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Copyright 2007, Prentice-Hall, Inc. 1-1
Figure 1-1A Simple Model of the Marketing Process
Copyright 2007, Prentice-Hall, Inc. 1-2
Products Can Be Ideas
Products do not have to be physical objects. Here the “product” is an idea -- protecting animals.
Products can also be people, organizations, places, or information.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 1-3
Let’s Talk!
Does the ad shown at right promote consumer experiences? Explain.
Offer a different example of a current advertising campaign that promotes a “consumer experience.”
Do you believe the campaign is effective? Why or why not?
Copyright 2007, Prentice-Hall, Inc. 1-4
Marketing in Action
Focused on selling prerecorded CDs, the record industry missed early opportunities to partner with music downloading services and manufacturers of
digital MP3 type recording devices.
Marketing Myopia in the Recording Industry
Copyright 2007, Prentice-Hall, Inc. 1-5
Marketing in Action
This tongue in cheek ad pokes fun at the advertising industry’s tendency toward hyperbole when setting consumer expectations for goods and services.
Who is being targeted? Does this ad set the proper expectations?
Setting Expectations
Copyright 2007, Prentice-Hall, Inc. 1-6
Marketing in Action
The Internet helps brings buyers, sellers, and those interested in bartering together.
SWAPACE and The Barter Company are two Web sites that enable individuals or businesses to barter, swap, or buy products and services.
Bartering Via the Web
swapace.com barterco.com
Copyright 2007, Prentice-Hall, Inc. 1-7
Figure 1-2Elements of a Modern Marketing
System
Copyright 2007, Prentice-Hall, Inc. 1-8
Pair up with another student and discuss the ad shown at right.
Are you part of the target market for this product?
List the personal traits, variables, or factors that characterize members of this market segment.
Let’s Talk!
Copyright 2007, Prentice-Hall, Inc. 1-9
Marketing in Action
Demarketing is often used to discourage undesirable behaviors.
Is this ad effective?
Visit the Office of National Drug Control Policy ad gallery.
mediacampaign.org
Demarketing
Copyright 2007, Prentice-Hall, Inc. 1-10
Figure 1-3Marketing and Sales Concepts
Contrasted
Copyright 2007, Prentice-Hall, Inc. 1-11
Customer-Driven Marketing
Twenty years ago, how many consumers would have thought to ask for laptops, wireless headsets, cell phones, MP3 players, PDAs, and digital cameras?
Marketers must often understand customer needs even better than customers themselves do; customers often can’t articulate what they really need.
Marketing in Action
Copyright 2007, Prentice-Hall, Inc. 1-12
Figure 1-4The Societal Marketing Concept
Copyright 2007, Prentice-Hall, Inc. 1-13
Marketing in Action
To keep customers coming back, Stew Leonard’s has created the “Disneyland of dairy stores.”
Focus on Customer Lifetime Value
Copyright 2007, Prentice-Hall, Inc. 1-14
Figure 1-5Customer Relationship Groups
Copyright 2007, Prentice-Hall, Inc. 1-15
Figure 1-6Expanded Model of the Marketing Process
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