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Chapter 01 PDF
Chapter 01 PDF
An Asian Perspective,
6th Edition
Instructor Supplements
Created by Geoffrey da Silva
Defining Marketing in the 21st Century
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1
Learning Issues for Chapter One
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The Importance of Marketing
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1.1 What is marketing?
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Marketing Management
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Social versus Managerial Definitions of Marketing
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Peter Drucker’s view of Marketing
“There will always, one can assume, be need for some selling.
But the aim of marketing is to make selling superfluous. The
aim of marketing is to know and understand the customer so
well that the product or service fits him and sells itself.
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Designing the “right” product as a result of careful
marketing
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What is Marketed?
Goods
Goods
Services
Services
Events
Events &
& Experiences
Experiences
Persons
Persons
Places
Places &
& Properties
Properties
Organizations
Organizations
Information
Information
Ideas
Ideas
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Ten Entities of Marketing
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Ten Entities of Marketing
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Goods Marketing
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Ten Entities of Marketing (cont’d)
A. Places
Cities, states, regions, and whole nations compete actively to
attract tourists, factories, and new residents.
B. Properties
Are intangible rights of ownership of either real property (real
estate) or financial property (stock and bonds).
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Ten Entities of Marketing (cont’d)
Article I. Organizations
Actively work to build a strong, favorable, and unique image in the
minds of the target publics
A. Ideas
Every market offering includes a basic idea. Products and services
are platform for delivering some idea or benefit.
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Marketing of Events: The Youth Olympics in
Singapore
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Marketing of “Experiences”
Singapore’s Night Safari, the world’s first wildlife night park, offers walking trails
and tram rides for its visitors.
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Marketing of Places—Asian Tourism
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Place Marketing: Asian Countries need to “Brand
Themselves”
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Marketing of Ideas—Social Marketing
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The Eight Demand States
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The Eight Demand States
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The Concept of a ‘Market’
a. Resource Markets
b. Government Markets
c. Manufacturer Markets
d. Intermediary Markets
e. Consumer Markets
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Figure 1.1: Structure of Flows in a Modern Exchange
Economy
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The Flows in a Market System
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Figure 1.2: A Simple Marketing System
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Key Customer Markets
A. Consumer Markets
B. Business Markets
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Key Customer Markets
C. Global Markets
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Global Marketing Example: McDonald’s
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Global Marketing Example: McDonald’s
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Global Marketing Example: McDonald’s
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Marketplaces, Marketspaces, and Metamarkets
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Core Marketing Concepts
• Marketing channels
• Supply chain
• Competition
• Marketing environment
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Needs, Wants, and Demands
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I Want It, I Need It…
2. Real needs (the customer wants a car whose operating cost, not its initial
price, is low)
3. Unstated needs (the customer expects good service from the dealer)
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Failure to Understand Customer Needs—
Best Buy in China
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Failure to Understand Customer Needs—
Best Buy in China
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Influencing Consumer Perceptions
With intense competition from Apple and Samsung, Nokia has to influence consumer
perceptions about what they want and that it satisfies these wants.
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Target Markets, Positioning, and Segmentation
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Offerings and Brands
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Value and Satisfaction
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Marketing Channels
a. Communication channels
b. Distribution channels
c. Service channels
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Creating New Channels—Coffee Vending in Japan
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Creating New Channels—Coffee Vending in Japan
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Supply Chain
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Competition
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Marketing Environment
• Demographic
• Environment
• Economic
• Physical
• Technological
• Political–legal
• Social–cultural
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Major Societal Forces
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Major Societal Forces
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Major Societal Forces
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Major Societal Forces
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Major Societal Forces
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Major Societal Forces
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Example of Consumer Buying Power—Groupon
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Major Societal Forces
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Major Societal Forces
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Consumer Participation—Crowdsourcing
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New Consumer Capabilities
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Marketing in Practice
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Marketing Managers Need to Stay Current
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Desired Innate and Learned Qualities of Senior
Marketing Executives
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Marketing in the Organization
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The Importance of Inter-Departmental Teamwork
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Company Orientations
Production Concept
• The production concept holds that consumers will prefer products
that are widely available and inexpensive.
Product Concept
• The product concept holds that consumers will favor those products
that offer the most quality, performance, or innovative features.
Selling Concept
• The selling concept holds that consumers and businesses, will
ordinarily not buy enough of the organization’s products, therefore,
the organization must undertake aggressive selling and promotion
effort.
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Production Concept
This orientation makes sense in developing countries such as China where the largest
PC manufacturer, Lenovo, and domestic appliances giant, Haier, take advantage of the
country’s huge inexpensive labor pool to dominate the market. It is also used when a
company wants to expand the market.
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The Marketing Concept
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The Marketing Concept
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Marketing: Right and Wrong
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Holistic Marketing Concept
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Holistic Marketing Concept
– Internal marketing
– Integrated marketing
– Relationship marketing
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Figure 1.3: Holistic Marketing Dimensions
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Relationship Marketing
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Relationship Marketing
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Importance of Relationship Building in the Asian
Context
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Importance of Relationship Building in the Asian
Context
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Relationship Marketing Means Targeting at Key
Customer Groups
• Companies are shaping separate offers, services, and messages to
individual customers, based on information about past transactions,
demographics, psychographics, and media and distribution
preferences.
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Customer Retention
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Partnership Relationship Management
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Integrated Marketing
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Integrated Marketing Impacts All Aspects of
Marketing
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Internal Marketing
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Internal marketing requires
88
alignment of business functions to
serve the customer
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Two Levels of Internal Marketing
Question: What should the management of this airline company do to overcome such
coordination problems? How does Internal Marketing help in this area?
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Performance Marketing
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Social Responsibility Marketing
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Howard Shultz of Starbucks
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Firms such as Panasonic are building factories that
are environmentally friendly
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The societal marketing concept calls upon marketers
to build social and ethical considerations into their
marketing practices.
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Cause-Related Marketing
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Figure 1.4: The Four P’s
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Figure 1.5: The Evolution of the Marketing Mix
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Marketing Management Tasks
6. Deliver value
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Checklist of questions that marketing managers
need to ask
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Example of marketing management challenge tasks
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Example of marketing management challenge tasks
Using the eight Marketing Management Tasks, how would you respond to the requirements of
Emperor, Inc.? Refer to the text.
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The Structure of the Book
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Schema for Chapter One
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