Submit Search
Upload
Lamb C1 PP
ā¢
Download as PPT, PDF
ā¢
0 likes
ā¢
477 views
Laurie Nalepa
Follow
Business
Career
Report
Share
Report
Share
1 of 29
Download now
Recommended
In Search Of Your Personal Brand
In Search Of Your Personal Brand
Rick Steinbrenner
Ā
Brand
Brand
Pranav Kumar Ojha
Ā
Brand Masterclass Week Four
Brand Masterclass Week Four
Idris Mootee
Ā
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Act-On Software
Ā
CORPORATE PRESENTATION IMC INTL. 01.04.2016_nmp.ppt
CORPORATE PRESENTATION IMC INTL. 01.04.2016_nmp.ppt
Dr. Fernando Scarpati
Ā
Ivey Lecture Global Strategy Short
Ivey Lecture Global Strategy Short
Idris Mootee
Ā
Keller sbm3 07
Keller sbm3 07
Mamun Mozid PGDHRM, CSCM
Ā
Product & brand strategy
Product & brand strategy
Shameem Ali
Ā
Recommended
In Search Of Your Personal Brand
In Search Of Your Personal Brand
Rick Steinbrenner
Ā
Brand
Brand
Pranav Kumar Ojha
Ā
Brand Masterclass Week Four
Brand Masterclass Week Four
Idris Mootee
Ā
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Act-On Software
Ā
CORPORATE PRESENTATION IMC INTL. 01.04.2016_nmp.ppt
CORPORATE PRESENTATION IMC INTL. 01.04.2016_nmp.ppt
Dr. Fernando Scarpati
Ā
Ivey Lecture Global Strategy Short
Ivey Lecture Global Strategy Short
Idris Mootee
Ā
Keller sbm3 07
Keller sbm3 07
Mamun Mozid PGDHRM, CSCM
Ā
Product & brand strategy
Product & brand strategy
Shameem Ali
Ā
Keller sbm3 03
Keller sbm3 03
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 05
Keller sbm3 05
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 09
Keller sbm3 09
Mansi Nandani
Ā
Partner Plus Brand Basics Session 1 Slides
Partner Plus Brand Basics Session 1 Slides
Cisco Partners
Ā
Keller sbm3 03
Keller sbm3 03
Mansi Nandani
Ā
Principles of marketing 01
Principles of marketing 01
nurullynnaqila
Ā
Keller sbm3 08
Keller sbm3 08
Mansi Nandani
Ā
Rebalance for Content, The New Marketing Equation
Rebalance for Content, The New Marketing Equation
Rebecca Lieb
Ā
caststudy bethink
caststudy bethink
Praw Vvi
Ā
Keller sbm3 12
Keller sbm3 12
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 11
Keller sbm3 11
Mamun Mozid PGDHRM, CSCM
Ā
Lecture1
Lecture1
Muhammad Junaid
Ā
brand managament
brand managament
Avinash Singh
Ā
HP Brand Equity
HP Brand Equity
Sharath Ghosh
Ā
MM Chapter 10.pdf
MM Chapter 10.pdf
redagad2
Ā
Deep buyer insights: Closing the gap
Deep buyer insights: Closing the gap
Buyer Persona Institute
Ā
Branding for Business Growth
Branding for Business Growth
topromote
Ā
Customer Value
Customer Value
Karisse Ramoso
Ā
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
John Hogan, CHA CMHS CHE CHO
Ā
Chap013
Chap013
ftsutton
Ā
Ed er corporate_2012_en
Ed er corporate_2012_en
Intracom Telecom
Ā
Thought Leadership as Sales Strategy
Thought Leadership as Sales Strategy
Forum Corporation
Ā
More Related Content
What's hot
Keller sbm3 03
Keller sbm3 03
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 05
Keller sbm3 05
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 09
Keller sbm3 09
Mansi Nandani
Ā
Partner Plus Brand Basics Session 1 Slides
Partner Plus Brand Basics Session 1 Slides
Cisco Partners
Ā
Keller sbm3 03
Keller sbm3 03
Mansi Nandani
Ā
Principles of marketing 01
Principles of marketing 01
nurullynnaqila
