Академический Документы
Профессиональный Документы
Культура Документы
O.
O.C.
C.Ferrell
Ferrell Michael
MichaelD.
D.Hartline
Hartline
Marketing in
Todays Economy
C H A P T E R
1-2
Exhibit 1.1
1-3
Exhibit 1.2
1-4
Discussion Question
Increasing customer power is a challenge to
marketers in todays economy. In what ways
have you personally experienced this shift in
power; either as a customer or as a business
person? Is this power shift uniform across
industries and markets? How so?
1-5
Market
A collection of buyers and sellers
1-6
Metamarket
A cluster of closely related goods and services that center
around a specific consumption activity
Metamediary
Provides a single access point where buyers can locate and
contact many different sellers in the metamarket
1-7
Example: Metamediary
1-8
Exhibit 1.3
1-9
What is Exchange?
Exchange
Process of obtaining something of value by offering something in
return
1-10
What is a Product?
Product
Something that can be acquired via exchange to satisfy a need or
a want
Examples
-
Goods
Services
Ideas
Information
Digital Products
People
Places
Experiences and Events
Real or Financial Property
Organizations
1-11
Form Utility
Time Utility
Place Utility
Possession Utility
Psychological Utility
1-12
1-13
Discussion Question
How concerned are you about privacy and
security in todays economy? Are you more
concerned about online security or about the
potential ramifications of RFID technology? Will
these issues still be important in 10 years?
Explain.
1-14
Internal Analysis
Competitive Intelligence
Environmental Scanning
Situation Analysis
1-17
1-18
1-19
Exhibit 1.4
1-20
1-21
Unending Change
People-Driven Nature of Marketing
Lack of Rules for Choosing Marketing Activities
Basic Evolution of Marketing & Business
Practice
Increasing Demands of Customers
Overall Decline in Brand Loyalty & Increase in
Price Sensitivity
1-22
Discussion Question
The text argues that marketing possesses very
few rules for choosing the appropriate marketing
activities. Can you describe any universal rules of
marketing that might be applied to most products,
markets, customers, and situations?
1-23
Exhibit 1.5
1-25
1-26