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Chap013
- 1. * * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
- 23. The MARKETING ENVIRONMENT * * The Marketing Environment LG4 13-
- 33. The CONSUMER DECSION MAKING PROCESS AND OUTSIDE INFLUENCES * * LG5 The Consumer Decision-Making Process 13-
Editor's Notes
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations. Simply put, marketing is activities buyers and sellers perform to facilitate mutually beneficial exchanges.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations. In the United States marketing has passed through four eras: (1) production, (2) selling, (3) marketing concept, and (4) customer relationship.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations.
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations. Nonprofit Marketing This slide identifies marketing tactics nonprofits can use to market their organizations. Nonprofits must effectively market their causes in order to reach their target audience. To begin a discussion ask students: How is the marketing of a nonprofit different from the marketing of a for-profit product? ( Students should be able to identify that there is little difference between the two.)
- See Learning Goal 1: Define marketing and apply the marketing concept to both for-profit and non-profit organizations. Marketing Strategies in Non-Profit Organizations This slide identifies many ideas for developing a successful marketing strategy for non-profit organizations. Regardless of the type or size of the organization, nonprofits will need marketing strategies and techniques to maximize their effectiveness. Marketing tactics nonprofits may consider as a part of an overall marketing program include the following: newspaper inserts, cross promotions, packaging promotions, and corporate newsletters. Public relations will play an important role with recognition and support for building strong community goodwill. Based on the following statistics, nonprofit organizations are very successful: During the past 10 years the number of reporting “public charities” grew by 6.3 percent annually. The nonprofit sector includes more than 1 million organizations that spend nearly $500 billion each year – more than the GDP of Brazil, Russia or Australia. Approximately 6 percent of all organizations in the United States are nonprofits, and one in every 15 people works for a nonprofit.
- See Learning Goal 2: Describe the four P’s of marketing.
- See Learning Goal 2: Describe the four P’s of marketing.
- See Learning Goal 2: Describe the four P’s of marketing.
- See Learning Goal 3: Summarize the marketing research process. To understand customer wants and needs, it is critical to conduct market research. Good market research will identify products consumers have used, want to use in the future and market trends.
- See Learning Goal 3: Summarize the marketing research process.
- See Learning Goal 3: Summarize the marketing research process. Secondary research is cheaper and often easier to gather than primary research, but may be outdated.
- See Learning Goal 3: Summarize the marketing research process. Primary data is timely but can be expensive and time consuming to gather.
- See Learning Goal 3: Summarize the marketing research process.
- See Learning Goal 3: Summarize the marketing research process.
- See Learning Goal 3: Summarize the marketing research process. Key Benefits of Marketing Research This slide identifies the key benefits of marketing research. As discussed early in the chapter, marketing is about understanding customers wants and needs. To accomplish this goal marketers must conduct marketing research. Ask students: How has the Internet changed the way market research is being conducted? ( The Internet has made gathering both primary and secondary information easier and quicker. Also, information can now be gathered via blogs and social networks.
- See Learning Goal 3: Summarize the marketing research process. Ways to Find Out What Consumers Think The goal of market research is to better understand what consumers are thinking. This slide addresses some of the ways that organizations can discover consumer wants and needs.
- See Learning Goal 4: Show how marketers use environmental scanning to learn about the changing marketing environment. Environmental scanning is the process of identifying factors that affect marketing success. The environment of marketing is changing faster than at any time in history. Companies that don’t keep up, fail to survive. Today’s marketing environment is influenced by the global marketplace and the explosion of the information age. To be fully prepared, a company must recognize and understand: cultural influences; governmental and political influences; demographic and lifestyle trends; local, national, and world economic trends; the strengths of multi-national competitors; and the influence of technology on physical distribution.
- See Learning Goal 4: Show how marketers use environmental scanning to learn about the changing marketing environment. To effectively understand the marketing environment, it is critical companies continually scan the environment.
- See Learning Goal 4: Show how marketers use environmental scanning to learn about the changing marketing environment. The ABC’s of Marketing This slide identifies keys to marketing success. One point on this slide mentions the empowerment of employees. Ask students: Why is empowering employees a key to successful marketing? ( Answers will vary but should focus on how empowerment should lead to greater employee motivation, creating a more customer focused environment.) A key to marketing is understand the organization’s strengths and weaknesses and your ultimate customer. 4. Once you have identified your strengths and weaknesses, what you really sell and to whom, and have reviewed your communication to the target market, you need to ensure that the message resonates with them positively. You can do that by engaging in savvy public relations (newsletters, press releases, etc.).
- See Learning Goal 4: Show how marketers use environmental scanning to learn about the changing marketing environment. The buyer’s intended end use of the product determines whether a product is consumer or B2B.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior. Mass marketing uses little market segmentation. The goal of relationship marketing is to keep customers happy by offering products that meet exact expectations
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior. Keys to Successful Relationship Marketing Relationship marketing is all about moving away mass production and toward custom-made goods and services. This slide identifies the keys to successful relationship marketing. The goal of relationship marketing is to retain individual customers over time by offering them new products that meet their expectations. Nike uses relationship marketing creating custom made-shoes via NikeiD. Explore NikeiD in class at www.nike.com to see relationship marketing in action.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 5: Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
- See Learning Goal 6: Compare the business-to-business market and the consumer market. Learning - Creates changes in consumer behavior through experiences and information. Reference groups - Reference points in forming beliefs, attitudes, values or behaviors. Culture - The set of values, attitudes and ways of doing things passed from generations. Subculture - Values, attitudes and ways of doing things from belonging to a certain group. Cognitive dissonance - Psychological conflict that may occur after a purchase.
- See Learning Goal 6: Compare the business-to-business market and the consumer market.
- See Learning Goal 6: Compare the business-to-business market and the consumer market.