1. Have It Your Way
Nature of Marketing
Marketing
LAP 4

2. Objectives Explain the nature of marketing.
Explain the nature of the marketing concept.
Explain how marketing affects our society.

3. Explain the nature of marketing.
Objective
Explain the nature of marketing.

4. Marketing is all around you. You’ve been involved in marketing.

5. Matches producers with customers who want their products
The Role of Marketing
Matches producers with customers who want their products

6. Marketing/ mahr-ki-ting/ n
Marketing/ mahr-ki-ting/ n. The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

7. Marketing Activities Planning How to Carry Out the Marketing Process
Plans guide marketers’ activities.
Planning and coordination of marketing activities is essential.

8. Finding Out About Customers
Marketing Activities
Finding Out About Customers
Who are they?
What do they need?

9. Marketing Activities Offering the Products Customers Want Marketers:
Share customer info with the company
“Test drive” new products
People in operations: Create products
People in finance: Determine financial feasibility

10. Determining How Much to Charge for the Products
Marketing Activities
What price would satisfy buyers and sellers?
Determining How Much to Charge for the Products

11. Communicating With Customers
Marketing Activities
Communicating With Customers
Capturing customers’ attention
Generating demand for their products

12. Marketing Activities Putting Products Where They Need to Be Websites
Retail stores
Catalogs
Where are customers likely to purchase products?

13. Where Does Marketing Occur?
In everyday places
Wherever customers are present
In all kinds of businesses

14. Almost everyone, including you
Who Takes Part in Marketing?
Everyday people
Almost everyone, including you

15. Goods (Durable and Nondurable)
What Can Be Marketed?
Services
Goods (Durable and Nondurable)
Organizations

16. What Can Be Marketed?
Events
Places
Ideas
People

17. Explain the nature of the marketing concept.
Objective
Explain the nature of the marketing concept.

18. marketing concept/ mahr-ki-ting kon-sept/ n
marketing concept/ mahr-ki-ting kon-sept/ n. A philosophy of conducting business that is based on the belief that all business activities should be aimed toward satisfying customer wants and needs while achieving company goals

19. Three Elements of the Marketing Concept
Customer Orientation
Do it the customer’s way.
Company Commitment
Do it better.
Company Goals
Do it with success in mind.

20. Explain how marketing affects our society.
Objective
Explain how marketing affects our society.

21. Makes the world go round Influences your decisions every day
Marketing’s Impact on Society
Makes the world go round
Influences your decisions every day

22. New and improved products at lower prices
Marketing’s Benefits
Makes our lives better
New and improved products at lower prices

23. Marketing’s Benefits Provides us with a variety of goods and services
Many styles, models, colors, and sizes

24. Encourages trade between nations
Marketing’s Benefits
Encourages trade between nations

25. What If Marketing Didn’t Exist?
It would be difficult for producers to:
Connect with customers
Improve existing products
Develop new products
Your own life would be difficult and different.
Producer
Customer

26. What local event did you attend?
What part did marketing play?
Was the marketing effective?
What should be changed?

27. Young women promoted a new product.
The target market was young men.
Was it the right choice? Why?

28. MBAResearch Acknowledgments Original Developers
Christopher C. Burke, April J. Miller, MBAResearch
Version 2.0
Copyright © 2011
MBA Research and Curriculum Center®

29. Digital-based photography sources:
DIGITAL VISION LTD.
Teenager Today
Obj. B: #130271
Photos copyright Digital Vision Ltd., all rights reserved.
833 Fourth Ave. SW, Suite 800 Calgary, AB, Canada T2P 3T5
ThinkStock Photos
Various images used in this presentation are ©2010 Think Stock Photos. All rights reserved

30. Copyright:
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