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Several criteria must be met for marketing to occur: There must be two parties, each with unsatisfied needs or wants. This want, of course, could be money for the seller. Each must have something to offer. Marketing involves voluntary  exchange relationships where both sides must be willing parties. Thus, a consumer who buys a soft drink in a vending machine for 60 must value the soft drink, available at that time and place, more than the money. Conversely, the vendor must value the money more. (It is interesting to note that money is, strictly speaking, not necessary for this exchange to take place. It is possible, albeit a bit cumbersome, to exchange two ducks for a pair of shoes.) The parties must be able to communicate. This could be through a display in a store, an infomercial, or a posting on eBay.g16 g H  0޽h ? ̙3380___PPT10.ex 0 p(  X  C 4   w  S w4 @  w $Who are our existing/potential customers? What are their current/future needs? How can we satisfy these needs? 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Kotler  Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably. The chartered Institute of Marketing  The right product, in the right place, at the right time, and at the right price. Adcock et almPPuP&PUP Plu% U &m   W MARKETING CRITERION  There must be two parties, each with unsatisfied needs or wants. Each party must have something to offer The parties must be able to communicate   _THE MARKETING CONCEPT  Choosing and targeting appropriate customers Positioning your offering Interacting with those customers Controlling the market effort Continuity of performance  c CHANNEL AND DISTRIBUTION TACTICS ! b  A channel of distribution comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption. Bucklin,  `A SYSTEM OF EXCHANGE   dINDIRECT CHANNEL INTERMEDIARIES    IAGENTS International markets Commission or stockist Difficult to control ,CC J eDIRECT CHANNEL INTERMEDIARIES  mRETAILERS Strong customer relationship Hold variety of products Promotion Merchandising Final price Branding , d d n  dINTERNET Global market Segment specific Low set-up cost Use of e-commerce technology Growing market , \ \ e fCHANNEL CONSIDERATIONS  Direct or indirect channels Single or multiple channels Length of channel Types of intermediates Number of intermediates at each level Producer-Distributor fit Changes in PLC Market segment   h CRITERIA FOR EFFECTIVE MARKETING ! The plan must be specific enough so that it can be implemented and communicated to people in the firm The plan must be measurable so that one can see if it has been achieved The goal must be achievable or realistic The goals must be consistent   gTHE CONSUMER BUYING PROCESS   /TXail  0      (   r   S O- ]      Z _ ?"6@`NNN?NT  G Product Price Promotion Place People Process Physical Evidence\"10%1" $ H     `4 q=?"6@`NNN?NS  QPurchase Decisions Product Choice Location Choice Brand Choice Other ChoicesZ0?1 = R     ` p q=?"6@`NNN?N 4n @ Psychological Inputs Culture Attitude Learning Perceptiond0+1 * A &    `A q=?"6@`NNN?N   XCONSUMER 0 )))     N?"0@NNN?N Q Q    N?"0@NNN?Nh Th   @ N?"0@NNN?Nh Sh    HD{  ?"6@ NNN?NC4 cInput THE MARKETING MIX0 2      H  ?"6@ NNN?N W Cohen, 1991 0 2      T >?"6@`NNN?N     HHg  ?"6@ NNN?N4 V 4 P s0 2  H   0޽h ??`          3ff~80___PPT10.sÅrigEy i1  !"#$%&'