1. An Overview of Marketing
CHAPTER 1
Marketing Lamb, Hair, McDaniel 9
Designed by
Eric Brengle
B-books, Ltd.
Prepared by
Deborah Baker
Texas Christian University

2. Marketing Management Philosophies
Describe four marketing management philosophies 2

3. Marketing Management Philosophies
Sales
Market
Societal
Production
internal capabilities of the firm
satisfying customer needs and wants while meeting objectives
satisfying customer needs and wants while enhancing individual and societal well-being
aggressive sales techniques and belief that high sales result in high profits
Orientation
Focus is on… 3

4. Market Orientation LO2 Marketing Concept
Chapter 1 An Overview of Marketing
Market Orientation
LO2
Marketing
Concept
The idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.
Marketing cannot be accomplished in isolation. Even though the marketing function resides with marketers, the concept of marketing must permeate the entire organization. 4 4

5. The Marketing Concept LO2
Focusing on customer wants and needs to distinguish products from competitors’ offerings
Integrating all the organization’s activities to satisfy these wants
Achieving the organization’s long-term goals by satisfying customer wants and needs legally and responsibly 5

6. Achieving a Marketing Orientation
LO2
Obtain information about customers, competitors, and markets
Examine the information from a total business perspective
Determine how to deliver superior customer value
Implement actions to provide value to customers
Online 6

7. Societal Marketing LO2 Societal Marketing Orientation
An organization exists not only to satisfy customer wants but also to preserve or enhance individuals’ and society’s long-term best interests.
Less toxic products
More durable products
Products with reusable or recyclable materials 7

8. Sales and Marketing Orientations
LO3
Discuss the differences
between sales and
market orientations 8

9. Sales vs. Market Orientations
LO3
Sales vs. Market Orientations
Organization’s
Focus
Firm’s
Business
For
Whom?
Primary
Profit Goal?
Tools to Achieve
Selling goods and services
Everybody
Maximum sales volume
Primarily promotion
Inward
Sales Orientation
Market Orientation
Outward
Coordinated use of all marketing activities
Customer satisfaction
Specific groups of people
Satisfying wants and needs 9

10. Customer Value LO3 Customer Value Chapter PHOTO Here
The relationship between benefits and the sacrifice necessary to obtain those benefits.
Chapter PHOTO Here 10

11. Customer Value Requirements
LO3
Offer products that perform
Earn trust
Avoid unrealistic pricing
Give the buyer facts
Offer organization-wide commitment in service and after-sales support 11

12. Customer Satisfaction
LO3
Customer Satisfaction
Chapter PHOTO Here
The feeling that a product met or exceeded the customer’s expectations. 12

13. Building Relationships
LO3
Relationship Marketing
Chapter PHOTO Here
A strategy that focuses on keeping and improving relationships with current customers. 13

14. Building Relationships
Customer-oriented personnel
Employee training programs
Empowered employees
Teamwork
LO3 14

15. Use the Internet to research companies that utilize each of the four marketing philosophies.
Write at least one example of a company that utilizes each philosophy on the Marketing Philosophies Comparison Sheet.