1. Chris Banman Fall 2010 471.21 Providence College

2. To Do By Monday - Determine groups -Read - syllabus - chapter 1 and 2 -Review web site http://highered.mcgraw- hill.com/sites/007097425x/st udent_view0/ Before Friday -Meet groups -Read - chapter 3

3. What is Marketing?

5. Marketing  more than selling  more than advertising

6. Consider a bike

7. Point A to Point B

8. Marketing the bike  Predict  needs and wants  Demand  When  Where  Decide  Price  Distribution  Promotion

9. Marketing the bike  Provide  service  Build  relationships

10. Definitions of Marketing  Process by which companies create customer interest in a product or service

11. Definitions of Marketing  Process by which companies create customer interest in a product or service  Everything you do to place your product or service in the hand of potential customers

12. Definitions of Marketing  Process by which companies create customer interest in a product or service  Everything you do to place your product or service in the hand of potential customers  Management process through which goods and services move from concept to customer

13. Marketing: What is it? “the voice of the customer inside the firm” “exchange” “customer satisfaction” “value”

14. Why Marketing?  You are a consumer  Research and Innovation  Career opportunities  Direct  Indirect

15. Marketing Functions Macro MarketingMicro Marketing “social process” - Activities performed by part of a society - Supply/demand - “free” market - “command” economy -activities to accomplish and organizations objectives -Anticipate customer needs -identify customers needs + meet needs = “sells itself”

16. Marketing Function  Overcoming distance (spatial separation)  Buying  Selling  Transporting  Storing  Standardizing & grading  Financing  Risk-taking  Market information

17. Marketing Evolution “Eras” focus  Simple trade  Production  Sales  Marketing department  Marketing company Sell surplus Increase supply Beat competition Coordinate and control Long-term customer satisfaction

18. Marketing provides direction

19. Marketing – Who does it? Transport Firms ISP's Product Testing Firms Ad Agencies Research Firms Wholesalers Producers Retailers Consumers Other Specialists

20. Marketing Company  Entire firm focused on “customer value”  benefit – cost (from customer perspective)  builds relationship - long-term - mutually – beneficial (ethics)

21. Marketing Company  Entire firm focused on “customer value”  All firms  goods producers  service providers  All forms  for profit  non-profit

22. Marketing  What good is it?  Needs  Jobs (opportunities)  Economic growth  Standard of living  Trade  Innovation  Suggestions?  What bad it is?

23. Marketing terms  Production  Customer satisfaction  Innovation  Micro-marketing  Pure subsistence economy  Macro marketing  Buying  Selling  Transporting  Storing  Standardizing and grading  Financing  Risk-taking  Intermediary  Middleman  Facilitators  E-commerce  Marketing concept  Product orientation  Marketing orientation  Customer value  Micro-macro dilemma  Social responsibility  Marketing ethics  Relationship marketing  Market information