1. Principles of Marketing BA 3365 Section 006 Introduction to Marketing Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

2. DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING 1 1 C HAPTER

3. Marketing: Using Exchanges to Satisfy NeedsMarketingExchanges The Diverse Factors Influencing Marketing Activities WHAT IS MARKETING?

4. FIGURE 1-3 FIGURE 1-3 An organization’s marketing department relates to many people, groups, and forces

5. Toro’s iMow What “benefits” and what “showstoppers”?

6. Discovering Consumer Needs The Challenge of Launching Winning New Products Consumer Needs and Consumer Wants What a Market IsMarket HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

7. FIGURE 1-4 FIGURE 1-4 Marketing’s first task: discovering consumer needs

8. Satisfying Consumer Needs  Target market Target market The Four Ps: Controllable Marketing Mix Factors Marketing Mix The Uncontrollable, Environmental Factors Environmental Factors HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

9. Wal-Mart Customer Value: Best Price

10. Lands’ End Customer Value: Exceptional Service

11. Global Competition, Customer Value, and Customer RelationshipsCustomer Value Relationship Marketing and the Marketing Program Relationship Marketing: Easy to UnderstandRelationship Marketing Relationship Marketing: Difficult to Implement The Marketing ProgramMarketing Program THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT

12. FIGURE 1-5 FIGURE 1-5 Marketing’s second task: satisfying consumer needs

13. A Marketing Program for Rollerblade Expanding the Market for Rollerblade Skates Exploiting Strengths in Technology THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT

14. Rollerblade In-line Skate Segment: Women

15. Rollerblade In-line Skate Segment: Kids

16. FIGURE 1-6 FIGURE 1-6 Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.

17. Evolution of Market Orientation Production Era Sales Era The Marketing Concept EraMarketing Concept The Market Orientation EraMarket Orientation  Customer relationship management (CRM) Customer relationship management (CRM) HOW MARKETING BECAME SO IMPORTANT

18. FIGURE 1-7 FIGURE 1-7 Four different orientations in the history of American business

19. Ethics and Social Responsibility: Balancing the Interests of Different Groups Ethics Social Responsibility  Societal marketing concept Societal marketing concept  Macromarketing Macromarketing  Micromarketing Micromarketing HOW MARKETING BECAME SO IMPORTANT

20. The Breadth and Depth of Marketing Who Markets? What is Marketed? HOW MARKETING BECAME SO IMPORTANT

21. Hermitage Museum Outside View

22. Hermitage Museum Statue

23. The Breadth and Depth of Marketing (cont) Who Buys and Uses What is Marketed?  Ultimate consumers Ultimate consumers  Organizational buyers Organizational buyers Who Benefits? How Do Consumers Benefit?  Utility Utility HOW MARKETING BECAME SO IMPORTANT