1. Chapter 1 What is Marketing?
The delivery of customer satisfaction at a profit
For further details about this topic see page 6
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2. Who Uses Marketing? Large and small organizations Businesses
Non-profit agencies
Government
Domestic or global scale operations
Individuals…you
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3. Marketing Defined: core marketing concepts
Needs
Wants
Demands
For further details about this topic see page7
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4. Marketing Defined: core marketing concepts
Products
Services
For further details about this topic see page 9
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5. Marketing Defined: core marketing concepts
Value
Satisfaction
Quality
For further details about this topic see page 11
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6. Marketing Defined: core marketing concepts
Exchange
Transactions
Relationships
For further details about this topic see page 12
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7. Marketing Defined: core marketing concepts
Markets
Buyers
potential
actual
For further details about this topic see page 13
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8. Marketing Defined: core marketing concepts
Communication
Products/Services
Industry:
a collection of
sellers
Market:
a collection of
buyers
For further details about this topic see page 13
Money
Information
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9. Marketing Defined: core marketing concepts
Company
(marketer)
Suppliers
End user
market
Marketing
intermediaries
For further details about this topic see page 14
Competitors
Environment
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10. Marketing Management Defined
Marketing Program
analysis
planning
implementation
control
For further details about this topic see page 14
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11. Marketing Management Defined
Beneficial Relationships with Target Buyers
create
build
maintain
Purpose
achieving organizational objectives
For further details about this topic see page 14
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12. Marketing Management Demand Management level of demand
timing of demand
nature of demand
For further details about this topic see page 14-15
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13. Marketing Management Building Profitable Customer Relationships
understanding
working with them
retaining them
building lasting relationships
For further details about this topic see page 15
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14. Marketing Management Philosophies
Starting
point
Focus
Means
Ends
Existing
products
Selling and
promoting
Profits through
sales volume
Factory
The selling concept
For further details about this topic see page 18
Customer
needs
Integrated
marketing
Profits through
satisfaction
Market
The marketing concept
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15. Marketing Management Philosophies
The Marketing Concept
Focus on customer wants and needs
Delivering satisfaction
more effectively than competition
more efficiently than competition
For further details about this topic see page 18
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16. Marketing Management Philosophies
The Societal Marketing Concept
Maintain or improve well-being of consumers and society
Focus on customer wants and needs
Delivering satisfaction
more effectively than competition
more efficiently than competition
For further details about this topic see page 19
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17. Future Marketing Challenges
Growth of non-profit marketing
Boom in information technology use
Rapid globalization
Changing world economy
Call for ethics and social responsibility
New landscape for marketing
For further details about this topic see page 20
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