1. Work the Big Six
Marketing Functions
Marketing
LAP 1

2. Objectives A B Explain the marketing functions.
Discuss the importance of each marketing function. B

3. Explain the marketing functions.

4. Many team activities
Success dependent upon team members
Same in marketing
Success dependent upon marketing functions

5. What Is Marketing?
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

6. To attract the target customer to the business
Marketing’s Goal
To attract the target customer to the business

7. What Are the Marketing Functions?
Interrelated activities working together to get products from producers to customers
Product/Service management
Marketing-information management
Pricing

8. What Are the Marketing Functions?
Interrelated activities working together to get products from producers to customers
Channel management
Promotion
Selling

9. Product/Service Management
Obtains, develops, maintains, and improves a product/service mix
Plans, directs, and controls a product’s life cycle

10. Product/Service Management
Generates ideas for new products
Improves or updates existing products
Removes products from the market

11. Marketing-Information Management
Gathers, accesses, synthesizes, evaluates, and disseminates information

12. Pricing Determines and adjusts prices to: Maximize return
Meet customers’ perceptions of value

13. Channel Management
Identifies, selects, monitors, and evaluates sales channels
Puts products in the customers’ hands

14. Promotion
Communicates information about goods, services, images, and/or ideas to achieve a desired outcome
Informs, persuades, or reminds customers about a business and/or its products
Uses a variety of methods to communicate with customers

15. Selling Determines client needs and wants
Responds through planned, personalized communication
Influences purchase decisions
Enhances future business opportunities
Provides customers with the products they want

16. Discuss the importance of each marketing function.B

17. Marketing Functions’ Important Roles
To carry out a business’s marketing plan
To attract the target customer to the business

18. Importance of Product/Service Management
Must offer products that customers want and need
Helps to determine the business’s image/brand

19. Importance of Marketing-Information Management
Prevents guessing
Helps businesses to:
Learn about their customers
Predict the future
Find out if customers are satisfied

20. Importance of Pricing Affects how well a product will sell
Impacts how much profit the business will make
Must set prices customers are willing to pay

21. Importance of Pricing Must cover costs
Helps decide when to adjust prices

22. Importance of Channel Management
Gets products from producers to customers
Makes products available when and where customers want to buy
Determines which channel members should do what

23. Importance of Promotion
Tells customers about products
Generates product demand
Helps create the business’s image

24. Importance of Selling Involves contact with customers
Meets customers’ needs
Sells customers the most appropriate products
Benefits businesses, customers, and society

25. Last product purchased
Effects of marketing functions on buying decision

26. Pure and Natural diapers are:
Advertised as:
Containing organic cotton
Being hypoallergenic
Including Aloe and Vitamin E

27. Pure and Natural diapers are:
Seen as:
Good way to go green

28. Pure and Natural diapers are:
Maybe not so “natural” because they:
Are disposable
Will still end up in landfills some day

29. Obligation to give customers “whole truth,” even if it doesn’t support diapers’ pure and natural brand?

30. Acknowledgments Original Developers:
Christopher C. Burke, April J. Miller, MBAResearch
Version 2.0
Copyright © 2012
MBA Research and Curriculum Center

31. Digital-based photography sources:
ThinkStock Photos
Various images used in this presentation are ©2011 ThinkStock Photos. All rights reserved

32. Copyright:
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