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8/19/2011
1
*
*Chapter
Thirteen
Marketing:
Helping
Buyers Buy
McGraw-Hill/IrwinCopyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
*
*Profile
• Developed a system of
clothes sizing called Fitlogic.
• Lee’s system standardizes
sizes and provides flexibility.
• Though she has an excellent
idea, Lee must market her
product.
CRICKET LEEFitlogic
13-2
*
*What is
Marketing?
• Marketing -- The activity, set of institutions and
processes for creating, communicating, delivering,
and exchanging offerings with value for customers,
clients, partners, and society at large.
WHAT’S MARKETING?
LG1
13-3
8/19/2011
2
*
*What is
Marketing?
• Marketing today involves helping the buyer buy
through:
- Websites that help buyers find the best price,
identify product features, and question sellers.
FOCUS of CONTEMPORARY
MARKETINGLG1
- Blogs and social
networking sites that
cultivate consumer
relationships.
13-4
*
*
• Lance Fried was an electrical engineer who went
into business after he built a waterproof MP3
player.
FIND A NEED AND FILL ITSpotlight on Small Business
• Focused his marketing plan on
small surf shops instead of large
stores.
• Now, Fried attends trade shows
and runs a website to help sell
more products.
13-5
*
*The Evolution
of Marketing
• Production Era
• Selling Era
• Marketing Concept Era
• Customer Relationship
Era
FOUR ERAS of U.S. MARKETING
LG1
13-6
8/19/2011
3
*
*The Evolution
of Marketing
• The general philosophy was
“Produce what you can
because the market is
limitless.”
• After mass production, the
focus turned from production
to persuasion.
The PRODUCTION and
SELLING ERASLG1
13-7
*
*The Evolution
of Marketing
• After WWII, a consumer spending boom
developed.
• Businesses knew they needed to be responsive
to consumers if they wanted their business.
The MARKETING CONCEPT ERA
LG1
13-8
*
*The Evolution
of Marketing
• The Marketing Concept includes three parts:
1. Customer Orientation -- Finding out what
customers want and then providing it.
2. Service Orientation -- Making sure everyone in
an organization is committed to customer
satisfaction.
3. Profit Orientation -- Focusing on the goods and
services that will earn the most profit.
APPLYING the
MARKETING CONCEPT LG1
13-9
8/19/2011
4
*
*The Evolution
of Marketing
• Customer Relationship Management (CRM) --Learning as much as you can about customers and
doing what you can to satisfy or exceed their
expectations.
• Organizations seek to enhance customer
satisfaction building long-term relationships.
• Today firms like Priceline and Travelocity use
CRM that allow customers to build a relationship
with the suppliers.
The CUSTOMER
RELATIONSHIP ERALG1
13-10
*
*
• Nonprofit marketing tactics include:
NONPROFIT MARKETINGNonprofit
Organizations
and Marketing
LG1
- Fundraising
- Public Relations
- Special Campaigns
- Ecological practices
- Changing public opinions and
attitudes
- Increasing organizational
membership
13-11
*
*
• Nonprofit marketing strategies include:
- Determine the firm’s goals and objectives.
- Focus on long-term marketing.
- Find a competent board of directors.
- Exercise strategic planning.
- Train and develop long-term volunteers.
- Carefully segment the target market.
MARKETING STRATEGIES for
NONPROFITS
Nonprofit
Organizations
and Marketing
LG1
13-12
8/19/2011
5
*
*Designing a
Product to Meet
Consumer
Needs
• Product -- A good, service, or
idea that satisfies a consumer’s
want or need.
• Test Marketing -- Testing
product concepts among
potential product users.
• Brand Name -- A word, letter,
or a group of words or letters
that differentiates one seller’s
goods from a competitor’s.
DEVELOPING a PRODUCT
LG2
13-13
*
*Setting an
Appropriate
Price
• Pricing products depends on many factors:
- Competitors’ prices
- Production costs
- Distribution
- High or low price strategies
• Middlemen are important in place strategies
because getting a product to consumers is
critical.
PRICING and
PLACING a PRODUCTLG2
13-14
*
*Developing an
Effective
Promotional
Strategy
• Promotion -- All the techniques sellers use to
inform people about their products and motivate them
to purchase those products.
