Chapter 2: Marketing’s Role within the Firm or Nonprofit Organization

When you finish this chapter, you should

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1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization.

2. Understand what customer value is and why it is important to customer satisfaction.

3. Understand what a marketing manager does.

4. Know what marketing strategy planning is—and why it is the focus of the book.

5. Understand target marketing.

6. Be familiar with the four Ps in a marketing mix.

7. Know the difference between a marketing strategy, a marketing plan, and a marketing program.

8. Understand the important new terms.

Simple Trade EraSimple Trade Era

Production EraProduction Era

Sales EraSales Era

Marketing DepartmentEra

Marketing DepartmentEra

Marketing CompanyEra

Marketing CompanyEra

Sell SurplusSell Surplus

Increase SupplyIncrease Supply

Beat CompetitionBeat Competition

Coordinate and ControlCoordinate and Control

Long-RunCustomer Satisfaction

Long-RunCustomer Satisfaction

Focus:

Focus:

Focus:

Focus :

Focus :

2-3

Exhibit 2-1ProfitProfit

CustomerSatisfaction

CustomerSatisfaction

Total CompanyEffort

Total CompanyEffort

TheMarketingConcept

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Even the “best” firms sometimes backslide into a production orientation

In today’s highly competitive markets it is often difficult to keep up with changing customer needs beat aggressive competitors to the punch find the right focus -- one that matches the

firm’s objectives and resources to market opportunities

offer customers superior value

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CostsCosts BenefitsBenefits

Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits

Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits

The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value...

The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value...

2-6

CostsCosts BenefitsBenefits

• One customer’s view of the benefits and costs of a firm’s market offering may vary from another customer’s view, so firm may not be able to satisfy everybody with the same offering.

• Customer value concept takes the customers point of view, but customers may not explicitly weigh costs and benefits and even if they do their view may not match some “objective” reality.

• One customer’s view of the benefits and costs of a firm’s market offering may vary from another customer’s view, so firm may not be able to satisfy everybody with the same offering.

• Customer value concept takes the customers point of view, but customers may not explicitly weigh costs and benefits and even if they do their view may not match some “objective” reality.2-7

PoorlyOrganized

for Marketing

PoorlyOrganized

for Marketing

Non-CustomerSupport

Non-CustomerSupport

Non-EconomicMeasures

Non-EconomicMeasures

Characteristicsof Nonprofit

Organizations

2-8

Exhibit 2-4

2-9

Whole-CompanyStrategic

ManagementPlanning

Whole-CompanyStrategic

ManagementPlanning

MarketingPlanning

MarketingPlanning

Implement MarketingPlan(s) and Program

Implement MarketingPlan(s) and Program

Control MarketingPlan(s) and Program

Control MarketingPlan(s) and Program

Adjust PlansAs Needed

Exhibit 2-5

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TheMarketing

Mix

TheMarketing

Mix

C

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Exhibit 2-7

Product Place

Price Promotion

C

ProductPhysical GoodsServiceFeaturesQuality LevelAccessoriesInstallationInstructionsWarrantyProduct LinesPackagingBranding

PlaceObjectivesChannel TypeMarket ExposureKinds of

MiddlemanKinds and

Locations of Stores

How to Handle Transporting and Storing

Service LevelsRecruiting

MiddlemenManaging

Channels

PromotionObjectivesBlendSalespeople Kind Number Selection Training MotivationAdvertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares?Sales PromotionPublicity

PriceObjectivesFlexibilityLevel over PLCGeographic

TermsDiscountsAllowances

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Exhibit 2-8

Manufacturer or producer

Consumer

Procter &Gamble

DelMonteNissanCitibank

Wholesaler

Wholesaler

Retailer

Wholesaler

RetailerRetailer

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Exhibit 2-9

TargetMarket

MarketingMix

MarketingStrategy

Time-RelatedDetails

MarketingPlan

OtherMarketing

Plans

A Firm’sMarketingProgram

+

+

+

=

=

=

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Exhibit 2-11

2-15

Exhibit 2-12

2% 2%14% 14%Total

FailurePoor Fair Good Exceptional

(Well belowaverage)

(Belowaverage)

(Well aboveaverage)

(Aboveaverage)

68%(AverageMarketingProgram)

Death-wishmarketing

Best-practicesmarketing

Nonprofit OrganizationsSocial ResponsibilityMarketing Management ProcessStrategic (Management) PlanningMarketing Strategy Target Market Marketing MixTarget MarketingMass MarketingChannel of Distribution

Simple Trade EraProduction EraSales EraMarketing

Department EraMarketing

Company EraMarketing ConceptProduction OrientationMarketing OrientationCustomer Value

Personal SellingMass Selling Advertising PublicitySales PromotionMarketing PlanImplementation Operational DecisionsMarketing

Program

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