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Basic Marketing A Global-Managerial Approach Stanley J. Shapiro Kenneth Wong William D. Perreault, Jr. E. Jerome McCarthy
Chapter 1: Marketing’s Role  within Organizations
Marketing Defined 1-3 Micro-marketing The performance of activities that seek to accomplish an organization’s objectives b...
Utility and Marketing From Production From Marketing 1-4 Exhibit 1-1 Form Task Time Place Possession Utility Value that co...
Marketing’s Changing Role 1-5 Simple Trade Era Production Era Sales Era Marketing Department Era Marketing Company Era Sel...
The Marketing Concept Profit Customer Satisfaction Total Company Effort The Marketing Concept 1-6 Exhibit 1-2
Customer Value Reflects Benefits and Costs  Costs Benefits Customer value concerns the difference between the benefits a  ...
Nonprofits Need Marketing, Too 1-8 Poorly Organized for Marketing Non- Customer Support Non- Economic Measures Characteris...
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Marketing role

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Transcript of "Marketing role"

  1. 1. Basic Marketing A Global-Managerial Approach Stanley J. Shapiro Kenneth Wong William D. Perreault, Jr. E. Jerome McCarthy
  2. 2. Chapter 1: Marketing’s Role within Organizations
  3. 3. Marketing Defined 1-3 Micro-marketing The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of need-satisfying goods and services. Macro-marketing A social process that directs an economy’s flow of goods and services to effectively match supply and demand and to meet society’s objectives.
  4. 4. Utility and Marketing From Production From Marketing 1-4 Exhibit 1-1 Form Task Time Place Possession Utility Value that comes from satisfying human needs
  5. 5. Marketing’s Changing Role 1-5 Simple Trade Era Production Era Sales Era Marketing Department Era Marketing Company Era Sell Surplus Increase Supply Beat Competition Coordinate and Control Long-Run Customer Satisfaction Focus: Focus: Focus: Focus : Focus :
  6. 6. The Marketing Concept Profit Customer Satisfaction Total Company Effort The Marketing Concept 1-6 Exhibit 1-2
  7. 7. Customer Value Reflects Benefits and Costs Costs Benefits Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value. 1-7
  8. 8. Nonprofits Need Marketing, Too 1-8 Poorly Organized for Marketing Non- Customer Support Non- Economic Measures Characteristics of Nonprofit Organizations
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