CHAPTER 1

DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE

THROUGH MARKETING

Marketing: Using Exchanges to Satisfy Needs

Marketing focuses on discovering and satisfying consumer needs

WHAT IS MARKETING?

Requirements for Marketing to Occur Two or More Parties with Unsatisfied Needs Desire and Ability to Satisfy These Needs A Way for the Parties to Communicate Something to Exchange

WHAT IS MARKETING?

What is marketing?

A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

Discovering Consumer Needs The Challenge of Launching Winning

New Products Consumer Needs and Consumer Wants

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

What is a Market , Target market

The Four Ps: Controllable Marketing Mix Factors

The Uncontrollable, Environmental Factors

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

Global Competition, Customer Value, and Customer Relationships

Relationship Marketing and the Marketing Program Relationship Marketing: Easy to Understand /

Difficult to Implement

The Marketing Program

THE MARKETING PROGRAM: CUSTOMER RELATIONSHIPS

Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.

An organization can’t satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its target market

What are the four marketing mix elements that make up the organization’s marketing program?

Product,

Price,

Promotion,

Place

What are uncontrollable variables?

A: Environmental factors the organization’s marketing department can’t control. These include social, economic, technological, competitive, and regulatory forces.

Evolution of Market Orientation Production Era Sales Era The Marketing Concept Era The Market Orientation Era

Customer relationship management (CRM)

HOW MARKETING BECAME SO IMPORTANT

Ethics and Social Responsibility:Balancing the Interests of Different Groups

Ethics Social Responsibility

Societal marketing concept Macromarketing Micromarketing

HOW MARKETING BECAME SO IMPORTANT

The Breadth and Depth of Marketing Who Markets?

What is Marketed?

Who Buys and Uses What is Marketed? Ultimate consumers Organizational buyers

Who Benefits?

How Do Consumers Benefit Utility

HOW MARKETING BECAME SO IMPORTANT

What are the two key characteristics of the marketing concept?

A: An organization should:

(1) Strive to satisfy the needs of consumers

(2) While also trying to achieve the organization’s goals.