Upload
tjamisonedu
View
2.098
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
by Jeff Tanner and Mary Anne Raymondby Jeff Tanner and Mary Anne Raymond
Principles of Marketing
Chapter 1Chapter 1What Is Marketing?What Is Marketing?
©2010 Flat World Knowledge, Inc.
This is an introductory courseIts purpose is to familiarize
students with the role of the marketing organization in the conduct of doing business in today’s global marketplace.
©2010 Flat World Knowledge, Inc.
3
©2010 Flat World Knowledge, Inc.
4
Some of the Key QuestionsSome of the Key Questions
• In this chapter we will establish the importance and basic responsibilitiesof the marketing function.
©2010 Flat World Knowledge, Inc.
5
Defining MarketingDefining Marketing
©2010 Flat World Knowledge, Inc.
6
Marketing is all about VALUEMarketing is all about VALUE
Value* = benefits received – (price + hassle)
* Value is determined by the customerAnd
In recognizing the importance of the customer and value, market oriented companies employ the marketing concept
©2010 Flat World Knowledge, Inc.
7
VALUE DefinedVALUE Defined
A philosophy
©2010 Flat World Knowledge, Inc.
8
The Marketing ConceptThe Marketing Concept
©2010 Flat World Knowledge, Inc.
A marketing responsibility
This bundleis the offering
Getting it right is…
9
Creating Offerings that Have ValueCreating Offerings that Have Value
©2010 Flat World Knowledge, Inc.
Many forms of communication may be used
Describing the offering and its value for the user
outgoing
10
Communicating OfferingsCommunicating Offerings
Incoming
©2010 Flat World Knowledge, Inc.
11
Listening to CustomersListening to Customers
©2010 Flat World Knowledge, Inc.
Supply chain
Information flows both ways
Raw
mate
rial and
com
ponent
sup
plie
rs
12
Delivering Consumer OfferingsDelivering Consumer Offerings
©2010 Flat World Knowledge, Inc.
Sometimes for cash
Could be acredit card
13
Exchanging OfferingsExchanging Offerings
©2010 Flat World Knowledge, Inc.
The focus has changed from the 4Ps to value14
Key TakeawaysKey Takeaways
©2010 Flat World Knowledge, Inc.
15
But we will focus on
Organizations
For profit companies• Wal-Mart• P&G• Local businesses
Non-profits• charities• schools• hospitals• governments
Who Does Marketing?Who Does Marketing?
©2010 Flat World Knowledge, Inc.
16
Completing this course will help you to more effectively
Marketing YouMarketing You
©2010 Flat World Knowledge, Inc.
17
Marketing is an enabler• delivers value• benefits society• provides career opportunities
Marketing researchMerchandisingSalesAdvertisingProduct developmentDirect marketingEvent marketing
Marketing is the only organizational function that creates revenue!
A growing number of CEOs are people with marketing backgrounds
Why Study Marketing?Why Study Marketing?
©2010 Flat World Knowledge, Inc.
18
Marketing activities must interact with other functions and staff
Staff• legal• inv. rel.
Marketing’s RoleMarketing’s Role
©2010 Flat World Knowledge, Inc.
19
Most companies have mission statements that emphasize:
Values
Customers
Motivation of employees
Corporate planning uses this mission statement as the framework indeveloping the corporate strategy.
The marketing plan, as part of the corporate plan, articulates the strategy for creating, communicating, and delivering an exchange of value.
The Marketing PlanThe Marketing Plan
©2010 Flat World Knowledge, Inc.
20
Developing the Marketing PlanDeveloping the Marketing Plan
©2010 Flat World Knowledge, Inc.
21
The Marketing Environment Is The Marketing Environment Is ChangingChanging
©2010 Flat World Knowledge, Inc.
22
Marketing is a process of:
Finding customer needs and wants — filling the needs and wants with products that have value — communicating and delivering these products to customers
Planning and implementing the marketing strategy to accomplish the above — in concert with other organizational entities — while returning reasonable profits
Marketing activities are evolving in response to — global trade and competition issues — customer concerns about ethics, sustainability, and social responsibilities
Marketing offers many varied career opportunities — marketing ourselves can have personal benefits
Chapter SummaryChapter Summary