• Promotion includes:
- Advertising
- Personal selling
- Public relations
- Viral marketing
- Sales promotions
PROMOTING the PRODUCT
LG2
13-15
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6
*
*Progress
Assessment
• What does it mean to “help the buyer buy?”
• What are the three parts of the marketing
concept?
• What are the Four P’s of the Marketing Mix?
PROGRESS ASSESSMENT
13-16
*
*Providing
Marketers with
Information
• Marketing Research -- Analyzing markets to
determine challenges and opportunities, and finding
the information needed to make good decisions.
• Research is used to identify products consumers
have used in the past and what they want in the
future.
• Research uncovers market trends and attitudes
held by company insiders and stakeholders.
SEARCHING for INFORMATION
LG3
13-17
*
*The Marketing
Research
Process
1. Defining the problem or opportunity and
determining the present situation.
2. Collecting research data.
3. Analyzing the data.
4. Choosing the best solution and implementing it.
FOUR STEPS in the MARKETING
RESEARCH PROCESSLG3
13-18
8/19/2011
7
*
*Defining the
Question and
Determining the
Present Situation
• What’s the present situation?
• What are the alternatives?
• What information is needed?
• How should the information be
gathered?
DEFINING the PROBLEM or
OPPORTUNITYLG3
13-19
*
*Collecting
Data
• Secondary Data -- Existing data that has
previously been collected by sources like the
government.
COLLECTING SECONDARY
RESEARCH DATALG3
• Secondary data incurs no
expense and is usually
easily accessible.
• Secondary data doesn’t
always provide all the
needed information for
marketers.13-20
*
*Collecting
Data
• Primary Data -- In-depth information gathered by
marketers from their own research.
• Telephone, online and mail surveys, personal
interviews, and focus groups are ways to collect
primary data.
COLLECTING PRIMARY
RESEARCH DATALG3
13-21
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8
*
*Collecting
Data
• Focus Group -- A group of people who meet under
the direction of a discussion leader to communicate
opinions.
FOCUS GROUPS
LG3
13-22
*
*Analyzing the
Research Data
• Marketers must turn data into useful information.
• Must use their analysis to plan strategies and
make recommendations.
ANALYZING the DATA and
IMPLEMENTING the DECISIONLG3
• Finally, marketers
must evaluate their
actions and
determine if further
research is needed.
13-23
*
*
• Analyze customer needs and satisfaction.
• Analyze current markets and opportunities.
• Analyze the effectiveness of marketing strategies.
• Analyze marketing process and tactics currently
used.
• Analyze the reasons for goal achievement or
failure.
KEY BENEFITS of MARKETING
RESEARCHLG3
Analyzing the
Research Data
13-24
8/19/2011
9
*
*
• Conduct informal consumer surveys.
WAYS to FIND OUT WHAT
CONSUMERS THINKLG3
Analyzing the
Research Data
• Host a customer focus
group.
• Listen to competitor’s
customers.
• Survey your sales force.
• Become a “phantom”
customer.
13-25
*
*The Marketing
Environment
• Environmental Scanning -- The process of
identifying factors that affect marketing success.
• Factors involved in the environmental scan
include:
- Global factors
- Technological factors
- Sociocultural factors
- Competitive factors
- Economic factors
SCANNING the MARKETING
ENVIRONMENTLG4
13-26
*
*The Marketing
EnvironmentThe MARKETING ENVIRONMENT
LG4
13-27
8/19/2011
10
*
*
• Debra Wexler and Brian Gavin
founded Whiteflash, an online
diamond dealer.
• About 10,000 worldwide users
visit their site each month.
• Wexler started a social
marketing campaign and is
planning an interactive website
to help customers buy.
SOCIAL MARKETING
GOES GLOBAL(Reaching Beyond Our Borders)
13-28
*
*
• Always be customer-focused.
• Benchmark against the best firms.
• Continuously improve performance.
• Develop the best value package.
• Empower your employees.
• Focus on relationship building.
• Goal achievement is the reward.
