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© 2009 South-Western, Cengage LearningMARKETINGMARKETING
1
Chapter 1
MARKETING TODAYMARKETING TODAYAND TOMORROWAND TOMORROW
1-1 What Is Marketing?
1-2 Businesses Need Marketing
1-3 Understanding the Marketing Concept
1-4 The Changing Role of Marketing
CHAPTER
1
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
2
Focus Questions:What marketing activities
are being demonstrated by Cargill in the advertisement?
Why do you believe a large international company like Cargill is concerned about how to get products to consumers living in Central America?
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© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
3
1-1WHAT IS MARKETING?
GOALS GOALS Understand the importance of studying
marketing.Explain what marketing is and describe
important marketing functions.Define marketing.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
4
Why Study Marketing?
Where does marketing take place?All types of businesses use marketing
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
5
Businesses Directly Involved in Marketing
Advertising agenciesMarketing research firmsImport/export officesFreight companiesFinance and credit firmsTelemarketersTravel agencies
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
6
Businesses with Major Marketing Activities
RetailersManufacturersBanksReal estate agenciesInsurance companiesAutomobile dealersFarmers and ranchers
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
7
Businesses with Limited Marketing Role
Law officesMedical centersAccounting firmsGovernment agenciesUniversitiesConstruction businessesPublic utilities
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
8
What Is Marketing?
Marketing functionsCompanies use the
marketing functions
MARKETING FUNCTIONSMarket planningProduct/service managementDistributionPricingPromotionSellingMarketing-information managementFinancingRisk management
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
9
Defining Marketing
Marketing is the creation and maintenance of satisfying exchange relationships.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
10
BUSINESSES NEED MARKETING
GOALSExplain why businesses need
marketing.Understand how marketing developed
as a part of business.Describe the functions of business.
1-2
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
11
The Need for Marketing
Marketing must be carefully planned.Marketing must be coordinated with
other business activities.
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
12
The Development of Marketing in Business
BarteringSpecialization of laborMoney systemsCentral marketsOther marketing activities
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
13
The Functions of Business
ProductionOperationsAccounting and financeManagement and administrationMarketingCoordination of business functions
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
14
UNDERSTANDING THEMARKETING CONCEPT
GOALS Define the marketing concept.Determine how businesses implement
the marketing concept.
1-3
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
15
The Marketing Concept
Satisfying customer needsThe consequences of not satisfying
customer needs
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
16
Elements of the Marketing Concept
Identify needs of
customers
Develop and market products or
services
Operate a business profitably
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
17
Implementing the Marketing Concept
Identify the marketDevelop a marketing mix
ProductDistribution or placePricePromotion
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
18
THE CHANGINGROLE OF MARKETING
GOALS Describe how businesses approach
marketing differently today than they did in the past.
Summarize how marketing is changing in businesses and other organizations.
1-4
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
19
The Changing Approachto Marketing
Production emphasisSales emphasisMarketing department emphasisMarketing concept emphasis
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
20
Production Era
• Emphasis on producing and distributing new products
1900s–1920s
Sales Era
• Emphasis on using advertising and salespeople to convince customers to buy a company’s products
1930s–1940s
Marketing Department Era
• Emphasis on developing many new marketing activities to sell products
1950s–1960s
Marketing Concept Era
• Emphasis on satisfying customers’ needs with a carefully developed marketing mix
1970s–Today
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
21
Improving the Marketing Concept
Relationship MarketingEmployee Empowerment
© 2009 South-Western, Cengage LearningMARKETINGMARKETINGChapter 1
22
The Changing View of Marketing
Marketing in other organizationsMarketers’ roles today