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Chapter 1
1
1 Learning Objective
On
OnLine
Line
http://www.soapworks.com
http://www.soapworks.com
Personal Selling?
Advertising?
Making products available in stores?
Maintaining inventories?
At
AtLeast
Least Two
TwoParties
Parties
Something
Somethingof
ofValue
Value
Necessary
Necessary
Conditions
Conditions Communication
Communicationand
and Delivery
Delivery
for
for Exchange
Exchange
Freedom
Freedom to
to Accept
Acceptor
orReject
Reject
Desire
Desireto
toDeal
DealWith
WithOther
OtherParty
Party
Chapter 1 Marketing 7e Lamb Hair McDaniel 7
©2004 South-Western/Thomson Learning
1 The Concept of Exchange
Describe four
marketing
management
philosophies.
Production
Production
Sales
Sales
Competing Market
Market
Competing
Philosophies
Philosophies
Societal
Societal Marketing
Marketing
Orientation
Orientation Key Ideas
Production
Production Focus on efficiency of internal operations
Less
Less toxic
toxic products
products
More
More durable
durable products
products
Products
Products with
with reusable
reusable
or
or recyclable
recyclable materials
materials
Chapter 1 Marketing 7e Lamb Hair McDaniel 15
©2004 South-Western/Thomson Learning
3 Learning Objective
Key
Key Issues
Issues in
in
Developing
Developing
Competitive
Competitive
Advantage
Advantage
Create
Create Maintain
Maintain
Build
Build Long-Term
Long-Term
Customer
Customer Customer
Customer
Relationships
Relationships
Value
Value Satisfaction
Satisfaction
Who
Who are
are your
your customers
customers
What
What do
do customers
customers value
value
What
What do
do they
they want
want to
to buy
buy
Requirements
Requirements
for
for
Building
Building How
How do
do they
they prefer
prefer to
to interact
interact
Relationships
Relationships
Customer-oriented personnel
Empowered employees
Teamwork
Encourages innovation
Understand
Understand the
the organization’s
organization’s mission
mission
Set
Set marketing
marketing objectives
objectives
Gather,
Gather, analyze,
analyze, interpret
interpret “SWOT”
“SWOT” information
information
Develop
Develop aa marketing
marketing strategy
strategy
Implement
Implement the
the marketing
marketing strategy
strategy
Design
Design performance
performance measures
measures
Evaluate
Evaluate marketing
marketing efforts--change
efforts--change ifif needed
needed
Chapter 1 Marketing 7e Lamb Hair McDaniel 28
©2004 South-Western/Thomson Learning
5 Learning Objective
“Marketing
“Marketing is is far
far too
too important
important
to
to be
be left
left only
only to
to the
the
marketing
marketing department.”
department.”
----David
David Packard
Packard
Hewlett-Packard
Hewlett-Packard
Better-informed
consumers