Marketing Today 01 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.
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Transcript of Marketing Today 01 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall.
Marketing Today
01Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
What is Marketing?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
MARKETINGMARKETING
Attempts to meet the needs of...
Buyers
Sellers
Investors
General Public
Marketing Meets NeedsCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Marketing Conceptsatisfying consumer needs to ensure long-term profitability
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Need Want
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WantNeedCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Form
Marketing Creates Utility
Place
Time Possession
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Marketing and ExchangeMarketing and Exchange
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GOODSGOODS PAYMENTPAYMENT
Marketer Customer
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Exchange
Production Era
Triple Bottom Line Era
TIMELINE
Sales Era Relationship Era
Evolution of a Concept
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Production EraSuited to a sellers’ market where the buyer has to take what is available
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Hard-sell approach when product availability exceeds demand
Sales Era
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Focus on meeting buyers’ needs and wants for the long run
Relationship Era
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Maximize three bottom line components:
Triple Bottom Line Era
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financial
social
environmental
Products: What are they?
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Consumer Goods
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B2B GoodsB2B Goods
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Not-for-Profit MarketingCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Idea, place, people marketing
Idea, place, people marketing
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To the Consumer
To the Seller
Marketing of Value
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More expensive to attract than retain a customer
Customer Value
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Competitive Advantage
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Value Chain
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Value ChainInbound Logistics
Bring in raw materials
Operations
Make final product
Outbound Logistics
Ship out final product
Marketing/ Sales
Sell the final product
Service
Provide needed
customer support
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VALUE
Consumer Generated Value
Give input to product design
Give online reviews
Discuss product on social networking sites
Give online advice
tutorials
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Marketing activities influence the world
Society and Value
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Dark Side of Marketing
Deceptive advertising
Sweatshops
Shoplifting
Addictive consumption
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Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall
Product
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Price
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Promotion
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PlacePlaceCopyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall
