Post on 14-Dec-2015
transcript
Afifi, UP, Marketing, 2nd Sem. 09/10 2
Marketing: Using Exchanges to Satisfy Needs
The Diverse Factors Influencing Marketing Activities
WHAT IS MARKETING?
Afifi, UP, Marketing, 2nd Sem. 09/10 3
Marketing has evolved through three stages of development
1. Production orientation: focusing on manufacturing a product.
2. Sales orientation: focusing on selling a product.
3. Marketing orientation: focusing on satisfying the customer’s needs.
Afifi, UP, Marketing, 2nd Sem. 09/10 4
Some industries and organizations remain at the production-orientation stage.
PRODUCTION ORIENTATION
PRODUCTION ORIENTATION SALES ORIENTATION
Other industries and organizations have progressed only to the sales-orientation stage.
Many industries and organizations have progressed to the marketing-orientation stage.
PRODUCTION ORIENTATION
SALES ORIENTATION
MARKETING ORIENTATION
Late 1800s Early 1930s Mid-1950s
Afifi, UP, Marketing, 2nd Sem. 09/10 5
Differences between Marketing and Selling
Marketing is the process of determining customer wants and then developing a product to satisfy that need and still yield a satisfactory profit. It is externally focused.
Selling is producing a product and then trying to persuade customers to purchase it -- in effect, trying to alter consumer demand. It is internally focused.
Afifi, UP, Marketing, 2nd Sem. 09/10 6
Customerorientation
Organization’sperformanceobjectives
Coordinatedmarketingactivities
+
+
+Customersatisfaction
Organizationalsuccess
Marketing Concept
Afifi, UP, Marketing, 2nd Sem. 09/10 7
Organization’s marketing department relates to many people, groups, and forces
Afifi, UP, Marketing, 2nd Sem. 09/10 8
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
Afifi, UP, Marketing, 2nd Sem. 09/10 10
Satisfying Consumer NeedsTarget market
The Four Ps: Controllable Marketing Mix Factors
The Uncontrollable, Environmental Factors
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Afifi, UP, Marketing, 2nd Sem. 09/10 11
A Marketing Program for Rollerblade Expanding the Market for
Rollerblade Skates Exploiting Strengths in
Technology
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT
Afifi, UP, Marketing, 2nd Sem. 09/10 14
Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.
Afifi, UP, Marketing, 2nd Sem. 09/10 15
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
Afifi, UP, Marketing, 2nd Sem. 09/10 16
Four different orientations in the history of American business
Afifi, UP, Marketing, 2nd Sem. 09/10 17
Ethics and Social Responsibility:Balancing the Interests of Different Groups Ethics Social Responsibility
Societal marketing concept Macromarketing Micromarketing
HOW MARKETING BECAME SO IMPORTANT
Afifi, UP, Marketing, 2nd Sem. 09/10 18
The Breadth and Depth of MarketingWho Markets?What is Marketed?
HOW MARKETING BECAME SO IMPORTANT
Afifi, UP, Marketing, 2nd Sem. 09/10 21
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
Afifi, UP, Marketing, 2nd Sem. 09/10 22
Quality in Marketing
Quality has three dimensions Meeting and striving to exceed
customers’ requirements. The absence of variation. Total organizational
commitment. The best indicator of quality is
customer satisfaction.
Afifi, UP, Marketing, 2nd Sem. 09/10 23
Ethics and Marketing Marketing is intended to influence the
behavior of customers and others. The use of marketing tools can create a
wide variety of ethical challenges.
There is disagreement over what constitutes ethical or unethical behavior. Ethics are standards of behavior
generally accepted by society. Ethics vary from society to society.
Afifi, UP, Marketing, 2nd Sem. 09/10 24
Ethics and Marketing (cont.)
Corporations are taking action to instill ethical awareness in their employees by: Avoiding unreasonable pressure on
employees to perform. Communicating clearly what is expected
of employees. Employing an “Ethics Officer” to advise
employees on ethical dilemmas. Rewarding only ethical performance.
Afifi, UP, Marketing, 2nd Sem. 09/10 25
Importance of Marketing the Global economy
Nations depend upon marketing to sell their raw materials and industrial output to other countries.
Companies now compete in markets all over the world.
Foreign companies now build 2 million cars and light trucks a year in the U.S., up from nothing 15 years ago.
Afifi, UP, Marketing, 2nd Sem. 09/10 26
Importance of Marketing in the Socioeconomic System
Marketing creates utilities: Place utility makes a product accessible to
potential customers where they want it. Time utility makes a product available when
they want it. Information utility is created by informing
prospective buyers that a product exists. Image utility is the emotional or psychological
value that the customer attaches to a product or brand.
Possession utility is created when ownership is transferred to the buyer.
Afifi, UP, Marketing, 2nd Sem. 09/10 27
Importance of Marketing in Organizations
The basic reason for firm’s existence is customers want satisfaction.
Marketing is the only revenue-producing activity for the firm.
Marketing has become increasingly important for service firms and nonprofit organizations.
Afifi, UP, Marketing, 2nd Sem. 09/10 28
Importance of Marketing in your life
Marketing is a large part of your daily life. Consumers are exposed to 3,000 commercial messages a day.
Studying marketing will make you a better-informed customer.
Marketing probably relates -- directly or indirectly -- to your career aspirations.