Basic Marketing A Global Managerial Approach
CHAPTER ONE Marketing’s Value to Consumers, Firms, and Society
When we finish this lecture you should 1.  Know what marketing is and why you should learn about it. 2.  Understand the di...
When we finish this lecture you should 6.  Understand what customer value is and why it is important to customer satisfact...
Marketing—What’s It All About? More than Selling and Advertising More than Selling and Advertising All Those Bicycles!
Things a Firm Should Do in Producing a Bike Analyze Needs Analyze Needs Predict Wants Predict Wants Estimate Demand Estima...
Production vs. Marketing Creates Customer Satisfaction Marketing Makes sure right goods & services are produced <ul><li>Pr...
Exhibit 1-1 Types of Utility and How They Are Provided Provided by marketing Provided by production with guidance of marke...
Interactive Exercise: Utility
Marketing Is Important to You! Important to every consumer! Important to every consumer! Important to your job! Important ...
Marketing Stimulates New Ideas +
What Is Marketing? OR Macro <ul><li>Social process </li></ul><ul><li>Matches supply with demand </li></ul>Micro <ul><li>Se...
Micro-Marketing Profit and Nonprofit Involves Exchanges More than Persuasion Begins with Needs Builds Relationships Doesn’...
Building Customer Relationships +
Macro-Marketing Emphasis on Whole System Every Economy Needs It Every Economy Needs It Emphasis on Whole System Key Charac...
Can Mass Production Satisfy a Society’s  Consumption Needs? Cost $ Output Economies of Scale Lower Cost Producers Consumer...
Overcoming Spatial Separation +
The Universal Functions of Marketing Buying Selling Transporting Storing Standardization & Grading Financing Risk Taking M...
Who Performs Marketing Functions? Transport Firms ISP's Product Testing Firms Ad Agencies Research Firms Consumers Produce...
How Decisions Are Made in an Economic System OR <ul><li>Government planners decide </li></ul><ul><li>Can work well if: </l...
Marketing’s Role Has Changed Over Time Sell Surplus Focus: Simple Trade Era Increase Supply Sell Surplus Simple Trade Era ...
Exhibit 1-4 The Marketing Concept The Marketing Concept Customer Satisfaction Total Company Effort Profit
Creating Customer Satisfaction +
Adoption of the Marketing Concept +
The Marketing Concept and Customer Value Costs Benefits Take Customer’s Point of View Take Customer’s Point of View Custom...
Interactive Exercise: Customer Value
Putting It All Together Superior Customer Value Total Company Effort to Satisfy Customers Superior Customer Value Total Co...
The Marketing Concept Applies in Nonprofit Organizations Support and “Satisfied  Customers” May Not Be Organized for Marke...
Government Marketing +
The Marketing Concept, Social Responsibility, and Marketing Ethics The Marketing Concept Guides Ethics Group Needs Individ...
Key Terms <ul><li>Production </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Utility </li></ul><ul><li>Form util...
Key Terms <ul><li>Financing </li></ul><ul><li>Risk-taking </li></ul><ul><li>Market information  </li></ul><ul><li>Intermed...
Key Terms <ul><li>Micro-macro dilemma </li></ul><ul><li>Social responsibility  </li></ul><ul><li>Marketing ethics </li></ul>
CLICK HERE FOR MORE Mail Me
Upcoming SlideShare
Loading in …5
×

