CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/stud...
WHAT IS MARKETING? A Philosophy An Attitude  A Perspective A Management Orientation A Set of Activities, including: Produc...
WHAT IS MARKETING? Marketing = Using Exchanges to Satisfy Needs American Marketing Association Definition Marketing  is th...
The Concept of Exchange The idea that people give up something to receive something they would rather have. Both buyer and...
<ul><li>Market –  All people with both the desire  and  ability </li></ul><ul><li>to buy a specific product </li></ul><ul>...
THE CONTROLLABLE MARKETING FORCES The Four P’s -the “arrow” Price Promotion Place Product
THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and ...
FIGURE 1-A   Summary of factors that affect an organization’s marketing program
FIGURE 1-4   Marketing’s task: satisfying consumer needs
HOW MARKETING BECAME SO IMPORTANT <ul><li>Evolution of the Market Orientation </li></ul><ul><li>Production Era </li></ul><...
Orientation Key Ideas Production Sales Market Societal Focus on efficiency of internal operations –  if we make it, they w...
FIGURE 1-B   Four different orientations in the history of American business Societal
<ul><li>Who Buys and Uses What Is Marketed? </li></ul><ul><li>Ultimate Consumers </li></ul><ul><li>Organizational Buyers <...
HOW DO CONSUMERS BENEFIT Utility  –  the benefits or customer value received by users of the product
<ul><li>Offer products that perform </li></ul><ul><li>Give consumers more than they expect </li></ul><ul><li>Avoid unreali...
<ul><li>Meet or exceed customer’s expectations </li></ul><ul><li>Provide solutions to customer’s problems </li></ul><ul><l...
  1.   What is marketing? <ul><ul><li>A: Marketing is an organizational function and a set of processes for creating, comm...
  Concept Check <ul><ul><li>1.   An organization can’t satisfy the needs of all consumers, so it must focus on one or more...
  Concept Check 2.   What are the four marketing mix elements that make up the organization’s marketing program? <ul><ul><...
  Concept Check 3.   What are environmental forces? <ul><ul><li>A: Environmental forces are those that the organization’s ...
  Concept Check 1.  What are the two key characteristics of the marketing concept? <ul><ul><li>A: (1) strive to satisfy th...
  Concept Check 2.  What is the difference between goods and services? <ul><ul><li>A: Goods are physical objects whereas s...
<ul><ul><li>Exchange  is the trade of things of value between buyer and seller so that each is better off after the trade....
<ul><ul><li>A  market  consists of people with both the desire  and  ability to buy a specific product. </li></ul></ul>Mar...
<ul><ul><li>Customer value  is the unique combination of benefits received by targeted buyers that includes quality, price...
<ul><ul><li>The  marketing concept  is the idea that an organization should (1) strive to satisfy the needs of consumers (...
<ul><ul><li>An organization that has a  market orientation  focuses its efforts on (1) continuously collecting information...
<ul><ul><li>The  societal marketing concept  is the view that an organization should satisfy the needs of consumers in a w...
<ul><ul><li>Organizational buyers  are those manufacturers, wholesalers, retailers, and government agencies that buy goods...
<ul><ul><li>Utility  is the benefits or customer value received by users of the product. </li></ul></ul>Utility
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  • An alternative look at the internal and external marketing factors that affect an organization’s marketing program. Information flows from consumers to the marketing department,n which develops a cohesive marketing program to integrate the four marketing mix elements and adapt to the five environmental forces.
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    1. 1. CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/student_view0/index.html
    2. 2. WHAT IS MARKETING? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution plus
    3. 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. 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.
    5. 5. <ul><li>Market – All people with both the desire and ability </li></ul><ul><li>to buy a specific product </li></ul><ul><li>Target Market – One or more subgroups I can satisfy </li></ul>WHO DO I AIM AT?
