Download Slide 1

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

First-mover advantage wikipedia , lookup

Internal communications wikipedia , lookup

Brand equity wikipedia , lookup

Pricing strategies wikipedia , lookup

Customer experience wikipedia , lookup

Customer relationship management wikipedia , lookup

Market segmentation wikipedia , lookup

Sales process engineering wikipedia , lookup

Consumer behaviour wikipedia , lookup

Retail wikipedia , lookup

Social media marketing wikipedia , lookup

Bayesian inference in marketing wikipedia , lookup

Product planning wikipedia , lookup

Customer engagement wikipedia , lookup

Segmenting-targeting-positioning wikipedia , lookup

Food marketing wikipedia , lookup

Neuromarketing wikipedia , lookup

Affiliate marketing wikipedia , lookup

Marketing communications wikipedia , lookup

Target audience wikipedia , lookup

Marketing research wikipedia , lookup

Sports marketing wikipedia , lookup

Marketing channel wikipedia , lookup

Ambush marketing wikipedia , lookup

Digital marketing wikipedia , lookup

Multi-level marketing wikipedia , lookup

Guerrilla marketing wikipedia , lookup

Youth marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Target market wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Marketing wikipedia , lookup

Direct marketing wikipedia , lookup

Advertising campaign wikipedia , lookup

Marketing plan wikipedia , lookup

Sensory branding wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Marketing strategy wikipedia , lookup

Multicultural marketing wikipedia , lookup

Street marketing wikipedia , lookup

Global marketing wikipedia , lookup

Green marketing wikipedia , lookup

Transcript
Welcome to Introduction to Marketing
Instructor: Mr. Leon Roberts
Email: [email protected]
Website:leon-roberts.com
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
RESEARCHING HOW COLLEGE STUDENTS
STUDY TO LAUNCH A NEW PRODUCT AT 3M
1-3
INNOVATION AND MARKETING AT 3M
DISCOVERING & SATISFYING STUDENT STUDY NEEDS
+
3M Post-it® Notes or
Post-it® Flags
=
Felt Tip Highlighters
3M product that
will combine
Post-it® Notes or
Post-it® Flags and
Highlighters
1-4
LO1

WHAT IS MARKETING ?
You Are a Marketing Expert Already
• Involved in 1,000s of Buying Decisions
• May Be Involved in Selling Decisions

Marketing is NOT Easy
1-5
FIGURE 1-1 The see-if-you’re-really-amarketing-expert test
1. True
2. True
3. (c) plastic bottles
1-6
MARKETING MATTERS
LO1
Payoff for the Joys (!) and Sleepless Nights (?)
of Starting Your Own Small Business: YouTube!!!!
1-7
LO1
WHAT IS MARKETING?
DELIVERING BENEFITS

Marketing Seeks to:
• Discover Needs and Wants of Customers
• Satisfy Them

Exchange
AMA Definition of Marketing
1-8
WHAT IS MARKETING?
LO1
DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES

The Organization Itself and
Its Departments

Society

Environmental Forces
1-9
FIGURE 1-2 A marketing department relates
to many people, organizations, and
environmental forces
1-10
LO2
HOW MARKETING
DISCOVERS CONSUMER NEEDS
THE CHALLENGE: NEW PRODUCTS

Consumers May Not Know or Cannot
Describe What They Need or Want

Most New Products Fail

The Challenge:
• “Focus on the Consumer Benefit”
• “Learn From the Past”
1-11
LO2
Dr. Care Vanilla-Mint Aerosol Toothpaste
What “benefits” and what “showstoppers?”
1-12
LO2
Hot Pockets Sideshots Microwaveable Snacks
What “benefits” and what “showstoppers?”
1-13
LO2
AT&T CruiseCast
What “benefits” and what “showstoppers?”
1-14
LO2
Pepsi Max
What “benefits” and what “showstoppers?”
1-15
LO2
HOW MARKETING
DISCOVERS CONSUMER NEEDS
NEEDS VS. WANTS
Want

Need

Does Marketing Persuade
People to Buy the
“Wrong” Things?

Market

1-16
FIGURE 1-3 Marketing seeks to discover
consumer needs through research and then
satisfy them with a marketing program
1-17
LO3
HOW MARKETING
SATISFIES CONSUMER NEEDS

Target Market

The 4 P’s: Controllable
Marketing Mix Factors
• Product
• Price
• Promotion
$199
• Place
1-18
LO3

HOW MARKETING
SATISFIES CONSUMER NEEDS
Uncontrollable Environmental Forces
• Social
• Competitive
• Economic
• Regulatory
• Technological
1-19
LO4
THE MARKETING PROGRAM
CUSTOMER VALUE AND RELATIONSHIPS

Customer Value

Value Strategies
• Best Price
• Best Product
• Best Service
1-20
LO4
Southwest Airlines, Starbucks, and Home Depot
What customer value strategy?
1-21
LO4
THE MARKETING PROGRAM
RELATIONSHIP MARKETING

Relationship Marketing
• Easy to Understand
• Hard to Do

Marketing Program
1-22
LO4
3M’S STRATEGY & MARKETING PROGRAM
HELPING STUDENTS STUDY

Move from Ideas to
a Marketable
Highlighter Product

Add the Post-it®
Flag Pen

Develop a Marketing
Program for the
Post-it® Flag
Highlighter and Pen
1-23
FIGURE 1-4 Marketing programs for two
new 3M Post-it® brand products targeted at
two distinct customer segments: college
students and office workers
1-24
LO4
3M STRATEGY & MARKETING PROGRAM
MARKETPLACE SUCCESS?

Developed Second
Generation Post-it®
Flag Highlighter

Appeared on
The Oprah
Winfrey Show
1-25
FIGURE 1-A Four different orientations in
the history of American business
Production Era
Sales Era
Marketing Concept Era
Customer Relationship Era
• Market Orientation
1-26
LO5
HOW MARKETING BECAME IMPORTANT
EVOLUTION OF THE MARKET ORIENTATION

Customer Relationship
Management (CRM)

Customer Experience
• Direct Contact from Buying the Service
• Indirect Contact via Unplanned “Touches”
1-27
LO5
HOW MARKETING BECAME IMPORTANT
ETHICS AND SOCIAL RESPONSIBILITY

Ethics

Social Responsibility
• Societal Marketing Concept
• Social Entrepreneurship
1-28
LO5
HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING

Who Markets?

What Is Marketed?
• Goods
• Services
• Ideas
1-29