1. THE BASICS OF MARKETING
CHAPTER 04
5/8/2018
CHAPTER 4
THE BASICS OF MARKETING
4-1 Changes in Today’s Marketing
4-2 Planning a Marketing Strategy
4-3 Deciphering Consumers and Competitors
4-4 The Varied Role of Marketing
Chapter 4
MARKETING

2. Chapter 4 Focus Questions:
What do you think is meant by the ad’s headline?
What role does Visa play in helping businesses market products and services to customers?
How do credit and financial services such as the ones described in this ad make it easier for businesses to participate in international commerce?
©VISA
Chapter 4

3. CHANGES IN TODAY’S MARKETING
4-1
CHANGES IN TODAY’S MARKETING
GOALS
Explain how marketing today differs from marketing in the past.
Show why understanding customers is crucial to applying the marketing concept.
Chapter 4

4. Marketing Has Changed Marketing Experiences
Understanding the Differences
From few to many
From independence to integration
From problems to opportunities
From expense to investment
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5. What Does Marketing Marketing Mean to a Business?
Reliable Auto Service
Dee’s Designs
Focus on customer needs
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6. PLANNING A MARKETING STRATEGY
4-2
PLANNING A MARKETING STRATEGY
GOALS
Understand how the marketing concept transforms business planning.
Explain the importance of market seg-ments and market opportunity analysis.
Discuss how businesses develop the right marketing mix.
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7. Putting Marketing Up Front
Planning that identifies how a company expects to achieve its goals is known as a strategy.
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8. How Does the Marketing Concept Affect Planning?
Without the marketing concept
1. Develop a product.
2. Decide on marketing activities.
3. Identify potential customers.
With the marketing concept
1. Conduct research to identify potential customers and their needs.
2. Develop a marketing mix (product, distribution, price, promotion) that meets specific customer needs.
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9. Understanding the Customer
Identifying customer needs
Satisfying customer needs
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10. Two Views of Consumers
Customers are all alike and can be influenced to buy what a business offers.
Customers are quite different and they select products and services to meet their unique needs.
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11. Planning the Offering The marketing mix Creating the right mix
Developing products
Making distribution decisions
Pricing products and services
Planning promotion
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12. Combining Parts of the Marketing Mix
Product that offers choices
Distribution that provides convenience
Price that gives value
Promotion that aids decision-making
Satisfied customers
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13. UNDERSTANDING CONSUMERS AND COMPETITORS
4-3
UNDERSTANDING CONSUMERS AND COMPETITORS
GOALS
Detail the stages of consumer decision making.
Understand how business can use the marketing concept in various types of competition.
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14. Consumer Decision Making
The stages of a decision
Recognize
Identify
Evaluate
Decide
Assess
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15. Consumer Decision-Making Stages
Consumers make a series of decisions when deciding on a purchase.
Recognize a need
Identify alternatives
Evaluate choices
Make a decision
Assess satisfaction
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16. Responding to Competition
Intense competition
Limited competition
Monopolistic competition
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17. THE VARIED ROLE MARKETING
4-4
THE VARIED ROLE MARKETING
GOALS
Explain how the role of marketing differs in various types of businesses.
Identify ways marketing is used by non-business organizations.
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18. The Varied Uses of Marketing
Producers and manufacturers
Channel members
Service businesses
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19. Non-Business Organizations
Primary focus is on something other than providing products and service for a profit
Examples
Government agencies
Churches
Schools
Museums
Professional organizations
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20. Marketing By Non-Business Organizations
Government agencies
Nonprofit organizations
Supporting non-business organizations
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