MKT1600: Marketing Theory, Concepts, and the Buyer Decision Process

This presentation provides an overview of core marketing concepts, the buyer decision process, and marketing philosophy. It covers needs, demands, wants, segmentation, target markets, and value satisfaction. The presentation details the five stages of the buyer decision process: need recognition, information search, alternative assessment, purchase decision, and post-purchase behavior. It also discusses the total product concept, levels of customer satisfaction, and factors influencing customer perception, such as price, reputation, features, warranty, service, and performance. Furthermore, the presentation outlines the concepts of marketing philosophy, including production, product, selling, marketing, and social marketing concepts. The steps to achieving marketing financial objectives and marketing success, such as operational excellence, customer intimacy, and product leadership, are also highlighted. This resource is helpful for students studying marketing principles and practices.