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  • David Windorski is an inventor of Post-it brand products and continually seeks ways to design new products. He had some creative “thinking time” under 3M’s “15% Rule” in which inventors can use up to 15 percent of their time to do research that might lead to marketable 3M products. Working with a team of four college students, Windorski and the team observed and questioned dozens of students about how they studied—how they used their textbooks, wrote and used their lecture notes, did research and wrote papers, reviewed for exams, and so on. Students told Windorski and his team about their studying habits—behaviors that might lead to a new Post-it ィ product. In summary, while students highlight a page in their textbooks or notes, they often can’t find the important pages after they highlighted them. Some students began to mark their pages with a Post-it Note or Post-it Flag. So, for Windorski, it was reasonable to put Post-it Notes or Flags together with a highlighter to combine the two functions into one product.

Transcript

  • 1. Slide 1-1Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  • 2. Slide 1-2 Define marketing and identify the requirements for marketing to occur.LO1 Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix elements and environmental forces.LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
  • 3. Slide 1-3 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras oriented to production and selling. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: Explain how marketing creates utilities for consumers.LO6
  • 4. Slide 1-4 HOW DO COLLEGE STUDENTS STUDY? A NEW PRODUCT CHALLENGE FOR 3M!
  • 5. Slide 1-5 HOW DO COLLEGE STUDENTS STUDY? DISCOVERING STUDENT STUDYING NEEDS 3M Post-it® Notes or Post-it® Flags + Felt Tip Highlighters = 3M product that will combine Post-it® Notes or Post-it® Flags and Highlighters Click Sound Icon to Play
  • 6. Slide 1-6 HOW DO COLLEGE STUDENTS STUDY? SATISFYING STUDENT STUDYING NEEDS
  • 7. Slide 1-7  Marketing • Is NOT Easy • Affects ALL Individuals, Organizations, Industries, and Countries WHAT IS MARKETING ?LO1  You Are a Marketing Expert Already • Involved in 1,000s of Buying Decisions • Some Involved in Selling Decisions
  • 8. Slide 1-8 1. True 2. (c) 30% 3. True 4. (c) plastic bottles FIGURE 1-1FIGURE 1-1 The see-if-you’re-really-a- marketing-expert test
  • 9. Slide 1-9 MARKETING MATTERS Payoff for the Joys (!) and Sleepless Nights (?) of Starting Your Own Small Business: YouTube!!!!
  • 10. Slide 1-10  Marketing Seeks to:  Exchange • Discover Needs and Wants of Customers • Satisfy Them WHAT IS MARKETING? DELIVERING BENEFITS LO1
  • 11. Slide 1-11 WHAT IS MARKETING? DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES LO1  Organization Itself  Society  Environmental Forces
  • 12. Slide 1-12 FIGURE 1-2FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces
  • 13. Slide 1-13  Parties With Unsatisfied Needs WHAT IS MARKETING? REQUIREMENTS FOR IT TO OCCUR LO1  A Desire & Ability to be Satisfied  A Way for the Parties to Communicate  Something to Exchange
  • 14. Slide 1-14 HOW MARKETING DISCOVERS CONSUMER NEEDS THE CHALLENGE: NEW PRODUCTS LO2  Consumers May Not Know or Cannot Describe What They Need or Want  Most New Products Fail • “Focus on the Consumer Benefit” • “Learn From the Past”  The Challenge:
  • 15. Slide 1-15 Dr. Care Vanilla-Mint Aerosol Toothpaste What “benefits” and what “showstoppers”?
  • 16. Slide 1-16 Hot Pockets Subs Microwaveable Snacks What “benefits” and what “showstoppers”?
  • 17. Slide 1-17 iRobot Scooba Robotic Floor Washer What “benefits” and what “showstoppers”?
  • 18. Slide 1-18 Coca Cola C2 What “benefits” and what “showstoppers”?
  • 19. Slide 1-19  Need  Want  Does Marketing Persuade People to Buy the “Wrong” Things?  Market HOW MARKETING DISCOVERS CONSUMER NEEDS NEEDS VS. WANTS LO2
  • 20. Slide 1-20 MAKING RESPONSIBLE DECISIONS Student Credit Cards—What is the Real Price?
  • 21. Slide 1-21 FIGURE 1-3FIGURE 1-3 Marketing seeks to discover then satisfy consumer needs through research and a marketing program
  • 22. Slide 1-22 HOW MARKETING SATISFIES CONSUMER NEEDS LO3 • Promotion • Place  Target Market  The 4 P’s: Controllable Marketing Mix Factors • Product • Price $399
  • 23. Slide 1-23 HOW MARKETING SATISFIES CONSUMER NEEDS LO3 • Technological • Regulatory  Uncontrollable Environmental Forces • Social • Economic • Competitive
  • 24. Slide 1-24 MARKETING PROGRAM CUSTOMER VALUE AND RELATIONSHIPS LO4 • Best Price • Best Service  Customer Value • Best Product  Value Strategies
  • 25. Slide 1-25 Costco and Starbucks What customer value strategy?