    6. 6. THE CONTROLLABLE MARKETING FORCES The Four P’s -the “arrow” Price Promotion Place Product
    7. 7. THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and Legal Competitive External Environmental Factors
    8. 8. FIGURE 1-A Summary of factors that affect an organization’s marketing program
    9. 9. FIGURE 1-4 Marketing’s task: satisfying consumer needs
    10. 10. HOW MARKETING BECAME SO IMPORTANT <ul><li>Evolution of the Market Orientation </li></ul><ul><li>Production Era </li></ul><ul><li>Societal Era </li></ul><ul><li>Sales Era </li></ul><ul><li>Marketing Concept Era </li></ul>
    11. 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. 12. FIGURE 1-B Four different orientations in the history of American business Societal
    13. 13. <ul><li>Who Buys and Uses What Is Marketed? </li></ul><ul><li>Ultimate Consumers </li></ul><ul><li>Organizational Buyers </li></ul>THE BREADTH & DEPTH OF MARKETING <ul><li>What Is Marketed? </li></ul><ul><li>Goods </li></ul><ul><li>Services </li></ul><ul><li>Ideas </li></ul>
    14. 14. HOW DO CONSUMERS BENEFIT Utility – the benefits or customer value received by users of the product
    15. 15. <ul><li>Offer products that perform </li></ul><ul><li>Give consumers more than they expect </li></ul><ul><li>Avoid unrealistic pricing </li></ul><ul><li>Give the buyer facts </li></ul><ul><li>Offer organization-wide commitment in service and after-sales support </li></ul>Customer value- benefits received by targeted buyers that include quality, price, convenience, on-time delivery, and both before-sale and after-sale service. HOW TO DELIVER VALUE
    16. 16. <ul><li>Meet or exceed customer’s expectations </li></ul><ul><li>Provide solutions to customer’s problems </li></ul><ul><li>Cultivate relationships, NOT one-time transactions </li></ul>KEEPING THE CUSTOMER SATISFIED
    17. 17. 1. What is marketing? <ul><ul><li>A: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. </li></ul></ul>Concept Check
    18. 18. Concept Check <ul><ul><li>1. An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its ____________. </li></ul></ul><ul><ul><li>target markets </li></ul></ul>
    19. 19. Concept Check 2. What are the four marketing mix elements that make up the organization’s marketing program? <ul><ul><li>A: product, price, promotion, place </li></ul></ul>
    20. 20. Concept Check 3. What are environmental forces? <ul><ul><li>A: Environmental forces are those that the organization’s marketing department can’t control. These include social, economic, technological, competitive, and regulatory forces. </li></ul></ul>
    21. 21. Concept Check 1. What are the two key characteristics of the marketing concept? <ul><ul><li>A: (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals. </li></ul></ul>
    22. 22. Concept Check 2. What is the difference between goods and services? <ul><ul><li>A: Goods are physical objects whereas services are complex intangible items, such as legal advice, a college education, or airline travel. </li></ul></ul>
    23. 23. <ul><ul><li>Exchange is the trade of things of value between buyer and seller so that each is better off after the trade. </li></ul></ul>Exchange
    24. 24. <ul><ul><li>A market consists of people with both the desire and ability to buy a specific product. </li></ul></ul>Market
    25. 25. <ul><ul><li>Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service. </li></ul></ul>Customer Value
    26. 26. <ul><ul><li>The marketing concept is the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals. </li></ul></ul>Marketing Concept
    27. 27. <ul><ul><li>An organization that has a market orientation focuses its efforts on (1) continuously collecting information about customers’ needs, (2) sharing this information across departments, and (3) using it to create customer value. </li></ul></ul>Market Orientation
    28. 28. <ul><ul><li>The societal marketing concept is the view that an organization should satisfy the needs of consumers in a way that provides for society’s well-being. </li></ul></ul>Societal Marketing Concept
    29. 29. <ul><ul><li>Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale. </li></ul></ul>Organizational Buyers
    30. 30. <ul><ul><li>Utility is the benefits or customer value received by users of the product. </li></ul></ul>Utility
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