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JAFETH QUINTANILLA MONTOYA
INGENIERO INDUSTRIAL CIP 44836

AREQUIPA - PERÚ

MARKETING

Jafeth Quintanilla M.

CORE MARKETING CONCEPTS

MARKETING
CORE MARKETING CONCEPTS
NEEDS: WANTS:

Jafeth Quintanilla M.

Lack of something The form that a human need takes as shaped by culture and individual personality DEMANDS: The expression of human wants backed by buying power PRODUCT:Anything that can be offered to a market to satisfy a need or want SERVICE: An activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything EXPERIENCES : Do feel or live that the offer makes for the consumer. VALUE: The difference between the values that the customer gains from owning and using a product and the costs of obtaining itMARKETING
CORE MARKETING CONCEPTS
SATISFACTION:

Jafeth Quintanilla M.

Depends on a product’s perceived performance in delivering value according to the buyer’s expectations QUALITY: It is defined in terms of customer satisfaction. It is the degree that a product or service satisfies the customer’s expectations EXCHANGE: The act of obtaining a desired object from someone by offering something inreturn TRANSACTION: It is a trade of values between two parties RELATIONSHIPS: Process of building long-term valued relationships with customers, distributors, dealers, and suppliers

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MARKET

Jafeth Quintanilla M.

The group of people with unsatisfied needs, money to spend and desire to spend it.
William Stanton

The set of existing and potential people/situations in which aproduct or service can satisfy one or more needs.
Adaptado de Philip Kotler

MARKET
RELATION

DEMAND

MARKETING
MARKETING EVOLUTION

Jafeth Quintanilla M.

Fisher

Potter

Hunter

Farmer

Fisher

Potter

SELF-SUFFICIENT Hunter Farmer

Fisher

Potter

DECENTRALIZED ( exchange )

Mercado Hunter Farmer

CENTRALIZED ( Money )

MARKETING
MARKET CLASSIFICATION
INFUNCTION OF:
CONSUMERS

Jafeth Quintanilla M.

UNDIFFERENTIATED DIFFERENTIATED CONSUMERS MARKET INDUSTRIALS MARKET RESELLERS MARKET SATISFIED UNSATISFIED REGIONAL

PEOPLE AND/OR ORGANIZATIONS CHARACTERISTICS MARKET PENETRATION

GEOPOLITICAL AREA

NATIONAL INTERNATIONAL

MARKETING
MARKET SHARE

Jafeth Quintanilla M.

Don't confound the market penetration with market share ormarket positioning Solve the exercise

MARKETING
MARKETING DEFINITION

Jafeth Quintanilla M.

Human activity that seeks to satisfy the human needs and wants through interchange processes Social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others Simply put: Marketing is the delivery of customersatisfaction at a profit
Philip Kotler

MARKETING
MARKETING DEFINITION

Jafeth Quintanilla M.

It is the analysis, planning, implementation and control of programs oriented to create, build and maintain beneficial exchanges with target buyers to achieve benefits. Philip Kotler Process by which companies create value for customers and establish solid relationships with them getting in returnthe value of these customers. Philip Kotler 2008 The social process, oriented to needs and desires satisfaction of individuals and organizations for the creation and competitive interchange of products and services generating benefits. Jean Jaques Lambin

MARKETING
MARKETING DEFINITION

Jafeth Quintanilla M.

It is a total system of business activities designed to plan, pricing, promotingand distribute products to satisfy the needs of target markets in order to achieve organizational goals.
William Stanton 2008

The set of activities oriented to offer goods and services (availability), that satisfy consumers or users needs (acceptability) and can be purchased by them (affordability).
Teoría de las 3 A

MARKETING
MARKETING

Jafeth Quintanilla M.

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