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C H A P T E R: An Overview of Contemporary Marketing
C H A P T E R: An Overview of Contemporary Marketing
1
An Overview of
Contemporary
Marketing
Bearden Marketing 5th Ed 1-2 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Amazon: An Entrepreneurial Story
Amazon.com represents an
interesting entrepreneurial story.
Jeff Bezos started Amazon.com as
a book retailer in 1995.
The company’s mission was to use
the Internet to transform book
buying into the fastest, easiest,
and most enjoyable shopping
experience available.
Sales have increased from about
$150 million in 1997 to over $7
billion today.
Bearden Marketing 5th Ed 1-3 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Amazon and Marketing
Bearden Marketing 5th Ed 1-4 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing - Definition
What is marketing?
Marketing is an organizational function and a
set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders.
- American Marketing Association
www.marketingpower.com
Bearden Marketing 5th Ed 1-5 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Why is marketing important?
Marketing is important to
many organizations.
For example, the Humane
Society uses advertising to
promote animal protection.
Bearden Marketing 5th Ed 1-6 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
The Importance of Marketing
Social
Entrepreneurs
Individuals Farmers
Different Types
of Organizations
Bearden Marketing 5th Ed 1-7 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Views of Marketing
Production
Philosophy
Marketing as
an Organizational
Philosophy
Marketing Selling
Philosophy Philosophy
Bearden Marketing 5th Ed 1-8 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing as an Organizational Philosophy
A selling philosophy
Selling
predominates where the selling
Philosophy function is most valued.
A marketing philosophy
Marketing suggests that the organization
Philosophy focuses on satisfying the needs
of customers.
Bearden Marketing 5th Ed 1-9 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Practicing the Marketing Concept
Bearden Marketing 5th Ed 1-10 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Developing a Market Orientation
Bearden Marketing 5th Ed 1-11 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Customer Equity
Bearden Marketing 5th Ed 1-12 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Customer Equity Relationships
Marketing
Providing Achieving
Concept,
exceptional completely
market
customer satisfied
Orientation,
value customers
CRM
Earning Increasing
Building
high sales growth
customer
customer and
equity
loyalty profits
Bearden Marketing 5th Ed 1-13 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing as a Societal Process
Producers of Consumers of
Goods & Services Goods & Services
Emphasis on:
Institution involved
Activities performed
Effectiveness of system
Efficiency of system
Bearden Marketing 5th Ed 1-14 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Thinking Critically
Bearden Marketing 5th Ed 1-15 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing as a Set of Processes
Marketing
Exchanges
Marketing Marketing
Institutions Marketing Strategies
Processes
Marketing Marketing
Positions Activities
Bearden Marketing 5th Ed 1-16 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Exchanges
Bearden Marketing 5th Ed 1-17 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Strategies
Bearden Marketing 5th Ed 1-18 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Mix Decisions
Bearden Marketing 5th Ed 1-19 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Strategies
Bearden Marketing 5th Ed 1-20 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Activities
Bearden Marketing 5th Ed 1-21 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Positions
more
Bearden Marketing 5th Ed 1-22 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Positions (con’t)
more
Bearden Marketing 5th Ed 1-23 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Positions (con’t)
more
Bearden Marketing 5th Ed 1-24 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Positions (con’t)
Customer
Provides customer service, handles
service
customer complaints
manager
Bearden Marketing 5th Ed 1-25 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Institutions
Retailers
Wholesalers
Marketing
research firms
Advertising
agencies
Bearden Marketing 5th Ed 1-26 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Marketing Environment
Exhibit 1-9
Bearden Marketing 5th Ed 1-27 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Key Marketing Perceptive
more
Bearden Marketing 5th Ed 1-28 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Key Marketing Perceptive (con’t)
more
Bearden Marketing 5th Ed 1-29 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Key Marketing Perceptive (con’t)
Bearden Marketing 5th Ed 1-30 © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Summary