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    Marketing in a Changing World Planning New product Execution Excellence in Business, 3e What is marketing? Needs, wants, and demands products and services Value, satisfaction, and quality Exchanges, transactions, relationships Types of Marketing Product marketing Place marketing Cause-related marketing Excellence in business, 3e the four utilities form time Place possession.

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    Marketing in a Changing World Planning New product Execution Excellence in Business, 3e What is marketing? Needs, wants, and demands products and services Value, satisfaction, and quality Exchanges, transactions, relationships Types of Marketing Product marketing Place marketing Cause-related marketing Excellence in business, 3e the four utilities form time Place possession.

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    6 views25 pages

    Connecting With Customers: The Art and Science of Marketing

    Uploaded by

    empyrium91
    Marketing in a Changing World Planning New product Execution Excellence in Business, 3e What is marketing? Needs, wants, and demands products and services Value, satisfaction, and quality Exchanges, transactions, relationships Types of Marketing Product marketing Place marketing Cause-related marketing Excellence in business, 3e the four utilities form time Place possession.

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    of 25

    Connecting with Customers: The Art and Science of Marketing

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 1

    Marketing in a Changing World


    Planning New product Execution

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 2

    What is Marketing?
    Conception Pricing Promotion Distribution

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 3

    Core Marketing Concepts


    Needs, wants, and demands
    Products and services

    Value, satisfaction, and quality


    Exchanges, transactions, relationships

    Markets
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 4

    Types of Marketing
    Product marketing
    Place marketing Cause-related marketing

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 5

    The Role of Marketing


    Needs and wants Exchange process Transactions

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 6

    The Four Utilities


    Form Time Place Possession

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 7

    Selling vs. Marketing


    Selling Factory Existing products Selling and promoting Profits through sales volume Marketing Market Customer needs Integrated marketing Profits through customer satisfaction
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 8

    Customer Satisfaction
    Positive Customer Experiences Negative Customer Experiences

    Greater customer loyalty Positive word of mouth More sales opportunities Less price sensitivity
    Prentice Hall, 2007

    Damaged business reputation Negative word of mouth Fewer sales opportunities Reduced business prospects
    Excellence in Business, 3e Chapter 12 - 9

    Marketing on the Leading Edge


    Increased accountability Technology and the human touch Business ethics and etiquette

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 10

    Understanding Todays Customers


    Sophisticated Price sensitive Demanding Informed

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 11

    Understanding Todays Customers


    Organizational market
    Industry and commerce Resellers

    Government
    Consumer market Individuals

    Families
    Households
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 12

    The Consumer Decision Process


    Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 13

    Factors That Influence the Buyers Decision Process


    Culture
    Social class

    Reference groups
    Self-image

    Situational factors
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 14

    Purchasing in Organizations
    Decision-making factors
    Economics and logic

    Formal buying procedures


    Multi-party participation

    Buyer-seller relationship
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 15

    Marketing Research
    Observations
    Surveys and questionnaires Experiments Interviews Small samples Focus groups
    Prentice Hall, 2007 Excellence in Business, 3e Chapter 12 - 16

    Database Marketing
    Customers
    Preferences

    Interactions
    Behaviors

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 17

    Planning Marketing Strategies


    Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 18

    Examine the Current Marketing Situation


    Reviewing performance
    Evaluating competition

    Examining strengths and weaknesses


    Analyzing the external environment

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 19

    Assess Opportunities and Set Objectives


    Market penetration
    New product development

    Geographic expansion
    Diversification

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 20

    Develop the Marketing Strategy


    Segments and niches
    Target markets

    Market position
    Marketing mix

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 21

    Segmenting Markets
    Demographics Geographics Psychographics Geodemographics Behavior Usage
    Excellence in Business, 3e Chapter 12 - 22

    Prentice Hall, 2007

    Target Market Strategies


    Undifferentiated Differentiated Concentrated

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 23

    Positioning the Product


    Features Services Image Category leadership

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 24

    Developing the Marketing Mix


    Target market Product Price Place Promotion

    Prentice Hall, 2007

    Excellence in Business, 3e

    Chapter 12 - 25

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