1. one Marketing now PART Chapter 1: Marketing
Chapter 2: Sustainable marketing
Chapter 3: Strategic marketing
one
PART

2. Video Case: Land Rover (1)
What is the company doing in response to the challenges of globalisation and environmental sustainability?
What is the company’s strategy to remain successful and to compete with the global, volume car manufacturers and the numerous new competitors in the SUV segment originally pioneered by Land Rover?
Principles of Marketing 5e, © Pearson Education 2008

3. Video Case: Land Rover (1)
Principles of Marketing 5e, © Pearson Education 2008

4. Video Case: Land Rover (2)
How and why does the company position the Land Rover brand across global markets such as North America, Africa and emerging countries like China?
Principles of Marketing 5e, © Pearson Education 2008

5. Video Case: Land Rover (2)
Principles of Marketing 5e, © Pearson Education 2008

6. CHAPTER
one
Marketing

7. Previewing concepts (1)
Define marketing and outline the steps in the marketing process
Explain the importance of understanding customers and the marketplace and identify the core marketplace concepts
Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy
Principles of Marketing 5e, © Pearson Education 2008

8. Previewing concepts (2)
Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return
Describe sustainable marketing and the major trends and forces that are changing the marketing landscape
Principles of Marketing 5e, © Pearson Education 2008

9. Prelude case: Ryanair
Principles of Marketing 5e, © Pearson Education 2008

10. What is marketing?
Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.
Principles of Marketing 5e, © Pearson Education 2008

11. Figure 1.1 A simple model of the marketing process
Understand the marketplace
and customer needs
Design customer-driven marketing strategy
Construct an integrated
marketing programme
Build profitable relationships and
create customer delight
Capture value from customers to create
profits and customer equity
Principles of Marketing 5e, © Pearson Education 2008

12. Core concepts: Understanding the marketplace and customer needs
Needs, wants and demands
Market offering
Value, satisfaction and quality
Exchanges, transactions and relationships
Markets and the marketing system
Principles of Marketing 5e, © Pearson Education 2008

13. Market offerings are not limited to physical products
Principles of Marketing 5e, © Pearson Education 2008

14. What is customer value?
Customer value is the consumer’s assessment of the product’s overall capacity to satisfy his or her needs.
Principles of Marketing 5e, © Pearson Education 2008

15. What is customer satisfaction?
Customer satisfaction is the extent to which a product’s perceived performance matches expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied, but if performance matches or exceeds expectations, the buyer is satisfied.
Principles of Marketing 5e, © Pearson Education 2008

16. Figure 1.2 Elements of a modern marketing system
Principles of Marketing 5e, © Pearson Education 2008

17. What is marketing management?
Marketing management is the art and science of choosing target markets and building profitable relationships with them.
Principles of Marketing 5e, © Pearson Education 2008

18. Selecting a target market
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19. Value propositions
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20. Marketing management orientations
Production concept
Product concept
Selling concept
Marketing concept
Societal marketing concept
Sustainable marketing concept
Principles of Marketing 5e, © Pearson Education 2008

21. Figure 1.3 Selling and marketing concepts
Principles of Marketing 5e, © Pearson Education 2008

22. Figure 1.4 The societal marketing concept
Principles of Marketing 5e, © Pearson Education 2008

23. Figure 1.5 The sustainable marketing concept
Principles of Marketing 5e, © Pearson Education 2008

24. Components of an integrated marketing plan
Determine target customers
Create value
Plan marketing mix
Product
Price
Place
Promotion
Principles of Marketing 5e, © Pearson Education 2008

25. What is customer relationship management?
Customer relationship management is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
Principles of Marketing 5e, © Pearson Education 2008

26. Prius creates customer value
Principles of Marketing 5e, © Pearson Education 2008

27. Outcomes of creating customer value
Customer loyalty and retention
Share of market
Share of customer
Customer equity
Principles of Marketing 5e, © Pearson Education 2008

28. Figure 1.4 Customer relationship groups
Principles of Marketing 5e, © Pearson Education 2008

29. The new marketing landscape
Sustainability
Not-for-profit marketing
The electronic marketplace
The global marketplace
Principles of Marketing 5e, © Pearson Education 2008

30. The steps in the marketing process
(1) analysing marketing opportunities
(2) selecting target markets
(3) developing the marketing mix
(4) managing the marketing effort
Principles of Marketing 5e, © Pearson Education 2008

31. What’s to come Part 1 Part 2 Part 3 Parts 4-7 Marketing
Sustainable market
Strategic marketing
Part 2
The environment
Markets
Marketing research
Part 3
Relationship marketing
Segmentation and positioning
Competitive strategy
Parts 4-7
The marketing mix
Principles of Marketing 5e, © Pearson Education 2008

32. Figure 1.7 Influences on marketing strategy
Principles of Marketing 5e, © Pearson Education 2008

33. Market leader strategies
Market challenger
Market follower
Market nicher
Principles of Marketing 5e, © Pearson Education 2008

34. Figure 1.8 The four Ps
Principles of Marketing 5e, © Pearson Education 2008

35. Four Ps or Four Cs Product Price Promotion Place Customer needs/wants
Cost to the customer
Communication
Convenience
Principles of Marketing 5e, © Pearson Education 2008

36. Figure 1.9 An expanded model of the marketing process
Principles of Marketing 5e, © Pearson Education 2008

37. Discussing the concepts
Why should we study marketing?
What role does marketing play in satisfying human desires?
What are the differences between the marketing management orientations?
What key challenges face businesses today?
Is the societal marketing concept good for society?
Principles of Marketing 5e, © Pearson Education 2008