Ch 1

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Ch 1

  1. 1. Marketing: Creating Satisfaction through Customer Relationships<br />Introduction to Marketing<br />Chapter 1<br />
  2. 2. Customer Loyalty<br />What is it? Why is it so important?<br />
  3. 3. What is Marketing?<br />Production<br />Marketing<br /> Together they create:<br />Utility<br />
  4. 4. Utility<br />The want satisfying power of a product or service.<br />Production<br />Form Utility<br />Marketing<br />Time Utility<br />Place Utility<br />Ownership (Possession) Utility<br />
  5. 5. Marketing<br />Textbook Definition:<br />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.<br />
  6. 6. Definition of Marketing Paraphrased<br />Marketing is planning and making the product, idea or service. It’s also pricing, promoting, and distributing it.<br />
  7. 7. Today’s Global Marketplace<br />Expanding US markets gives access to 6 billion international customers<br />US market is attractive to foreign companies<br />
  8. 8. Eras of Marketing<br />Production Era<br />Manufacturers produced<br /> a quality product then <br /> looked for someone to buy it<br />“A good product will sell itself.”<br />
  9. 9. Sales Era<br />Assumption that a good sales force and advertising would convince customers to buy<br />
  10. 10. <ul><li>Marketing Era
  11. 11. Establish customer needs before production
  12. 12. “Find a need and fill it.”
  13. 13. Marketing Concept Emergence
  14. 14. Everyone involved with customers & suppliers</li></li></ul><li>Relationship Era<br />Establish relation-<br />ships with <br />customers & <br />suppliers<br />
  15. 15. Marketing Myopia<br />Managements failure to realize competition<br />Product oriented instead of customer oriented<br />Nearsightedness<br />Set way of thinking<br />Boundaries<br />No Imagination <br /> or creativity<br />
  16. 16. Extending Traditional Marketing Boundaries<br />Not-for-Profit Organizations<br />Distribution between profit & not-for-profit is the bottom line (profitability)<br />Market tangible products, special exhibits and educational classes.<br />Difficult to set marketing objectives because of the lack of revenue and sales figures.<br />Possible partnerships with profit organizations.<br />
  17. 17. Nontraditional Marketing<br />Person Marketing<br />Authority Figures<br />Political Candidates<br />Celebrities<br />Fictional Characters<br />Place Marketing<br />Tourism<br />Cause Marketing<br />Social Issues<br />(continued)<br />
  18. 18. Non-traditional Marketing<br />Event Marketing<br />Concert, Olympics <br />Organization<br />Mutual Benefits<br />Service Organizations<br />Government<br />
  19. 19. Technology Revolution<br />Computer networks<br />Video Conferencing<br />Online Services<br />Internet<br />Interactive kiosks<br />CD-ROM catalogs<br />PDA’s<br />Zoned Advertising<br />
  20. 20. Interactive Marketing<br /><ul><li>The customer controls the amount and type of information received from a marketer
  21. 21. RSS Feeds for personalized news, weather, info
  22. 22. Transmit info over cell phone to office
  23. 23. Future for Mobile Marketing
  24. 24. Online banking and bill paying
  25. 25. Online entertainment, local movies
  26. 26. Online auctions
  27. 27. IPTV
  28. 28. Blogs
  29. 29. Text Messaging
  30. 30. Gaming
  31. 31. Social Networking
  32. 32. Twitter, Facebook, etc.</li></li></ul><li>Costs & Functions of Marketing<br />Approximately one-half of the cost of a product is due to marketing<br /><ul><li>Storing
  33. 33. Financing
  34. 34. Risk Taking
  35. 35. Securing Marketing Info
  36. 36. Buying
  37. 37. Selling
  38. 38. Standardizing & Grading
  39. 39. Transporting</li>

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