1. AN OVERVIEW OF MARKETING

2. MARKET PLANNING UNIT ENDURING UNDERSTANDING STUDENTS WILL UNDERSTAND THAT……. Marketing is customer focused. Marketing is much more than advertising and selling. A marketing plan is a roadmap for all companies' business efforts.

3. ESSENTIAL QUESTIONS What is marketing? How do marketers find their customers? What makes marketing dynamic? What causes a business to "close its doors"?

4. REASONS FOR STUDYING MARKETING Why Study Marketing? Important to Society Important to Society Important to Business Good Career Opportunities Good Career Opportunities + Marketing affects you every day!

5. WHAT IS MARKETING? A Philosophy An Attitude A Perspective A Management Orientation A Set of Activities/Functions Financing Selling Distribution Promotion Pricing Marketing Information Management Product Service Management

6. WHAT IS MARKETING ? Product Price Place Promotion Exchange A B Creating Value Customer value and beneficial relationships

7. MARKETING MANAGEMENT PHILOSOPHIES APPROACHES TO THE MARKETPLACE School Bag Activity

8. PRODUCTION ORIENTATION 1900-1920’S  Internal capabilities of the firm.  Emphasis on producing and distributing new products  Holds that consumers will favor products that are available and affordable.  Implies work towards mass production and low cost  Implies firm should strive to continually upgrade product production

9. SALES ORIENTATION1930’S TO 1940’S Assumes people need to be sold on whatever it is the firm has decided to offer. 1st: Decide what to produce 2nd: Figure out how to get people to buy what you have.  Implies lots of selling/promotional activities are needed to move product 3 rd Aggressive sales techniques and belief that high sales result in high profits

10. MARKETING CONCEPT 1950’S -1970’S Means of achieving goals Knowing needs and wants  implies research and/or appropriate assumptions Target markets  implies clear target groups: people whose needs/want you will try to fill Customer Satisfaction Competitors acknowledged

11. MARKETING CONCEPT VS. SELLING CONCEPT Marketing Concept:  Begin with customer needs  Develop 4 Ps in light of customer needs  “Have what you can get rid of” Selling Concept  Begin with what firm wants to produce  Given products, persuade customers to buy  “Get rid of what you have.” Journal: Edsel

12. FAILURE TO SUCCESS

13. 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

14. HOW SHOULD A BUSINESS BE DEFINED? CompanyProduct-Oriented Answer Market-Oriented Answer KodakWe make camerasWe help preserve memories VerizonWe sell cell phones CokeWe make soda LeviWe make jeans NikeWe design athletic shoes LexusWe build cars McDonald’sWe sell fast food

15. AVOIDING MARKETING MYOPIA Marketing myopia—Focusing on products/company rather than the customer. Results in failure to see and adjust to the rapid market changes.

16. BUILDING RELATIONSHIPS A strategy that focuses on keeping and improving Relationships with current customers. Relationship Marketing

17. BUILDING RELATIONSHIPS Customer-oriented personnel Employee training programs Empowered employees Teamwork ZZappos YouTube - The Zappos Family on Nightline

18. 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 1990-NOW Societal Marketing Orientation The Body Shop - Values and Campaigns

19. 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? OrientationFocus

20. Societal Marketing Assignment Handout 1-20