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Copyright Atomic DogPublishing 2010


Joel R. Evans & Barry Berman

Marketing, 11e: Marketing in the 21st Century




` To illustrate the exciting, dynamic, and influentialnature of marketing

` To define marketing and trace its evolution with

emphasis on the marketing concept, a marketingphilosophy, customer service, and customersatisfaction and relationship marketing

` To show the importance of marketing as field of study

` To describe the basic functions of marketing and those

that perform these functions




All marketingefforts aredirected to

the consumer:` Environmental

analysis

` Product

` Price

` Distribution

` Promotion

Environmental

Analysis &

Marketing

Research

TOTALTOTALMARKETINGMARKETING

EFFORTEFFORT

Marketing

Management

ProductPlanning

Broadening

the Scope of

Marketing

Consumer

Analysis

Promotion

Planning

DistributionPlanning

Price

Planning




`̀ MarketingMarketing is the Anticipation,

Management, and Satisfaction of Demand

Through the Exchange Process.




A

M

S

exchange process

S

F

R




` Anticipation of Demand requires a firm to

do consumer research in anticipation of

market·s potential and consumers· desires.

` Management of Demand includes: Stimulation: motivates consumers to want

firm·s offerings

Facilitation: makes it easy to buy offerings R egulation: involves balancing inventory to

consumer demand




` Satisfaction of Demand involves product

availability, product performance,perceptions of safety, & after-sale services.

` An Exchange Process includes the

agreement for payment:cash/credit/promise to pay or support for a

firm, institution, idea, or place.




` Exchanges must be

done in socially

responsible way

` Both buyer and

seller should

consider impact onsociety and

environment

Seller Buyer




` Consumer Demandrefers to final and

organizationalconsumers

` Publics· Demand

refers to needs ofunions, employees,

stock holders &

general public




Barter

Era

Self-

sufficiency

Basic

one-on-one

trading

Production

Era

Demand

exceeds

supply

Outputexpanded

Sales

Era

Supply

equalsdemand

Sellingprocess

important

Marketing

Dept. Era

Supply

exceedsdemand

Marketinga

subsidiaryfunction

Marketing

Co. Era

Supply

exceedsdemand

Integratedrole for

marketing




Consumer

Orientation

Goal

Orientation

MarketingMarketing

ConceptConcept

Market-DrivenApproach

Value-Based

Philosophy

Integrated

Marketing

Focus




Production Selling Consumption




Consumer

Need

Evaluation

Integrated

Marketing

Effort

Achievement of

OrganizationalGoals

Consumer

Satisfaction

Feedback




` Output ´Soldµ to Consumers

` Looks at Individual, Single Consumer

` Seeks Sales Rather Than Profit

` Short-Term Goal Orientation

` Concerned with Current InventoryReduction

` Narrower View of Consumer Needs

` Little Adaptation to Environment

` Informal Planning & Feedback




` Consumer-Oriented

` Stresses Research &

ConsumerAnalysis

` Looks at Groups of

Consumers

` Profit-Oriented

` Directed to Long-RangeGoals

` Two-Way Interactive

Process

` Appropriate

Adaptationto Marketing

Environment

` Broad View of

Consumer Needs

` Integrated Planning &

Feedback




OverallCustomer

Satisfaction

Courteous Employees

Knowledgeable Employees

Friendly Employees

Helpful Employees

Accuracy of BillingQuick Service

Billing Clarity Billing Timeliness

Good Value Competitive Pricing




Through

R elationship

Marketing,

companies build

customer satisfaction

and increase long-term

customer loyalty.




` Customer Service tendsto be intangible, butquite meaningful, tomany customers.

` In today·s highlycompetitive, globalmarketplace, the levelof customer service a

firm provides can affectits ability to attract andretain customers morethan ever before.




Organizational

Consumer

Marketing

Specialist

Manufacturer

or Service

Provider

R etailer

Wholesaler

Basic Marketing

Performers

Final Consumer




Include:ConsumersManufacturersService Providers

WholesalersRetailer

Marketing Specialists




Environmental

Analysis &

Marketing

Research

TOTAL

MARKETING

EFFORT

Marketing

Management

Product

Planning

Broadening

the Scope of

Marketing

Consumer

Analysis

Promotion

Planning

Distribution

Planning

Price

Planning

See Chapters

2 & 4

See Chapters

5²7

See Chapters

8²10

See Chapters 3 & 22

See Chapters

20²21

See Chapters

17²19

See Chapters

14²16

See Chapters 11²13




Environmental Analysis and Marketing R esearch:Monitoring and adapting to external factors thataffect success or failure, such as the economyand competition; and collecting data to resolve

specific marketing issues.Broadening the Scope of Marketing: Deciding on

the emphasis to place, as well as the approach totake, on societal issues, global marketing, andthe Web.

Consumer Analysis: Examining and evaluatingconsumer characteristics, needs and purchaseprocesses; and selecting the group(s) ofconsumers at which to aim marketing efforts.




Product Planning (including goods, services,organizations, people, places, ideas): Developingand maintaining products, product assortments,product images, brands, packaging, and optionalfeatures, and deleting faltering products.

Distribution Planning: Forming logisticalrelationships with intermediaries, physicaldistribution, inventory management, warehousing,transportation, allocating goods & services,wholesaling, and retailing.

Promotion Planning: Communicating with customers,the general public, and others through some type ofadvertising, public relations, personal selling,and/or sales promotion.




Price Planning: Determining price levels and

ranges, pricing techniques, terms of

purchase, price adjustments, and the use ofprice as an active or passive factor.

Marketing Management: Planning,

implementing, and controlling the marketing

program (strategy) and individual marketingfunctions; appraising the risks and benefits

in decision making; and focusing on total

quality.




` This chapter illustrates the dynamic andinfluential nature of marketing from theperspective of businesses and consumers.

` It provides a definition of marketing and traces its

evolution with emphasis on the marketingconcept, a marketing philosophy, customerservice, and customer satisfaction andrelationship marketing.

`

The chapter shows the importance of marketing asa field of study.

` It describes the 8 basic functions of marketing andthose that perform these functions.

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