I S O 8859 1 C H01
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Transcript of I S O 8859 1 C H01
©2000 Prentice Hall
ObjectivesObjectives
Course OrganizationCourse Organization Tasks of MarketingTasks of Marketing Major Concepts & Tools of MarketingMajor Concepts & Tools of Marketing Marketplace OrientationsMarketplace Orientations Marketing’s Responses to New Marketing’s Responses to New
ChallengesChallenges
©2000 Prentice Hall
Course/Text OrganizationCourse/Text Organization
Part I - Understanding Marketing Part I - Understanding Marketing ManagementManagement
Part II - Analyzing Marketing Part II - Analyzing Marketing OpportunitiesOpportunities
Part III - Developing Marketing Part III - Developing Marketing StrategiesStrategies
Part IV - Shaping the Market OfferingPart IV - Shaping the Market Offering Part V - Managing & Delivering Part V - Managing & Delivering
Marketing ProgramsMarketing Programs
©2000 Prentice Hall
Defining MarketingDefining Marketing
Marketing is a societal process by Marketing is a societal process by which individuals and groups obtain which individuals and groups obtain what they need and want through what they need and want through creating, offering, and freely creating, offering, and freely exchanging products and services of exchanging products and services of value with others. value with others.
- Philip Kotler (p. 7)- Philip Kotler (p. 7)
©2000 Prentice Hall
Core Concepts of MarketingCore Concepts of Marketing
Product or Offering Product or Offering
Value and Satisfaction Value and Satisfaction
Needs, Wants, and DemandsNeeds, Wants, and Demands
Exchange and Transactions Exchange and Transactions
Relationships and Networks Relationships and Networks
Target Markets & Segmentation Target Markets & Segmentation
Marketing Channels Marketing Channels
Supply Chain Supply Chain
Competition Competition
Marketing Environment Marketing Environment
©2000 Prentice Hall
Simple Marketing SystemSimple Marketing System
Industry(a collection
of sellers)
Market(a collection
of Buyers)
Goods/services
Money
Communication
Information
©2000 Prentice Hall
Manufacturermarkets
Services,Services,moneymoney
Governmentmarkets
Services,Services,moneymoney
ServicesServices
Services,Services,moneymoney
TaxesTaxes
Taxes,Taxes,goodsgoods
Taxes,Taxes,goodsgoods
Taxes,Taxes,goodsgoods
MoneyMoney MoneyMoney
Consumermarkets
IntermediarymarketsGoods, servicesGoods, services Goods, servicesGoods, services
ResourcesResources ResourcesResourcesResourcemarkets
MoneyMoney MoneyMoney
Structure of FlowsStructure of Flows
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The Four PsThe Four PsThe Four PsThe Four Ps
MarketingMix
Product
Price Promotion
Place
The Four CsThe Four Cs
CustomerSolution
CustomerCost
Communication
Conven-ience
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Production ConceptProduction Concept
Product ConceptProduct Concept
Selling ConceptSelling Concept
Marketing ConceptMarketing Concept
Consumers prefer products that are widely available and inexpensive
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only ifthe company aggressively
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value
better than competitors
Company Orientations Towards the Marketplace
Company Orientations Towards the Marketplace
©2000 Prentice Hall
MarketIntegratedmarketing
Profits throughcustomer
satisfactionCustomer
needs
(b) The marketing concept
FactoryExistingproducts
Selling andpromotion
Profits throughsales volume
Startingpoint Focus Means Ends
(a) The selling concept
Customer Delivered ValueCustomer Delivered Value
©2000 Prentice Hall
Customers
Front-line people
Middle Management
TopManagement
Traditional Organization ChartTraditional Organization Chart
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Customer-Oriented Organization ChartCustomer-Oriented Organization Chart
Customers
Front-line people
Middle management
Topmanage-
ment
Customers Cus
tom
ers
©2000 Prentice Hall
Evolving Views of Marketing’s Role
Evolving Views of Marketing’s Role
a. Marketing as anequal function
FinanceProduction
Marketing Humanresources
b. Marketing as a moreimportant function
Finance
Humanresources
Marketing
Production
©2000 Prentice Hall
Evolving Views of Marketing’s Role
Evolving Views of Marketing’s Role
c. Marketing as themajor function
Marketing
Finance
Hum
an
resources
Production
d. The customer as thecontrolling factor
Customer
Human
reso
urces
FinanceProductio
n
Marketing
©2000 Prentice Hall
Evolving Views of Marketing’s Role
Evolving Views of Marketing’s Role
e. The customer as the controllingfunction and marketing as the
integrative function
Customer
Marketing
Production
Hum
an
resources
Finance
©2000 Prentice Hall
ReviewReview
Course OrganizationCourse Organization Tasks of MarketingTasks of Marketing Major Concepts & Tools of MarketingMajor Concepts & Tools of Marketing Marketplace OrientationsMarketplace Orientations Marketing’s Responses to New Marketing’s Responses to New
ChallengesChallenges