1. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 1 Fundamentals of Marketing, Customers, and Strategic Marketing Planning

2. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 2 Marketing in a Changing World Planning New product Execution

3. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 3 What is Marketing? Conception Pricing Promotion Distribution

4. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 4 Core Marketing Concepts Needs, wants, and demands Products and services Value, satisfaction, and quality Exchanges, transactions, relationships Markets

5. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 5 Types of Marketing Product marketing Place marketing Cause-related marketing

6. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 6 The Four Utilities Form Time Place Possession

7. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 7 Fundamental Concepts Product Selling Marketing Relationship

8. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 8 Buyers and the Internet Transactions Competition Research Interaction Choices Delivery

9. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 9 Sellers and the Internet Marketing and product research Sales and distribution Customer support and feedback

10. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 10 Today’s Customers Sophisticated Price sensitive Demanding Informed

11. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 11 Customer Satisfaction Getting them costs more than keeping them. Long-term customers boost profits. Satisfied customers tell their friends. Customers will pay more for good service. Unhappy customers spread the word.

12. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 12 Beyond Customer Satisfaction Increase market share Boost profitability Maximize shareholder value

13. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 13 Learning About Customers Buying behavior Marketing research Database marketing

14. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 14 Consumer Buying Behavior Organizational markets Consumer markets

15. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 15 The Buyer’s Decision Process Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

16. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 16 Factors That Influence the Buyer’s Decision Process Culture Social class Reference groups Self-image Situational factors

17. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 17 Marketing Research Set product goals Develop new products Plan marketing programs Analyze product usage patterns Track competition and trends Measure customer satisfaction

18. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 18 Marketing Research Methods Observations Surveys and Questionnaires Experiments Interviews Small samples Focus groups

19. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 19 Database Marketing Customers –Preferences –Interactions –Behaviors

20. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 20 One-to-One Marketing Identification Differentiation Interaction Customization

21. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 21 Planning Marketing Strategies Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies

22. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 22 Examine the Current Marketing Situation Reviewing performance Evaluating competition Examining strengths and weaknesses Analyzing the external environment

23. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 23 Assess Opportunities and Set Objectives Market penetration New product development Geographic expansion Diversification

24. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 24 Develop the Marketing Strategy Segments and niches Target markets Market position Marketing mix

25. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 25 Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Internet usage

26. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 26 Target Market Strategies Undifferentiated Differentiated Concentrated

27. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 27 Positioning the Product Features Services Image Category leadership

28. © Prentice Hall, 2005Excellence in Business, Revised Edition Chapter 12 - 28 Developing the Marketing Mix Target market –Product –Price –Place –Promotion