1. © 2013 Cengage Learning. All Rights Reserved
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

2. Why Is Marketing Important?1
Why Is Marketing Important?
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

3. Marketing Defined
Marketing is defined as an exchange between a firm and its customers.

4. What We Can Market

5. Orientations Product/Production Orientation Sales Orientation
Customer Orientation

6. Who is Responsible for Marketing?
Marketing and Customer Satisfaction is Everyone’s Responsibility
Marketing should permeate the firm
Accounting/Finance
Sales
Research and Development

7. Measuring Marketing Success
Chief Marketing Officers (CMO) should quantify results when possible
Sometimes the effectiveness of marketing programs is easy to quantify
However, sometimes the effectiveness is not easy to quantify
Ex. advertising effectiveness is difficult to measure because great advertising is geared toward long-term brand building not short-term results

8. Marketing Management Framework
The 5Cs, STP and the 4Ps constitute the marketing management framework

9. The 5 Cs of Situational Analysis
Company
Customer
Competitor
Collaborators
Context

10. STP
Segmenting
Target
Position

11. 4 Ps
Product
Price
Place
Promotion

12. Considerations The situation facing the company changes over time
Firm must consistently monitor the 5 Cs
5 Cs, STP and 4 Ps are interdependent
Marketers must understand the interdependencies

13. Book Layout
Each chapter covers the “What,” “Why,” and “How.”

14. Managerial Recap
Marketing can make customers happier, and companies more profitable.
Marketing is about trying to find out what customers would like, providing it to them, and doing so profitably.
Marketing facilitates a relationship between customers and a company.

15. Managerial Recap Just about anything can be marketed.
The marketing management framework—5Cs, STP, 4Ps—will structure the book.
If you can remain customer-centric, you’ll be five steps ahead of the competition.