SlideShare a Scribd company logo
CHAPTER 1:
MARKETING IN
TODAY’S BUSINESS
MILIEU
1-1
Part 1:Discover Marketing Management
McGraw-Hill
Education
Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
Learning Objectives
1-2
 Identify typical misconceptions about marketing,why they
persist,and the resulting challenges for marketing
management
 Define what marketing and marketing management really are
and how they contribute to firm success
 Appreciate how marketing has evolved from its early roots to
be practiced as it is today
 Recognize the impact of key change drivers on the future of
marketing
Welcome to
Marketing Management
 Marketing is
relevant to
everyone across
all business
functions.
 Marketing your
“personal brand”
helps you land a
job or promotion.
1-3
Marketing Misconceptions
 Catchy and entertaining
advertisements
 Pushy salespeople
 Spam to your e-mail or
smartphone
 Famous brands and their
celebrity spokespeople
 Product claims that turn out to
be overstated or just plain false
 Marketing departments“own”
marketing initiative
1-4
More Marketing Misconceptions
1-5
1. Marketing is all about advertising.
2. Marketing is all about selling.
3. Marketing is all about the sizzle.
4. Marketing is inherently unethical and harmful
to society.
5. Only marketers market.
6. Marketing is just another cost center in a firm.
Behind the Misconceptions
1-6
 Marketing is HighlyVisible by Nature
🞑 Advertising and Sales Promotion seen by all
🞑 Marketing Metrics
 Gauging performance to drive results
 “If it can’t be measured,it can’t be managed.”
 Marketing is MoreThan Buzzwords
🞑 Often viewed as a“necessary evil”
🞑 Too many quick-fix approaches
 Need to position marketing as a respectable field
Toward the Reality
of Modern Marketing
 Marketing is a central
function and set of
processes essential to
any enterprise.
 Leading and managing
the facets of marketing
is a core business
activity.
1-7
DEFINING MARKETING
1-8
 Peter Drucker,circa 1954
🞑 “There is only one valid definition of business purpose:
to create a customer.….the business enterprise has
two—and only two—business functions: marketing
and innovation.
 Peter Drucker,circa 1973
🞑 “Marketing is so basic that it cannot be considered a
separate function (i.e.,a separate skill or work) within
the business… It is the whole business seen from the
customer’s point of view.”
DEFINING MARKETING
 “Marketing is the
activity,set of
institutions, and
processes for
creating,
communicating,
delivering,and
exchanging offerings
that have value for
customers, clients,
partners and society
at large.”
American Marketing
Association,2007
1-9
Defining Marketing
 Marketing’s Stakeholders
🞑 Internal and External
 Societal Marketing
🞑 Members of society at large
are stakeholders
 Green Marketing
🞑 Environmentally friendly
🞑 Sustainability:Meeting needs
without harming future
generations
1-10
Core Marketing Concepts
1-11
 Value is the ratio of the bundle of benefits a
customer receives from an offering compared to
the costs incurred by the customer in acquiring
that bundle of benefits.
 Exchange occurs when people give up something of
value to them for something else they desire to
have.
For Exchange to Take Place
 There must be at least two
parties.
 Each party has something that
might be of value to the other.
 Each party is capable of
communication and delivery.
 Each party is free to accept or
reject the exchange offer.
 Each party believes it is
appropriate or desirable to deal
with the other party.
1-12
Marketing’s Roots
and Evolution
Pre-Industrial Revolution
Focus on Production and Products
Focus on Selling
Advent of the Marketing Concept
Post-Marketing Concept Approaches
1-13
Pre-Industrial Revolution
 Products were
customized
 One-to-one
marketing
Production Orientation
 Maximizing mass production via
assembly line
 Assumes customers will go the
producer
 “If you build it,they will come.”
 Henry Ford: “People can have
the Model T in any color—so
