Contents of the Chapter 1 Notes

What is Marketing?
Type of Organizations that use Marketing.
Origins of Marketing.
Exchange and Utility.
Marketing Management Philosophies.
Importance of the Marketing Concept.
Test your knowledge
Please Email alex@udel.edu any comments
Return to Syllabus.
Return to Homepage.

What is marketing?
Definition of marketing
Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution (4 Ps) of ideas, goods and services to create exchanges
(with customers) that satisfy individual and organizational objectives.
Satisfying customer needs (creating utility) through the exchange process.
Create a Marketing Mix (4ps):
Product. Chapter 11, Chapter 12
Price. Chapt 13 & 14
Promotion. Chapter 18, Chapter 19, Chapter 20
Distribution (Place). Chapter 17
To satisfy Target Market(s) (customers)Chapter 9
Handout...Taco Bell
Taco Bell was used as an example...
Marketing Mix:
Product...Border Lights, a new menu of "light foods"
Price.....Value Pricing as with their other menu items
Promotion...Various media and methods, a commercial that appeared during the
1995 Superbowl to announce the arrival.
Distribution...Taco Bell has increased its points of access (where you can by its
products) by a factor of 4 over the last couple of years...including gas stations
etc.
Target Market(s):
Current fast food customers (typically male, 14 -34 year olds) and/or
Health conscious who do not currently purchase fast food??
Return to Contents List

Type of organizations that use marketing.

All!!
Corporations: ie Pepsi, Coke, GM etc.
Government: promoting the health plan, politicians during elections
Hospitals: A Philadelphia hospital, competing for maternity patients, offered a
steak and champagne dinner (sales promotion) with candlelight for new
parents. Other hospitals, in an effort to attract physicians, have installed
services such as saunas, chauffeurs, and private tennis courts.
Schools: University of Delaware MBA program
Churches: Many churches are redesigning their service offering to better meet
the needs of their target audience so as to keep members and financial support.
US Army: A marketing plan to attract recruits.
Postal Service:1993 launch of the Elvis Presley stamp was a major media
event. Fans in Nashville lined up at midnight, postmasters warned that sales
were "first come first served, no limit", and one post office postmarked
envelopes with the no longer used :Return to Sender--Address Unknown"
message
Return to Contents List

Origins of Marketing.
When did marketing first evolve?
Division of labor.
Specialization. Led to the Exchange of goods etc.
Exchange is key to marketing, without an exchange; there is no need to market.

Exchange and Utility

The criteria needed for an exchange to occur:
Must have something of value to exchange
Need to be able to communicate
Must be able to exchange (under 21 drinking)
Must want to exchange
At least 2 people needed for an exchange to occur
The exchange process creates Utility.
Utility is the satisfaction, value, or usefulness a user receives from a good or a service.
When you purchase an automobile, you give up less (in $s) than the value of the car
(to you)...the ability to get you from A to B, safely, in a timely manner etc.
There are four types of utility:
Form--production of the good, driven by the marketing function. EXAMPLE??
Baskin Robbins turns cream, sugar and milk into icecream.
Place--make product available where customers will buy the product.
EXAMPLE?? Food truck at a construction site.

An
24

Time--make product available when customers want to buy the product.

EXAMPLE?? Pathmark, open 24 hours a day, 365 days a year, has time utility
compared to Landhope Farms etc.
Possession--once you own the product, do what you want with it, ie. eat it
example
of
a
service
that
offers
all
types
of
utility:
Hour
pizza
delivery
service.

Marketing performs the exchange functions that makes the total utility of the product a reality to consumers.

Return to Contents List

The Marketing Management Philosophies

Marketing management can be described as carrying out the tasks that achieve desired
exchanges,
between
the
corporation,
and
its
customers.
There are a number a different philosophies that guide a marketing effort.
Production Concept Demand for a product is greater than supply.
o To increase profit, focus on production efficiencies knowing all output
can be sold. Also useful concept when increasing production raises
economies of scale etc. to reduce price. Henry Ford, "Doesn't matter
what color car you want, as long as it is black."...A typical quote during
the production era.
o Dominant era: From mid C19th to early C20th, industrial revolution etc.
Selling Concept Demand for a product is equal to supply.
o Emphasis is needed to sell the product to increase profits. Focus
on advertising.
o Useful for unsought goods, i.e., encyclopedias, funeral plots. Political
candidates, selling important, not post consumer satisfaction.
o Dominant era: 1920's to Mid 1930's WWII to early 1950's
Marketing Concept Supply for a product is greater than demand, creating
intense competition among suppliers.
o Company first determines what the consumer wants, then produces what
the consumer wants, then sells the consumer what it wants.
o Dominant era: 1930's to WWII 1950's to present.
LL Bean 1912, founded on the marketing concept, in his first circular:
"I do not consider a sale complete until goods are worn out and the customer
still satisfied. We will thank anyone to return goods that are not perfectly
satisfactory...Above all things we wish to avoid having a dissatisfied customer."
To illustrate the marketing era/concept Peter Drucker, in 1954 said:
"if we want to know what business is we must first start with its
purpose...There is only one valid definition of business purpose: to create a
customer. What business thinks it produces is not of first importance-especially
not to the future of the business or to its success. What the customer thinks

he/she is buying, what he/she considers "value" is decisive-it determines what a

business is, what it produces, and whether it will prosper."
-Peter Drucker, The Practice of Management, 1954, P.37
John B McKitterick, President of General Electric, 1957, addressing the AMA
said:
"It is customer oriented, integrated, profit oriented philosophy of business."
Still need to make a profit "meeting needs profitably"
Handout...`Do Call Us': More companies...
Example of using the marketing concept...1-800 #s listen to your customers,
test
product
ideas
on
them
etc.
Improvements in technology have enabled marketers to become more
consumer oriented, helping develop Relationship marketing 1:1 marketing
For the launch of Windows 95, Microsoft has contracted five additional
companies (including Unisys and DEC) to handle the anticipated overlaod in
demand for the 1-800 #. They had the capacity available to handle 40,000
phone calls in the first day (twice their usual capacity), but still left customers
waiting for service.
Societal Marketing Concept: Focus on other stakeholders, as well as the
business and its customers. Need to balance 3 items
o Company profits
o Customer wants
o Society's interests
The difference between short term consumer wants and long term consumer
welfare.
An example of a company adopting the Societal concept:
Starkist...Dolphin Safe Tuna Actually more expensive than regular tuna, but is
more appealing due to society's concerns.
Handout...Hooters Tries to Do Good Work..
An example of the societal marketing concept...although the ethics of accepting
monies from Hooters may be questioned (i.e. exploitation of women??)
For another example of Societal Marketing Concept...Visit the Body Shop and
pick up some of their leaflets.

What era are we in now?

We are still essentially in the marketing era, since that is the dominant concept, but
increasing pressure is being put on to companies to adopt the societal concept.
Return to Contents List

Importance of the marketing concept.

According to the Customer Service Institute, it costs as much as five times as

much to acquire a new customer than it does to service an existing one.
Customers tell twice as many people about a bad experience over a good one.

According to the American Marketing Association (AMA), for an average

company, 65% of its business comes from its presently satisfied customers.