© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Introduction to Marketing

II

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

“The process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create

exchanges that satisfy individual and organizational objectives.”

Simply put: Marketing seeks to discover and satisfy customer needs.

MARKETING DEFINED

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• When was the last time you were truly satisfied by something you purchased?

• What was the:• Product or service?

• Price?

• Quality?

THINKING PAIRS

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

•Marketing: •The delivery of customer satisfaction at

a profit.

•Needs, wants, & expectations differ

•Please keep track of what you like and don’t like as classes proceed – we’ll use this data later in semester

PEOPLE ARE DIFFERENT

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Marketing and Sales Concepts Contrasted

FactoryExistingProducts

Sellingand

Promoting

ProfitsthroughVolume

The Selling ConceptThe Selling Concept

StartingPoint Focus Means Ends

MarketCustomer

NeedsIntegratedMarketing

Profitsthrough

Satisfaction

The Marketing ConceptThe Marketing Concept

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Finish reading chapter 1

• Take Chapter 1 on-line quiz before next class period begins

• Read company case, Rollerblade, and prepare answers to questions on pages at the end of the case study

ASSIGNMENTS FOR NEXT TIME

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

• Marketing Definition

• Customer Satisfaction

• Wants

• Needs

• Exchanges

• Marketing Concept

• Selling Concept

KEY TERMS