a global managerial approach basic marketing. chapter one chapter one marketing’s value to...
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A Global Managerial Approach
Basic MarketingBasic Marketing
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CHAPTER ONECHAPTER ONE
Marketing’s Value to Consumers, Firms, and Society
CHAPTER ONECHAPTER ONE
Marketing’s Value to Consumers, Firms, and Society
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1. Know what marketing is and why you should learn about it.
2. Understand the difference between micro-marketing and macro-marketing.
3. Know the marketing functions and why marketing specialists—including intermediaries and facilitators—develop to perform them.
4. Understand what a market-driven economy is and how it adjusts the macro-marketing system.
5. Know what the marketing concept is—and how it should guide a firm or nonprofit organization.
When we finish this lecture you should
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6. Understand what customer value is and why it is important to customer satisfaction.
7. Know how social responsibility and marketing ethics relate to the marketing concept.
When we finish this lecture you should
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More than Selling and AdvertisingMore than Selling and Advertising
More than Selling and AdvertisingMore than Selling and Advertising
All Those Bicycles!All Those Bicycles!
Marketing—What’s It All About?
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Analyze NeedsAnalyze NeedsAnalyze NeedsAnalyze Needs
Predict WantsPredict WantsPredict WantsPredict Wants
Estimate DemandEstimate DemandEstimate DemandEstimate Demand
Predict WhenPredict WhenPredict WhenPredict When
Determine WhereDetermine WhereDetermine WhereDetermine Where
Estimate PriceEstimate PriceEstimate PriceEstimate Price
Decide PromotionDecide PromotionDecide PromotionDecide Promotion
Estimate CompetitionEstimate CompetitionEstimate CompetitionEstimate Competition
Provide ServiceProvide Service
Things a Firm Should Do in Producing a Bike
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Creates Customer SatisfactionCreates Customer Satisfaction
Marketing
Makes sure right goods & services are produced
Production
• Making Goods
• Performing Services
Production vs. Marketing
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Types of Utility and How They Are Provided
Provided by marketingProvided by production withguidance of marketing
Task
Time
Place
Possession
UtilityValue that comesfrom satisfyinghuman needs
Form
Exhibit 1-1
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Interactive Exercise: Utility
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Important to every consumer!Important to every consumer!Important to every consumer!Important to every consumer!
Important to your job!Important to your job!Important to your job!Important to your job!
Affects economic growth and standard of living!Affects economic growth and standard of living!
Marketing Is Important to You!
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Marketing Stimulates New Ideas
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OR
MacroMacro
• Social process
• Matches supply with demand
MicroMicro
• Set of activities
• Performed by organizations
What Is Marketing?
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Profit and NonprofitProfit and NonprofitProfit and NonprofitProfit and Nonprofit More than PersuasionMore than Persuasion
Begins with NeedsBegins with Needs
Doesn’t Go It AloneDoesn’t Go It Alone
Involves ExchangesInvolves Exchanges
Builds RelationshipsBuilds Relationships
Focus of Your TextFocus of Your Text
Involves ExchangesInvolves Exchanges
More than PersuasionMore than Persuasion
Begins with NeedsBegins with Needs
Builds RelationshipsBuilds Relationships Doesn’t Go It AloneDoesn’t Go It Alone
Micro-Marketing
KeyCharacteristicsKeyCharacteristics
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Building Customer Relationships
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Every Economy Needs ItEvery Economy Needs ItEmphasis on Whole SystemEmphasis on Whole System
KeyCharacteristicsKeyCharacteristics
Matches Producers and ConsumersMatches Producers and Consumers
Emphasis on Whole SystemEmphasis on Whole System Every Economy Needs It
Macro-Marketing
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ProducersProducers ConsumersConsumersMarketingFunctionsMarketingFunctions
Marketing Bridges the Gap!Marketing Bridges the Gap!
Cost $
Output
Economies of Scale Lower CostEconomies of Scale Lower Cost
Can Mass Production Satisfy a Society’s Consumption Needs?
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Overcoming Spatial Separation
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MarketingFunctions
BuyingBuying SellingSelling
TransportingTransporting
StoringStoring
Standardization& GradingStandardization& GradingFinancingFinancing
Risk TakingRisk Taking
BuyingBuying SellingSelling
TransportingTransporting
StoringStoring
Standardization& GradingStandardization& GradingFinancingFinancing
Risk TakingRisk Taking
MarketInformationMarketInformation
The Universal Functions of Marketing
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TransportFirms
ISP's
ProductTestingFirms
Ad Agencies
ResearchFirms Consumers
Producers Wholesalers OtherSpecialists
Retailers
Who Performs Marketing Functions?
