1. Exchange: the act of voluntarily providing a person or organization something of value in order to acquire something else of value

2. Conditions for Exchange
Two or more people must be involved
Parties should be voluntarily involve in the exchange
Parties must have something of value to exchange
Parties must believe that they will benefit from the exchange
Parties must communicate with each other
These conditions must exist for a marketing exchange to
take place.
Parties who involve in exchange:
1)Marketer 2) Market

3. The company’s marketing program
A. Segmenting markets.
B. Targeting markets.
C. Positioning to markets.
D. Forecasting demand.
E. Designing and integrating the marketing mix: product, price, distribution, and promotion.

4. Marketing Strategy and the Marketing Mix
Customer-Driven Marketing Strategy
Market segmentation is the division of a market into distinct groups of buyers who have different needs, characteristics, or behavior and who might require separate products or marketing mixes
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts

5. Marketing Strategy and the Marketing Mix
Customer-Centered Marketing Strategy
Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.
Note to Instructor
This link goes to the nike.com site. Explore with the students the different segments including gender Nike Women, psychographics (sports centric including football), and age.
Discussion Questions (can include the topic of positioning which is on the following slide).
Specific questions for the students:
How does Nike segment their market?
What appears to be their most important segments?
How does Nike position their products in the marketplace?

6. Marketing Strategy and the Marketing Mix
Customer-Centered Marketing Strategy
Market positioning is the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of the target consumer

7. Market Differentiation and Positioning
A product’s position is the place the product occupies relative to competitors in consumers’ minds.
Marketers want to develop unique market positions for their products.
Market positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers.

8. Positioning establishes differentiation.
To gain competitive advantage, the company must offer value to target consumers. This is accomplished through product differentiation—actually differentiating the company’s market offering so that it gives consumers more value.

9. Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
Marketing mix is the set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market

10. Developing an Integrated Marketing Mix
The marketing mix is the set of tactical marketing tools that the firm blends to produce the response it wants in the target market. This is described in Figure 2.5.
Product means the goods-and-services combination the company offers to the target market.
Price is the amount of money customers must pay to obtain the product.

11. Place includes company activities that make the product available to target consumers.
Promotion means activities that communicate the merits of the product and persuade target customers to buy it.
An effective marketing program blends all of the marketing mix elements into a coordinated program designed to achieve the company’s marketing objectives by delivering value to consumers.

12. Some critics feel that the four Ps may omit or under­emphasize certain important activities.
From the buyer’s viewpoint, in this age of customer relationships, the four Ps might be better described as the four Cs:
Customer solution
Customer cost
Convenience
Communication

13. Marketing Strategy and the Marketing Mix
Developing an Integrated Marketing Mix
Note to Instructor
It is interesting to ask how to make the 4Ps more customer centric. This leads to a redefining of the 4Ps to the 4Cs as follows:
Product—Customer solution
Price—Customer cost
Place—Convenience
Promotion—Communication

14. Marketing creates utility
A customer purchases a product because it provides satisfaction.
The want-satisfying power of a product is called its utility and it comes in many forms such as form, place, time, information, and possession.
Form utility is associated primarily with production, the
physical or chemical changes that make a product more
valuable.

15. When lumber is made into a furniture, form utility is
created. This is production, not marketing. However
marketing contributes to decisions on style, size and
color of the furniture.

16. Place utility exists when a product is readily accessible to potential customers.
Time utility means having a product available when you want it.
Information utility is created by informing prospective buyers that a product exists.

17. Image utility is a special type of information utility
Image utility is a special type of information utility. It is the emotional or psychological value that a person attaches to a product or brand because of its reputation or social standing.
Possession utility is created when a customer buys the product- that is ownership s transferred to the buyer.