Marketing Today

Evans & Berman Chapter 1

Chapter Objectives
To illustrate the exciting, dynamic, and influential nature of marketing To define marketing and trace its evolution—with emphasis on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing To show the importance of marketing as field of study To describe the basic functions of marketing and those that perform these functions

Copyright Atomic Dog Publishing, 2002

2002 .Text Overview All marketing efforts are directed to Environmental the consumer analysis  Environmental Broadening the analysis scope of  Product marketing  Price  Distribution Consumer analysis  Promotion Marketing management Price planning Total Marketing Effort Promotion planning Product planning Distribution planning Copyright Atomic Dog Publishing.

Marketing Definition  Marketing is the Anticipation. Copyright Atomic Dog Publishing. 2002 . Management and Satisfaction of Demand through the Exchange Process.

2002 .Mnemonic: Definition of Marketing A S M F R S exchange process Copyright Atomic Dog Publishing.

Management of Demand includes: Stimulation: motivates consumers to want firm’s offerings Facilitation: makes it easy to buy offerings Regulation: involves balancing inventory to consumer demand Copyright Atomic Dog Publishing. 2002 .Definition of Marketing   Anticipation of Demand requires a firm to do consumer research in anticipation of market’s potential and consumers’ desires.

idea. Copyright Atomic Dog Publishing. perceptions of safety. institution. or place. An Exchange Process includes the agreement for payment: cash/credit/promise to pay or support for a firm. and after-sale services.Definition of Marketing   Satisfaction of Demand involves product availability. 2002 . product performance.

2002 .Ethical Exchanges   Exchanges must be done in socially responsible way Both buyer and seller should consider impact on society and environment Seller Buyer Copyright Atomic Dog Publishing.

2002 .Consumer & Publics’ Demand   Consumer Demand refers to final and organizational consumers Publics’ Demand refers to needs of unions. employees. stock holders and general public Copyright Atomic Dog Publishing.

How Marketing Evolves Barter Era Production Era Sales Era Marketing Dept. Era Copyright Atomic Dog Publishing. 2002 . Era Marketing Co.

Era Oneon-One Trading Demand Exceeds Supply Supply Equals Demand Supply Exceeds Demand Supply Exceeds Demand Marketing a Subsidiary Function Integrated Role for Marketing Copyright Atomic Dog Publishing. 2002 .How Marketing Evolves Barter Era Production Era Sales Era Marketing Dept. Era Marketing Co.

2002 .The Marketing Concept Consumer Orientation Goal Orientation Marketing Concept Market-Driven Approach Value-Based Philosophy Integrated Marketing Focus Copyright Atomic Dog Publishing.

2002 .Contrast in Marketing/Selling Philosophies Copyright Atomic Dog Publishing.

Focus of Selling Philosophy Production Selling Consumption Copyright Atomic Dog Publishing. 2002 .

2002 .Focus of Marketing Philosophy Consumer Need Evaluation Integrated Marketing Effort Consumer Satisfaction Achievement of Organizational Goals Feedback Copyright Atomic Dog Publishing.

2002 . Single Consumer Seeks Sales Rather than Profit Short-Term Goal Orientation Concerned with Current Inventory Reduction Narrower View of Consumer Needs Little Adaptation to Environment Informal Planning and Feedback Copyright Atomic Dog Publishing.Selling Philosophy         Output “Sold” to Consumers Looks at Individual.

2002 .Marketing Philosophy      Consumer-Oriented Stresses Research and Consumer Analysis Looks at Groups of Consumers Profit-Oriented Directed to LongRange Goals     Two-Way Interactive Process Appropriate Adaptation to Mkting Environment Broad View of Consumer Needs Integrated Planning and Feedback Copyright Atomic Dog Publishing.

Factors That Affect Customer Satisfaction Friendly Employees Courteous Employees Helpful Employees Overall Customer Satisfaction Knowledgeable Employees Quick Service Accuracy of Billing Billing Clarity Courteous Employees Good Value Billing Timeliness Competitive Pricing Copyright Atomic Dog Publishing. 2002 .

Copyright Atomic Dog Publishing.Relationship Marketing Through Relationship Marketing. 2002 . companies build customer satisfaction and increase long-term customer loyalty.

the level of customer service a firm provides can affect its ability to attract and retain customers more than ever before. In today’s highly competitive. global marketplace.Customer Service Customer Service tends to be intangible. to many customers. 2002 . but quite meaningful. Copyright Atomic Dog Publishing.

2002 .Marketing Performers Manufacturer or Service Provider Final Consumer Organizational Consumer Basic Marketing Performers Wholesaler Retailer Marketing Specialist Copyright Atomic Dog Publishing.

Marketing Performers Include: Consumers Manufacturers Service Providers Wholesalers Retailers Marketing Specialists Copyright Atomic Dog Publishing. 2002 .

2002 .Basic Functions of Marketing Text Chapters See Chapters 3 & 22 Environmental Marketing See Chapters 2 & 4 analysis & management research Price planning See Chapters 20–21 See Chapters 5–7 Broadening the scope of marketing See Chapters 8–10 Consumer analysis Total Marketing Effort See Chapters 17–19 Promotion planning See Chapters 14–16 Product planning See Chapters 11–13 Distribution planning Copyright Atomic Dog Publishing.

Copyright Atomic Dog Publishing. and selecting the group(s) of consumers at which to aim marketing efforts. Broadening the Scope of Marketing: Deciding on the emphasis to place. global marketing. needs and purchase processes. Consumer analysis: Examining and evaluating consumer characteristics. and collecting data to resolve specific marketing issues. on societal issues.8 Marketing Functions Environmental analysis and marketing research: Monitoring and adapting to external factors that affect success or failure. and the Web. 2002 . as well as the approach to take. such as the economy and competition.

organizations. physical distribution. product images. brands. public relations. product assortments. 2002 . and deleting faltering products.8 Marketing Functions continued Product planning (including goods. and optional features. personal selling. warehousing. and/or sales promotion. and others through some type of advertising. allocating goods and services. the general public. places. people. wholesaling. services. and retailing. Copyright Atomic Dog Publishing. transportation. ideas): Developing and maintaining products. inventory management. Promotion planning: Communicating with customers. Distribution planning: Forming logistical relationships with intermediaries. packaging.

and controlling the marketing program (strategy) and individual marketing functions. and the use of price as an active or passive factor. appraising the risks and benefits in decision making. and focusing on total quality. implementing. terms of purchase. 2002 . pricing techniques. Marketing management: Planning. Copyright Atomic Dog Publishing. price adjustments.8 Marketing Functions continued Price planning: Determining price levels and ranges.

and customer satisfaction and relationship marketing. It provides a definition of marketing and traces its evolution—with emphasis on the marketing concept. a marketing philosophy. 2002 .Chapter Summary     This chapter illustrates the dynamic and influential nature of marketing from the perspective of businesses and consumers. Copyright Atomic Dog Publishing. The chapter shows the importance of marketing as a field of study. customer service. It describes the 8 basic functions of marketing and those that perform these functions.

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