long that it’s black.”
Sales Orientation
 Salespeople need to push the product
🞑 Production capacity increased post-WW1
🞑 New competitors flooded the market
🞑 More sophisticated financial markets pressured firms
to increase sales volume and profitability.
 Created the image of the pushy salesperson
Marketing Concept
 PostWorld War II
🞑 Pent-up demand for consumer goods and services
🞑 Euphoric focus on family and getting back to normal
🞑 Increased production for consumer goods
🞑 Sophisticated marketing research enabled by
mainframe computers
 Marketing concept spread in the 1960s and 70s
🞑 Led to allowing the market to decide what products it
wanted which gave rise to marketing planning
Marketing Mix
 Mid-1960s :The 4 Ps,or marketing mix
🞑 Product, Price, Place,Promotion
 Today:more sophisticated view of 4Ps
🞑 Products are offerings;focus is on solutions
🞑 Place is complex supply chains
🞑 Price is viewed as value;Benefits/price
🞑 Promotion uses high-tech media
Beyond the Marketing
Concept
Differentiation Orientation
Market Orientation
Relationship Orientation
One-to-One Marketing
1-19
Beyond the Marketing Concept
 Implementation of the
marketing concept
 Customer Orientation
🞑 The customer is at the
core
Differentiation
Orientation
 Clearly communicates
how the firms
products from
competitors
Market Orientation
Beyond the Marketing Concept
 Focuses on customer
retention
 CRM drives customer
satisfaction and loyalty
 Advocates a learning
relationship so that
the firm can offer
customized products
and services
 Mass customization
Relationship Orientation One-to-One Marketing
Levi’s allows customers to
order perfect fit jeans.
Change Drives Impacting The
Future of Marketing
1-22
 Shift to product glut and customer shortage
 Shift in information power from marketer to
customer
 Shift in generational values and preferences
 Shift to demanding return on marketing investment
 Shift to Marketing (“Big M”) and marketing (“little
m”)
Shift to Product Glut and
Customer Shortage
1-23
 The balance of power is shifting between
marketers and their customers,both in B2C and
B2B markets.
 Not only is a customer orientation desirable,but
also in today’s market it is a necessity for survival.
Shift in Information Power
from Marketer to Customer
 Customers of all kinds have nearly limitless access
to information about companies,products,
competitors,other customers,and even detailed
elements of marketing plans and strategies.
1-24
Shift in Generational Values
and Preferences
1-25
 Impacts the firm’s message and the method by
which that message is communicated.
 Impacts marketing in terms of human resources.
 Generational changes are nothing new.
Distinguishing Between Marketing
(“Big M”) and marketing (“little m”)
 Marketing (Big M)
🞑 Strategic marketing,means a long-term,firm-level
commitment to investing in marketing – supported at
the highest organization level – for the purpose of
enhancing organizational performance.
 marketing (little m)
🞑 Tactical marketing,which serves
the firm and its stakeholders at
a functional or operational level.
1-26
Shift to Justifying the Relevance and
Payback of the Marketing
Investment
1-27
 How can management effectively measure and
assess the level of success a firm’s investment in
various aspects of marketing has had?
Marketing Metrics
Marketing is a fuzzy field
If it can’t be measured,it can’t be managed
Is marketing an expense or an investment?
CEOs and stockholders expect marketing
accountability
1-28
Photo Credits
 Slide 1-3 DigitalVision/Punchstock
 Slide 1-4 Geoff Manasse/Getty Images
 Slide 1-7 Purestock/SuperStock
 Slide 1-9 #1 Monty Rakusen/Getty Images,#2 McGraw-Hill Co. #3Tom Grill/Corbis, #4
Comstock Images/Alamy
 Slide 1-12 Purestock/SuperStock
 Slide 1-14 Fototeca Storica Nazionale/Getty Images
 Slide 1-15 Library of Congress Prints & Photographs
 Slide 1-21 The McGraw-Hill Copanies, Inc/John Flournoy
 Slide 1-24 Vstock LLC/Getty Images