  • 26. Slide 1-26 MARKETING PROGRAM RELATIONSHIP MARKETING LO4 • Easy to Understand  Relationship Marketing • Hard to Do  Marketing Program
  • 27. Slide 1-27 3M PRODUCT & MARKETING PROGRAM HELPING STUDENTS STUDY LO4  Move from Ideas to a Marketable Highlighter Product  Extend the Product Line  Develop a Marketing Program for the Post-it® Flag Highlighter and Pen
  • 28. Slide 1-28 FIGURE 1-4FIGURE 1-4 Marketing programs for two new 3M Post-it® brand products targeted at two distinct customer segments: college students and office workers
  • 29. Slide 1-29 HOW MARKETING BECAME IMPORTANT EVOLUTION OF THE MARKET ORIENTATION LO5  Production Era  Sales Era  Marketing Concept Era  Customer Relationship Era • Market Orientation • Customer Relationship Management (CRM) • Customer Experience
  • 30. Slide 1-30 FIGURE 1-5FIGURE 1-5 Four different market orientations in the history of American business
  • 31. Slide 1-31 HOW MARKETING BECAME IMPORTANT ETHICS AND SOCIAL RESPONSIBILITY LO5  Ethics  Social Responsibility • Societal Marketing Concept • Macromarketing • Micromarketing
  • 32. Slide 1-32 HOW MARKETING BECAME IMPORTANT BREADTH AND DEPTH OF MARKETING LO6  Who Markets?  What Is Marketed? • Goods • Services • Ideas
  • 33. Slide 1-33 HOW MARKETING BECAME IMPORTANT BREADTH AND DEPTH OF MARKETING LO6  Who Benefits?  Who Buys & Uses What Is Marketed? • Ultimate Consumers • Organizational Buyers  How Do Consumers Benefit? • Utility  Form Utility  Place Utility  Time Utility  Possession Utility
  • 34. Slide 1-34 3M’S POST-IT® FLAG HIGHLIGHTER: EXTENDING THE CONCEPT! VIDEO CASE 1
  • 35. Slide 1-35 VIDEO CASE 1 3M’s Post-it® Flag Highlighter 1. (a) How did 3M’s David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it® Flag Highlighter? (b) How were these ideas important to the success of the products?
  • 36. Slide 1-36 2. What (a) special advantages and (b) potential problems did 3M have in introducing a new highlighter-with-flags product for college students in 2004? VIDEO CASE 1 3M’s Post-it® Flag Highlighter
  • 37. Slide 1-37 3. Visit your college bookstore before you answer. (a) Where would you display the Post-it® Flag Highlighter in a college bookstore and (b) How can the display increase student awareness of the product? VIDEO CASE 1 3M’s Post-it® Flag Highlighter
  • 38. Slide 1-38 4. In what ways might 3M try to promote its Post-it® Flag Highlighter and make students more aware of the product? VIDEO CASE 1 3M’s Post-it® Flag Highlighter
  • 39. Slide 1-39 5. What are (a) the special opportunities and (b) potential challenges for 3M in taking its Post-it® Flag Highlighter into international markets? (c) On which countries should 3M focus its marketing efforts? VIDEO CASE 1 3M’s Post-it® Flag Highlighter
  • 40. Slide 1-40 DO MARKETERS PERSUADE CUSTOMERS TO BUY THE “WRONG” PRODUCTS? SUPPLEMENTAL LECTURE NOTE 1-1
  • 41. Slide 1-41 DESIGNING A CANDY BAR IN-CLASS ACTIVITY 1-1
  • 42. Slide 1-42 Ghirardelli Milk Chocolate Squares What Candy Have You Recently Bought and Why?
  • 43. Slide 1-43
  • 44. Slide 1-44 WHAT MAKES A BETTER MOUSETRAP? IN-CLASS ACTIVITY 1-2
  • 45. Slide 1-45 If a man (woman) makes a better mousetrap, the world will beat a path to his (her) door.” ~ Ralph Waldo Emerson A Victorious Mouse
  • 46. Slide 1-46
  • 47. Slide 1-47
  • 48. Slide 1-48 Marketing Marketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large.
  • 49. Slide 1-49 Exchange Exchange is the trade of things of value between buyer and seller so that each is better off after the trade.
  • 50. Slide 1-50 Market A market consists of people with both the desire and the ability to buy a specific product.
  • 51. Slide 1-51 Target Market A target market consists of one or more specific groups of potential consumers toward which an organization directs its marketing program.
  • 52. Slide 1-52 Marketing Mix The marketing mix consists of the marketing manager’s controllable factors—product, price, promotion, and place—that can be used to solve a marketing problem.
  • 53. Slide 1-53 Environmental Forces Environmental forces consist of the uncontrollable factors in a marketing decision involving social, economic, technological, competitive, and regulatory forces.
  • 54. Slide 1-54 Customer Value Customer value is the unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
  • 55. Slide 1-55 Relationship Marketing Relationship marketing links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
  • 56. Slide 1-56 Marketing Program A marketing program is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
  • 57. Slide 1-57 Marketing Concept A 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.
  • 58. Slide 1-58 Market Orientation A market orientation in an organization 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.
  • 59. Slide 1-59 Customer Relationship Management (CRM) Customer relationship management (CRM) is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
  • 60. Slide 1-60 Customer Experience Customer experience is the internal response that customers have to all aspects of an organization and its offerings.
  • 61. Slide 1-61 Societal Marketing Concept Societal marketing concept is the view that organizations should satisfy the needs of consumers in a way that provides for society’s well-being.
  • 62. Slide 1-62 Ultimate Consumers Ultimate consumers consist of the people who use the goods and services purchased for a household. Also called consumers, buyers, or customers.
  • 63. Slide 1-63 Organizational Buyers Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale.
  • 64. Slide 1-64 Utility Utility consists of the benefits or customer value received by users of the product.