9 ceteg marketing com wiley silva

Introduction to marketing as a key function in management, emphasizing its role in creating and promoting goods and services. Marketing encompasses all activities related to understanding and meeting the needs of customers.

Definition of marketing derived from the work of Philip Kotler, highlighting the importance of understanding the target audience and external environment in crafting marketing strategies.

Discussion of marketing as more than just a business department; it's a comprehensive philosophy that involves all areas of an organization focused on creating customer satisfaction through tailored products and services.

Explanation of the evolution of marketing from a product-centric approach in the early 20th century to a consumer-focused perspective that considers individual customer desires and needs.

Overview of the significant changes in marketing through globalization, technological advances, and the emergence of online businesses, leading to a dynamic and uncertain market environment.

Recognition that marketing now involves relationships where both consumers and producers must find value and satisfaction, which is increasingly necessary in today's transparent and ethical business context.

Analysis of internal and external factors that influence marketing strategies, including demographic characteristics and uncontrollable market elements that must be consistently monitored.

Introduction of market segmentation as a critical concept in marketing, defining the target audience based on shared characteristics to effectively direct marketing efforts.

Detailing the four Ps of marketing: Product, Price, Place, and Promotion, emphasizing the interconnectedness of these elements in crafting a successful marketing strategy.

Highlighting the importance of understanding mission, vision, and values in an organization as foundational elements for effective marketing planning.