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Principles of Marketing
BUSI-141WV Wesleyan College
Professor Conrad
Chapter Objectives
• Explain what marketing is, including the marketing mix, what can be marketed, and the value of marketing
• Explain the evolution of the marketing concept
• Understand value from the perspectives of customers, producers, and society
• Explain the basics of market planning
Copyright © 2016 Pearson Education, Inc. 1--2
Marketing: What is it?
• As consumers, you all know a lot about it!
• Marketing is first and foremost about satisfying customer needs in a profitable manner
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AMA Definition of Marketing
• Marketing is 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.
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Marketing Defined: Activities, Institutions, Processes
• Marketing includes many different activities
• More than just sales and advertising• Involves interactions with non-marketers:
Finance, HR, MIS, Operations, Accounting, NPD …
• Marketing is also a decision process
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Marketing Defined: Create,
Communicate, Deliver Value
Marketing Facilitates Exchange
• Exchange occurs when one party gives up something and in return for receiving something else
• Conditions for Exchange• At least two people or organizations must be
willing to make a trade.• Have something the other party wants• Agree on value of exchange and terms• Each party free to accept or reject exchange
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Marketing Defined: What is Marketed?
• Product: any good, service, or idea Consumer goods/services Business-to-business
goods/services Not-for-profit marketing Idea, place, and
people marketing Copyright © 2016 Pearson Education, Inc. 1-8
Needs, Wants, and Benefits
• Needs• Difference between actual and desired state• Can by physiological or psychological
• Wants• Desire to satisfy a need in a particular way• Influenced by history, past experience, and culture
• Benefits• Consumer received benefit when need satisfied
• Demand• Customers’ desires for products coupled with the resources
needed to obtain themCopyright © 2016 Pearson Education, Inc. 1-9
Features and Benefits
Markets and Marketplaces
• A market consists of all consumers who share a common need that can be satisfied by a specific product, and who have resources, willingness and authority to purchase.
• A marketplace is any location or medium used to facilitate an exchange.
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Evolution of the Marketing Concept
• Production era• Selling era• Relationship era• Triple bottom-line era
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Production Era
• Marketing dominated by a production orientation
• A management philosophy that emphasizes the most efficient ways to produce and distribute products
• Marketing promotions played a minor role• Henry Ford’s Model T and Ivory soap are
examples of products that were created under a production orientation
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Sales Era
• Dominated by selling orientation • A managerial view of marketing as a sales
function, or a way to move products out of warehouses to reduce inventory
• Emphasis on aggressive promotional activities• Post WWII, production capacity exceeded
demand• Led businesses to focus on one-time sales of
goods rather than repeat business
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Relationship Era
• Focused upon a consumer orientation• A management philosophy that emphasizes
satisfying customers’ needs and wants
• Marketing plays a more central role• Emergence of the marketing concept• Total Quality Management (TQM) and other
quality initiatives gains wide acceptance
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Triple Bottom-Line Era
• Management seeks to maximize financial, environmental, and social bottom lines.• Emergence of societal
marketing concept• Emphasis on ROI
measurement across all three areas
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Sustainability
• Sustainability is about creating products that meet present needs while ensuring future generations can have their needs met
• Green marketing is one type of sustainable business practice
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The Value of Marketing and the Marketing of Value• Value is benefits received by the
consumer from a product relative to total costs
• Marketing activities lead to value creation through innovations that enhance customer benefits and reduce costs
• Marketing promotional activities communicate the value proposition
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Value from the Customer’s Perspective
• Customer perspective:• Value is the ratio of perceived benefits to
perceived costs• Value proposition includes the whole bundle
of benefits the firm promises to deliver, not just the benefits of the product itself
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Value Creation
Marketing is a Process
• Marketing planning is a major portion of the process and involves:
• Analyzing the marketing environment• Developing the marketing plan• Deciding on a market segment• Choosing the marketing mix – product, price,
promotion place
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