1. MARKETING TODAY AND TOMORROW
CHAPTER 01
4/24/2017
CHAPTER 1
MARKETING TODAY AND TOMORROW
1-1 What Is Marketing?
1-2 Businesses Need Marketing
1-3 Understanding the Marketing Concept
1-4 The Changing Role of Marketing
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MARKETING

2. MARKETING TODAY AND TOMORROW - Goals
CHAPTER 01
4/24/2017
CHAPTER 1
MARKETING TODAY AND TOMORROW - Goals
The importance of studying marketing
What marketing is and describe important marketing functions
Why businesses need marketing
Describing the functions of business
Understand how marketing developed as a part of business
Define the “marketing concept”
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MARKETING

3. MARKETING TODAY AND TOMORROW - Goals
CHAPTER 01
4/24/2017
CHAPTER 1
MARKETING TODAY AND TOMORROW - Goals
Determine how businesses implement the marketing concept
Describe how businesses approach marketing differently today than they did in the past
Summarize how marketing is changing businesses and other organizations
The nature of positive customer/client relations (Explain)
How to define each component of the marketing mix (The “4Ps of Marketing”)
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MARKETING

4. MARKETING TODAY AND TOMORROW
CHAPTER 01
4/24/2017
CHAPTER 1
MARKETING TODAY AND TOMORROW
What is Marketing!
Chapter 1
MARKETING

5. Marketing Video (Our Semester in a 6 minute video)

7. Movie Questions Marketing is: (short version) ______________________
_________________________________________
Who is the guiding light of your business philosophy? ____________________
S___________
W__________
O___________
T____________

8. Chapter 1 Focus Questions:
What marketing activities are being demonstrated by Cargill in the advertisement?
Why do you believe a large international company like Cargill is concerned about how to get products to consumers living in Central America?
AD PROVIDED WITH PERMISSION BY CARGILL. ©2007 CARGILL, INCORPORATED.
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9. 1-1 WHAT IS MARKETING? GOALS
Understand the importance of studying marketing.
Explain what marketing is and describe important marketing functions.
Define marketing.
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10. Why Study Marketing? Where does marketing take place?
All types of businesses use marketing
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11. Businesses Directly Involved in Marketing
Advertising agencies
Marketing research firms
Import/export offices
Freight companies
Finance and credit firms
Telemarketers
Travel agencies
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12. Businesses with Major Marketing Activities
Retailers
Manufacturers
Banks
Real estate agencies
Insurance companies
Automobile dealers
Farmers and ranchers
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13. Businesses with Limited Marketing Role
Law offices
Medical centers
Accounting firms
Government agencies
Universities
Construction businesses
Public utilities
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14. What Is Marketing? Marketing functions
Companies use the marketing functions
Market planning
Product/service management
Distribution
Pricing
Promotion
Selling
Marketing-information management
Financing
Risk management
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15. 9 Marketing Functions Market Planning
Identifying and understanding the markets a company wants to serve and developing effective marketing strategies for each market.
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16. 9 Marketing Functions Product and Service Management
Assisting in the design and development of products and services to meet the needs of prospective customers.
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17. 9 Marketing Functions Distribution
Determining the best methods and procedures to be used so prospective customers are able to locate, obtain, and use the products and services of an organization.
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18. 9 Marketing Functions Pricing
Establishing and communicating the value of products and services to prospective customers.
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19. 9 Marketing Functions Promotion
Communicating information to prospective customers through advertising and other promotional methods to encourage them to purchase the organization’s products and services.
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20. 9 Marketing Functions Selling
Direct, personal communications with prospective customers in order to assess needs and satisfy those needs with appropriate products and services.
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21. 9 Marketing Functions Marketing-Information Management
Obtaining, managing and using market information to improve decision making and the performance of marketing activities.
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22. 9 Marketing Functions Financing
Budgeting for necessary financing, and providing financial assistance to customers to assist them with purchasing products and services.
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23. 9 Marketing Functions Risk Management
Providing security for products, personnel, and customers and reducing the risk associated with marketing decisions and activities.
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24. What Is Marketing? Marketing functions
Companies use the marketing functions
Market planning
Product/service management
Distribution
Pricing
Promotion
Selling
Marketing-information management
Financing
Risk management
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25. Defining Marketing
Marketing is the creation and maintenance of satisfying exchange relationships.
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26. Why Study Marketing?
Marketing plays an important role in business operations
It is essential to the success of manufacturers, retailers, government agencies, hospitals, law offices, schools, and churches
All marketing activities should be directly related to the needs of customers.

