Marketing
- Submitted by: paperboy
- Views: 3051
- Category: Other
- Date Submitted: 01/29/2010 01:39 AM
- Pages: 7
- Report this Essay
Brief Overview of Marketing
_
Peter Drucker on Marketing Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view... Business success is not determined by the producer, but by the customer.
Readings
» »
Engineering Your Start-Up, Chapters 9 &10 Marketing Management by Philip Kotler, Prentice-Hall, 1997 (9th Edition) – Basis for many aspects and illustrations of this presentation
Marketing and Selling Concept
Marketing and Selling Concept
The selling concept What is wrong with this picture?
The marketing concept preferred for success
The Role of Marketing in the Firm
The Role of Marketing in the Firm
Marketing and the Creation of Value
Marketing and the Creation of Value
The Competing Network Viewpoint
Marketing Mix- The Tools
This relationship is termed a “Value-Delivery” Network
The Four P’s of Marketing
The Marketing Environment
BCG Growth-Share Matrix (per Kotler)
Pursuing market opportunities
Startups are involved with “stars”, almost by definition, but the products themselves need not be viewed as “novel” in all respects.
Demand and Product Life Cycles
Characteristics of the product life cycle
The demand for computing power has been satisfied by different technologies, each of which has, in turn, run its course.
Repeat Purchases
The Competitive Cycle
Need to be prepared for competitors entering the marketplace. How long do you have before they do?
Maximum Profitability and the Life Cycle
Income over product lifetime
Idealized (Dp -development, I/G- Intro./Growth, M- Maturity, D-Decline)
More typical for high-tech.
When to Use Different Marketing Tools
Top Advertisers (according to Advertising Age)
l l l l l l l l l
1. Procter & Gamble 2.. Philip Morris 3. General Motors 4. Time-Warner 5. Walt Disney 6. Sears Roebuck 7. Chrysler 8....
_
Peter Drucker on Marketing Marketing is so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result, that is, from the customer’s point of view... Business success is not determined by the producer, but by the customer.
Readings
» »
Engineering Your Start-Up, Chapters 9 &10 Marketing Management by Philip Kotler, Prentice-Hall, 1997 (9th Edition) – Basis for many aspects and illustrations of this presentation
Marketing and Selling Concept
Marketing and Selling Concept
The selling concept What is wrong with this picture?
The marketing concept preferred for success
The Role of Marketing in the Firm
The Role of Marketing in the Firm
Marketing and the Creation of Value
Marketing and the Creation of Value
The Competing Network Viewpoint
Marketing Mix- The Tools
This relationship is termed a “Value-Delivery” Network
The Four P’s of Marketing
The Marketing Environment
BCG Growth-Share Matrix (per Kotler)
Pursuing market opportunities
Startups are involved with “stars”, almost by definition, but the products themselves need not be viewed as “novel” in all respects.
Demand and Product Life Cycles
Characteristics of the product life cycle
The demand for computing power has been satisfied by different technologies, each of which has, in turn, run its course.
Repeat Purchases
The Competitive Cycle
Need to be prepared for competitors entering the marketplace. How long do you have before they do?
Maximum Profitability and the Life Cycle
Income over product lifetime
Idealized (Dp -development, I/G- Intro./Growth, M- Maturity, D-Decline)
More typical for high-tech.
When to Use Different Marketing Tools
Top Advertisers (according to Advertising Age)
l l l l l l l l l
1. Procter & Gamble 2.. Philip Morris 3. General Motors 4. Time-Warner 5. Walt Disney 6. Sears Roebuck 7. Chrysler 8....