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Transcript of ppt_ch01.ppt
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–1
Chapter 1
The Field of Marketing
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–2
Nature and scope of marketing
• Marketers:– Centre on attempts to understand
consumers.– Seize an advantage over competitors.– Gain a foothold in a market.– Satisfy consumers.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–3
Who and what is involved in marketing?
• Include:– Physical goods—clothes, machines, tractors.– Services—banks, theatres, health insurance.– Ideas—Clean Up Australia, road safety.– People—Cathy Freeman, Barry Humphries
(people are a marketable product or brand).– Places—Daintree, a new business estate.– Experiences—travel, yoga.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–4
What is marketing?
• Marketing can be described as any exchange activity intended to satisfy human needs or wants.
• Marketing is a system of business activities aimed at achieving organisational goals by developing, pricing, distributing and promoting products, services and ideas that will satisfy customers’ wants.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–5
Needs, wants & exchange
• Defining a need—basic feeling of deprivation.
• Defining a want—the particular forms a need might take.
• Defining exchange—offering something of value in return for something else of value.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–6
Production orientation
Salesorientation
Marketingorientation
Societal marketing orientation
The stages in the evolution of marketing
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–7
The evolution of marketing
• Typical thinking of the 1930s.• Focus on increasing production.• Production and engineering staff have control of
the organisation; there is a sales department but its function was simply to sell the company’s output at a price set by the production and financial managers.
The production-orientation stage
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–8
The sales-orientation stage
• Typical thinking from the 1930s–1960s (post-depression Australia)
– The firm’s emphasis was on selling its output.– This was the age of ‘hard sell’.– Supply usually exceeded demand.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–9
The marketing-orientation stage
• The firm’s goals become customer orientation and profitable sales volume.
• Marketing influences all short-term and long-range company planning.
• Focus is on marketing rather than selling, encompassing inventory control, warehousing, product planning and implementation of the marketing concept.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–10
The societal marketing concept
• Marketer must act in a socially responsible manner.
• External environment’s influence on firm’s marketing program.
• Entails the realisation that our natural resources are finite.
• Increasing emphasis on the management of human resources.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–11
Marketing vs. Selling
• Marketing– Company finds out what the customer wants and
develops a product to satisfy those wants while yielding a profit.
• Selling– A company makes a product and then uses various
selling methods to persuade customers to buy it.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–12
The marketing concept
• Marketing concept
• All company planning and operations should be customer-oriented, focussing on satisfying customers’ needs and wants.
• All the marketing activities in a firm should be coordinated and consistent.
• Customer-oriented, coordinated marketing activities are seen as the means of achieving the firm’s own objectives.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–13
Three requirements for implementing the marketing concept
Marketing concept
Customer orientation
Organisation’s performance objectives
Coordinated marketing activities
+
+
+Customer satisfaction
Organisational success
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–14
Relationship marketing
Relationship marketing focuses on building and maintaining business relationships with customers rather than focussing on each sale.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–15
Relationship marketing
• Loyalty marketing schemes—customer rewarded for continuing to buy from the organisation.
• Value adding—increasing customer satisfaction by providing extra goods and services over and above the basic product being offered.
• Mass customisation—increasing practice of developing many variations in a firm’s offerings.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–16
Quality and marketing
• Reducing product quality variability.
• Increasing responsiveness to changing customer needs.
• Reducing costs through less wastage or reworking.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–17
Marketing management
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–18
The planning sequence
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–19
The marketing mix
• The four key elements of marketing are referred to as the ‘marketing mix’.
• These elements are: Product, Price, Promotion and Place (Distribution).
• These elements, also known as variables, are controllable by marketers and are the key to attracting a specific target market.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Marketing: A Practical Approach 5/e by Peter Rix
Slides prepared by: Joe Rosagrata
1–20
The marketing mix