Chap

ter 1

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 1-1

The Meaning of Marketing

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Chapter Objectives

1. What is marketing?

2. What is the marketing concept? How has marketing changed?

3. What are marketing functions? Who performs them?

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Objective 1

What terms are in a standard definition

of marketing?

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing is an organizational function and

a collection of processes designed to plan for,

create, communicate, and deliver value to

customers. Marketing also builds effective

customer relationships in ways that

benefit the organization

and its stakeholders.

APPLIED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing

Value $

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Bling Nation

What is Bling Nation?

APPLIED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1- 8

http://www.youtube.com/watch?v=4sVVWRO6pU4&feature=related

Bling Nation

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Bling Nation

What are the consumer costs and benefits to using Bling Nation?

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing

Need Want

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Maslow’s Hierarchy

What are the pyramid levels of this

theory?

APPLIED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1- 12

Maslow’s Hierarchy

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Objective 2

What is the marketing concept? What

is the KEY to the marketing concept?

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

The Marketing Concept is an

organizational philosophy dedicated to

understanding and fulfilling consumer

needs through the

creation of value.

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing Concept

APPLIED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Evolution of Marketing

ProductionOrientation

SalesOrientation

ConsumerOrientation

RelationshipOrientation

1850 1950 Today

1908Model T 1st Sold

1929Great Depression

1945World War II Ends

Seller’s Market Buyer’s Market

1980’sGlobal Competition

19801930

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Objective 3

What are marketing functions? Who

performs them?

EXPLAINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Marketing Functions

APPLIED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

What are the 4 P’s of Marketing?

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 20Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Holistic marketing

Relationship marketing

Internal marketing

Social responsibility marketing

http://bit.ly/oyy13q

Integrated marketing communications

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 21Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Social Marketing

DEFINED

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 22Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-

Social Marketing

http://www.fastcompany.com/