More Related Content

Similar to chapter-1.pptx

01 principles-of-marketing-introduction
01 principles-of-marketing-introduction01 principles-of-marketing-introduction
01 principles-of-marketing-introduction
Sufyan Safi
 
Chapter 1 basic ofmarketing
Chapter 1 basic ofmarketingChapter 1 basic ofmarketing
Chapter 1 basic ofmarketing
Aishwarya surag
 
Marekting sales|| sales and marketing traning sheet
Marekting sales|| sales and marketing traning sheetMarekting sales|| sales and marketing traning sheet
Marekting sales|| sales and marketing traning sheet
RISHI JHA
 
PPT Customers Relationship Management CRM
PPT Customers Relationship Management CRMPPT Customers Relationship Management CRM
PPT Customers Relationship Management CRM
Sadam Hussain ✅
 
Presentation On CRM Customer Relationship Management
Presentation On CRM Customer Relationship Management Presentation On CRM Customer Relationship Management
Presentation On CRM Customer Relationship Management
Sadam Hussain ✅
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing management
Shalini Shetty
 
Understanding marketing in new perspective
Understanding marketing in new perspectiveUnderstanding marketing in new perspective
Understanding marketing in new perspective
Arbaz Khan
 
Marketing & 7 p's
Marketing & 7 p'sMarketing & 7 p's
Marketing & 7 p's
sujeet kumar singh
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
RajThakuri
 
DEFINING MARKETING FOR THE 21ST CENTURY
DEFINING MARKETING  FOR THE 21ST CENTURYDEFINING MARKETING  FOR THE 21ST CENTURY
DEFINING MARKETING FOR THE 21ST CENTURY
Nina Yuniarsih
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
bb9167284
 
Introduction to Marketing Management (1).ppt
Introduction to Marketing Management (1).pptIntroduction to Marketing Management (1).ppt
Introduction to Marketing Management (1).ppt
reemasingh95
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
Sinu54
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
ritissJunior
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
ritissJunior
 
Project 1 Marketing Grade 12 CBSE 2016-2017
Project 1 Marketing Grade 12 CBSE 2016-2017Project 1 Marketing Grade 12 CBSE 2016-2017
Project 1 Marketing Grade 12 CBSE 2016-2017
Harsimran Singh
 
Marketing for 21st century
Marketing for 21st centuryMarketing for 21st century
Marketing for 21st century
Ronak Modi
 
Ba5207 Marketing Management
Ba5207 Marketing Management Ba5207 Marketing Management
Ba5207 Marketing Management
Surendher Emrose
 
Unit one (marketing an overview)
Unit one (marketing an overview)Unit one (marketing an overview)
Unit one (marketing an overview)
Naveen Sharma
 
Global Strategic Marketing Introduction
Global Strategic Marketing IntroductionGlobal Strategic Marketing Introduction
Global Strategic Marketing Introduction
David Waggema
 

Similar to chapter-1.pptx (20)

01 principles-of-marketing-introduction
01 principles-of-marketing-introduction01 principles-of-marketing-introduction
01 principles-of-marketing-introduction
 
Chapter 1 basic ofmarketing
Chapter 1 basic ofmarketingChapter 1 basic ofmarketing
Chapter 1 basic ofmarketing
 
Marekting sales|| sales and marketing traning sheet
Marekting sales|| sales and marketing traning sheetMarekting sales|| sales and marketing traning sheet
Marekting sales|| sales and marketing traning sheet
 
PPT Customers Relationship Management CRM
PPT Customers Relationship Management CRMPPT Customers Relationship Management CRM
PPT Customers Relationship Management CRM
 
Presentation On CRM Customer Relationship Management
Presentation On CRM Customer Relationship Management Presentation On CRM Customer Relationship Management
Presentation On CRM Customer Relationship Management
 
Introduction to marketing management
Introduction to marketing managementIntroduction to marketing management
Introduction to marketing management
 
Understanding marketing in new perspective
Understanding marketing in new perspectiveUnderstanding marketing in new perspective
Understanding marketing in new perspective
 
Marketing & 7 p's
Marketing & 7 p'sMarketing & 7 p's
Marketing & 7 p's
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
DEFINING MARKETING FOR THE 21ST CENTURY
DEFINING MARKETING  FOR THE 21ST CENTURYDEFINING MARKETING  FOR THE 21ST CENTURY
DEFINING MARKETING FOR THE 21ST CENTURY
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
 