Ā
Keller sbm3 08
Keller sbm3 08
Mansi Nandani
Ā
Rebalance for Content, The New Marketing Equation
Rebalance for Content, The New Marketing Equation
Rebecca Lieb
Ā
caststudy bethink
caststudy bethink
Praw Vvi
Ā
Keller sbm3 12
Keller sbm3 12
Mamun Mozid PGDHRM, CSCM
Ā
Keller sbm3 11
Keller sbm3 11
Mamun Mozid PGDHRM, CSCM
Ā
Lecture1
Lecture1
Muhammad Junaid
Ā
brand managament
brand managament
Avinash Singh
Ā
HP Brand Equity
HP Brand Equity
Sharath Ghosh
Ā
What's hot
(14)
Keller sbm3 03
Keller sbm3 03
Ā
Keller sbm3 05
Keller sbm3 05
Ā
Keller sbm3 09
Keller sbm3 09
Ā
Partner Plus Brand Basics Session 1 Slides
Partner Plus Brand Basics Session 1 Slides
Ā
Keller sbm3 03
Keller sbm3 03
Ā
Principles of marketing 01
Principles of marketing 01
Ā
Keller sbm3 08
Keller sbm3 08
Ā
Rebalance for Content, The New Marketing Equation
Rebalance for Content, The New Marketing Equation
Ā
caststudy bethink
caststudy bethink
Ā
Keller sbm3 12
Keller sbm3 12
Ā
Keller sbm3 11
Keller sbm3 11
Ā
Lecture1
Lecture1
Ā
brand managament
brand managament
Ā
HP Brand Equity
HP Brand Equity
Ā
Similar to Lamb C1 PP
MM Chapter 10.pdf
MM Chapter 10.pdf
redagad2
Ā
Deep buyer insights: Closing the gap
Deep buyer insights: Closing the gap
Buyer Persona Institute
Ā
Branding for Business Growth
Branding for Business Growth
topromote
Ā
Customer Value
Customer Value
Karisse Ramoso
Ā
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
John Hogan, CHA CMHS CHE CHO
Ā
Chap013
Chap013
ftsutton
Ā
Ed er corporate_2012_en
Ed er corporate_2012_en
Intracom Telecom
Ā
Thought Leadership as Sales Strategy
Thought Leadership as Sales Strategy
Forum Corporation
Ā
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Persona Institute
Ā
Bd blackbelt alliott 010412 Alliott Group 2012
Bd blackbelt alliott 010412 Alliott Group 2012
Alliott Group
Ā
Business planning for entrepreneurs
Business planning for entrepreneurs
Richard Gabel
Ā
Chapter 1 Lecture
Chapter 1 Lecture
JEngle
Ā
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
Jason Dea
Ā
Swott analysis and smart goals for NAWBO mentoring
Swott analysis and smart goals for NAWBO mentoring
Nancy Sanders
Ā
Chapter 10
Chapter 10
UEI - El Monte
Ā
Brand Strategy and Implementation
Brand Strategy and Implementation
Michael Lang
Ā
Idea a simple framework for complex alliances -asap 20120306-issue1
Idea a simple framework for complex alliances -asap 20120306-issue1
Subhojit Roye
Ā
AIPMM Webinar: Offering Tiers and Levers to Control Price Negotiations
AIPMM Webinar: Offering Tiers and Levers to Control Price Negotiations
AIPMM Administration
Ā
Optify: How to get more sales using web visitor and lead intelligence
Optify: How to get more sales using web visitor and lead intelligence
Optify
Ā
The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012
The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012
Hector Del Castillo, CPM, CPMM
Ā
Similar to Lamb C1 PP
(20)
MM Chapter 10.pdf
MM Chapter 10.pdf
Ā
Deep buyer insights: Closing the gap
Deep buyer insights: Closing the gap
Ā
Branding for Business Growth
Branding for Business Growth
Ā
Customer Value
Customer Value
Ā
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
Master Hogan Copy 2012 Update Effective Sales Management Planning Foreca...
