Professional Documents
Culture Documents
An Overview of
Marketing
Adopted from:
Lamb, Hair, and McDaniel
Something
Somethingof
ofValue
Value
Conditions
Conditionsfor
for Communication
Communicationand
andDelivery
Delivery
Exchange
Exchange
Freedom
Freedomto
toAccept
Acceptor
orReject
Reject
Desire
Desireto
toDeal
Dealwith
withOther
Other
Party
Party
© 2016 Cengage Learning. All Rights Reserved. 7
Exchange
• Exchange may not take place even
if conditions are met.
Describe four
marketing
management
philosophies
For example:
• Less toxic products
• More durable products
• Products with reusable or recyclable
materials
Orientation Focus
Production
Production What
Whatcan
canwe
wemake
makeor
ordo
dobest?
best?
Sales
Sales How
Howcan
canwe
wesell
sellmore
moreaggressively?
aggressively?
Marketing What
Whatdo
docustomers
customers
Marketing want
wantand
andneed?
need?
Societal What
Whatdo
docustomers
customerswant/need,
want/need,andand
Societal how
howcan
canwe
webenefit
benefitsociety?
society?
© 2016 Cengage Learning. All Rights Reserved. 17
Differences between
1-3
Sales and Market Orientations
Sales Orientation
Inward looking
What the firm makes
Market Orientation
Outward looking
What the market wants
Sales Orientation
Goods and Services
Market Orientation
Benefits that customers seek
Primary
Organization’s Firm’s For Profit Tools to
Focus Business Whom? Goal? Achieve
Describe several
reasons for studying
marketing
Important
to Society
Marketing affects
you every day!