Introduction to Marketing Management (1).ppt
Introduction to Marketing Management (1).pptIntroduction to Marketing Management (1).ppt
Introduction to Marketing Management (1).ppt
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
 
Introduction to Marketing Management.ppt
Introduction to Marketing Management.pptIntroduction to Marketing Management.ppt
Introduction to Marketing Management.ppt
 
Project 1 Marketing Grade 12 CBSE 2016-2017
Project 1 Marketing Grade 12 CBSE 2016-2017Project 1 Marketing Grade 12 CBSE 2016-2017
Project 1 Marketing Grade 12 CBSE 2016-2017
 
Marketing for 21st century
Marketing for 21st centuryMarketing for 21st century
Marketing for 21st century
 
Ba5207 Marketing Management
Ba5207 Marketing Management Ba5207 Marketing Management
Ba5207 Marketing Management
 
Unit one (marketing an overview)
Unit one (marketing an overview)Unit one (marketing an overview)
Unit one (marketing an overview)
 
Global Strategic Marketing Introduction
Global Strategic Marketing IntroductionGlobal Strategic Marketing Introduction
Global Strategic Marketing Introduction
 

Recently uploaded

State of Artificial intelligence Report 2023
State of Artificial intelligence Report 2023State of Artificial intelligence Report 2023
State of Artificial intelligence Report 2023
kuntobimo2016
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Aggregage
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
nyfuhyz
 
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
nuttdpt
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
Sachin Paul
 
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
mbawufebxi
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Kiwi Creative
 
My burning issue is homelessness K.C.M.O.
My burning issue is homelessness K.C.M.O.My burning issue is homelessness K.C.M.O.
My burning issue is homelessness K.C.M.O.
rwarrenll
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
Timothy Spann
 
The Ipsos - AI - Monitor 2024 Report.pdf
The  Ipsos - AI - Monitor 2024 Report.pdfThe  Ipsos - AI - Monitor 2024 Report.pdf
The Ipsos - AI - Monitor 2024 Report.pdf
Social Samosa
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
jerlynmaetalle
 
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
bopyb
 
Intelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicineIntelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicine
AndrzejJarynowski
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
GetInData
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
v7oacc3l
 
University of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma TranscriptUniversity of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma Transcript
soxrziqu
 
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
slg6lamcq
 
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
u86oixdj
 
Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
manishkhaire30
 

Recently uploaded (20)

State of Artificial intelligence Report 2023
State of Artificial intelligence Report 2023State of Artificial intelligence Report 2023
State of Artificial intelligence Report 2023
 
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
Beyond the Basics of A/B Tests: Highly Innovative Experimentation Tactics You...
 
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
一比一原版(UMN文凭证书)明尼苏达大学毕业证如何办理
 
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
一比一原版(UCSF文凭证书)旧金山分校毕业证如何办理
 
Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......Palo Alto Cortex XDR presentation .......
Palo Alto Cortex XDR presentation .......
 
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
一比一原版(Bradford毕业证书)布拉德福德大学毕业证如何办理
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging DataPredictably Improve Your B2B Tech Company's Performance by Leveraging Data
Predictably Improve Your B2B Tech Company's Performance by Leveraging Data
 
My burning issue is homelessness K.C.M.O.
My burning issue is homelessness K.C.M.O.My burning issue is homelessness K.C.M.O.
My burning issue is homelessness K.C.M.O.
 
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Dat...
 
The Ipsos - AI - Monitor 2024 Report.pdf
The  Ipsos - AI - Monitor 2024 Report.pdfThe  Ipsos - AI - Monitor 2024 Report.pdf
The Ipsos - AI - Monitor 2024 Report.pdf
 
Influence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business PlanInfluence of Marketing Strategy and Market Competition on Business Plan
Influence of Marketing Strategy and Market Competition on Business Plan
 
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
一比一原版(GWU,GW文凭证书)乔治·华盛顿大学毕业证如何办理
 
Intelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicineIntelligence supported media monitoring in veterinary medicine
Intelligence supported media monitoring in veterinary medicine
 
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdfEnhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
Enhanced Enterprise Intelligence with your personal AI Data Copilot.pdf
 
