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Part 5
Marketing: Developing
Relationships
© 2015 McGraw-Hill Education.
CHAPTER 11 Customer-Driven Marketing
CHAPTER 12 Dimensions of Marketing Strategy
CHAPTER 13 Digital Marketing and Social Networking
11-2
Learning Objectives
LO 11-1 Define marketing and describe the exchange process.
LO 11-2 Specify the functions of marketing.
LO 11-3 Explain the marketing concept and its implications for developing marketing strategies.
LO 11-4 Examine the development of a marketing strategy, including market segmentation and marketing mix.
LO 11-5 Investigate how marketers conduct marketing research and study buying behavior.
LO 11-6 Summarize the environmental forces that influence marketing decisions.
11-3
The Nature of Marketing
11-4
Marketing
• A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas
Exchange • The act of giving up one thing (money, credit, labor,
goods) in return for something else (goods, services, or ideas)
11-5
Creating Value with Marketing
Customer Benefits
Customer Costs
Customer Value = –
Value
• A customer’s subjective assessment of benefits relative to costs in determining the worth of a product
Marketing Concept
• The idea that an organization should try to satisfy customers’ needs through coordinated activities that also allow it to achieve its own goal
Evolution of the Marketing Concept
11-6
Market Orientation
• An approach requiring organizations to gather information about customer needs, share that information throughout the firm, and use that information to help build long-term relationships with customers
Began in the 1950s and continues today
New technologies are helping firms to improve communication and learn what customers want
Marketing Strategy
• A plan of action for developing, pricing distributing, and promoting products that meet the needs of specific customers
Selecting a Target Market
11-7
Market
• A group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas
Target Market
• A specific group of consumers on whose needs and wants a company focuses its marketing efforts
Total-Market Approach • An approach whereby a firm tries to appeal to everyone
and assumes that all buyers have similar needs Sellers of salt, sugar, and many agricultural products use a total-market
approach because everyone is a potential consumer of these products
Selecting a Target Market
11-8
Women are the largest market segment, with 51% of the U.S. population
Marketers are focusing on the growing Hispanic population
Market Segmentation• A strategy whereby a firm divides the total market into
groups of people who have relatively similar product needs
Market Segment• A collection of individuals, groups, or organizations
who share one or more characteristics and thus have relatively similar product needs and desires
Market Segmentation Approaches
11-9
Concentration Approach • A market segmentation approach whereby a company
develops one marketing strategy for a single market segment
• Porsche directs all its marketing efforts toward high-income individuals who want to own high-performance vehicles
Multisegment Approach • A market segmentation approach whereby the marketer
aims its efforts at two or more segments, developing a marketing strategy for each
• Raleigh bicycles has designed separate marketing strategies for racers, tourers, commuters, and children
Market Segmentation Approaches
11-10
©
Niche Marketing
• Is a narrow market segment focus when efforts are on one small, well-defined group that has a unique, specific set of needs
• Companies segment markets on the basis of several variables:
Demographic Geographic Psychographic Behavioristic
Developing a Marketing Mix
11-11
Marketing Mix
• The four marketing activities—product, price, promotion, and distribution—that the firm can control to achieve specific goals within a dynamic marketing environment
A product whether a
Good – A physical entity you can touch (a car, computer, or adopted kitten)
Service – The application of human and mechanical efforts to people or objects to provide intangible benefits to customers (Air travel, dry cleaning, or haircuts)
Idea – Can be a concept, philosophy, image, or issue (attorney advise or political parties)
Is a complex mix of tangible and intangible attributes that provide satisfaction and benefits
Price, Distribution & Promotion
11-12
.
Price • A value placed on an object exchanged between a buyer and a seller
Distribution
• Making products available to customers in the quantities desired
Promotion • A persuasive form of communication that attempts to expedite a marketing
exchange by influencing individuals, groups, and organizations to accept goods, services, and ideas
Marketing Research and Information Systems
11-13
Marketing Research
• A systematic, objective process of getting information about potential customers to guide marketing decisions
• Marketing information that is observed, recorded, or collected directly from respondents
• “Mystery shoppers”, surveys, and focus groups• Passive observation of consumer behavior and open-
ended questions techniques
Primary Data
• Information that is compiled inside or outside an organization for some purpose other than changing the current situation
• Information compiled by the U.S. Census Bureau and other government agencies, databases created by marketing research firms, as well as sales and other internal reports
Secondary Data
Buying Behavior
11-14
Buying Behavior • The decision processes and actions of people who purchase and use
products
Perception• The process by which a person selects, organizes, and interprets
information received from his or her senses
Motivation• Inner drive that directs a person’s behavior toward goals
Learning• Changes in a person’s behavior based on information and experience
Attitude• Knowledge and positive or negative feelings about something
Personality• The organization of an individual’s distinguishing character traits, attitudes,
or habits
Social Variables of Buying Behavior
11-15
Social Roles
• A set of expectations for individuals based on some position they occupy
Reference Groups
• Groups with whom buyers identify and whose values or attitudes they adopt
Social Classes
• A ranking of people into higher or lower positions of respect
Culture
• The integrated, accepted pattern of human behavior, including thought, speech, beliefs, actions, and artifacts
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