1 Global Marketing Chapter 1 Introduction to Global Marketing.
MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need...
-
Upload
eunice-wilson -
Category
Documents
-
view
222 -
download
7
Transcript of MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need...
![Page 1: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/1.jpg)
MARKETING
1
Chapter 1
MARKETING TODAYAND TOMORROW
1-1 What Is Marketing?
1-2 Businesses Need Marketing
1-3 Understanding the Marketing Concept
1-4 The Changing Role of Marketing
CHAPTER
1
![Page 2: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/2.jpg)
MARKETING
2
Chapter 1
MARKETING TODAYAND 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”
CHAPTER
1
![Page 3: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/3.jpg)
MARKETING
3
Chapter 1
MARKETING TODAYAND 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”)
CHAPTER
1
![Page 4: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/4.jpg)
MARKETING
4
Chapter 1
MARKETING TODAYAND TOMORROW
• What is Marketing!
CHAPTER
1
![Page 5: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/5.jpg)
MARKETING
Marketing Video (Our Semester in a 6 minute video)
![Page 6: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/6.jpg)
MARKETING
![Page 7: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/7.jpg)
MARKETING
Movie Questions
Marketing is: (short version) ______________________ _________________________________________Who is the guiding light of your business philosophy? ____________________S___________W__________O___________T____________
![Page 8: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/8.jpg)
MARKETINGChapter 1
8
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
PR
OV
IDE
D W
ITH
PE
RM
ISS
ION
BY
CA
RG
ILL.
©20
07 C
AR
GIL
L, IN
CO
RP
OR
AT
ED
.
![Page 9: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/9.jpg)
MARKETINGChapter 1
9
1-1WHAT IS MARKETING?
GOALS Understand the importance of studying
marketing.Explain what marketing is and describe
important marketing functions.Define marketing.
![Page 10: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/10.jpg)
MARKETINGChapter 1
10
Why Study Marketing?
Where does marketing take place?All types of businesses use marketing
![Page 11: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/11.jpg)
MARKETINGChapter 1
11
Businesses Directly Involved in Marketing
Advertising agenciesMarketing research firmsImport/export officesFreight companiesFinance and credit firmsTelemarketersTravel agencies
![Page 12: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/12.jpg)
MARKETINGChapter 1
12
Businesses with Major Marketing Activities
RetailersManufacturersBanksReal estate agenciesInsurance companiesAutomobile dealersFarmers and ranchers
![Page 13: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/13.jpg)
MARKETINGChapter 1
13
Businesses with Limited Marketing Role
Law officesMedical centersAccounting firmsGovernment agenciesUniversitiesConstruction businessesPublic utilities
![Page 14: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/14.jpg)
MARKETINGChapter 1
14
What Is Marketing?
Marketing functionsCompanies use the
marketing functions
MARKETING FUNCTIONSMarket planningProduct/service managementDistributionPricingPromotionSellingMarketing-information managementFinancingRisk management
![Page 15: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/15.jpg)
MARKETINGChapter 1
15
9 Marketing Functions
Market PlanningIdentifying and understanding the markets
a company wants to serve and developing effective marketing strategies for each market.
![Page 16: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/16.jpg)
MARKETINGChapter 1
16
9 Marketing Functions
Product and Service ManagementAssisting in the design and development of
products and services to meet the needs of prospective customers.
![Page 17: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/17.jpg)
MARKETINGChapter 1
17
9 Marketing Functions
DistributionDetermining 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.
![Page 18: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/18.jpg)
MARKETINGChapter 1
18
9 Marketing Functions
PricingEstablishing and communicating the value
of products and services to prospective customers.
![Page 19: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/19.jpg)
MARKETINGChapter 1
19
9 Marketing Functions
PromotionCommunicating information to prospective
customers through advertising and other promotional methods to encourage them to purchase the organization’s products and services.
![Page 20: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/20.jpg)
MARKETINGChapter 1
20
9 Marketing Functions
SellingDirect, personal communications with
prospective customers in order to assess needs and satisfy those needs with appropriate products and services.
