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.


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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)
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1. Procter & Gamble 2.. Philip Morris 3. General Motors 4. Time-Warner 5. Walt Disney 6. Sears Roebuck 7. Chrysler 8....