Академический Документы
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Summary Overview
This slide illustrates five stages of marketing evolution. In general, the idea of marketing has moved from a focus on products to a focus on customer needs. An important point to remember is that some managers have not made it all the way to the final stages.
This slide relates to the material on pp. 34-37. Instructors Note: This slide corresponds to Exhibit 2-1 on p. 34 and Transparency 8. See also Transparency 9 and Overheads 10-12. There are several slides in this series; see student handout pages
Summary Overview
This slide and lecture material provide an introduction to the marketing concept. Additional information contrasts the production and marketing orientations and reviews the difficulties involved in adopting the marketing concept.
This slide relates to the material on pp. 37-40. There are several slides in this series; see student handout pages
Summary Overview
This slide and lecture material cover the customer value concept. The basic points to be made are on the slides (there is another slide not shown here)
This slide relates to the material on pp. 40-43. See also Overheads 13-15.
Summary Overview
Nonprofit organizations may have different reasons than traditional businesses for operating but they still need an understanding of marketing ideas.
Ethics
Organizations exist in a society and consequently face a social responsibility -- a firms obligation to improve its positive effects on society and reduce its negative effects. Because some goals, such as profits or economic efficiency, can diminish other goals, such as high levels of customer satisfaction or cleaner environments, businesses must strive to reach acceptable balances between these conflicts. The long-run significance of ethical behavior in business and in marketing activities will be emphasized throughout the course.
This slide relates to the material on pp. 43-45. Instructors Note: This slide corresponds to Exhibit 2-4 on p. 45 and Transparency 10.
Summary Overview
The marketing management process refers to the planning, implementation, and control of marketing activities. As indicated on the slide, these activities are continuous and decisions made in the past in one area can have implications on the other areas as well.
This slide relates to the material on pp. 45-46. Instructors Note: This slide corresponds to Exhibit 2-5 on p. 46 and Transparency 11. See also Overhead 16.
Summary Overview
As noted previously, marketing strategic planning is the managerial process of developing and maintaining a match between an organizations resources and its market opportunities. Marketing strategy planning means finding these opportunities and developing profitable marketing strategies that the company can use to capitalize on them.
This slide relates to the material on p. 47. Instructors Note: This slide corresponds to Exhibit 2-7 on p. 47 and Transparency 14.
Summary Overview
It is useful to categorize all the variables in the marketing mix into four basic ones of Product, Place, Promotion, and Price. These Four Ps are combined in differing ways to match the offer made by a company to the needs and wants of different target markets. Instructors Note: Remind students that the customer is not part of the marketing mix. Then lead them in discussion to identify why: Because the four Ps are controllables for the marketer -- customer behavior is not.
This slide relates to the material on pp. 48-50. Instructors Note: This slide corresponds to Exhibit 2-8 on p. 48 and Transparency 15. See also Transparency 13 and Overhead 17.
This slide relates to the material on p. 49. Instructors Note: This slide corresponds to Exhibit 2-9 on p. 49 and Transparency 16.
Summary Overview
A channel of distribution refers to any series of firms or persons used to move goods from producers to final users. Channel systems can be either very long or very short. They may be relatively simple or complex. The key for understanding the contribution of the channel to better marketing effort is the matching of the best kinds and types of channels for the product or service and the effective management of the channel. Instructors Note: You may wish to discuss the use of added-value channels as a competitive advantage for better marketing efforts and link this to the discussion of Exhibit 2-12.
This slide relates to the material on pp. 53-55. Instructors Note: This slide corresponds to Exhibit 2-11 on p. 55 and Transparency 18. See also Transparencies 17 and 19 and Overheads 18-19.
Summary Overview
A marketing program blends all of the firms marketing plans into one big plan. The marketing program combines strategy and tactics, ideas and actions, and serves as the link between planning and implementation and control.
This slide relates to the material on pp. 55-57. Instructors Note: This slide corresponds to Exhibit 2-12 on p. 57 and Transparency 20.
Summary Overview
Planning is crucial because it sets the course the company will follow in everything else it does. Good plans implemented poorly might still be profitable. Ill-conceived plans, even implemented well, can lose money and even threaten the survival of the company itself.
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