3. ©2000 Prentice Hall Objectives ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s Responses to New Challenges

4. ©2000 Prentice Hall Course/Text Organization ä Part I - Understanding Marketing Management ä Part II - Analyzing Marketing Opportunities ä Part III - Developing Marketing Strategies ä Part IV - Shaping the Market Offering ä Part V - Managing & Delivering Marketing Programs

5. ©2000 Prentice Hall Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)

6. ©2000 Prentice Hall Core Concepts of Marketing Product or Offering Value and Satisfaction Needs, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment

7. ©2000 Prentice Hall Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information

8. ©2000 Prentice Hall Manufacturer markets Services,money Government markets Services,money Services Services,money Taxes Taxes,goods Taxes,goods Taxes,goods MoneyMoney Consumer markets Intermediary markets Goods, services ResourcesResources Resource markets MoneyMoney Structure of Flows

9. ©2000 Prentice Hall The Four Ps Marketing Mix Product Price Promotion Place The Four Cs Customer Solution Customer Cost Communication Conven- ience

10. ©2000 Prentice Hall Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Company Orientations Towards the Marketplace

11. ©2000 Prentice Hall Market Integrated marketing Profits through customer satisfaction Customer needs (b) The marketing concept Factory Existing products Selling and promotion Profits through sales volume Starting point FocusMeansEnds (a) The selling concept Customer Delivered Value

12. ©2000 Prentice Hall Customers Front-line people Middle Management Top Management Traditional Organization Chart

13. ©2000 Prentice Hall Customer-Oriented Organization Chart Customers Front-line people Middle management Top manage- ment Customers

14. ©2000 Prentice Hall Evolving Views of Marketing’s Role a. Marketing as an equal function Finance Production Marketing Human resources b. Marketing as a more important function Finance Human resources Marketing Production

15. ©2000 Prentice Hall Evolving Views of Marketing’s Role c. Marketing as the major function Marketing Finance Human resources Production d. The customer as the controlling factor Customer Human resources Finance Production Marketing

16. ©2000 Prentice Hall Evolving Views of Marketing’s Role e. The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance

17. ©2000 Prentice Hall Review ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s Responses to New Challenges