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CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/student_view0/index.html
WHAT IS MARKETING? A Philosophy An Attitude  A Perspective A Management Orientation A Set of Activities, including: Products Pricing  Promotion Distribution plus
WHAT IS MARKETING? Marketing = Using Exchanges to Satisfy Needs American Marketing Association Definition Marketing  is the process of planning and  executing the conception, pricing, promotion,  and distribution of ideas, goods, and services   to create exchanges  that satisfy individual and organizational goals.
The Concept of Exchange The idea that people give up something to receive something they would rather have. Both buyer and seller are better off after the trade.
[object Object],[object Object],[object Object],WHO DO I AIM AT?
THE CONTROLLABLE MARKETING FORCES The Four P’s -the “arrow” Price Promotion Place Product
THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and Legal Competitive External Environmental  Factors
FIGURE 1-A   Summary of factors that affect an organization’s marketing program
FIGURE 1-4   Marketing’s task: satisfying consumer needs
HOW MARKETING BECAME SO IMPORTANT ,[object Object],[object Object],[object Object],[object Object],[object Object]
Orientation Key Ideas Production Sales Market Societal Focus on efficiency of internal operations –  if we make it, they will buy it Focus on satisfying customer needs and wants  while meeting objectives - if they will buy it, we will make it Focus on satisfying customer needs and  wants while enhancing individual and  societal well-being.  I.e.-mfg using recyclables Focus on aggressive sales techniques and believe that high sales result in high profits MARKETING MANAGEMENT PHILISOPHIES
FIGURE 1-B   Four different orientations in the history of American business Societal
[object Object],[object Object],[object Object],THE BREADTH & DEPTH OF MARKETING ,[object Object],[object Object],[object Object],[object Object]
HOW DO CONSUMERS BENEFIT Utility  –  the benefits or customer value received by users of the product
[object Object],[object Object],[object Object],[object Object],[object Object],Customer value- benefits received by targeted buyers that include quality, price, convenience, on-time delivery, and both before-sale and after-sale service. HOW TO DELIVER VALUE
[object Object],[object Object],[object Object],KEEPING THE CUSTOMER SATISFIED
  1.   What is marketing? ,[object Object],Concept Check
  Concept Check ,[object Object],[object Object]
  Concept Check 2.   What are the four marketing mix elements that make up the organization’s marketing program? ,[object Object]
  Concept Check 3.   What are environmental forces? ,[object Object]
  Concept Check 1.  What are the two key characteristics of the marketing concept? ,[object Object]
  Concept Check 2.  What is the difference between goods and services? ,[object Object]
[object Object],Exchange
[object Object],Market
[object Object],Customer Value
[object Object],Marketing Concept
[object Object],Market Orientation
[object Object],Societal Marketing Concept
[object Object],Organizational Buyers
[object Object],Utility

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CRM

  • 1. CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING C HAPTER http://highered.mcgraw-hill.com/sites/0070043450/student_view0/index.html
  • 2. WHAT IS MARKETING? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities, including: Products Pricing Promotion Distribution plus
  • 3. WHAT IS MARKETING? Marketing = Using Exchanges to Satisfy Needs American Marketing Association Definition Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.
  • 4. The Concept of Exchange The idea that people give up something to receive something they would rather have. Both buyer and seller are better off after the trade.
  • 5.
  • 6. THE CONTROLLABLE MARKETING FORCES The Four P’s -the “arrow” Price Promotion Place Product
  • 7. THE UNCONTROLLABLE MARKETING FORCES Helps identify market opportunities Social Natural Economic Technologic Political and Legal Competitive External Environmental Factors
  • 8. FIGURE 1-A Summary of factors that affect an organization’s marketing program
  • 9. FIGURE 1-4 Marketing’s task: satisfying consumer needs
  • 10.
  • 11. Orientation Key Ideas Production Sales Market Societal Focus on efficiency of internal operations – if we make it, they will buy it Focus on satisfying customer needs and wants while meeting objectives - if they will buy it, we will make it Focus on satisfying customer needs and wants while enhancing individual and societal well-being. I.e.-mfg using recyclables Focus on aggressive sales techniques and believe that high sales result in high profits MARKETING MANAGEMENT PHILISOPHIES
  • 12. FIGURE 1-B Four different orientations in the history of American business Societal
  • 13.
  • 14. HOW DO CONSUMERS BENEFIT Utility – the benefits or customer value received by users of the product
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.

Editor's Notes

  1. An alternative look at the internal and external marketing factors that affect an organization’s marketing program. Information flows from consumers to the marketing department,n which develops a cohesive marketing program to integrate the four marketing mix elements and adapt to the five environmental forces.