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    Chap 001

    Uploaded by

    Alrifai Ziad Ahmed
    introduction to marketing

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Chap 001

    Uploaded by

    Alrifai Ziad Ahmed
    93 views17 pages
    introduction to marketing

    Copyright

    © Attribution Non-Commercial (BY-NC)

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    PPT, PDF, TXT or read online from Scribd

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    introduction to marketing

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    93 views17 pages

    Chap 001

    Uploaded by

    Alrifai Ziad Ahmed
    introduction to marketing

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 17

    Chapter 1

    The Field of
    Marketing

    1-1
    McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
    Chapter Goals
    • Centrality of exchange in marketing
    • Definition of marketing
    • Evolution of marketing in the U.S.
    • Marketing concept
    • Ethics in marketing
    • Company’s marketing program
    • Ways marketing affects our lives

    1-2
    McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
    Marketing Defined

    Systemof
    System ofbusiness
    businessactivities
    activitiesdesigned
    designedto
    to

    Plan
    Plan
    Price
    Price
    Promote
    Promote
    Distribute
    Distribute

    Want-satisfyingproducts
    Want-satisfying productsto
    totarget
    targetmarkets
    markets

    toachieve
    to achieve
    organizationalobjectives
    organizational objectives

    1-3
    Stages of the Evolution
    of Marketing
    Product-Orientation
    Product-Orientation Increase
    Increase Supply
    Supply
    Stage
    Stage Produce
    Produce Efficiently
    Efficiently

    Sales-Orientation
    Sales-Orientation Promote
    Promote through
    through
    Stage
    Stage Sales
    Sales and
    and Advertising
    Advertising

    Market-Orientation
    Market-Orientation Long-Run
    Long-Run
    Stage
    Stage Customer
    Customer Satisfaction
    Satisfaction

    1-4
    How Should
    a Business Be Defined?

    1-5
    Marketing Concept

    1-6
    Customer Orientation

    Relationships
    Customer Relationship Management
    (CRM)

    Mass Customization
    Produce products with variety and
    uniqueness

    1-7
    Coordinated Marketing Activities

    Quality
    Total Quality Management

    Value Creation
    Benefits vs. Costs

    1-8
    Organization’s Performance
    Objectives
    Performance Metrics
    Return on the marketing investment

    Societal Marketing Concept


    Fulfill firm’s social responsibility

    1-9
    A Market

    People
    People Needs
    Needs
    or
    or to
    to
    Organizations
    Organizations Satisfy
    Satisfy

    Market
    Market
    Money
    Money Willingness
    Willingness
    to
    to to
    to
    Spend
    Spend Spend
    Spend

    1-10
    Market Segments
    Segments
    Segments are
    are subgroups
    subgroups
    of
    of the
    the market
    market with
    with similarities
    similarities

    Buying
    Buying
    Wants
    Wants Preferences
    Preferences

    Product
    Product
    Use
    Use

    1-11
    Target market
    A
    A market
    market segment
    segment at at which
    which the
    the firm
    firm
    directs
    directs its
    its marketing
    marketing program
    program

    Market Market Market


    Segment Segment Segment
    A B C

    TARGET
    MARKET

    1-12
    Position
    Strategiesand
    Strategies andtactics
    tacticsestablish
    establishaaunique
    uniqueposition
    position
    in the
    in theprospect’s
    prospect’smind
    mind so
    sothe
    theproduct
    product isis
    viewedin
    viewed inaadistinctive
    distinctiveand
    andattractive
    attractiveway
    way

    PRODUCT PRICE
    TARGET
    MARKET

    DISTRIBUTION PROMOTION

    1-13
    Ethics and Marketing

    ETHICS
    CONFLICTS
    Standards
    Challenges from
    accepted by a
    conflicting goals
    society

    TRUST
    Builds
    CODE
    Business OF
    Relationships ETHICS

    1-14
    Importance of Marketing

    Globally

    Domestically

    Organizationally

    Personally

    1-15
    Nordstrom
    How can a retailer’s website help it
    more effectively meet the conditions
    of the marketing concept?

    1-16
    Key Terms and Concepts
     Exchange  Value creation
     Marketing  Return on marketing investment
     Product-orientation  Societal marketing concept
     Sales-orientation  Market
     Market-orientation  Market segment
     Marketing concept  Target Market
     Quality  Position
     Total Quality Management  Forecast demand
    (TQM)
     Marketing mix
     Relationship marketing
     Ethics
     Mass customization
     Utility
     Value

    1-17
    McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

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