Marketing Management
Ege University
Faculty of Economic and Administrative Sciences
Department of Business Administration
MARKETING TERM PAPER
Submitted to Assoc. Prof. Dr. Nazan GÜNAY
Term Paper Group Members
Engin Aksoy 13-04-1924
Mehmet Şimşek 13-06-2311
Uğur Arslan 13-04-1906
Ömer Yürekli 13-05-2133
Yahya Çelikkaya 13-05-2331
Formal Education
First Term
December 2007
CONTENTS
TITLE PAGE 1
CONTENTS 2
INTRODUCTION 5
LIST OF TABLES 6
LIST OF FIGURES 7
CHAPTER 1: THEORITICAL BACKGROUND 8
1. Introduction 8
2. What is marketing 8
3. The concepts 9
1. Marketing Concept 9
2. Production Concept 9
3. Product Concept 10
4. Selling Concept 10
5. Customer Consept 11
6. Sociatel Marketing Concept 11
4. Marketing Process 12
1. Situation Analysis 12
1. Swot Analysis 12
2. Marketing Strategy 12
1. Segmentation 13
1. Geographic Segmentatin 13
2. Demographic Segmentation 13
2. Targetting 13
3. Marketing Mix Decisions 13
1. 4Ps 14
1.4.3.1.1 Product 15
1.4.3.1.1.1 The Product Life Cycle 16
1.4.3.1.2 Price 16
1.4.3.1.3 Promotion 17
1.4.3.1.4 Place 17
2. 4Cs 17
1. Convenience for the customer 17
2. Customer Value and Benefits 18
3. Cost to the customer 19
4. Communication and customer relationships 19
1.5 Conclusion 20
CHAPTER 2: WORLD MARKET
2.1 Introduction
2.2 The Sector Position in the World
2.2.1 Construction Sector in Europe
2.2.2 Construction Sector in Other Countries
2.3 Conclusion
CHAPTER 3 : DOMESTIC MARKET
3.1. Introduction
3.2 The History of The...
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