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Chapter 1 - 2
What is Utility?
Want – Satisfying power of a good or service.
Four types of Utilities:
§
Form:
Conversion of raw materials and components into finished goods &
services.
Ex: Mazda Car function: Producing
§
Time:
Availability of goods & services when consumers want them.
Ex: DHL guaranteed of package delivery 1 day. Function:
Marketing
§
Place:
Availability of goods & services at convenient locations.
Ex: Vending machines in office buildings. Function:
Marketing
§
Ownership:
Ability to transfer title to good & service from marketer to
buyer.
Ex: Retail Sales Function: Marketing
What is marketing?
The process of planning and executing the conception, pricing,
promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organization goals.
Four Eras of Marketing:
§
Production Era:
Ürün üretimi safhasıdır. İyi bir ürün ürettiğiniz takdirde kendi
başına satacaktir.
§
Sales Era:
Satış safhasıdır. İyi reklam ve kişisel satış müşterinin
direncini kırar ve onları ürünü almaları için ikna eder.
§
Marketing Era:
Pazarlama safhasıdır. Müşteri bizim için altın değerindedir.
Onların ihtiyaçlarını bulmak ve boşlukları doldurmak için
hareket etmek gerek.
§
Societal Era:
Toplumu ve çevreyi dikkate almamız gereken safhadır. Örneğin
bazı insanlar ürün denemelerinde hayvanların kullanılmasına
karşıdır.
Marketing Concept:
Companywide consumer orientation with the objective
of achieving long-run success. Bir şirket devamlılığını korumak
için uzun süreli başarıyı sağlamak için companywide consumer
orientation gerekir. Bu bize daha yüksek ve uzun süreli profit
getirir ve bunu başardıktan sonar kısa süreli hedeflerimize daha
çabuk ulaşırız.
Consumer Orientation:
Business philosophy that incorporates the marketing
concept of first identifying unmet consumer needs and then
designing a system for satisfying them.
Seller’s Market:
Marketplace characterized by a shortage of goods and services.
Markette az satıcı var ve fiyatları yüksek tutabilirler.
Buyer’s Market:
Marketplace characterized by an abundance of goods and/or
services. Markette çok satıcı var ve rekabet olunca fiyatlar da
düşer. Bu da müşterilerin işine gelir.
Converting Needs to Wants:
Her müşteri bazı ürünleri ihtiyaclari doğrultusunda temin etmek
zorundadır. Örneğin aç kalmaması için yiyecek alması veya
biryere gitmesi için ulaşım sağlaması gerekir. Yemek yiyecek
olanlar restorana da gidebilir veya malzeme alıp evdede
hazırlayabilir. Veya ulaşım sağlayacak olanlar araba da satın
alabilir veya araba kiralayabilir toplu ulaşımı da kullanabilir.
Marketing de en önemli unsurlardan biri kişilerin ihtiyaclarını
isteğe dönüştürmektir.
Avoiding Marketing Myopia:
Marketing myopia:
As the Theodor Lewith, Executives in many industries fail to
recognize the scopes of their businesses.
Types of Not For Profit Marketing:
§
Person Marketing:
Marketing efforts designed to cultivate the attention, interest
and preference of a target market toward a person.
Ex: Celebrities, Politicians. Shaquille O’Neile, Boris Yeltsin.
§
Place Marketing:
Marketing efforts designed to attract visitors to a particular
area; improve consumer images of a city, nation.
Ex: Spain
à
a passion for life.
§
Cause Marketing:
Identification and marketing of a social issue, cause, or idea
to selected target markets.
Ex: “Friends don’t let friends drive drunk.”, “Don’t rubbish
Australia”
§
Event Marketing:
Marketing of sporting, cultural and charitable activities to
selected target markets.
Ex: 1996 Olympic games in Atlanta
§
Organizational Marketing:
Marketing efforts of mutual-benefit organizations, service
organizations and government organizations that seek to
influence others to accept their goals, receive their services,
or contribute to them in some way.
Ex: “Look for the union label.”, “Army: Be All That You Can Be.”
Elements of Marketing Strategy:
§
Target Market:
Group of people toward whom a firm markets its goods, services,
or ideas with a strategy designed to satisfy their specific
needs and preferences.
§
The Marketing Mix:
o
Product Strategy:
Element of marketing decision making comprising activities
involved in developing the right good or services for the firm’s
customers; involves package designs, brands, trademarks,
warranties, product life cycles and new product development.
o
Pricing Strategy:
Element of marketing decision making comprising methods of
setting profitable and justifiable prices.
o
Distribution Strategy:
Element of marketing decision making comprising activities and
marketing institutions involved in getting the right good or
service to the firm’s customers.
o
Promotional Strategy:
Element of marketing decision making that involves appropriate
blending of personal selling, advertising, public relation and
sales promotion to communicate effectively with and to persuade
potential customers.
§
The Promotion Mix:
o
Advertising:
o
Personal Selling:
o
Public Relation:
o
Sales Promotion:
Quality and Customer Satisfaction:
Consumers in developing markets are just as
interested in quality, performance and customer satisfaction. We
have to produce quality products to satisfy them. These concepts
are very close related to each other. I we produce quality
product, customers will be satisfied. Then they will buy more or
recommend our products to their friends and we create positive
image and make more profit.
Chapter 3
External Environmental Forces
A.
Competitive Environment:
There are a lot of products and its producers and sellers in the
marketplace. These products can be substitute for one another.
Marketers’ competing for the consumer’s purchasing power.
Ex: Dark & Blue Rent a Car.
·
Direct competitors:
Oscar Rent a car, Baspinar Rent a car, Sun rent a car.
·
Indirect competitors:
Toros, Çangar, Taxi, bus.
B.
Political – Legal Environment:
Component of marketing environment consisting of laws and
interpretations of laws that determine the competitive
conditions under which firms operate and that protect consumer
rights.
Ex: Government Regulations, Government
Regulatory Agencies, Other regulatory forces.
C.
Economic Environment:
Factors that influence consumer buying power and marketing
strategies.
·
Business Cycles:
Prosperity
à
Recession
à
Depression
à
recovery
·
Inflation:
It is the devaluation of person’s money. Purchasing power
decreasing.
·
Unemployment:
People need money to purchase good & services. If they don’t
have enough money, they can’t afford goods and services.
·
Resource Availability:
Resources are not unlimited. But sometimes temporary or
permanent shortages can be caused by several factors. People
want to find products which are necessary by them.
·
Income:
Its important factor in marketing because it influences consumer
buying power.
D.
Technological Environment:
Applications to marketing of knowledge based on discoveries in
science, inventions, and innovations. We have to apply new
technology in our business. Technology can also help marketers
make decisions that will increase productivity and operating
efficiency.
E.
Social Cultural Environment:
Component of the marketing environment consisting of the
relationship between the marketer, society and its culture.
Marketers must be sensitive to society’s changing values,
beliefs and shifts in demographics such as population growth and
age distribution changes.
Chapter 5-6
Chapter 9-10 |
