1. CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/student_view0/index.html

2. WHAT IS MARKETING? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution plus

3. WHAT IS MARKETING? Marketing = Using Exchanges to Satisfy Needs American Marketing Association Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

4. The Concept of Exchange The idea that people give up something to receive something they would rather have. Both buyer and seller are better off after the trade.

6. THE CONTROLLABLE MARKETING FORCES The Four P’s -the “arrow” Price Promotion Place Product

7. THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and Legal Competitive External Environmental Factors

8. FIGURE 1-A Summary of factors that affect an organization’s marketing program

9. FIGURE 1-4 Marketing’s task: satisfying consumer needs

11. Orientation Key Ideas Production Sales Market Societal Focus on efficiency of internal operations – if we make it, they will buy it Focus on satisfying customer needs and wants while meeting objectives - if they will buy it, we will make it Focus on satisfying customer needs and wants while enhancing individual and societal well-being. I.e.-mfg using recyclables Focus on aggressive sales techniques and believe that high sales result in high profits MARKETING MANAGEMENT PHILISOPHIES

12. FIGURE 1-B Four different orientations in the history of American business Societal

14. HOW DO CONSUMERS BENEFIT Utility – the benefits or customer value received by users of the product