27. BUSINESSES NEED MARKETING
1-2
BUSINESSES NEED MARKETING
GOALS
Explain why businesses need marketing.
Understand how marketing developed as a part of business.
Describe the functions of business.
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28. The Need for Marketing
People believe that if a business offers a good product, marketing is not necessary.
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29. The Need for Marketing
If the customer does not know about the product, does not know where to purchase it, is unable to get to the place where it is sold, cannot afford the price being charged, or does not believe it is a good value, the product will not be purchased.
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30. The Need for Marketing Marketing must be carefully planned.
Marketing must be coordinated with other business activities.
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31. The Development of Marketing in Business
Self-Sufficient
Bartering
Specialization of Labor
Money Systems
Central Markets
Other Marketing Activities
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32. The Development of Marketing in Business
Self Sufficient
You do not rely on other for the things you need to survive.
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33. The Development of Marketing in Business
Bartering
Exchanging products or services with others by agreeing on their values.
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34. The Development of Marketing in Business
Specialization of Labor
Concentrating on one thing or a few related activities so that they can be done well.
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35. The Development of Marketing in Business
Money Systems
Established the use of currency as a recognized medium of exchange.
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36. The Development of Marketing in Business
Central Markets
A location where people bring products to be conveniently exchanged.
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37. The Development of Marketing in Business
Other Marketing Activities
Business formed to purchase products from producers and hold them for sale to purchasers as needed.
Loan money to buyers or sellers.
Help with transportation of products.
Locate products that were not available in the market but that customers wanted.
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38. The Functions of Business
Production
Operations
Accounting and Finance
Management and Administration
Marketing
Coordination of Business Functions
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39. The Functions of Business
Production
Creates or obtains products or services for sale.
Raw Materials
Processing
Agriculture
Manufacturing
Services
Merchandising
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40. The Functions of Business
Operations
Ongoing activities designed to support the primary function of a business and keep it operating efficiently.
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41. The Functions of Business
Accounting and Finance
Plans and manages financial resources and maintains records and information related to a business’s finances.
Capital, Budgets, Funding
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42. The Functions of Business
Management and Administration
Involves developing, implementing, and evaluating the plans and activities of a business.
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43. The Functions of Business
Coordination of Business Functions
Each of the functions of an effective business depends on the other functions.
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44. UNDERSTANDING THE MARKETING CONCEPT
1-3
UNDERSTANDING THE MARKETING CONCEPT
GOALS
Define the marketing concept.
Determine how businesses implement the marketing concept.
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45. Early Marketing…….NOT
Early 1900s, business were mostly concerned about producing products that the business believed customers could afford and would purchase.
Businesses concentrated on production and seldom had to worry about marketing.
The primary challenge to the sale of more products was to be able to deliver them to a larger number of customers.
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46. The Marketing Concept Satisfying customer needs
The consequences of not satisfying customer needs
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47. Elements of the Marketing Concept
Identify needs of customers
Develop and market products or services
Operate a business profitably
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48. The Marketing Concept Satisfying customer needs
The consequences of not satisfying customer needs (cars, clothing)
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49. Implementing the Marketing Concept
Identify the market (Step 1)
Develop a marketing mix (4 P’S) (Step 2)
Product
Distribution or Place
Price
Promotion
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50. Implementing the Marketing Concept
Product
Is anything offered to a market by the business to satisfy needs, including physical products, services, and ideas.
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51. Implementing the Marketing Concept
Distribution or Place
Includes the locations and methods used to make the product available to customers.
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52. Implementing the Marketing Concept
Price
Is the amount that customers pay and the methods of increasing the value of the product to the customers.
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53. Implementing the Marketing Concept
Promotion
Includes the methods used and information communicated to encourage customers to purchase and to increase their satisfaction.
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54. Implementing the Marketing Concept
Marketing Mix
The blending of the four marketing elements, product, distribution (place), price, and promotion to product a profitable business.
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55. Implementing the Marketing Concept
Identify the market (Step 1)
Develop a marketing mix (4 P’S) (Step 2)
Product - BIKE
Distribution or Place
Price
Promotion
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56. THE CHANGING ROLE OF MARKETING
1-4
THE CHANGING ROLE OF MARKETING
GOALS
Describe how businesses approach marketing differently today than they did in the past.
Summarize how marketing is changing in businesses and other organizations.
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57. The Changing Approach to Marketing
Production emphasis
Sales emphasis
Marketing department emphasis
Marketing concept emphasis
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58. Marketing Department Era
Production Era
Sales Era
1900s–1920s
1930s–1940s
• Emphasis on producing and distributing new products
• Emphasis on using advertising and salespeople to convince customers to buy a company’s products
Marketing Department Era
Marketing Concept Era
1950s–1960s
1970s–Today
• Emphasis on developing many new marketing activities to sell products
• Emphasis on satisfying customers’ needs with a carefully developed marketing mix
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59. Improving the Marketing Concept
Relationship Marketing
Employee Empowerment
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60. Improving the Marketing Concept
Relationship Marketing
Focuses on developing loyal customers who continue to purchase from the business for a long period of time
People buy from people/business they trust
Retaining customers so they continue to purchase from you can increase profits by 20 to 50 percent.
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61. Improving the Marketing Concept
Employee Empowerment
An approach to customer service that gives employees the authority to solve many customer problems
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62. The Changing View of Marketing
Marketing in other organizations
Marketers’ roles today
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