© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Fundamentals of Marketing, Customers, and Strategic Marketing Planning

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Marketing in a Changing World Planning New product Execution

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter What is Marketing? Conception Pricing Promotion Distribution

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Core Marketing Concepts Needs, wants, and demands Products and services Value, satisfaction, and quality Exchanges, transactions, relationships Markets

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Types of Marketing Product marketing Place marketing Cause-related marketing

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter The Four Utilities Form Time Place Possession

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Fundamental Concepts Product Selling Marketing Relationship

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Buyers and the Internet Transactions Competition Research Interaction Choices Delivery

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Sellers and the Internet Marketing and product research Sales and distribution Customer support and feedback

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Today’s Customers Sophisticated Price sensitive Demanding Informed

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Customer Satisfaction Getting them costs more than keeping them. Long-term customers boost profits. Satisfied customers tell their friends. Customers will pay more for good service. Unhappy customers spread the word.

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Beyond Customer Satisfaction Increase market share Boost profitability Maximize shareholder value

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Learning About Customers Buying behavior Marketing research Database marketing

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Consumer Buying Behavior Organizational markets Consumer markets

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter The Buyer’s Decision Process Need recognition Information search Evaluation of alternatives Purchase Postpurchase evaluation

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Factors That Influence the Buyer’s Decision Process Culture Social class Reference groups Self-image Situational factors

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Marketing Research Set product goals Develop new products Plan marketing programs Analyze product usage patterns Track competition and trends Measure customer satisfaction

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Marketing Research Methods Observations Surveys and Questionnaires Experiments Interviews Small samples Focus groups

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Database Marketing Customers –Preferences –Interactions –Behaviors

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter One-to-One Marketing Identification Differentiation Interaction Customization

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Planning Marketing Strategies Examine current marketing situation Assess opportunities and set objectives Develop marketing strategies

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Examine the Current Marketing Situation Reviewing performance Evaluating competition Examining strengths and weaknesses Analyzing the external environment

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Assess Opportunities and Set Objectives Market penetration New product development Geographic expansion Diversification

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Develop the Marketing Strategy Segments and niches Target markets Market position Marketing mix

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Segmenting Markets Demographics Geographics Psychographics Geodemographics Behavior Internet usage

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Target Market Strategies Undifferentiated Differentiated Concentrated

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Positioning the Product Features Services Image Category leadership

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Developing the Marketing Mix Target market –Product –Price –Place –Promotion