Introduction to Marketing Lecture 1: Introduction to Marketing Topic Outline

Lecture 1:
Introduction to Marketing

1. Define marketing and outline the steps in the marketing process.
2. Explain the importance of understanding the marketplace and customers and
identify the five core marketplace concepts.
3. Identify the key elements of a customer value-driven marketing strategy and
discuss the marketing management orientations that guide marketing strategy.
4. Discuss customer relationship management and identify strategies for creating
value for customers and capturing value from customers in return.
5. Ilustrating some examples of modern marketing department’s structure and
operation.
6. Discuss the roles, responsibilities and competencies required to work in marketing
field.
7. Discuss the role of Marketing in Digital Age: Online, Mobile, and Social Media
marketing
Topic Outline

First Stop: Amazon
Amazon does much more than just sell goods online. It
engages customers and creates satisfying customer
experiences. “The thing that drives everything is creating
genuine value for customers,” says Amazon founder Jeff
Bezos.

Learning Objective 1
Define marketing and outline the steps in the marketing
process.

What is Marketing?

What is Marketing?
Marketing is a process by which companies create value
for customers and build strong customer relationships in
order to capture value from customers in return.

What is Marketing?
Marketing is all around you, in good old traditional forms
and in a host of new forms, from websites and mobile apps
to online videos and social media.

Figure 1.1. The Marketing Process: Creating
and Capturing Customer Value