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  • ST Chapt 1 Intro F09

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    Intro

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    © All Rights Reserved
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    6 views15 pages

    ST Chapt 1 Intro F09

    Uploaded by

    TuongVNguyen
    Intro

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 15

    Being a Marketing Expert

    Olson

    MKTG370 -intro
    copyright 2009

    Marketing Is Exchange
    1. Two or more parties w/unsatisfied
    needs

    Seller

    Buyer

    Olson

    MKTG370 -intro
    copyright 2009

    Marketing Is Exchange
    2. They can Satisfy each others need
    3. They can FIND each other
    4. They both Value what the other has

    Olson

    MKTG370 -intro
    copyright 2009

    EXCHANGE
    Lengthened w/Intermediaries

    Retailer

    Wholesaler
    Export agent

    Olson

    Distributor

    MKTG370 -intro
    copyright 2009

    Marketing Applies To ?

    Olson

    MKTG370 -intro
    copyright 2009

    Marketing Applications
    A.
    B.
    C.
    D.
    E.

    Products
    Services
    People
    Places
    Ideas

    Olson

    MKTG370 -intro
    copyright 2009

    Marketing Provides Consumer


    Utility

    Form Utility
    Time Utility
    Place Utility
    Possession Utility

    Olson

    MKTG370 -intro
    copyright 2009

    History of Marketing
    Perspectives
    1. Production Concept
    2. Product Concept
    3. Selling Concept

    #1-3 are all producer-driven

    Olson

    MKTG370 -intro
    copyright 2009

    History of Marketing
    Perspectives -3
    4. Marketing Concept
    5. Marketing Orientation

    #4 + 5 : Consumer-Driven

    Olson

    MKTG370 -intro
    copyright 2009

    History of Marketing
    Perspectives -4
    6. Value-Based, Experiential or Authentic
    Marketing
    #6 Interactive bet. Consumer and Producer
    Iterative process

    Olson

    MKTG370 -intro
    copyright 2009

    10

    A Lexus Driver
    An Escalade Driver
    A Hummer Driver
    Olson

    MKTG370 -intro
    copyright 2009

    11

    Examples of A Marketing
    1.
    2.
    3.
    4.

    Got Milk?
    Water
    Christopher Columbus
    Independence Day

    Olson

    MKTG370 -intro
    copyright 2009

    12

    The Market Mix = The Four Ps

    Olson

    MKTG370 -intro
    copyright 2009

    13

    The Market Mix = The Four Ps


    1.

    Product

    2.

    Product Life Cycle, New Product Development


    Features and Benefits Offered
    Branding, Packaging

    Price

    Initial Price Setting


    Discounts and Adjustments
    Price Sensitivity

    Olson

    MKTG370 -intro
    copyright 2009

    14

    The Market Mix = The Four Ps


    3.

    Placement
    Method - wholesale, vending machines, i-net
    Number and location- limited, selective, mass

    4.

    Promotion /IMC
    Trade Promotions

    Advertising, Contests, spiffs, romancing

    Consumer Promotions

    Advertising, coupons, product placement, websites

    Olson

    MKTG370 -intro
    copyright 2009

    15

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