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
在线办理(英国UCA毕业证书)创意艺术大学毕业证在读证明一模一样
 
University of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma TranscriptUniversity of New South Wales degree offer diploma Transcript
University of New South Wales degree offer diploma Transcript
 
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
一比一原版(UniSA毕业证书)南澳大学毕业证如何办理
 
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
原版制作(Deakin毕业证书)迪肯大学毕业证学位证一模一样
 
Learn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queriesLearn SQL from basic queries to Advance queries
Learn SQL from basic queries to Advance queries
 

chapter-1.pptx

  • 1. CHAPTER 1: MARKETING IN TODAY’S BUSINESS MILIEU 1-1 Part 1:Discover Marketing Management McGraw-Hill Education Copyright © McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
  • 2. Learning Objectives 1-2  Identify typical misconceptions about marketing,why they persist,and the resulting challenges for marketing management  Define what marketing and marketing management really are and how they contribute to firm success  Appreciate how marketing has evolved from its early roots to be practiced as it is today  Recognize the impact of key change drivers on the future of marketing
  • 3. Welcome to Marketing Management  Marketing is relevant to everyone across all business functions.  Marketing your “personal brand” helps you land a job or promotion. 1-3
  • 4. Marketing Misconceptions  Catchy and entertaining advertisements  Pushy salespeople  Spam to your e-mail or smartphone  Famous brands and their celebrity spokespeople  Product claims that turn out to be overstated or just plain false  Marketing departments“own” marketing initiative 1-4
  • 5. More Marketing Misconceptions 1-5 1. Marketing is all about advertising. 2. Marketing is all about selling. 3. Marketing is all about the sizzle. 4. Marketing is inherently unethical and harmful to society. 5. Only marketers market. 6. Marketing is just another cost center in a firm.
  • 6. Behind the Misconceptions 1-6  Marketing is HighlyVisible by Nature 🞑 Advertising and Sales Promotion seen by all 🞑 Marketing Metrics  Gauging performance to drive results  “If it can’t be measured,it can’t be managed.”  Marketing is MoreThan Buzzwords 🞑 Often viewed as a“necessary evil” 🞑 Too many quick-fix approaches  Need to position marketing as a respectable field
  • 7. Toward the Reality of Modern Marketing  Marketing is a central function and set of processes essential to any enterprise.  Leading and managing the facets of marketing is a core business activity. 1-7
  • 8. DEFINING MARKETING 1-8  Peter Drucker,circa 1954 🞑 “There is only one valid definition of business purpose: to create a customer.….the business enterprise has two—and only two—business functions: marketing and innovation.  Peter Drucker,circa 1973 🞑 “Marketing is so basic that it cannot be considered a separate function (i.e.,a separate skill or work) within the business… It is the whole business seen from the customer’s point of view.”
  • 9. DEFINING MARKETING  “Marketing is the activity,set of institutions, and processes for creating, communicating, delivering,and exchanging offerings that have value for customers, clients, partners and society at large.” American Marketing Association,2007 1-9
  • 10. Defining Marketing  Marketing’s Stakeholders 🞑 Internal and External  Societal Marketing 🞑 Members of society at large are stakeholders  Green Marketing 🞑 Environmentally friendly 🞑 Sustainability:Meeting needs without harming future generations 1-10
  • 11. Core Marketing Concepts 1-11  Value is the ratio of the bundle of benefits a customer receives from an offering compared to the costs incurred by the customer in acquiring that bundle of benefits.  Exchange occurs when people give up something of value to them for something else they desire to have.
  • 12. For Exchange to Take Place  There must be at least two parties.  Each party has something that might be of value to the other.  Each party is capable of communication and delivery.  Each party is free to accept or reject the exchange offer.  Each party believes it is appropriate or desirable to deal with the other party. 1-12
  • 13. Marketing’s Roots and Evolution Pre-Industrial Revolution Focus on Production and Products Focus on Selling Advent of the Marketing Concept Post-Marketing Concept Approaches 1-13
