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Defining Marketing
for the 21st Century
1-2
What is Marketing?
1-3
What is Marketing
Management?
1-4
Selling is only the tip of the
iceberg
1-6
For an exchange to occur….
1-8
Marketing Goods
1-9
Marketing Ideas:
Friends Don’t Let
Friends Drive Drunk
1-10
Key Customer Markets
1-11
Key Customer Markets
Consumer Markets Global Markets
1-12
Global Markets
1-13
The marketplace isn’t what it used to be…
Changing technology
Globalization
Deregulation
Privatization
Empowerment
Customization
Convergence
Disintermediation
1-14
Demand States
1-15
Company Orientations
1-16
The Four P’s
1-17
Marketing-Mix Strategy
1-18
Marketing Mix and the Customer
Four Ps Four Cs
• Product • Customer
• Price solution
• Place • Customer cost
• Promotion • Convenience
• Communication
1-19
Core Concepts
1-22
Improving CMO Success (cont.)
1-23
New Consumer Capabilities
• A substantial increase in buying power (a click
away)
• A greater variety of available goods and
services (internet)
• A great amount of information about
practically anything (online)
• Greater ease in interacting and placing and
receiving orders (24/7)
• An ability to compare notes on products and
services (internet)
• An amplified voice to influence public opinion
(internet)
1-24
Internal Marketing
1-25
Holistic Marketing Dimensions
1-26
Performance Marketing
• Social Initiatives
• Financial • Corporate social marketing
Accountability— —supporting behavior change
building band and campaigns
• Cause marketing —promoting
growing the customer
social issues through
base. sponsorships, licensing
• Social Responsibility agreements, and advertising
• Corporate philanthropy—
Marketing—must making gifts, goods, or time
consider ethical • Corporate community
environment, legal, and involvement—in kind or
social context on volunteer service
• Socially responsible
activities.
business practices—to protect
environment and human and
animal rights
1-27
I want it, I need it…
5 Types of Needs
• Stated needs (inexpensive)
• Real needs (low operating
cost)
• Unstated needs (good
service)
• Delight needs (extras)
• Secret needs (savvy
consumer)
1-28
Marketing Debate
Does Marketing
Create or Satisfy Needs?
1-29
Study Question 1
The identification and profiling of distinct
groups of buyers who might prefer or
require varying product and service mixes
is known as ________.
A. segmentation
B. integration
C. disintermediation
D. targeting
E. partner 1-30
relationship management
Study Question 2
Companies address needs by putting
forth a(n) ________, a set of benefits that
they offer to customers to satisfy their
needs.
A. brand
B. value proposition
C. offering
D. target market
E. demand1-31
Study Question 3
If a marketer decides to use warehouses, transportation
companies, banks, and insurance companies to
facilitate transactions with potential buyers, the
marketer is using what is called a
________.
A. service channel
B. distribution channel
C. brand channel
D. relationship channel
E. intermediary channel
1-32
Study Question 4
Managers of ________-oriented businesses
concentrate on achieving high production efficiency, low
costs, and mass distribution.
A. selling
B. product
C. production
D. marketing
E. consumer
1-33
Study Question 5
________ activities include those the company
undertakes to make the product accessible and
available to target customers.
A. Consumer behavior
B. Market segmentation
C. Marketing research
D. Channel
E. New-product development
1-34