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ObjectivesObjectives
Explain the nature of marketing.Explain the nature of marketing.
Explain the nature of the marketing concept.Explain the nature of the marketing concept.
Explain how marketing affects our society.Explain how marketing affects our society.
Marketing is allMarketing is allaround you.around you.
YouYou’’ve been involved in ve been involved in marketing.marketing.
The Role of MarketingThe Role of Marketing
Matches producers with customers whoMatches producers with customers whowant their productswant their products
Marketing/ mahr-ki-ting/ n. 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.
Marketing Activities
Planning How to Carry Out the Marketing Process
• Plans guide marketers’ activities.
• Planning and coordination of marketing activities is essential.
Marketing Activities
Finding Out About Finding Out About CustomersCustomers
Who are they?Who are they?
What do they need?What do they need?
Marketing Activities• Offering the Products Customers WantOffering the Products Customers Want
Marketers: Marketers: Share customer info with the companyShare customer info with the company ““Test driveTest drive”” new products new products
People in operations: Create productsPeople in operations: Create products People in finance: Determine financial feasibilityPeople in finance: Determine financial feasibility
Marketing Activities
Determining How Much toCharge for the Products
What price would satisfybuyers and sellers?
Marketing ActivitiesMarketing Activities
Communicating With CustomersCommunicating With Customers
Capturing customersCapturing customers’’ attention attention
Generating demand for their productsGenerating demand for their products
Marketing ActivitiesMarketing Activities
Putting Products Where They Need to BePutting Products Where They Need to Be
Where are customers likely to purchase products?Where are customers likely to purchase products?
WebsitesWebsites Retail storesRetail stores CatalogsCatalogs
WhereWhereDoes Does Marketing Marketing Occur?Occur?
• In everyday places
• Wherever customers are present
• In all kinds of businesses
What Can Be Marketed?What Can Be Marketed?
Goods (Durable and Goods (Durable and Nondurable)Nondurable)
ServicesServices
OrganizationsOrganizations
Explain the nature ofExplain the nature ofthe marketing concept.the marketing concept.
ObjectiveObjective
marketing conceptmarketing concept/ mahr-ki-ting kon-sept/ / mahr-ki-ting kon-sept/ n.n. A philosophy of A philosophy of conducting business that is based on the belief that all business conducting business that is based on the belief that all business activities should be aimed toward satisfying customer wants and activities should be aimed toward satisfying customer wants and needs while achieving company goalsneeds while achieving company goals
Three ElementsThree Elementsof the Marketing Conceptof the Marketing Concept
• Customer OrientationCustomer Orientation
Do it the customerDo it the customer’’s way.s way.
• Company CommitmentCompany Commitment
Do it better.Do it better.
• Company GoalsCompany Goals
Do it with success in mind.Do it with success in mind.
Explain how marketing affectsExplain how marketing affectsour society.our society.
ObjectiveObjective
Marketing’s Benefits
Makes our lives betterMakes our lives better
New and improved products at lower pricesNew and improved products at lower prices
Marketing’s Benefits
Provides us with a variety of goods and servicesProvides us with a variety of goods and services
Many styles, models, colors, and sizesMany styles, models, colors, and sizes
What If Marketing DidnWhat If Marketing Didn’’t Exist?t Exist?
• It would be difficult for producers to:It would be difficult for producers to:
Connect with customersConnect with customers
Improve existing productsImprove existing products
Develop new productsDevelop new products
• Your own life would be difficult and different.Your own life would be difficult and different.
ProducerProducer CustomerCustomer
• What local event did you attend?
• What part did marketing play?
• Was the marketing effective?
• What should be changed?
• Young women promoted a new product.
• The target market was young men.
• Was it the right choice? Why?
MBAResearchAcknowledgments
Original DevelopersChristopher C. Burke,
April J. Miller, MBAResearch
Version 2.0
Copyright © 2011MBA Research and Curriculum Center®
Digital-based photography sources:
DIGITAL VISION LTD.Teenager TodayObj. B: #130271Photos copyright Digital Vision Ltd., all rights reserved. 833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5
ThinkStock PhotosVarious images used in this presentation are ©2010 Think Stock Photos. All rights reserved www.ThinkStockPhotos.com
Copyright:
All photographic digital images on this CD are owned by the aforementioned photographic resources or their licensors and are protected by the United States copyright laws, international treaty provisions, and applicable laws. No title to or intellectual property rights to the images on this CD are transferred to you. These sources retain all rights and are not to be used, digitally copied, transferred, or manipulated in any way. To do so is a violation of federal copyright laws.
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