2. LAUNCHING A NEW BILLION-DOLLAR FOOD CATEGORY—IN JUST SEVEN YEARS!
Developing Chobani’s Unique Greek Yogurt
Reaching Customers
Chobani Today
Chobani, Marketing, and You
Chobani

3. FIGURE 1-1 A marketing department relates to many people, organizations, and environmental forces

4. WHAT IS MARKETING? REQUIREMENTS FOR MARKETING TO OCCUR
LO 1-1
Two + Parties with Unsatisfied Needs
A Desire and Ability to be Satisfied
A Way for the Parties to Communicate
Something to Exchange
Domino’s
Pan Pizza

5. American Marketing Association’s new official definition of marketing released August 2004:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have values for customers, clients, partners, and society at large.

6. Ultimate Goal of Marketing
The passion to understand and satisfy the needs of customers in well-defined target markets.

7. Core Concepts of Marketing (1 of 2)
Needs
Wants
Demands
Marketing Offers
Value

8. Core Concepts of Marketing (2 of 2)
Satisfaction
Exchange
Transaction
Market
Utility

9. Utility Production and marketing together create utility
Utility - The want-satisfying power of a good or service

10. TABLE 1.1
Four Types of Utility

11. Six Eras of Marketing PRODUCT PRODUCTION SALES MARKETING SOCIETY
RELATIONSHIP

12. Marketing Myopia
Marketing myopia - Management’s failure to recognize the scope of its business
Overcoming marketing myopia
Developing broader marketing-oriented business ideas focusing on customer need satisfaction

13. Avoiding Marketing Myopia
TABLE 1.2
Avoiding Marketing Myopia

14. AVOIDING MARKETING MYOPIA

15. Not-for-Profit Marketing
Marketing in not-for-profit organizations
Operate in both the public and private sector
Adopt marketing strategies to meet service objectives
Communicate their messages through advertisements relating to their goals
Form alliances with for-profit firms to promote each other’s causes

16. Characteristics of Not-for-profit Marketing
Focus is to generate revenue to support their causes and not on the bottom line
May market tangible goods and services
Markets to multiple audiences
Often possess some degree of monopoly power in a given geographic region
Service users have less control over the firm’s future

17. Categories of Nontraditional Marketing
TABLE 1.3
Categories of Nontraditional Marketing

18. Nontraditional Marketing
Person marketing – Efforts to cultivate the attention, interest, and preferences of a target market toward a person
Celebrity endorsements
Place marketing - Efforts to attract people and organizations to a particular geographic area
Tourism enhancements

19. Nontraditional Marketing
Cause marketing - Identification and marketing of a social issue, cause or idea to selected target markets
Many profit-seeking firms link their products to social causes
Strong support among customers and employees for cause-related marketing

20. Nontraditional Marketing
Event marketing - Marketing of sporting, cultural, and charitable activities to selected target markets
Also, includes sponsorship of such events by firms
Event sponsorships have gained effectiveness in increasing brand recognition, enhancing image, boosting purchase volume

21. Nontraditional Marketing
Organization marketing - Intended to persuade others to:
Accept the organization’s goals
Receive its services
Contribute to the organization in some way
Adopted by mutual-benefit organizations, service organizations, and government organizations

22. Converting New Customers to Advocates
FIGURE 1.2
Converting New Customers to Advocates