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Business in a Changing World McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 Customer-Driven Marketing

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12-4 David’s BridalDavid’s Bridal: Captured 30% of the wedding dress market. In the past 60 years, the bridal industry has reinvented itself numerous times. David’s Bridal enters the market in the 1990’s and has never looked back.

12-5 The Importance of Marketing Planning & execution to satisfy customer goals – Product development Product pricing Product promotion Distribution of goods, ideas, services

12-6 The group of activities that add value and designed to expedite transactions by creating, distributing, pricing, and promoting goods, services and ideas. The Nature of Marketing MARKETING

12-7 Marketing is NOT – Manipulating consumers Selling & advertising Marketing IS – Satisfying consumers The Nature of Marketing

12-8 The Exchange Relationship – act of giving up one thing (money, credit, labor, goods) in return (exchange) for something else (goods, services, or ideas) Marketing

12-9 The Exchange Process: Giving Up One Thing in Return for Another Marketing – The Exchange Relationship

12-10 Industry groups use marketing to increase demand for the industry’s product. America’s Beef Producers Functions of Marketing

12-11 Buying Selling Transporting Storing Grading Financing Marketing research Risk taking Functions of Marketing

12-12 The idea that an organization should try to satisfy customers’ needs through coordinated activities that also allow it to achieve its own goals. The Marketing Concept

12-13 Marketing Goal – Customer satisfaction Achieve business objectives Boost productivity Reduce costs Capture market share The Marketing Concept

12-14 Implementing the Marketing Concept Good information re: customer wants Consumer orientation Coordinate organizational efforts Customer’s perception of value = measure of success

12-15 The Marketing Concept 46% executives believe firm is customer focused 67% executives frequently meet with customers Marketing is more important as markets are more competitive

12-16 The Marketing Concept Production Orientation – 19 th century manufacturing efficiency Sales Orientation – early 20 th century Supply exceeds demand – need to “sell” products Marketing Orientation – 1950’s First determine what customers want

12-17 The Marketing Concept Marketing Orientation – approach requiring organizations to gather information about customer needs, share information across firm, use information to build long-term relationships with customers.

12-18 Marketing Orientation Wrigley’sWrigley’s sells products in 180 countries. Continues to reinvent itself; in 2008, merger with candy maker Mars.

12-19 Developing a Marketing Strategy Marketing strategy – plan of action for developing, pricing, distributing, and promoting products meeting the needs of specific customers.

12-20 Developing a Marketing Strategy Target Market – very specific group of consumers that a company focuses its marketing efforts to (e.g. Nike – golf clubs for recreational golfers).Nike

12-21 Developing a Marketing Strategy Total-market approach – firm tries to appeal to everyone and assumes that all buyers have similar needs. (e.g. Salt, sugar, agricultural products).

12-22 Developing a Marketing Strategy Market segmentation – strategy to divide the total market into groups of people with relatively similar product needs. Market segment – collection of individuals, groups or organizations sharing one or more characteristics thus having relatively similar needs and desires for products.

12-23 Market Segmentation Minority Buying Power by Race, 1990 versus 2003 & 2005

12-24 Total-Market Approach

12-25 Market Segmentation Approaches Concentration – company develops one marketing strategy for a single market segment. Specialization (e.g. Porsche’s focus on high- income individuals)Porsche’s Multi-segment – aims at two or more segments with strategy for each. (e.g. Raleigh bicycles for racers, commuters, and children)Raleigh

12-26 Market Segmentation Approaches Niche marketing – narrow segment focus usually on one small well-defined group with a unique and specific set of needs. (IceCreamSource.com)IceCreamSource.com

12-27 Bases for Market Segmentation Demographic Geographic Psychographic Behavioristic

12-28 Developing the Marketing Mix

12-29 Product A good, service, or idea that has tangible and intangible attributes that provide satisfaction and benefit to consumers Products should be sold at a profit

12-30 Price A value placed on a product or service that is exchanged between a buyer and seller

12-31 Distribution Making products available to consumers in the quantities and locations desired

12-32 Promotion A persuasive form of communication that attempts to expedite a marketing exchange by influencing individuals and organizations to accept goods, services, and ideas

12-33 Marketing Research Systematic and objective process to collect information about potential customers. Guides marketing decisions.

12-34 Collecting Data Primary data – marketing information that is observed, recorded or collected directly from respondents (consumers). Secondary data – information compiled inside or outside the organization for some purpose other than changing the current situation

12-35 Buying Behavior Buying behavior – decision processes and actions of people who purchase and use products. Consumers personal and household Organizations for business use

12-36 Buying Behavior Perception – process by which a person selects, organizes, and interprets information received from one’s senses. (hearing a radio ad, touching a product)

12-37 Buying Behavior Learning – brings changes in behavior based on information and experience. Attitude – positive or negative feelings about something. Personality – individuals distinguishing character traits, attitudes, or habits.

12-38 Social Variables of Buying Behavior Social roles – set of expectations of individuals based on some position they occupy.

12-39 Buying Behavior Reference groups – groups with whom buyers identify and whose values or attitudes they adopt Social classes – ranking of people into higher or lower positions of respect Culture – integrated, accepted pattern of behavior including thought, speech, beliefs, actions, and artifacts

12-40 What Does Green Marketing Mean for Marketers? Entrepreneurial marketers will be leaders – new energy efficient products – changing consumption patterns (3 R’s) Reduce carbon emissions – source locally – eco-friendly transportation – master e-business strategies Green Marketing = Profits

12-41 The Marketing Mix and the Marketing Environment