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O Marketing nas Organizações
15 páginas · português e inglês · aula 1
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Pós-Graduação Marketing Management MARKETING ESTRATÉGICO Marketing in Organisations Carlos Brito cbrito@pbs.up.pt Accreditations/Rankings: WHAT IS MARKETING?
“Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit”. “Marketing is a process that applies principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society as well as the individual”. Lee, 2020 Kotler, 2014 “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. “Marketing is the set of methods and means that an organization has at its disposal to promote, in the audiences it is interested in, behaviors favorable to the achievement of its own objectives”. Lindon et al., 2004 American Marketing Association, current WHAT IS MARKETING FOR?
Selling ideas!
MARKETING: SELLING IDEAS CREATING VALUE ECONOMIC VALUE
SOCIAL CULTURAL
EDUCATIONAL ENVIRONMENTAL
HOW TO SELL? HOW TO CREATE VALUE?
UNDERSTAND THE MARKET SELECT YOUR TARGETS
DEVELOP A UNIQUE AND ATTRACTIVE VALUE PROPOSITION OFFER SOLUTIONS directed to customers’ needs and expectations
COMMUNICATE AND PROMOTE what you are selling Make your solutions AVAILABLE at the right moment and right place
Define a PRICE that creates VALUE for both customers and company The Marketing Game! Product Marketing Price Communication Distribution
Explore Forward. Lead the Change.