marketing today 01 copyright © 2012 pearson education, inc. publishing as prentice hall
TRANSCRIPT
Marketing Today
01Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
What is Marketing?
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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
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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
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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