d a att tth he e r riig gh htt p pr riic ce e’’ a att tth he e r riig gh htt ttiim me e,, a an nd d a att tth he e r riig gh htt p pr riic ce e’’ A Ad dc co oc ck k e ett a all A Ad dc co oc ck k e ett a all ‘‘‘‘M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g iiiis s s s tttth h h he e e e h h h hu u u um m m ma a a an n n n a a a ac c c cttttiiiiv v v viiiitttty y y y d diir re ec ctte ed d a att s sa attiis sffy yiin ng g h hu um ma an n n ne ee ed ds s d diir re ec ctte ed d a att s sa attiis sffy yiin ng g h hu um ma an n n ne ee ed ds s a a a an n n nd d d d w w w wa a a an n n ntttts s s s tttth h h hr r r ro o o ou u u ug g g gh h h h a a a an n n n e e e ex x x xc c c ch h h ha a a an n n ng g g ge e e e p p p pr r r ro o o oc c c ce e e es s s ss s s s’’’’ K K K Ko o o ottttlllle e e er r r r 1 1 1 19 9 9 98 8 8 80 0 0 0 G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING ‘‘‘‘M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g iiiis s s s a a a a s s s so o o oc c c ciiiia a a allll a a a an n n nd d d d m m m ma a a an n n na a a ag g g ge e e er r r riiiia a a allll p pr ro oc ce es ss s b by y w wh hiic ch h iin nd diiv viid du ua alls s a an nd d p pr ro oc ce es ss s b by y w wh hiic ch h iin nd diiv viid du ua alls s a an nd d g g g gr r r ro o o ou u u up p p ps s s s o o o ob b b btttta a a aiiiin n n n w w w wh h h ha a a atttt tttth h h he e e ey y y y w w w wa a a an n n ntttt a a a an n n nd d d d n n n ne e e ee e e ed d d d tttth h h hr r r ro o o ou u u ug g g gh h h h c c c cr r r re e e ea a a attttiiiin n n ng g g g,,,, o o o offffffffe e e er r r riiiin n n ng g g g a a a an n n nd d d d e e e ex x x xc c c ch h h ha a a an n n ng g g giiiin n n ng g g g p p p pr r r ro o o od d d du u u uc c c ctttts s s s o o o offff v v v va a a allllu u u ue e e e w w w wiiiitttth h h h o otth he er rs s’’ o otth he er rs s’’ K Ko ottlle er r 1 19 99 91 1 K Ko ottlle er r 1 19 99 91 1 G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT IS MARKETING 5 5 5 5 P P P Ps s s s o o o offff M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g P P P Pr r r ro o o od d d du u u uc c c ctttt P P P Pr r r ro o o om m m mo o o ottttiiiio o o on n n n P P P Pr r r riiiic c c ciiiin n n ng g g g P P P Plllla a a ac c c ce e e e ( ( ( (o o o or r r r d d d diiiis s s sttttr r r riiiib b b bu u u uttttiiiio o o on n n n s s s sy y y ys s s stttte e e em m m m) ) ) ) P Pe eo op plle e P Pe eo op plle e G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s s5 Ps OF MARKETING P P P Pr r r riiiic c c ce e e e B B B B B B B B P P P Pr r r ro o o od d d du u u uc c c ctttt A A A A P P P Pr r r ro o o om m m mo o o ottttiiiio o o on n n n A A A A C C C C C C C C 5 5 5 5 P P P Ps s s s O O O OF F F F M M M MA A A AR R R RK K K KE E E ET T T TIIIIN N N NG G G G 5 5 5 5 P P P Ps s s s O O O OF F F F M M M MA A A AR R R RK K K KE E E ET T T TIIIIN N N NG G G G D D D D D D D D P P P Pe e e eo o o op p p plllle e e e E E E E E E E E P P P Plllla a a ac c c ce e e e G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sMARKETING – MANAGEMENT PROCESS A A A An n n na a a alllly y y ys s s siiiis s s s////A A A Au u u ud d d diiiitttt - - - - w w w wh h h he e e er r r re e e e a a a ar r r re e e e w w w we e e e n n n no o o ow w w w? ? ? ? O Ob bjje ec cttiiv ve es s - - w wh he er re e d do o w we e w wa an ntt tto o b be e? ? O Ob bjje ec cttiiv ve es s - - w wh he er re e d do o w we e w wa an ntt tto o b be e? ? S S S Sttttr r r ra a a atttte e e eg g g giiiie e e es s s s - - - - w w w wh h h hiiiic c c ch h h h w w w wa a a ay y y y iiiis s s s b b b be e e es s s stttt? ? ? ? T T T Ta a a ac c c cttttiiiic c c cs s s s - - - - h h h ho o o ow w w w d d d do o o o w w w we e e e g g g ge e e etttt tttth h h he e e er r r re e e e? ? ? ? IIIIm m m mp p p plllle e e em m m me e e en n n ntttta a a attttiiiio o o on n n n - - - - G G G Ge e e ettttttttiiiin n n ng g g g tttth h h he e e er r r re e e e C C C Co o o on n n nttttr r r ro o o ollll - - - - E E E En n n ns s s su u u ur r r riiiin n n ng g g g a a a ar r r rr r r riiiiv v v va a a allll G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sWHAT DO