Chapter1 Basic

8/3/2019 Chapter1 Basic

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Marketing8th Canadian Edition

Powerpoints prepared by:Victor Bilodeau

Grant MacEwan University - School of Business

2011 McGraw-Hill Ryerson Ltd. All rights reserved.


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Marketing: Customer

Value, Satisfaction,Customer Relationships,

and Customer

Experiences



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1.Define marketing and identify the requirements for successful

marketing to occur.

2.Understand the breadth and depth of marketing.

3.Explain how marketing discovers and satisfies consumer needs

and wants.

4.Distinguish between marketing mix elements and environmental

forces.

Learning Objectives

After reading this chapter, you should be able to:



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5.Describe how market orientation focuses on creating customer

value, satisfaction, and customer relationships.

6.Explain why some organizations have transitioned from the

market orientation era to the customer experience managementera.

7.Understand the emergence of the social media marketing era.

8.Understand the meaning ofethics and social responsibility andhow they relate to the individual, organizations, and society.

Learning Objectives

After reading this chapter, you should be able to:



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WildPlay is a full-service outdoor adventure company offering

customers bungee jumping, the King Swing, aerial adventure tree

courses, and zip-line rides.

WildPlay was started in September 2005 by two certified climbingguides, Gordon Ross and Tom Benson.

WildPlay targets corporate groups seeking team-building activities,

private groups looking for group fun, and school and youth groups

looking for adventurous field trips.

Already close to 200,000 people have taken the bungee plunge and

over 100,000 have challenged themselves on the Monkido courses!

WILDPLAY ELEMENT PARKS: ACTIVE ADVENTURE

EXPERIENCES AWAIT YOU!



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Marketing: Defined

The activity for creating, communicating, delivering and

exchanging offerings that benefit the organization, its

stakeholders and society at large.

WHAT MARKETING IS AND WHAT IT IS NOT

LO 1 2011 McGraw-Hill Ryerson Ltd. All rights reserved.


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Requirements for Marketing to Occur

Two or More Parties with Unsatisfied Needs

Desire and Ability to Satisfy These Needs

A Way for the Parties to Communicate

Something to Exchange




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The Breadth and Depth of Marketing

What is a Market?

Who Markets?

What is Marketed?

Social Marketing

Who Buys and Uses What is Marketed?

Ultimate Customers

Organizational Buyers

Who Benefits?




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The Diverse Factors Influencing Marketing Activities




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Discovering Consumer Needs

Consumer Needs and Consumer Wants

HOW MARKETING DISCOVERS AND

SATISFIES CONSUMER NEEDS



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Why did Coca-Colas C2 fail?



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FIGURE 1-2

Marketings first task:discovering consumer

needs



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Satisfying Consumer Needs

Target market

The Four Ps: Controllable Marketing Mix Factors

Product

Price

Promotion

Place

The Uncontrollable, Environmental Factors

But Wait, What About High-Technology or New-to-WorldProducts?

HOW MARKETING DISCOVERS AND SATISFIES

CONSUMER NEEDS



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FIGURE 1-3 Marketings second task: satisfying consumerneeds



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The Marketing Program

A Marketing Program for WildPlay Element Parks

THE MARKETING PROGRAM



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FIGURE 1-4 Marketing Program for WildPlay Element Parks



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Evolution of North American Businesses

Production Era

Sales Era

Marketing Concept Era

Market Orientation Era

Customer Value

Customer Satisfaction

Customer relationship management (CRM)

Customer lifetime value (CLV)

eCRM

Interactive marketing

HOW MARKETING

BECAME SO IMPORTANT

LO 4,5 2011 McGraw-Hill Ryerson Ltd. All rights reserved.


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What type of value do these firms

offer their customers?



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Ethics and Social Responsibility:Balancing the Interests of Different Groups

Ethics

Social Responsibility

Societal marketing concept

Macromarketing

Micromarketing

HOW MARKETING

BECAME SO IMPORTANT


Documents

Chapter1 Basic