  • 14. Pre-Industrial Revolution  Products were customized  One-to-one marketing
  • 15. Production Orientation  Maximizing mass production via assembly line  Assumes customers will go the producer  “If you build it,they will come.”  Henry Ford: “People can have the Model T in any color—so long that it’s black.”
  • 16. Sales Orientation  Salespeople need to push the product 🞑 Production capacity increased post-WW1 🞑 New competitors flooded the market 🞑 More sophisticated financial markets pressured firms to increase sales volume and profitability.  Created the image of the pushy salesperson
  • 17. Marketing Concept  PostWorld War II 🞑 Pent-up demand for consumer goods and services 🞑 Euphoric focus on family and getting back to normal 🞑 Increased production for consumer goods 🞑 Sophisticated marketing research enabled by mainframe computers  Marketing concept spread in the 1960s and 70s 🞑 Led to allowing the market to decide what products it wanted which gave rise to marketing planning
  • 18. Marketing Mix  Mid-1960s :The 4 Ps,or marketing mix 🞑 Product, Price, Place,Promotion  Today:more sophisticated view of 4Ps 🞑 Products are offerings;focus is on solutions 🞑 Place is complex supply chains 🞑 Price is viewed as value;Benefits/price 🞑 Promotion uses high-tech media
  • 19. Beyond the Marketing Concept Differentiation Orientation Market Orientation Relationship Orientation One-to-One Marketing 1-19
  • 20. Beyond the Marketing Concept  Implementation of the marketing concept  Customer Orientation 🞑 The customer is at the core Differentiation Orientation  Clearly communicates how the firms products from competitors Market Orientation
  • 21. Beyond the Marketing Concept  Focuses on customer retention  CRM drives customer satisfaction and loyalty  Advocates a learning relationship so that the firm can offer customized products and services  Mass customization Relationship Orientation One-to-One Marketing Levi’s allows customers to order perfect fit jeans.
  • 22. Change Drives Impacting The Future of Marketing 1-22  Shift to product glut and customer shortage  Shift in information power from marketer to customer  Shift in generational values and preferences  Shift to demanding return on marketing investment  Shift to Marketing (“Big M”) and marketing (“little m”)
  • 23. Shift to Product Glut and Customer Shortage 1-23  The balance of power is shifting between marketers and their customers,both in B2C and B2B markets.  Not only is a customer orientation desirable,but also in today’s market it is a necessity for survival.
  • 24. Shift in Information Power from Marketer to Customer  Customers of all kinds have nearly limitless access to information about companies,products, competitors,other customers,and even detailed elements of marketing plans and strategies. 1-24
  • 25. Shift in Generational Values and Preferences 1-25  Impacts the firm’s message and the method by which that message is communicated.  Impacts marketing in terms of human resources.  Generational changes are nothing new.
  • 26. Distinguishing Between Marketing (“Big M”) and marketing (“little m”)  Marketing (Big M) 🞑 Strategic marketing,means a long-term,firm-level commitment to investing in marketing – supported at the highest organization level – for the purpose of enhancing organizational performance.  marketing (little m) 🞑 Tactical marketing,which serves the firm and its stakeholders at a functional or operational level. 1-26
  • 27. Shift to Justifying the Relevance and Payback of the Marketing Investment 1-27  How can management effectively measure and assess the level of success a firm’s investment in various aspects of marketing has had?
  • 28. Marketing Metrics Marketing is a fuzzy field If it can’t be measured,it can’t be managed Is marketing an expense or an investment? CEOs and stockholders expect marketing accountability 1-28
  • 29. Photo Credits  Slide 1-3 DigitalVision/Punchstock  Slide 1-4 Geoff Manasse/Getty Images  Slide 1-7 Purestock/SuperStock  Slide 1-9 #1 Monty Rakusen/Getty Images,#2 McGraw-Hill Co. #3Tom Grill/Corbis, #4 Comstock Images/Alamy  Slide 1-12 Purestock/SuperStock  Slide 1-14 Fototeca Storica Nazionale/Getty Images  Slide 1-15 Library of Congress Prints & Photographs  Slide 1-21 The McGraw-Hill Copanies, Inc/John Flournoy  Slide 1-24 Vstock LLC/Getty Images