WE MARKET G G G Go o o oo o o od d d ds s s s S S S Se e e er r r rv v v viiiic c c ce e e es s s s E E E Ev v v ve e e en n n ntttts s s s E Ex xp pe er riie en nc ce es s E Ex xp pe er riie en nc ce es s P P P Pe e e er r r rs s s so o o on n n na a a alllliiiittttiiiie e e es s s s P P P Plllla a a ac c c ce e e e O O O Or r r rg g g ga a a an n n niiiiz z z za a a attttiiiio o o on n n ns s s s P P P Pr r r ro o o op p p pe e e er r r rttttiiiie e e es s s s IIn nffo or rm ma attiio on n IIn nffo or rm ma attiio on n IIIId d d de e e ea a a as s s s a a a an n n nd d d d C C C Co o o on n n nc c c ce e e ep p p ptttts s s s G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sSACCESSFUL MARKET STORY B B B Biiiillllllll G G G Ga a a atttte e e e G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sSACCESSFUL MARKET STORY R R R Riiiic c c ch h h ha a a ar r r rd d d d B B B Br r r ra a a an n n ns s s so o o on n n n G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sSACCESSFUL MARKET STORY S S S Stttte e e elllliiiio o o os s s s H H H Ha a a ajjjjiiii- - - -IIIIo o o oa a a an n n no o o ou u u u G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sMARKETING – PRODUCT G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sPRODUCT A A A An n n ny y y ytttth h h hiiiin n n ng g g g tttth h h ha a a atttt iiiis s s s o o o offffffffe e e er r r re e e ed d d d tttto o o o tttth h h he e e e m m m ma a a ar r r rk k k ke e e etttt ffffo o o or r r r a a a atttttttte e e en n n nttttiiiio o o on n n n,,,, a a a ac c c cq q q qu u u uiiiis s s siiiittttiiiio o o on n n n,,,, u u u us s s se e e e o o o or r r r c c c co o o on n n ns s s su u u um m m mp p p pttttiiiio o o on n n n tttth h h ha a a atttt s s s sa a a attttiiiis s s sffffiiiie e e es s s s a a a a w w w wa a a an n n ntttt o o o or r r r a a a a n ne ee ed d n ne ee ed d G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sPRODUCT LIFE CYCLE 1 1..P Pr ro od du uc ctt d de ev ve ello op pm me en ntt - - s sa alle es s a ar re e z ze er ro o,, 1 1..P Pr ro od du uc ctt d de ev ve ello op pm me en ntt - - s sa alle es s a ar re e z ze er ro o,, iiiin n n nv v v ve e e es s s sttttm m m me e e en n n ntttt c c c co o o os s s stttts s s s a a a ar r r re e e e h h h hiiiig g g gh h h h 2 2 2 2....IIIIn n n nttttr r r ro o o od d d du u u uc c c cttttiiiio o o on n n n - - - - p p p pr r r ro o o offffiiiitttts s s s d d d do o o o n n n no o o otttt e e e ex x x xiiiis s s stttt,,,, h h h he e e ea a a av v v vy y y y e ex xp pe en ns se e o off p pr ro od du uc ctt iin nttr ro od du uc cttiio on n e ex xp pe en ns se e o off p pr ro od du uc ctt iin nttr ro od du uc cttiio on n 3 3 3 3....G G G Gr r r ro o o ow w w wtttth h h h - - - - r r r ra a a ap p p piiiid d d d m m m ma a a ar r r rk k k ke e e etttt a a a ac c c cc c c ce e e ep p p ptttta a a an n n nc c c ce e e e a a a an n n nd d d d iiiin n n nc c c cr r r re e e ea a a as s s siiiin n n ng g g g p p p pr r r ro o o offffiiiitttts s s s 4 4 4 4....M M M Ma a a attttu u u ur r r riiiitttty y y y - - - - s s s sllllo o o ow w w wd d d do o o ow w w wn n n n iiiin n n n s s s sa a a alllle e e es s s s g g g gr r r ro o o ow w w wtttth h h h.... P P P Pr r r ro o o offffiiiitttts s s s lllle e e ev v v ve e e ellll- - - -o o o offffffff.... IIIIn n n nc c c cr r r re e e ea a a as s s se e e e o o o ou u u uttttlllla a a ay y y y tttto o o o c c c co o o om m m mp p p pe e e etttte e e e 5 5 5 5....D D D De e e ec c c clllliiiin n n ne e e e - - - - s s s sa a a alllle e e es s s s ffffa a a allllllll- - - -o o o offffffff a a a an n n nd d d d p p p pr r r ro o o offffiiiitttts s s s d d d dr r r ro o o op p p p G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sPRODUCT LIFE CYCLE G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s sMARKETING – PROMOTION G G G Ge e e eo o o oIIIIn n n nffffo o o or r r rm m m ma a a attttiiiio o o on n n n a a a an n n nd d d d IIIIC C C CT T T T iiiin n n n M M M Ma a a ar r r rk k k ke e e etttt R R R Re e e es s s se e e ea a a ar r r rc c c ch h h h – – – – M M M Ma a a ar r r rk k k ke e e ettttiiiin n n ng g g g N N N No o o otttte e e es s s s