Chapter 1 What is Marketing?

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Presentation transcript:

Chapter 1 What is Marketing? The delivery of customer satisfaction at a profit For further details about this topic see page 6 1-1 1

Who Uses Marketing? Large and small organizations Businesses Non-profit agencies Government Domestic or global scale operations Individuals…you For further details about this topic see page 6 1-2 2

Marketing Defined: core marketing concepts Needs Wants Demands For further details about this topic see page7 1-6 6 1

Marketing Defined: core marketing concepts Products Services For further details about this topic see page 9 1-7 7 2

Marketing Defined: core marketing concepts Value Satisfaction Quality For further details about this topic see page 11 1-8 8 3

Marketing Defined: core marketing concepts Exchange Transactions Relationships For further details about this topic see page 12 1-9 9 4

Marketing Defined: core marketing concepts Markets Buyers potential actual For further details about this topic see page 13 1-10 10 5

Marketing Defined: core marketing concepts Communication Products/Services Industry: a collection of sellers Market: a collection of buyers For further details about this topic see page 13 Money Information 1-11 11 6

Marketing Defined: core marketing concepts Company (marketer) Suppliers End user market Marketing intermediaries For further details about this topic see page 14 Competitors Environment 1-12 12

Marketing Management Defined Marketing Program analysis planning implementation control For further details about this topic see page 14 1-13 13

Marketing Management Defined Beneficial Relationships with Target Buyers create build maintain Purpose achieving organizational objectives For further details about this topic see page 14 1-14 14

Marketing Management Demand Management level of demand timing of demand nature of demand For further details about this topic see page 14-15 1-15 15

Marketing Management Building Profitable Customer Relationships understanding working with them retaining them building lasting relationships For further details about this topic see page 15 1-16 16

Marketing Management Philosophies Starting point Focus Means Ends Existing products Selling and promoting Profits through sales volume Factory The selling concept For further details about this topic see page 18 Customer needs Integrated marketing Profits through satisfaction Market The marketing concept 1-21 21

Marketing Management Philosophies The Marketing Concept Focus on customer wants and needs Delivering satisfaction more effectively than competition more efficiently than competition For further details about this topic see page 18 1-20 20

Marketing Management Philosophies The Societal Marketing Concept Maintain or improve well-being of consumers and society Focus on customer wants and needs Delivering satisfaction more effectively than competition more efficiently than competition For further details about this topic see page 19 1-22 22

Future Marketing Challenges Growth of non-profit marketing Boom in information technology use Rapid globalization Changing world economy Call for ethics and social responsibility New landscape for marketing For further details about this topic see page 20 1-24 24