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OR
Planned Economic System
Planned Economic System
• Government planners decide
• Can work well if:
• Simple economy
• Adverse Conditions
Market-Directed System
Market-Directed System
• Adjusts itself
• Price is value measure
• Freedom of choice
• Government’s role limited
How Decisions Are Made in an Economic System
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Sell SurplusSell SurplusFocus:
Simple Trade EraSimple Trade Era
Increase SupplyIncrease Supply
Sell SurplusSell SurplusSimple Trade EraSimple Trade Era
Focus:Production EraProduction Era
Focus:
Increase SupplyIncrease Supply
Beat CompetitionBeat Competition
Production EraProduction Era
Focus:Sales EraSales Era
Focus:
Sales EraSales EraBeat CompetitionBeat Competition
Coordinate and ControlCoordinate and ControlFocus:
Marketing Department EraMarketing Department Era
Focus:
Marketing’s Role Has Changed Over Time
Marketing Department EraMarketing Department EraCoordinate and ControlCoordinate and Control
Marketing Company EraMarketing Company Era Long-RunCustomer SatisfactionLong-RunCustomer SatisfactionFocus:
Focus:
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TheMarketingConcept
Customer Satisfaction
Total Company Effort
Profit
The Marketing ConceptExhibit 1-4
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Creating Customer Satisfaction
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Adoption of the Marketing Concept
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Take Customer’s Point of ViewTake Customer’s Point of ViewTake Customer’s Point of ViewTake Customer’s Point of View
Customer May Not Dwell On ValueCustomer May Not Dwell On ValueCustomer May Not Dwell On ValueCustomer May Not Dwell On Value
Where Does Competition Fit?Where Does Competition Fit?Where Does Competition Fit?Where Does Competition Fit?
Customer Value Builds RelationshipsCustomer Value Builds Relationships
The Marketing Concept and Customer Value
Costs Benefits
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Interactive Exercise: Customer Value
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Superior Customer ValueSuperior Customer Value
Total Company Effort to Satisfy Customers
Total Company Effort to Satisfy Customers
Superior Customer ValueSuperior Customer Value
Total Company Effort to Satisfy Customers
Total Company Effort to Satisfy Customers
Customer AcquisitionCustomer Acquisition
Customer SatisfactionCustomer SatisfactionCustomer SatisfactionCustomer Satisfaction
Customer RetentionCustomer Retention
Customer AcquisitionCustomer Acquisition
Putting It All Together
Customer RetentionCustomer Retention
Profitable Relationships with Customers
Profitable Relationships with Customers
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Support and “Satisfied Customers”Support and “Satisfied Customers”Support and “Satisfied Customers”Support and “Satisfied Customers”
May Not Be Organized for Marketing May Not Be Organized for Marketing May Not Be Organized for Marketing May Not Be Organized for Marketing
The Bottom LineThe Bottom LineThe Bottom LineThe Bottom Line
Characteristicsof Nonprofit Organizations
Characteristicsof Nonprofit Organizations
Newcomers to MarketingNewcomers to MarketingNewcomers to MarketingNewcomers to Marketing
The Marketing Concept Applies in Nonprofit Organizations
Marketing Concept Provides FocusMarketing Concept Provides Focus
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Government Marketing
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Social ResponsibilitySocial ResponsibilitySocial ResponsibilitySocial Responsibility
Should All Needs Be Satisfied?Should All Needs Be Satisfied?Should All Needs Be Satisfied?Should All Needs Be Satisfied?
What if Profits Suffer?What if Profits Suffer?
Micro-Macro Micro-Macro DilemmaDilemma
The Marketing Concept, Social Responsibility, and Marketing Ethics
The Marketing Concept Guides EthicsThe Marketing Concept Guides Ethics
0
Group Needs Individual Needs
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• Production
• Customer satisfaction
• Utility
• Form utility
• Task utility
• Time utility
• Place utility
• Possession utility
• Innovation
• Micro-marketing
• Pure subsistence economy
• Macro-marketing
• Economies of scale
• Universal functions of marketing
• Buying
• Selling
• Transporting
• Storing
• Standardization and grading
Key Terms
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• Financing
• Risk-taking
• Market information
• Intermediary
• Middleman
• Facilitators
• E-commerce
• Economic system
• Planned economic system
• Market-directed economic system
• Simple trade era
• Production era
• Sales era
• Marketing department era
• Marketing company era
• Marketing concept
• Production orientation
• Marketing orientation
• Customer value
Key Terms
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• Micro-macro dilemma
• Social responsibility
• Marketing ethics
Key Terms