Ā
Chap013
Chap013
Ā
Ed er corporate_2012_en
Ed er corporate_2012_en
Ā
Thought Leadership as Sales Strategy
Thought Leadership as Sales Strategy
Ā
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Ā
Bd blackbelt alliott 010412 Alliott Group 2012
Bd blackbelt alliott 010412 Alliott Group 2012
Ā
Business planning for entrepreneurs
Business planning for entrepreneurs
Ā
Chapter 1 Lecture
Chapter 1 Lecture
Ā
What separates the winners from the losers 06 04 2012 final
What separates the winners from the losers 06 04 2012 final
Ā
Swott analysis and smart goals for NAWBO mentoring
Swott analysis and smart goals for NAWBO mentoring
Ā
Chapter 10
Chapter 10
Ā
Brand Strategy and Implementation
Brand Strategy and Implementation
Ā
Idea a simple framework for complex alliances -asap 20120306-issue1
Idea a simple framework for complex alliances -asap 20120306-issue1
Ā
AIPMM Webinar: Offering Tiers and Levers to Control Price Negotiations
AIPMM Webinar: Offering Tiers and Levers to Control Price Negotiations
Ā
Optify: How to get more sales using web visitor and lead intelligence
Optify: How to get more sales using web visitor and lead intelligence
Ā
The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012
The Product Manager Pathfinder - AIPMM Presentation - ProductCamp SV Spring 2012
Ā
More from Laurie Nalepa
Pintrest
Pintrest
Laurie Nalepa
Ā
Social media-strategy-module-whitepaper
Social media-strategy-module-whitepaper
Laurie Nalepa
Ā
Social media
Social media
Laurie Nalepa
Ā
Pricing psychology and car collectors
Pricing psychology and car collectors
Laurie Nalepa
Ā
The scream
The scream
Laurie Nalepa
Ā
Celebrity homes
Celebrity homes
Laurie Nalepa
Ā
Lamb 19 and 20 notes
Lamb 19 and 20 notes
Laurie Nalepa
Ā
Pricing
Pricing
Laurie Nalepa
Ā
Lamb n18
Lamb n18
Laurie Nalepa
Ā
Advertising manipulation
Advertising manipulation
Laurie Nalepa
Ā
Advertising manipulation
Advertising manipulation
Laurie Nalepa
Ā
Lamb n17
Lamb n17
Laurie Nalepa
Ā
Best brands report
Best brands report
Laurie Nalepa
Ā
2012 store rankings
2012 store rankings
Laurie Nalepa
Ā
Pizza
Pizza
Laurie Nalepa
Ā
Lamb N15
Lamb N15
Laurie Nalepa
Ā
Zip cars
Zip cars
Laurie Nalepa
Ā
Lamb N11
Lamb N11
Laurie Nalepa
Ā
Glasses
Glasses
Laurie Nalepa
Ā
Combs
Combs
Laurie Nalepa
Ā
More from Laurie Nalepa
(20)
Pintrest
Pintrest
Ā
Social media-strategy-module-whitepaper
Social media-strategy-module-whitepaper
Ā
Social media
Social media
Ā
Pricing psychology and car collectors
Pricing psychology and car collectors
Ā
The scream
The scream
Ā
Celebrity homes
Celebrity homes
Ā
Lamb 19 and 20 notes
Lamb 19 and 20 notes
Ā
Pricing
Pricing
Ā
Lamb n18
Lamb n18
Ā
Advertising manipulation
Advertising manipulation
Ā
Advertising manipulation
Advertising manipulation
Ā
Lamb n17
Lamb n17
Ā
Best brands report
Best brands report
Ā
2012 store rankings
2012 store rankings
Ā
Pizza
Pizza
Ā
Lamb N15
Lamb N15
Ā
Zip cars
Zip cars
Ā
Lamb N11
Lamb N11
Ā
Glasses
Glasses
Ā
Combs
Combs
Ā
Recently uploaded
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Aggregage
Ā
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Ā
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
Renandantas16
Ā
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
AmzadHosen3
Ā
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Dave Litwiller
Ā
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Dipal Arora
Ā
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League City
Eric T. Tung
Ā
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Workforce Group
Ā
Call Girls Jp Nagar Just Call š 7737669865 š Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call š 7737669865 š Top Class Call Girl Service Bang...
amitlee9823
Ā
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
Any kyc Account
Ā
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Ethan lee
Ā
Call Girls Hebbal Just Call š 7737669865 š Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call š 7737669865 š Top Class Call Girl Service Bangalore
amitlee9823
Ā
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
Ā
Yaroslav Rozhankivskyy: Š¢ŃŠø ŃŠŗŠ»Š°Š“Š¾Š²Ń Ń ŃŃŠø ŠæŠµŃŠµŠ“ŃŠ¼Š¾Š²Šø Š¼Š°ŠŗŃŠøŠ¼Š°Š»ŃŠ½Š¾Ń ŠæŃŠ¾Š“ŃŠŗŃŠøŠ²Š½...
Yaroslav Rozhankivskyy: Š¢ŃŠø ŃŠŗŠ»Š°Š“Š¾Š²Ń Ń ŃŃŠø ŠæŠµŃŠµŠ“ŃŠ¼Š¾Š²Šø Š¼Š°ŠŗŃŠøŠ¼Š°Š»ŃŠ½Š¾Ń ŠæŃŠ¾Š“ŃŠŗŃŠøŠ²Š½...