![Page 21: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/21.jpg)
MARKETINGChapter 1
21
9 Marketing Functions
Marketing-Information ManagementObtaining, managing and using market
information to improve decision making and the performance of marketing activities.
![Page 22: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/22.jpg)
MARKETINGChapter 1
22
9 Marketing Functions
FinancingBudgeting for necessary financing, and
providing financial assistance to customers to assist them with purchasing products and services.
![Page 23: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/23.jpg)
MARKETINGChapter 1
23
9 Marketing Functions
Risk ManagementProviding security for products, personnel,
and customers and reducing the risk associated with marketing decisions and activities.
![Page 24: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/24.jpg)
MARKETINGChapter 1
24
What Is Marketing?
Marketing functionsCompanies use the
marketing functions
MARKETING FUNCTIONSMarket planningProduct/service managementDistributionPricingPromotionSellingMarketing-information managementFinancingRisk management
![Page 25: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/25.jpg)
MARKETINGChapter 1
25
Defining Marketing
Marketing is the creation and maintenance of satisfying exchange relationships.
![Page 26: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/26.jpg)
MARKETING
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.
![Page 27: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/27.jpg)
MARKETINGChapter 1
27
BUSINESSES NEED MARKETING
GOALSExplain why businesses need
marketing.Understand how marketing developed
as a part of business.Describe the functions of business.
1-2
![Page 28: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/28.jpg)
MARKETINGChapter 1
28
The Need for Marketing
People believe that if a business offers a good product, marketing is not necessary.
![Page 29: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/29.jpg)
MARKETINGChapter 1
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.
![Page 30: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/30.jpg)
MARKETINGChapter 1
30
The Need for Marketing
Marketing must be carefully planned.Marketing must be coordinated with
other business activities.
![Page 31: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/31.jpg)
MARKETINGChapter 1
31
The Development of Marketing in Business
Self-SufficientBarteringSpecialization of LaborMoney SystemsCentral MarketsOther Marketing Activities
![Page 32: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/32.jpg)
MARKETINGChapter 1
32
The Development of Marketing in Business
Self SufficientYou do not rely on other for the things you
need to survive.
![Page 33: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/33.jpg)
MARKETINGChapter 1
33
The Development of Marketing in Business
BarteringExchanging products or services with
others by agreeing on their values.
![Page 34: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/34.jpg)
MARKETINGChapter 1
34
The Development of Marketing in Business
Specialization of LaborConcentrating on one thing or a few related
activities so that they can be done well.
![Page 35: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/35.jpg)
MARKETINGChapter 1
35
The Development of Marketing in Business
Money SystemsEstablished the use of currency as a
recognized medium of exchange.
![Page 36: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/36.jpg)
MARKETINGChapter 1
36
The Development of Marketing in Business
Central MarketsA location where people bring products to
be conveniently exchanged.
![Page 37: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/37.jpg)
MARKETINGChapter 1
37
The Development of Marketing in Business
Other Marketing ActivitiesBusiness 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.
![Page 38: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/38.jpg)
MARKETINGChapter 1
38
The Functions of Business
ProductionOperationsAccounting and FinanceManagement and AdministrationMarketingCoordination of Business Functions
![Page 39: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/39.jpg)
MARKETINGChapter 1
39
The Functions of Business
ProductionCreates or obtains products or services for
sale.Raw Materials Processing AgricultureManufacturingServicesMerchandising
![Page 40: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/40.jpg)
MARKETINGChapter 1
40
The Functions of Business
OperationsOngoing activities designed to support the
primary function of a business and keep it operating efficiently.
![Page 41: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/41.jpg)
MARKETINGChapter 1
41
The Functions of Business
Accounting and FinancePlans and manages financial resources
and maintains records and information related to a business’s finances.
Capital, Budgets, Funding
![Page 42: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/42.jpg)
MARKETINGChapter 1
42
The Functions of Business
Management and AdministrationInvolves developing, implementing, and
evaluating the plans and activities of a business.
![Page 43: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/43.jpg)
MARKETINGChapter 1
43
The Functions of Business
Coordination of Business FunctionsEach of the functions of an effective
business depends on the other functions.
