principles of marketing ba 3365 section 006 introduction to marketing professor andrei strijnev the...
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Principles of Marketing
BA 3365 Section 006
Introduction to Marketing
Professor Andrei Strijnev
The University of Texas at Dallas
Fall 2005
DEVELOPING CUSTOMER
RELATIONSHIPS AND VALUE THROUGH
MARKETING
11CHAPTER
• Marketing: Using Exchanges to Satisfy Needs
• The Diverse Factors Influencing Marketing Activities
WHAT IS MARKETING?
FIGURE 1-3FIGURE 1-3 An organization’s marketing department relates to many people, groups, and forces
• Discovering Consumer Needs• The Challenge of Launching Winning
New Products
• Consumer Needs and Consumer Wants
• What a Market Is
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
FIGURE 1-4FIGURE 1-4 Marketing’s first task: discovering consumer needs
• Satisfying Consumer Needs Target market
• The Four Ps: Controllable Marketing Mix Factors
• The Uncontrollable, Environmental Factors
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
• Global Competition, Customer Value, and Customer Relationships
• Relationship Marketing and the Marketing Program• Relationship Marketing: Easy to
Understand
• Relationship Marketing: Difficult to Implement
• The Marketing Program
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT
FIGURE 1-5FIGURE 1-5 Marketing’s second task: satisfying consumer needs
• A Marketing Program for Rollerblade• Expanding the Market for Rollerblade
Skates
• Exploiting Strengths in Technology
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT
FIGURE 1-6FIGURE 1-6 Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.
• Evolution of Market Orientation• Production Era
• Sales Era
• The Marketing Concept Era
• The Market Orientation Era Customer relationship management
(CRM)
HOW MARKETING BECAME SO IMPORTANT
FIGURE 1-7FIGURE 1-7 Four different orientations in the history of American business
• Ethics and Social Responsibility:Balancing the Interests of Different Groups• Ethics
• Social Responsibility Societal marketing concept Macromarketing Micromarketing
HOW MARKETING BECAME SO IMPORTANT
• The Breadth and Depth of Marketing• Who Markets?
• What is Marketed?
HOW MARKETING BECAME SO IMPORTANT
• The Breadth and Depth of Marketing (cont)• Who Buys and Uses What is Marketed?
Ultimate consumers Organizational buyers
• Who Benefits?
• How Do Consumers Benefit? Utility
HOW MARKETING BECAME SO IMPORTANT