chapter 1 what is marketing? the delivery of customer satisfaction at a profit 1-1
TRANSCRIPT
Chapter 1What is Marketing?
The delivery of customer satisfaction at a profit
1-1
Who Uses Marketing?
• Large and small organizations
• Businesses
• Non-profit agencies
• Government
• Domestic or global scale operations
• Individuals…you
1-2
Marketing Defined:core marketing concepts
• Needs• Wants• Demands
1-6
Marketing Defined:core marketing concepts
• Products• Services
1-7
Marketing Defined:core marketing concepts
• Value• Satisfaction• Quality
1-8
Marketing Defined:core marketing concepts
• Exchange• Transactions• Relationships
1-9
Marketing Defined:core marketing concepts
• Markets• Buyers• potential• actual
1-10
Marketing Defined:core marketing concepts
Market:a collection of
buyers
Market:a collection of
buyers
Industry:a collection of
sellers
Industry:a collection of
sellers
Communication
Products/Services
Money
Information
1-11
Marketing Defined:core marketing concepts
SuppliersSuppliers
CompetitorsCompetitors
Marketingintermediaries
Marketingintermediaries
End usermarket
End usermarket
Environment
Company(marketer)
Company(marketer)
1-12
Marketing Management Defined
• Marketing Program
• analysis
• planning
• implementation
• control
1-13
Marketing Management Defined
• Beneficial Relationships with Target Buyers
• create
• build
• maintain
• Purpose
• achieving organizational objectives
1-14
Marketing Management
• Demand Management• level of demand• timing of demand• nature of demand
1-15
Marketing Management
• Building Profitable Customer Relationships
• understanding• working with them• retaining them• building lasting
relationships
1-16
Marketing Management Philosophies
FactoryExistingproducts
Selling and promoting
Profits throughsales volume
Market
Customerneeds
Integratedmarketing
Profits throughsatisfaction
Startingpoint
Focus Means Ends
The selling concept
The marketing concept 1-21
Marketing Management Philosophies
• The Marketing Concept
• Focus on customer wants and needs
• Delivering satisfaction
• more effectively than competition
• more efficiently than competition
1-20
Marketing Management Philosophies
• The Societal Marketing Concept
• Maintain or improve well-being of consumers and society
• Focus on customer wants and needs
• Delivering satisfaction
• more effectively than competition
• more efficiently than competition1-22
Future Marketing Challenges
• Growth of non-profit marketing
• Boom in information technology use
• Rapid globalization
• Changing world economy
• Call for ethics and social responsibility
• New landscape for marketing
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