Lviv Startup Club
Ā
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
Roland Driesen
Ā
VVVIP Call Girls In Greater Kailash ā”ļø Delhi ā”ļø 9999965857 š No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ā”ļø Delhi ā”ļø 9999965857 š No Advance 24HRS...
Call Girls In Delhi Whatsup 9873940964 Enjoy Unlimited Pleasure
Ā
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Matteo Carbone
Ā
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors Data
Exhibitors Data
Ā
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
rwgiffor
Ā
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
Paul Menig
Ā
Recently uploaded
(20)
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Ā
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Pune Just Call 9907093804 Top Class Call Girl Service Available
Ā
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
0183760ssssssssssssssssssssssssssss00101011 (27).pdf
Ā
John Halpern sued for sexual assault.pdf
John Halpern sued for sexual assault.pdf
Ā
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Enhancing and Restoring Safety & Quality Cultures - Dave Litwiller - May 2024...
Ā
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Mysore Call Girls 8617370543 WhatsApp Number 24x7 Best Services
Ā
How to Get Started in Social Media for Art League City
How to Get Started in Social Media for Art League City
Ā
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Ā
Call Girls Jp Nagar Just Call š 7737669865 š Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call š 7737669865 š Top Class Call Girl Service Bang...
Ā
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
KYC-Verified Accounts: Helping Companies Handle Challenging Regulatory Enviro...
Ā
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
Ā
Call Girls Hebbal Just Call š 7737669865 š Top Class Call Girl Service Bangalore
Call Girls Hebbal Just Call š 7737669865 š Top Class Call Girl Service Bangalore
Ā
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Ā
Yaroslav Rozhankivskyy: Š¢ŃŠø ŃŠŗŠ»Š°Š“Š¾Š²Ń Ń ŃŃŠø ŠæŠµŃŠµŠ“ŃŠ¼Š¾Š²Šø Š¼Š°ŠŗŃŠøŠ¼Š°Š»ŃŠ½Š¾Ń ŠæŃŠ¾Š“ŃŠŗŃŠøŠ²Š½...
Yaroslav Rozhankivskyy: Š¢ŃŠø ŃŠŗŠ»Š°Š“Š¾Š²Ń Ń ŃŃŠø ŠæŠµŃŠµŠ“ŃŠ¼Š¾Š²Šø Š¼Š°ŠŗŃŠøŠ¼Š°Š»ŃŠ½Š¾Ń ŠæŃŠ¾Š“ŃŠŗŃŠøŠ²Š½...
Ā
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ensure the security of your HCL environment by applying the Zero Trust princi...
Ā
VVVIP Call Girls In Greater Kailash ā”ļø Delhi ā”ļø 9999965857 š No Advance 24HRS...
VVVIP Call Girls In Greater Kailash ā”ļø Delhi ā”ļø 9999965857 š No Advance 24HRS...
Ā
Insurers' journeys to build a mastery in the IoT usage
Insurers' journeys to build a mastery in the IoT usage
Ā
RSA Conference Exhibitor List 2024 - Exhibitors Data
RSA Conference Exhibitor List 2024 - Exhibitors Data
Ā
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
Ā
Grateful 7 speech thanking everyone that has helped.pdf
Grateful 7 speech thanking everyone that has helped.pdf
Ā
Lamb C1 PP
1.
Lamb, Hair, McDaniel
2011-2012 CHAPTER 1 An Overview of Marketing Ā© WINDSOR & WIEHAHN/STONE/GETTY IMAGES Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 1
2.
Learning Outcomes
LO 1 Define the term marketing LO 2 Describe four marketing management philosophies LO 3 Discuss the differences between sales and market orientations LO 4 Describe several reasons for studying marketing Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 2
3.
What Is Marketing?
Define the term marketing LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 3
4.
Marketingā¦
ā¢ Two Facets: 1. A philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. 2. An organizational activity, set of institutions, and processes. LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 4
5.
What Is Marketing?
American Marketing Association Definition Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 5
6.
What Is Marketing?
Marketing entails processes that focus on delivering value and benefits to customers, not just selling goods and services. LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 6
7.
Exchange
At Least Two Parties Something of Value Conditions for Communication and Delivery Exchange Freedom to Accept or Reject Desire to Deal with Other Party LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 7
8.
Exchange
ā¢ Exchange may not take place even if conditions are met. ā¢ An agreement must be reached. ā¢ Marketing occurs even if exchange does not take place. LO1 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 8
9.
Marketing Management
Philosophies Describe four marketing management philosophies LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 9
10.
