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snímek 1 marketing managerial process applied science set of management activities set of tangible and intangible assets serving to implementation of these activities 1 definition 1 - chartered institute of marketing ‘marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ 2 definition 3 – philip kotler - 1980 ‘marketing is the human activity directed at satisfying human needs and wants through an exchange process’ 3 definice 4 – philip kotler - 1991 ‘marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ 4 what is marketed? products services events experience persons 5 places (destinations) intelectual property companies ideas informations simple marketing system 6 category (sum of all sellers) market (sum of all buyers) products, services money communication feedback scheme of the market 7 supplier (parts, raw materials) consumer …

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ustomer relationship management prm – partner relationship management – suppliers, distribution channels, mediators, finantially involved subjects ultimate goal of relationship marketing is joining marketing network recently, there is no competition of isolated companies, but only competition of whole marketing networks 11 marketing essentials 2011/2012 integrated marketing the way, which company delivers value to the customer, can be described through marketing mix, a set of 4-10 marketing tools. these tools can influence and control the marketing process. essential tools (4p): product price place promotion 12 marketing essentials 2011/2012 socially responsible marketing social marketing concept considers even social, ecological and ethical aspects. it keeps in balance company‘s profits, customers satisfaction and all-society interests. cause related marketing – marketing supports interests specific target group – for example avon and breast cancer prevention. example – csr of mcdonalds company: 13 marketing essentials 2011/2012 internal marketing 1 – guarantees, that all marketing functions (sales, research, …

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snímek 1 marketing managerial process applied science set of management activities set of tangible and intangible assets serving to implementation of these activities 1 definition 1 - chartered institute of marketing ‘marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ 2 definition 3 – philip kotler - 1980 ‘marketing is the human activity directed at satisfying human needs and wants through an exchange process’ 3 definice 4 – philip kotler - 1991 ‘marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ 4 what is marketed? products services events experience persons 5 places (destinations) intelectual proper...

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