The ABC’s of MARKETING
LG4
The Marketing
Environment
13-29
*
*Two Different
Markets:
Consumer and
B2B
• Consumer Market -- All the individuals or
households that want goods and services for
personal use and have the resources to buy them.
The CONSUMER and
B2B MARKETLG4
• Business-to-Business
(B2B) -- Individuals and
organizations that buy goods
and services to use in
production or to sell, rent, or
supply to others.
13-30
8/19/2011
11
*
*Progress
Assessment
• What are the four steps in the marketing research
process?
• What’s environmental scanning?
• What factors are included in environmental
scanning?
PROGRESS ASSESSMENT
13-31
*
*The Consumer
Market
• The size and diversity of the consumer market
forces marketers to decide which groups they
want to serve.
• Market Segmentation -- Divides the total market
into groups with similar characteristics.
• Target Marketing -- Selecting which segments an
organization can serve profitably.
MARKETING to CONSUMERS
LG5
13-32
*
*Segmenting
the Consumer
Market
• Geographic Segmentation -- Dividing the market
by cities, counties, states, or regions.
• Demographic Segmentation -- Dividing the
market by age, income, education, and other
demographic variables.
• Psychographic Segmentation -- Dividing the
market by group values, interests, and opinions.
(continued)
SEGMENTING the CONSUMER
MARKETLG5
13-33
8/19/2011
12
*
*Segmenting
the Consumer
Market
• Benefit Segmentation -- Dividing the market
according to product benefits the customer prefers.
• Volume (Usage) Segmentation -- Dividing the
market by the volume of product use.
SEGMENTING the CONSUMER
MARKET(continued)
LG5
13-34
*
*Reaching
Smaller Market
Segments
• Niche Marketing -- Identifies small but profitable
market segments and designs or finds products for
them.
MARKETING to
SMALL SEGMENTSLG5
• One-to-One
Marketing--Developing a unique
mix of goods and
services for each
individual consumer.
13-35
*
*Moving Toward
Relationship
Marketing
• Mass Marketing -- Developing
products and promotions to
please large groups of people.
• Relationship Marketing--Rejects the idea of mass
production and focuses toward
custom-made goods and services
for customers.
MASS MARKETING vs.
RELATIONSHIP MARKETINGLG5
13-36
8/19/2011
13
*
*
• Effective relationship marketing is built on:
• Open communication
• Consistently reliable service
• Staying in contact with customers
• Trust, honesty, and ethical behavior
• Showing that you truly care
KEYS to SUCCESSFUL RELATIONSHIP
MARKETINGLG5
Moving Toward
Relationship
Marketing
13-37
*
*The Consumer
Decision-Making
Process
1. Problem recognition
2. Search for information
3. Evaluating alternatives
4. Purchase decision
5. Postpurchase evaluation
STEPS in the CONSUMER
DECISION-MAKING PROCESSLG5
13-38
*
*The CONSUMER DECSION MAKING
PROCESS AND OUTSIDE INFLUENCESLG5
The Consumer
Decision-Making
Process
13-39
8/19/2011
14
*
*The Business-
to-Business
Market
• Learning
• Reference Groups
• Culture
• Subcultures
• Cognitive Dissonance
KEY FACTORS in CONSUMER
DECISION-MAKINGLG6
13-40
*
*The Business-
to-Business
Market
• B2B marketers include:
- Manufacturers
- Wholesalers and retailers
- Hospitals, schools and charities
- Government
• Products are often sold and resold several times
before reaching final consumers.
BUSINESS-to-BUSINESS
MARKET (B2B)LG6
13-41
*
*The Business-
to-Business
Market
• There are relatively few customers.
• Customers tend to be large buyers.
• Markets are geographically concentrated.
• Buyers are more rational than emotional.
B2B MARKET DIFFERENCES
LG6
• Sales are direct.
• Promotions focus
heavily on personal
selling.
13-42
8/19/2011
15
*
*Progress
Assessment
• Define the terms consumer market and business-
to-business market.
• Name and describe five ways to segment the
consumer market.
• What’s niche marketing and how does it differ
from one-to-one marketing?
• What are four key factors that make B2B markets
different from consumer markets?
PROGRESS ASSESSMENT
13-43