![Page 44: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/44.jpg)
MARKETINGChapter 1
44
UNDERSTANDING THEMARKETING CONCEPT
GOALS Define the marketing concept.Determine how businesses implement
the marketing concept.
1-3
![Page 45: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/45.jpg)
MARKETINGChapter 1
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.
![Page 46: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/46.jpg)
MARKETINGChapter 1
46
The Marketing Concept
Satisfying customer needsThe consequences of not satisfying
customer needs
![Page 47: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/47.jpg)
MARKETINGChapter 1
47
Elements of the Marketing Concept
Identify needs of
customers
Develop and
market products
or services
Operate a business profitably
![Page 48: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/48.jpg)
MARKETINGChapter 1
48
The Marketing Concept
Satisfying customer needsThe consequences of not satisfying
customer needs (cars, clothing)
![Page 49: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/49.jpg)
MARKETINGChapter 1
49
Implementing the Marketing Concept
Identify the market (Step 1)
Develop a marketing mix (4 P’S) (Step 2)ProductDistribution or PlacePricePromotion
![Page 50: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/50.jpg)
MARKETINGChapter 1
50
Implementing the Marketing Concept
ProductIs anything offered to a market by the
business to satisfy needs, including physical products, services, and ideas.
![Page 51: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/51.jpg)
MARKETINGChapter 1
51
Implementing the Marketing Concept
Distribution or PlaceIncludes the locations and methods used to
make the product available to customers.
![Page 52: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/52.jpg)
MARKETINGChapter 1
52
Implementing the Marketing Concept
PriceIs the amount that customers pay and the
methods of increasing the value of the product to the customers.
![Page 53: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/53.jpg)
MARKETINGChapter 1
53
Implementing the Marketing Concept
PromotionIncludes the methods used and information
communicated to encourage customers to purchase and to increase their satisfaction.
![Page 54: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/54.jpg)
MARKETINGChapter 1
54
Implementing the Marketing Concept
Marketing MixThe blending of the four marketing
elements, product, distribution (place), price, and promotion to product a profitable business.
![Page 55: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/55.jpg)
MARKETINGChapter 1
55
Implementing the Marketing Concept
Identify the market (Step 1)
Develop a marketing mix (4 P’S) (Step 2)Product - BIKEDistribution or PlacePricePromotion
![Page 56: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/56.jpg)
MARKETINGChapter 1
56
THE CHANGINGROLE 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.
1-4
![Page 57: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/57.jpg)
MARKETINGChapter 1
57
The Changing Approachto Marketing
Production emphasisSales emphasisMarketing department emphasisMarketing concept emphasis
![Page 58: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/58.jpg)
MARKETINGChapter 1
58
Production Era
• Emphasis on producing and distributing new products
1900s–1920s
Sales Era
• Emphasis on using advertising and salespeople to convince customers to buy a company’s products
1930s–1940s
Marketing Department Era
• Emphasis on developing many new marketing activities to sell products
1950s–1960s
Marketing Concept Era
• Emphasis on satisfying customers’ needs with a carefully developed marketing mix
1970s–Today
![Page 59: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/59.jpg)
MARKETINGChapter 1
59
Improving the Marketing Concept
Relationship MarketingEmployee Empowerment
![Page 60: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/60.jpg)
MARKETINGChapter 1
60
Improving the Marketing Concept
Relationship MarketingFocuses on developing loyal customers
who continue to purchase from the business for a long period of time
People buy from people/business they trustRetaining customers so they continue to
purchase from you can increase profits by 20 to 50 percent.
![Page 61: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/61.jpg)
MARKETINGChapter 1
61
Improving the Marketing Concept
Employee EmpowermentAn approach to customer service that gives
employees the authority to solve many customer problems
![Page 62: MARKETING 1 Chapter 1 MARKETING TODAY AND TOMORROW 1-1What Is Marketing? 1-2Businesses Need Marketing 1-3Understanding the Marketing Concept 1-4The Changing.](https://reader036.fdocuments.in/reader036/viewer/2022062517/56649f285503460f94c410d7/html5/thumbnails/62.jpg)
MARKETINGChapter 1
62
The Changing View of Marketing
Marketing in other organizationsMarketers’ roles today