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MARKETING LECTURENOTESDimitris DrososLecturerTechnological Education Institute of PiraeusBusiness SchoolManagement Information System & NewTechnology LabLOGO

CONTENTSAbout MarketingMarketing - ProductMarketing - PromotionMarketing StrategyE - MarketingGeoInformation and ICT in Market Research – Marketing Notes

ABOUTMARKETINGGeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETINGGeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETINGMarketing is the process of planningand executing the conception, pricing,promotion, and distribution of ideas,goods, services to create exchangesthat satisfy individual andorganizational goalsAmerican Marketing AssociationGeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING‘Marketing is the managementprocess that identifies, anticipatesand satisfies customer requirementsprofitably’profitably’The Chartered Institute of MarketingGeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING‘The right product, in the right place,at the right time, and at the right price’price’Adcock et al‘Marketing is the human activitydirected at satisfying human needsand wants through an exchangeprocess’process’Kotler 1980GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING‘Marketing is a social and managerialprocess by which individuals andgroups obtain what they want andneed through creating, offering andexchanging products of value withothers’others’Kotler 1991GeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING5 Ps of Marketing ProductProduct PromotionPromotion PricingPricing PlacePlace (or distribution system) PeoplePeopleGeoInformation and ICT in Market Research – Marketing Notes

5 Ps OF MARKETINGPriceBProductACPromotion5 Ps OF MARKETINGPeopleEGeoInformation and ICT in Market Research – Marketing NotesDPlace

MARKETING – MANAGEMENT PROCESS Analysis/AuditAnalysis/Audit - where are we now? ObjectivesObjectives - where do we want to be? StrategiesStrategies - which way is best? TacticsTactics - how do we get there? ImplementationImplementation - Getting there! ControlControl - Ensuring arrivalGeoInformation and ICT in Market Research – Marketing Notes

WHAT DO WE MARKET GoodsGoods ServicesServices EventsEvents ExperiencesExperiences PersonalitiesPersonalities PlacePlace OrganizationsOrganizations PropertiesProperties InformationInformation IdeasIdeas and ConceptsGeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORYBill GateGeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORYRichard BransonGeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL MARKET STORYStelios HajiHaji-IoanouGeoInformation and ICT in Market Research – Marketing Notes

MARKETING –PRODUCTGeoInformation and ICT in Market Research – Marketing Notes

PRODUCTAnything that is offeredto the market forattention, acquisition,use or consumption thatsatisfies a want or aneedGeoInformation and ICT in Market Research – Marketing Notes

PRODUCT LIFE CYCLE1. Product development - sales are zero,investment costs are high2. Introduction - profits do not exist, heavyexpense of product introduction3. Growth - rapid market acceptance andincreasing profits4. Maturity - slowdown in sales growth. Profitslevellevel-off. Increase outlay to compete5. Decline - sales fallfall-off and profits dropGeoInformation and ICT in Market Research – Marketing Notes

PRODUCT LIFE CYCLEGeoInformation and ICT in Market Research – Marketing Notes

MARKETING –PROMOTIONGeoInformation and ICT in Market Research – Marketing Notes

PROMOTIONAnything that is offeredto the market forattention, acquisition, useor consumption thatsatisfies a want or aneed.GeoInformation and ICT in Market Research – Marketing Notes

PROMOTION MIX PersonalPersonal Selling TelemarketingTelemarketing DirectDirect Mail TradeTrade Fairs and Exhibitions CommercialCommercial Television NewspapersNewspapers and Magazines RadioRadio CinemaCinema PointPoint of Sale Displays PackagingPackagingGeoInformation and ICT in Market Research – Marketing Notes

PROMOTION DECISIONS ElementsElements in the Communication Process PromotionsPromotions Mix TheThe promotions Message ExecutionsExecutions Style MediaMedia Choice? PromotionalPromotional ObjectivesGeoInformation and ICT in Market Research – Marketing Notes

PROMOTIONAL OBJECTIVES ToTo Support Sales Increases ToTo Encourage Trial ToTo Create Awareness ToTo Inform about a Feature or Benefit ToTo Remind ToTo Reassure ToTo Create an Image ToTo Modify AttitudesGeoInformation and ICT in Market Research – Marketing Notes

