1. Marketing Management Dawn Iacobucci
© 2010 South-Western, a part of Cengage Learning

2. What is Marketing
Chapter 1

3. Marketing and Exchange
Marketing is an exchange between a firm and customer
Customer
The company offers benefits to its customers,
and seeks profits.
The customer seeks benefits from the company,
and expects to pay.
Company

4. Orientations Product/Production Selling Orientation Marketing/Customer
Build a better mousetrap
Selling Orientation
Let’s make a Deal
Marketing/Customer
Building relationships with the customer

5. Marketing IS the Business
Marketing should permeate the entire organization
Chief Marketing Officers (CMO) need to show results
Quantify results when possible

6. Marketing Framework Customers Company Who are they?
What are they like?
Do we want to draw different customers?
Company
What are our strengths and weaknesses?
What customer benefits can we provide?

7. Marketing Framework Context Collaborators
What is happening in our industry that might reshape our future business?
Collaborators
Can we address our customers’ needs while strengthening our B2B partnerships?

8. Marketing Framework Competitors
Who are the competitors we must consider?
What are their likely actions and reactions?

9. Marketing Framework Segmentation Targeting Positioning
Customers aren’t all the same; they vary in their preferences, needs, and resources
Targeting
Attracting some of those customers makes better sense than going after others
Positioning
Communicate your benefits clearly to your intended customers

10. Marketing Framework Product Price
Will customers want what your company is prepared to produce?
Price
Will customers pay what you’d like to charge?

11. Marketing Framework Place Promotion
Where and how will customers purchase your market offering?
Promotion
What can you tell your customers or do for them to entice them to purchase?

12. Framework Considerations
5 Cs, STP and 4 Ps are interdependent
Marketers must understand how one decision impacts other decisions
The 5 Cs are in flux
Marketers must consistently monitor and adjust strategy accordingly

13. Types of Shopping

14. Purchase Decision Making

15. Models for How Buyers Decide
Lexicographic method
Compare brands by most important attribute; brands that make the cut go into consideration set; then compare on next important attribute, etc.
Average method
One attribute can’t make or break a brand
Use attribute importance
Assists with segmentation

16. B2B Customers Classifications
Installations
Accessories
Raw materials
Components
Business services
Most important classification is whether a business cares about a purchase

17. B2B Customers
More complex decision making due to different roles within a business:
Initiators
Users
Influencers
Buyers
Each role may sleek slightly different attributes