Principles of Marketing
Prof. B. Bartikowski

CESEMED 1, 2009-2010 (S2)

Kotler on Marketing
The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations.

Marketing in the 21th century
How Business and Marketing are Changing • Substantial increase in buying power • A greater variety of goods and services • A greater amount of information about practically anything • A greater ease in interacting and placing and receiving orders • An ability to compare ratings/opinions on products and services • Companies can collect fuller and richer information about markets, customers, prospects and competitors • Technological push • Globalization

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Major Consequences
• Internet Marketing – Pure players: Amazon, Dell Computers – “Click and Mortar Stores”: Barnes and Nobles, FNAC • Internet communications, Complaint Sites • Lesser role of big media (TV, Radio, Billboards) • On line Marketing Research • Design your own product • One to one marketing • Brand Communities More control by the market

Session Overview
Session 1: Session 2: Defining Marketing and the Marketing Process The Marketing Environment and Managing Marketing Information Session 3: Markets and Buyer Behavior Session 4: Customer Driven Marketing Strategy: Creating Value for Target Customers Session 5: Marketing decisions I: Product, Services and Branding Strategy Session 6: Marketing decisions II: Pricing Products: Understanding and Capturing Customer Value Session 7: Marketing decisions III: Marketing Channels and Supply Chain Management Session 8: Marketing decisions IV: Integrated Marketing Communication Session 9: Direct Marketing & Sales Force Management Session 10: Final Exam

Session #1: Defining Marketing and the Marketing Process
• Marketing: Managing Profitable Customer Relationships • Company and Marketing Strategy: Partnering to Build Customer Relationships • Marketing in the Digital Age: Making New