MARKETINGSTRATEGYGeoInformation and ICT in Market Research – Marketing Notes

WHAT IS MARKETING STRATEGY1. Systematic futuristic thinking by management2. Better coco-ordination of company efforts3. Development of better performance standardsfor control4. Sharpening of objectives and policies5. Better prepare for sudden new developments6. Managers have a vivid sense of participationGeoInformation and ICT in Market Research – Marketing Notes

WHY MARKETING STRATEGY IS NECESSARY1. Systematic futuristic thinking by management2. Better coco-ordination of company efforts3. Development of better performance standardsfor control4. Sharpening of objectives and policies5. Better prepare for sudden new developments6. Managers have a vivid sense of participationGeoInformation and ICT in Market Research – Marketing Notes

MARKETING STRATEGYGeoInformation and ICT in Market Research – Marketing Notes

MARKETING STRATEGYGeoInformation and ICT in Market Research – Marketing Notes

STRATEGIC MARKETING PLANNINGGeoInformation and ICT in Market Research – Marketing Notes

CONTENTS OF MARKETING PLAN Business Mission StatementObjectivesSituation Analysis (SWOT)Marketing Strategy1.Target Market Strategy2.Marketing Mix3.Positioning4.Product5.Promotion6.Price7.Place – Distribution8.People9.ProcessGeoInformation and ICT in Market Research – Marketing Notes

E- MARKETINGGeoInformation and ICT in Market Research – Marketing Notes

E - MARKETINGeMarketing is the process ofmarketing a brand using theInternet. It includes both directresponse marketing and indirectmarketing elements and uses arange of technologies to helpconnect businesses to theircustomers.GeoInformation and ICT in Market Research – Marketing Notes

E - MARKETING PublicPublic Relation SalesSales promotion. Brochureware.Brochureware. DirectDirect selling. CustomerCustomer relationship marketing. MarketMarket research. ManagingManaging supplier relationships.GeoInformation and ICT in Market Research – Marketing Notes

E - MARKETINGGeoInformation and ICT in Market Research – Marketing Notes

E - MARKETINGGeoInformation and ICT in Market Research – Marketing Notes

ADVANTAGES OF E - MARKETING Selling goods and services online. Additional customer service. Saving overhead costs. Exciting and sizzling means of visual impact. Every hit could gain a potential customer. Print and mailing costs are lower. Reduction in order processing and handlingcosts.GeoInformation and ICT in Market Research – Marketing Notes

ADVANTAGES OF E - MARKETING Enhanced after sales service. Distribution of digital products via the web. Get closer to the customer.GeoInformation and ICT in Market Research – Marketing Notes

SACCESSFUL E - MARKET STORYMark ZuckerbergGeoInformation and ICT in Market Research – Marketing Notes

For Millions of Years, In Millions of HomesI am Breathin InA Man Loved A Woman, A Child it was BornI am Breathin OutIt Learned How to Hurt and It Learned How to CrySo Slip Inside this Funky HouseDishes in the SinkLike Humans DoThe TV s in RepairI am Breathin InDon’Don’t Look at The FloorI am Breathin OutDon’Don’t Go Up the StairsSo Slip Inside this Funky HouseI am AchinDishes in the SinkI am ShakinThe TV s in RepairI am BreakinLike Humans DoDon’Don’t Look at The FloorI am Breathin InDon’Don’t Go Up the StairsI am AchinI am ShakinI am Breathin OutSo Slip Inside this Funky HouseWiggle While You WorkI am BreakinAnybody CanLike Humans DoThe Rain is Pourin in on a Woman & ManI Work & I Sleep I Dance & I am DeadI am Eating, I am Laughin & I am Lovin my SelfWe are Eating off Plates & We Kiss with ourTongueLike Humans DoGeoInformation and ICT in Market Research – Marketing NotesI am AchinI am ShakinI am BreakinLike Humans DoI am Breathin InI am Breathin Out

WHAT IS MARKETING ''''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 price' ''' Adcock et al ''''Marketing is the human activity Marketing is the human activity directed at satisfying human needs