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Lamb C1 PP
1.
Lamb, Hair, McDaniel
2011-2012 CHAPTER 1 An Overview of Marketing © WINDSOR & WIEHAHN/STONE/GETTY IMAGES Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1
2.
Learning Outcomes
LO 1 Define the term marketing LO 2 Describe four marketing management philosophies LO 3 Discuss the differences between sales and market orientations LO 4 Describe several reasons for studying marketing Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 2
3.
What Is Marketing?
Define the term marketing LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 3
4.
Marketing…
• Two Facets: 1. A philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. 2. An organizational activity, set of institutions, and processes. LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 4
5.
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. LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 5
6.
What Is Marketing?
Marketing entails processes that focus on delivering value and benefits to customers, not just selling goods and services. LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 6
7.
Exchange
At Least Two Parties Something of Value Conditions for Communication and Delivery Exchange Freedom to Accept or Reject Desire to Deal with Other Party LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 7
8.
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. LO1 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 8
9.
Marketing Management
Philosophies Describe four marketing management philosophies LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 9
10.
The Four Marketing
Management Philosophies Orientation Focus is on… Production internal capabilities of the firm aggressive sales techniques and belief Sales that high sales result in high profits satisfying customer needs and wants Market while meeting objectives satisfying customer needs and Societal wants while enhancing individual and societal well-being LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 10
11.
Pr oduction
Orientation • Field of Dreams orientation – “If you build it, they will come.” – Doesn’t consider if what is produced meets market needs LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 11
12.
Sales Orientation
• Marketing = Selling Things/Collecting Money – Disregards market needs and consumer demand. – Often find that, despite the quality of their sales force, they cannot convince people to buy goods or services that are neither wanted nor needed. LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 12
13.
Market Orientation
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 LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 13
14.
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 LO2 to customers Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 14
15.
Societal Marketing
Orientation An organization exists not only to satisfy customer wants but also to preserve or enhance individuals’ and society’s long-term best interests. For example: • Less toxic products • More durable products • Products with reusable or recyclable materials LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 15
16.
Questions That Help
Determine Marketing Philosophy Orientation Focus Production What can we make or do best? How can we sell more Sales aggressively? Marketing What do customers want and need? Societal What do customers want/need, and how can we benefit society? LO2 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 16
17.
Differences between Sales
and Market Orientations Discuss the differences between sales and market orientations LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 17
18.
Comparing the Sales
and Market Orientations Compare through 5 characteristics: • Organization’s focus • Firm’s business • Those to whom the product is directed • Firm’s primary goal • Tools the organization uses to achieve its goals LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 18
19.
The Organization’s Focus
Sales Orientation Inward looking What the firm makes Market Orientation Outward looking What the market wants LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 19
20.
Customer Value
The relationship between benefits and the sacrifice necessary to obtain those benefits. LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 20
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 with customers LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21
22.
Customer Satisfaction
Customer Satisfaction is… the customers’ evaluation of a good or service in terms of whether that good or service has met their needs and expectations. LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 22
23.
Building Relationships
Relationship Marketing is… a strategy that focuses on keeping and improving relationships with customers. Successful strategies need: • Customer-Oriented Personnel • Effective Training Programs • Empowered Employees • Teamwork LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 23
24.
Building Relationships
Customer-oriented personnel Every employee represents the firm in the eyes of the customer. Employee training programs Empowered employees Employees are given more authority to solve customer problems on the spot. Teamwork Emphasizing cooperation over competition while helping a customer. LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 24
25.
Defining a Firm’s
Business Sales Orientation Goods and services Market Orientation Benefits that customers seek Ensures a customer focus Encourages innovation and creativity Stimulates an awareness of changes in customer preferences LO3 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 25
26.
LO3
Sales vs. Market Orientations Primary Organization’s Firm’s For Profit Tools to Focus Business Whom? Goal? Achieve Sales Inward Selling Everybody Maximum Primarily Orientation goods and sales promotion services volume Market Outward Satisfying Specific Customer Coordinated Orientation wants and groups of satisfaction use of all needs people marketing activities Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 26
27.
Why Study Marketing
Describe several reasons for studying marketing LO4 Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 27
28.
Why Study Marketing?
Reasons for Studying Marketing Important Important to to Society Business Good Role in Career Everyday Opportunities Life + LO4 Marketing affects you every day! Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 28
29.
Chapter 1 Videos
“Company Clip” Video - Method Beyond the Book Do you think the company is best described as having a market orientation or a societal-marketing orientation? http://www.cengage.com/marketing/book_co Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29
Hinweis der Redaktion
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
Chapter 1 An Overview of Marketing
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