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Uploaded byLindsey Fair, MBA
Mark101 slidedeck - class 1 - intros
The document provides an introduction to marketing. It begins by defining marketing as the process of creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society. It then discusses the evolution of marketing orientations from a production focus to a selling focus and finally to a modern marketing orientation where companies determine customer needs and wants to deliver satisfying products or services. The final part of the document instructs partners to learn about their client's value proposition, needs, and whether they should focus on encouraging new purchases or retaining existing customers when developing a radio marketing strategy.
Mark101 slidedeck - class 1 - intros
- 1. introduction to marketing presented by Lindsey Fair
- 2. what is what ismarketing? marketing?
- 3. ok, so whatis marketing?
- 4. the official definitionis... “The activity, set of set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
- 5.
- 6. STEP 1: determineneeds
- 7. STEP 2: encourage purchase
- 8. STEP 3: retaincustomers
- 10. Production Orientation An organization concentrated on whatit was capable of producing. A quality product at a good price would sell itself.
- 11. Selling Orientation Companies believed themore they sold the more profit they would make. The “hard sell” was the basic philosophy of doing business.
- 12. Marketing Orientation Determining the needs andwants of a target market and delivering a set of satisfactions in such a way that a product is perceived as better value than competing products.”
- 13. your client In partnersfind out who they are, what they do, what value do they provide (AKA their value proposition), what needs are they filling and if they should focus on a step 2 or step 3 strategy for radio. Present findings to class.
- 14. For next week: 1.Read pages: 4-6, 12-16, 21- 22 2. Read pages: 64, 65, Figure 3.1, 114-129 (FOR REAL) 3. Check out blog - imcscl@blogspot.com
Editor's Notes
- #3 Grab a sticky or two or three and write anything you think of when you think of marketing.
- #4 Get in times of 3 – try to make these words in the official definition, hands on head when done
- #6 creating, communicating, delivering, and exchanging offerings that have value for customers
- #7 assess customer needs and find ways to satisfy these needs
- #8 attract customers and encourage them to purchase
- #9 retain customers and build loyalty goal of which is to maximize the lifetime value of the customer Open your wallets – who here has a loyalty card – for what? Why? How often? Does it work – are you loyal?
- #10 Recess Assignment – go find (steal or take a picture) of an add that encourages purchase or one that retains customers. Look on self, in magazines, bus stop, bulletin boards, phone books, etc. In partners. Upon return – discuss with partner what step they are working on with that add. Does it fit the definition? Is the ad clear to you?
- #13 Apples aren't naturally shiny – but customers perceive them as better quality if they are