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Chapter 1: An Overview of Marketing

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1 Chapter 1: An Overview of Marketing
Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

2 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Learning Outcomes LO1 Define the term marketing LO2 Describe four marketing management philosophies LO3 Discuss the differences between sales and market orientations LO4 Describe several reasons for studying marketing Copyright 2010 by Cengage Learning Inc. All Rights Reserved

3 What is Marketing? LO1 Define the term marketing
Copyright 2010 by Cengage Learning Inc. All Rights Reserved

4 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
What is Marketing? A Set of Activities Products Distribution Promotion Pricing A Philosophy An Attitude A Perspective A Management Orientation Copyright 2010 by Cengage Learning Inc. All Rights Reserved

5 American Marketing Association Definition
What is Marketing? American Marketing Association Definition Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

6 Employee satisfaction
What is Marketing? Greater effort Higher quality Repeat business Growth and profits Stockholder satisfaction More investment Employee satisfaction Copyright 2010 by Cengage Learning Inc. All Rights Reserved

7 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Exchange Exchange People giving up something to receive something they would rather have. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

8 Exchange At Least Two Parties Something of Value
Communication and Delivery Freedom to Accept or Reject Desire to Deal with Other Party Conditions for Exchange Copyright 2010 by Cengage Learning Inc. All Rights Reserved

9 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Exchange Exchange may not take place even if conditions are met An agreement must be reached Marketing occurs even if exchange does not take place Copyright 2010 by Cengage Learning Inc. All Rights Reserved

10 Review Learning Outcome What is Marketing?
LO1 Review Learning Outcome What is Marketing? Product Price Place Promotion Exchange A B Delivering Value Communicating Creating Customer value and beneficial relationships Copyright 2010 by Cengage Learning Inc. All Rights Reserved

11 Marketing Management Philosophies
Describe four marketing management philosophies LO2 Copyright 2010 by Cengage Learning Inc. All Rights Reserved

12 Marketing Management Philosophies
Sales Market Societal Production internal capabilities of the firm satisfying customer needs and wants while meeting objectives satisfying customer needs and wants while enhancing individual and societal well-being aggressive sales techniques and belief that high sales result in high profits Orientation Focus is on… Copyright 2010 by Cengage Learning Inc. All Rights Reserved

13 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Market Orientation Marketing Concept: The idea that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives Copyright 2010 by Cengage Learning Inc. All Rights Reserved

14 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
The Marketing Concept Focusing on customer wants and needs to distinguish products from competitors’ offerings Integrating all the organization’s activities to satisfy these wants Achieving the organization’s long-term goals by satisfying customer wants and needs legally and responsibly Copyright 2010 by Cengage Learning Inc. All Rights Reserved

15 Achieving a Marketing Orientation
Obtain information about customers, competitors, and markets Examine the information from a total business perspective Determine how to deliver superior customer value Implement actions to provide value to customers Copyright 2010 by Cengage Learning Inc. All Rights Reserved

16 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Societal Marketing An organization exists not only to satisfy customer wants but also to preserve or enhance individuals’ and society’s long-term best interests. Less toxic products More durable products Products with reusable or recyclable materials Societal Marketing Orientation Copyright 2010 by Cengage Learning Inc. All Rights Reserved

17 Review Learning Outcome The Four Marketing Management Philosophies
Production Sales Marketing Societal What can we make or do best? How can we sell more aggressively? What do customers want and need? What do customers want and need, and how can we benefit society? Orientation Focus Copyright 2010 by Cengage Learning Inc. All Rights Reserved

18 Sales and Marketing Orientations
Discuss the differences between sales and market orientations LO3 Copyright 2010 by Cengage Learning Inc. All Rights Reserved

19 Sales and Marketing Orientations
You can compare these orientations against these five categories: Organization’s focus Firm’s business Those to whom the product is directed Firm’s primary goal The tools used to achieve those goals Copyright 2010 by Cengage Learning Inc. All Rights Reserved

20 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Customer Value Customer Value The relationship between benefits and the sacrifice necessary to obtain those benefits. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

21 Customer Value Requirements
Offer products that perform Earn trust Avoid unrealistic pricing Give the buyer facts Offer organization-wide commitment in service and after-sales support Co-Creation Copyright 2010 by Cengage Learning Inc. All Rights Reserved

22 Customer Satisfaction
The customers’ evaluation of a good or service in terms of whether it has met their needs and expectations. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

23 Building Relationships
Marketing A strategy that focuses on keeping and improving Relationships with current customers. Copyright 2010 by Cengage Learning Inc. All Rights Reserved

24 Building Relationships
Customer-oriented personnel Employee training programs Empowered employees Teamwork Copyright 2010 by Cengage Learning Inc. All Rights Reserved

25 Defining a Firm’s Business
Use “customer benefits” instead of “goods/services” -Ensures a customer focus -Encourages innovation and creativity -Stimulates an awareness of changes in customer preferences Link for On-Line Activity: Copyright 2010 by Cengage Learning Inc. All Rights Reserved

26 Review Learning Outcome Sales vs. Marketing Orientations
LO3 Review Learning Outcome Sales vs. Marketing Orientations Organization’s Focus Firm’s Business For Whom? Primary Profit Goal? Tools to Achieve Selling goods and services Everybody Maximum sales volume Primarily promotion Inward Sales Orientation: Market Orientation: Outward Coordinated use of all marketing activities Customer satisfaction Specific groups of people Satisfying wants and needs Copyright 2010 by Cengage Learning Inc. All Rights Reserved

27 Describe several reasons for studying marketing
Why Study Marketing? Describe several reasons for studying marketing LO4 Copyright 2010 by Cengage Learning Inc. All Rights Reserved

28 Copyright 2010 by Cengage Learning Inc. All Rights Reserved
Why Study Marketing? Plays an important role in society Vital to business survival, profits and growth Offers career opportunities Affects your life every day Copyright 2010 by Cengage Learning Inc. All Rights Reserved

29 Vital Marketing Activities for Organizations
Why Study Marketing? Vital Marketing Activities for Organizations Assess the wants and satisfaction of customers Design and manage product offerings Determine prices and pricing policies Develop distribution strategies Communicate with present and potential customers Copyright 2010 by Cengage Learning Inc. All Rights Reserved

30 Review Learning Outcome Reasons for Studying Marketing
LO4 Review Learning Outcome Reasons for Studying Marketing Why Study Marketing? Important to Society Important to Business Good Career Opportunities + Marketing affects you every day! Copyright 2010 by Cengage Learning Inc. All Rights Reserved

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