CULSCzech University of Life Science

Introduction to marketing

Richard Selby

CULSCzech University of Life Science

MARKETING DEFINITION

MARKETING IS THE CREATIVE PROCESS WHICH SEEKS TO IDENTIFY, AND SATISFY CUSTOMER

NEEDS AND WANTS PROFITABLY, BY MATCHING COMPANY STRENGTHS WITH A MARKETING

OPPORTUNITY

CULSCzech University of Life Science

WHAT IS A MARKET?

A COLLECTION OF INDIVIDUALS AND ORGANISATIONS WHO ARE ACTUAL OR POTENTIAL BUYERS OF A

PRODUCT OR SERVICE

CULSCzech University of Life Science

Company Customer Facilities Needs People Wants Money Problems

Marketing

Profits Solutions, benefits

PROSPERITY SATISFACTION

The matching process

‘Total Offer’

ProductsPrices

PromotionPlace (distribution)

OrdersMoney

Information

CULSCzech University of Life Science

The Marketing Process

Product SalesOpportunity

Technical Researchand development

Production Programming

Advertising andPromotions planning

Distribution andSales planning

Financial Planning

Integrated MarketingAction

CUSTOMER

ProductPlanning

Market Planning

Market Research