Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 1 Marketing: Creating Value for Customers Marketing

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Major Types of Marketing TYPEDESCRIPTIONEXAMPLE Product Marketing designed to create exchange for tangible products Marketing designed to create exchanges for intangible products Marketing designed to create favorable actions toward persons Marketing designed to attract people to places Marketing designed to create support for ideas or issues or to get people to change socially undesirable behaviors Marketing designed to attract donors, members, participants or volunteers Strategies to sell Gateway computers Strategies by Hertz to rent cars to travelers Strategies to get votes for Bill Clinton Strategies to get people to vacation in Puerto Rico Strategies to get people to stop using illicit drugs Strategies to increase membership in the National Rifle Association Service Person Place Cause Organization Table 1.1 Slide 1-1

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Stakeholders in Marketing Activities Society at Large OrganizationalActivities MarketingActivities Competitors Suppliers Resellers Govt. Agencies Employees Local Communities Special Interest Groups Lenders Owners Customers Figure 1.1 Slide 1-2

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Creating Value for Customers Figure 1.3 Slide 1-3

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 The Consequences of Superior Customer Value Long Term Profitable Relationships Customer Loyalty Customer Satisfaction and Delight Superior Customer Value Figure 1.4 Slide 1-4

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 1-5 Target Market The portion of a market that an organization attempts to serve with its marketing mix

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 1-6 Marketing Mix The strategic tools a firm uses to create value for customers and achieve organizational objectives Price Promotion Placement Product

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Price Promotion Placement Product Slide 1-7 Marketing Mix - Product Something offered by marketers to customers for exchange Target Market

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 1-8 Marketing Mix - Price The amount of money or other resources required to exchange for products and services Price Promotion Placement Product Target Market

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 1-9 Marketing Mix - Placement The channels of distribution used to get products and services to market Price Promotion Placement Product Target Market

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 1-10 Marketing Mix - Promotion The personal and impersonal means used to inform, persuade and remind customers about products and services Price Promotion Placement Product Target Market