Basic-marketing

3,301 views

Published on

Published in: Business, News & Politics
  • Be the first to comment

Basic-marketing

  1. 1. Basic Marketing A Global Managerial Approach
  2. 2. CHAPTER ONE Marketing’s Value to Consumers, Firms, and Society
  3. 3. When we finish this lecture you should 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know the marketing functions and why marketing specialists—including intermediaries and facilitators—develop to perform them. 4. Understand what a market-driven economy is and how it adjusts the macro-marketing system. 5. Know what the marketing concept is—and how it should guide a firm or nonprofit organization.
  4. 4. When we finish this lecture you should 6. Understand what customer value is and why it is important to customer satisfaction. 7. Know how social responsibility and marketing ethics relate to the marketing concept.
  5. 5. Marketing—What’s It All About? More than Selling and Advertising More than Selling and Advertising All Those Bicycles!
  6. 6. Things a Firm Should Do in Producing a Bike Analyze Needs Analyze Needs Predict Wants Predict Wants Estimate Demand Estimate Demand Predict When Predict When Determine Where Determine Where Estimate Price Estimate Price Decide Promotion Decide Promotion Estimate Competition Estimate Competition Provide Service
  7. 7. Production vs. Marketing Creates Customer Satisfaction Marketing Makes sure right goods & services are produced <ul><li>Production </li></ul><ul><li>Making Goods </li></ul><ul><li>Performing Services </li></ul>
  8. 8. Exhibit 1-1 Types of Utility and How They Are Provided Provided by marketing Provided by production with guidance of marketing Task Time Place Possession Utility Value that comes from satisfying human needs Form
  9. 9. Interactive Exercise: Utility
  10. 10. Marketing Is Important to You! Important to every consumer! Important to every consumer! Important to your job! Important to your job! Affects economic growth and standard of living!
  11. 11. Marketing Stimulates New Ideas +
  12. 12. What Is Marketing? OR Macro <ul><li>Social process </li></ul><ul><li>Matches supply with demand </li></ul>Micro <ul><li>Set of activities </li></ul><ul><li>Performed by organizations </li></ul>
  13. 13. Micro-Marketing Profit and Nonprofit Involves Exchanges More than Persuasion Begins with Needs Builds Relationships Doesn’t Go It Alone Key Characteristics Profit and Nonprofit More than Persuasion Begins with Needs Doesn’t Go It Alone Involves Exchanges Builds Relationships Focus of Your Text
  14. 14. Building Customer Relationships +
  15. 15. Macro-Marketing Emphasis on Whole System Every Economy Needs It Every Economy Needs It Emphasis on Whole System Key Characteristics Matches Producers and Consumers
  16. 16. Can Mass Production Satisfy a Society’s Consumption Needs? Cost $ Output Economies of Scale Lower Cost Producers Consumers Marketing Functions Marketing Bridges the Gap!
  17. 17. Overcoming Spatial Separation +
  18. 18. The Universal Functions of Marketing Buying Selling Transporting Storing Standardization & Grading Financing Risk Taking Marketing Functions Buying Selling Transporting Storing Standardization & Grading Financing Risk Taking Market Information
  19. 19. Who Performs Marketing Functions? Transport Firms ISP's Product Testing Firms Ad Agencies Research Firms Consumers Producers Wholesalers Other Specialists Retailers
  20. 20. How Decisions Are Made in an Economic System OR <ul><li>Government planners decide </li></ul><ul><li>Can work well if: </li></ul><ul><ul><li>Simple economy </li></ul></ul><ul><ul><li>Adverse Conditions </li></ul></ul><ul><li>Adjusts itself </li></ul><ul><li>Price is value measure </li></ul><ul><li>Freedom of choice </li></ul><ul><li>Government’s role limited </li></ul>Planned Economic System Market-Directed System
  21. 21. Marketing’s Role Has Changed Over Time Sell Surplus Focus: Simple Trade Era Increase Supply Sell Surplus Simple Trade Era Focus: Production Era Focus: Increase Supply Beat Competition Production Era Focus: Sales Era Focus: Sales Era Beat Competition Coordinate and Control Focus: Marketing Department Era Focus: Marketing Department Era Coordinate and Control Marketing Company Era Long-Run Customer Satisfaction Focus: Focus:
  22. 22. Exhibit 1-4 The Marketing Concept The Marketing Concept Customer Satisfaction Total Company Effort Profit
  23. 23. Creating Customer Satisfaction +
  24. 24. Adoption of the Marketing Concept +
  25. 25. The Marketing Concept and Customer Value Costs Benefits Take Customer’s Point of View Take Customer’s Point of View Customer May Not Dwell On Value Customer May Not Dwell On Value Where Does Competition Fit? Where Does Competition Fit? Customer Value Builds Relationships
  26. 26. Interactive Exercise: Customer Value
  27. 27. Putting It All Together Superior Customer Value Total Company Effort to Satisfy Customers Superior Customer Value Total Company Effort to Satisfy Customers Customer Acquisition Customer Satisfaction Customer Satisfaction Customer Retention Customer Acquisition Customer Retention Profitable Relationships with Customers
  28. 28. The Marketing Concept Applies in Nonprofit Organizations Support and “Satisfied Customers” May Not Be Organized for Marketing The Bottom Line Newcomers to Marketing Support and “Satisfied Customers” May Not Be Organized for Marketing The Bottom Line Characteristics of Nonprofit Organizations Newcomers to Marketing Marketing Concept Provides Focus
  29. 29. Government Marketing +
  30. 30. The Marketing Concept, Social Responsibility, and Marketing Ethics The Marketing Concept Guides Ethics Group Needs Individual Needs Social Responsibility Social Responsibility Should All Needs Be Satisfied? Should All Needs Be Satisfied? What if Profits Suffer? Micro-Macro Dilemma 0
  31. 31. Key Terms <ul><li>Production </li></ul><ul><li>Customer satisfaction </li></ul><ul><li>Utility </li></ul><ul><li>Form utility </li></ul><ul><li>Task utility </li></ul><ul><li>Time utility </li></ul><ul><li>Place utility </li></ul><ul><li>Possession utility </li></ul><ul><li>Innovation </li></ul><ul><li>Micro-marketing </li></ul><ul><li>Pure subsistence economy </li></ul><ul><li>Macro-marketing </li></ul><ul><li>Economies of scale </li></ul><ul><li>Universal functions of marketing </li></ul><ul><li>Buying </li></ul><ul><li>Selling </li></ul><ul><li>Transporting </li></ul><ul><li>Storing </li></ul><ul><li>Standardization and grading </li></ul>
  32. 32. Key Terms <ul><li>Financing </li></ul><ul><li>Risk-taking </li></ul><ul><li>Market information </li></ul><ul><li>Intermediary </li></ul><ul><li>Middleman </li></ul><ul><li>Facilitators </li></ul><ul><li>E-commerce </li></ul><ul><li>Economic system </li></ul><ul><li>Planned economic system </li></ul><ul><li>Market-directed economic system </li></ul><ul><li>Simple trade era </li></ul><ul><li>Production era </li></ul><ul><li>Sales era </li></ul><ul><li>Marketing department era </li></ul><ul><li>Marketing company era </li></ul><ul><li>Marketing concept </li></ul><ul><li>Production orientation </li></ul><ul><li>Marketing orientation </li></ul><ul><li>Customer value </li></ul>
  33. 33. Key Terms <ul><li>Micro-macro dilemma </li></ul><ul><li>Social responsibility </li></ul><ul><li>Marketing ethics </li></ul>
  34. 34. CLICK HERE FOR MORE Mail Me

×