The Four Marketing
Management Philosophies Orientation Focus is onā¦ Production internal capabilities of the firm aggressive sales techniques and belief Sales that high sales result in high profits satisfying customer needs and wants Market while meeting objectives satisfying customer needs and Societal wants while enhancing individual and societal well-being LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 10
11.
Pr oduction
Orientation ā¢ Field of Dreams orientation ā āIf you build it, they will come.ā ā Doesnāt consider if what is produced meets market needs LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 11
12.
Sales Orientation
ā¢ Marketing = Selling Things/Collecting Money ā Disregards market needs and consumer demand. ā Often find that, despite the quality of their sales force, they cannot convince people to buy goods or services that are neither wanted nor needed. LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 12
13.
Market Orientation
Marketing Concept ļµ Focusing on customer wants and needs to distinguish products from competitorsā offerings ļµ Integrating all the organizationās activities to satisfy these wants ļµ Achieving the organizationās long-term goals by satisfying customer wants and needs legally and responsibly LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 13
14.
Achieving a Marketing
Orientation ļµ Obtain information about customers, competitors, and markets ļµ Examine the information from a total business perspective ļµ Determine how to deliver superior customer value ļµ Implement actions to provide value LO2 to customers Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 14
15.
Societal Marketing
Orientation An organization exists not only to satisfy customer wants but also to preserve or enhance individualsā and societyās long-term best interests. For example: ā¢ Less toxic products ā¢ More durable products ā¢ Products with reusable or recyclable materials LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 15
16.
Questions That Help
Determine Marketing Philosophy Orientation Focus Production What can we make or do best? How can we sell more Sales aggressively? Marketing What do customers want and need? Societal What do customers want/need, and how can we benefit society? LO2 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 16
17.
Differences between Sales
and Market Orientations Discuss the differences between sales and market orientations LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 17
18.
Comparing the Sales
and Market Orientations Compare through 5 characteristics: ā¢ Organizationās focus ā¢ Firmās business ā¢ Those to whom the product is directed ā¢ Firmās primary goal ā¢ Tools the organization uses to achieve its goals LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 18
19.
The Organizationās Focus
Sales Orientation Inward looking What the firm makes Market Orientation Outward looking What the market wants LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 19
20.
Customer Value
The relationship between benefits and the sacrifice necessary to obtain those benefits. LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 20
21.
Customer Value
Requirements ļµ Offer products that perform ļµ Earn trust ļµ Avoid unrealistic pricing ļµ Give the buyer facts ļµ Offer organization-wide commitment in service and after-sales support ļµ Co-creation with customers LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 21
22.
Customer Satisfaction
Customer Satisfaction isā¦ the customersā evaluation of a good or service in terms of whether that good or service has met their needs and expectations. LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 22
23.
Building Relationships
Relationship Marketing isā¦ a strategy that focuses on keeping and improving relationships with customers. Successful strategies need: ā¢ Customer-Oriented Personnel ā¢ Effective Training Programs ā¢ Empowered Employees ā¢ Teamwork LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 23
24.
Building Relationships
ļµ Customer-oriented personnel ļµEvery employee represents the firm in the eyes of the customer. ļµ Employee training programs ļµ Empowered employees ļµEmployees are given more authority to solve customer problems on the spot. ļµ Teamwork ļµEmphasizing cooperation over competition while helping a customer. LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 24
25.
Defining a Firmās
Business Sales Orientation Goods and services Market Orientation Benefits that customers seek ļµ Ensures a customer focus ļµ Encourages innovation and creativity ļµ Stimulates an awareness of changes in customer preferences LO3 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 25
26.
LO3
Sales vs. Market Orientations Primary Organizationās Firmās For Profit Tools to Focus Business Whom? Goal? Achieve Sales Inward Selling Everybody Maximum Primarily Orientation goods and sales promotion services volume Market Outward Satisfying Specific Customer Coordinated Orientation wants and groups of satisfaction use of all needs people marketing activities Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 26
27.
Why Study Marketing
Describe several reasons for studying marketing LO4 Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 27
28.
Why Study Marketing?
Reasons for Studying Marketing Important Important to to Society Business Good Role in Career Everyday Opportunities Life + LO4 Marketing affects you every day! Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 28
29.
Chapter 1 Videos
āCompany Clipā Video - Method Beyond the Book Do you think the company is best described as having a market orientation or a societal-marketing orientation? http://www.cengage.com/marketing/book_co Chapter 1 Copyright Ā©2012 by Cengage Learning Inc. All rights reserved 29
Editor's Notes
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Download now