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7/30/2019 Kerin e3 Ch1
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Slide 1-1Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Slide 1-2
Define marketing and identify thediverse factors influencing marketingactivities.
LO1
Explain how marketing discovers andsatisfies consumer needs.
Distinguish between marketing mixelements and environmental forces.O3
LO2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
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Slide 1-3
Explain how organizations build strongcustomer relationships and customervalue through marketing.
Describe how todays customerrelationship era differs from prior erasoriented to production and selling.
LO4
LO5
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
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Slide 1-4
HOW DO COLLEGE STUDENTS STUDY?3Ms RESPONSE TO A NEW-PRODUCT CHALLENGE!
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Slide 1-5
HOW DO COLLEGE STUDENTS STUDY?DISCOVERING STUDENT STUDYING NEEDS
3M Post-it
Notes orPost-itFlags
+
Felt Tip Highlighters
=
3M product thatwill combine
Post-it Notes orPost-it Flags and
Highlighters
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Slide 1-6
HOW DO COLLEGE STUDENTS STUDY?SATISFYING STUDENT STUDYING NEEDS
7/30/2019 Kerin e3 Ch1
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Marketing is NOT Easy
WHAT IS MARKETING ?O1
You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions
May Be Involved in Selling Decisions
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1. True 2. True 3. (c) plastic bottles
FIGURE 1-1 The see-if-youre-really-a-marketing-expert test
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MARKETING MATTERSPayoff for the Joys (!) and Sleepless Nights (?)
of Starting Your Own Small Business: YouTube!!!!
LO1
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Marketing Seeks to:
Exchange
Discover Needs and Wants of Customers
Satisfy Them
WHAT IS MARKETING?DELIVERING BENEFITS
LO1
AMA Definition of Marketing
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx7/30/2019 Kerin e3 Ch1
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WHAT IS MARKETING?DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES
LO1
The Organization Itself
Society
Environmental Forces
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FIGURE 1-2 A marketing department relatesto many people, organizations, andenvironmental forces
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HOW MARKETINGDISCOVERS CONSUMER NEEDS
THE CHALLENGE: NEW PRODUCTS
LO2
Consumers May Not Know or CannotDescribe What They Need or Want
Most New Products Fail
Focus on the Consumer Benefit
Learn From the Past
The Challenge:
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Dr. Care Vanilla-Mint Aerosol ToothpasteWhat benefits and what showstoppers?
LO2
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Hot Pockets Subs Microwaveable SnacksWhat benefits and what showstoppers?
LO2
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iRobot Scooba Robotic Floor WasherWhat benefits and what showstoppers?
LO2
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Coca Cola C2What benefits and what showstoppers?
LO2
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Need
Want
Does Marketing Persuade People toBuy the Wrong Things?
Market
HOW MARKETINGDISCOVERS CONSUMER NEEDS
NEEDS VS. WANTS
LO2
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FIGURE 1-3 Marketing seeks to discoverconsumer needs through research and thensatisfy them with a marketing program
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Slide 1-20
HOW MARKETINGSATISFIES CONSUMER NEEDS
LO3
Promotion
Place
Target Market
The 4 Ps: ControllableMarketing Mix Factors
Product
Price $399
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Slide 1-21
HOW MARKETINGSATISFIES CONSUMER NEEDS
LO3
Technological
Regulatory
Uncontrollable Environmental Forces
Social
Economic
Competitive
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Slide 1-22
THE MARKETING PROGRAMCUSTOMER VALUE AND RELATIONSHIPS
LO4
Best Price Best Service
Customer Value
Best Product
Value Strategies
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Slide 1-23
Costco and StarbucksWhat customer value strategy?
LO4
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Slide 1-24
THE MARKETING PROGRAMRELATIONSHIP MARKETING
LO4
Easy to Understand
Relationship Marketing
Hard to Do
Marketing Program
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Slide 1-25
3MS STRATEGY & MARKETING PROGRAMHELPING STUDENTS STUDY
LO4
Move from Ideas toa MarketableHighlighter Product
Extend the Product Line
Develop a MarketingProgram for thePost-itFlagHighlighter and Pen
FIGURE 1 4 M k ti f t
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Slide 1-26
FIGURE 1-4 Marketing programs for twonew 3M Post-itbrand products targeted attwo distinct customer segments: collegestudents and office workers
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Slide 1-27
3M STRATEGY & MARKETING PROGRAMMARKETPLACE SUCCESS?
LO4
Developed SecondGeneration Post-it
Flag Highlighter
Appeared onThe Oprah
Winfrey Show
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Slide 1-28
HOW MARKETING BECAME IMPORTANTEVOLUTION OF THE MARKET ORIENTATION
LO5
Production Era
Sales Era
Marketing Concept Era
Customer Relationship Era
Market Orientation
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Slide 1-29
HOW MARKETING BECAME IMPORTANTETHICS AND SOCIAL RESPONSIBILITY
LO5
Ethics
Social Responsibility
Societal Marketing Concept
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Slide 1-30
HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARKETING
LO6
Who Markets?
What Is Marketed?
Goods Services Ideas
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HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARKETING
LO5
Who Benefits?
Who Buys & Uses What Is Marketed?
Ultimate Consumers
Organizational Buyers
How Do Consumers Benefit? Utility
Form Utility
Place Utility
Time Utility
Possession Utility