Marketing Today 01 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

What is Marketing? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

MARKETING Attempts to meet the needs of... Buyers Sellers Investors General Public Marketing Meets Needs Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Marketing Concept satisfying consumer needs to ensure long-term profitability Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

NeedWant Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Want Need Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Form Marketing Creates Utility Place Time Possession Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Marketing and Exchange Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

GOODS PAYMENT MarketerCustomer Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Exchange

Production Era Triple Bottom Line Era TIMELINE Sales Era Relationship Era Evolution of a Concept Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Production Era Suited to a sellers’ market where the buyer has to take what is available Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Hard-sell approach when product availability exceeds demand Sales Era Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Focus on meeting buyers’ needs and wants for the long run Relationship Era Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Maximize three bottom line components: Triple Bottom Line Era Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall financial social environmental

Products: What are they? Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Consumer Goods Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

B2B Goods Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Not-for-Profit Marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Idea, place, people marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

To the Consumer To the Seller Marketing of Value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

More expensive to attract than retain a customer Customer Value Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall

Competitive Advantage Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Value Chain Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Value Chain Inbound Logistics Bring in raw materials Operations Make final product Outbound Logistics Ship out final product Marketing/ Sales Sell the final product Service Provide needed customer support Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

VALUE Consumer Generated Value Give input to product design Give online reviews Discuss product on social networking sites Give online advice tutorials Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Marketing activities influence the world Society and Value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Dark Side of Marketing Deceptive advertising Sweatshops Shoplifting Addictive consumption Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall

Product Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Price Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Promotion Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Place Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall