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© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
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Slide 1-1
LAUNCHING A NEW BILLION-DOLLAR
FOOD CATEGORY—IN JUST SEVEN YEARS!

Developing
Chobani’s Unique
Greek Yogurt

Reaching
Customers

Chobani Today

Chobani,
Marketing,
and You
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Chobani
Slide 1-2
FIGURE 1-1 A marketing department relates to
many people, organizations, and environmental
forces
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-3
LO 1-1
WHAT IS MARKETING?
REQUIREMENTS FOR MARKETING TO OCCUR

Two + Parties with
Unsatisfied Needs

A Desire and Ability
to be Satisfied

A Way for the Parties
to Communicate

Something
to Exchange
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Domino’s
Pan Pizza
Slide 1-4
• American Marketing Association’s new
official definition of marketing released August
2004:
– Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering
and exchanging offerings that have values for
customers, clients, partners, and society at large.
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-5
Ultimate Goal of Marketing
• The passion to understand and satisfy the
needs of customers in well-defined target
markets.
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-6
Core Concepts of Marketing
(1 of 2)
•
•
•
•
•
Needs
Wants
Demands
Marketing Offers
Value
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-7
Core Concepts of Marketing
(2 of 2)
•
•
•
•
•
Satisfaction
Exchange
Transaction
Market
Utility
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-8
Utility
• Production and marketing together create
utility
• Utility - The want-satisfying power of a good
or service
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-9
10
TABLE
1.1
Four Types of Utility
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-10
Six Eras of Marketing
PRODUCT
PRODUCTION
SALES
MARKETING
SOCIETY
RELATIONSHIP
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-11
12
Marketing Myopia
• Marketing myopia - Management’s failure to
recognize the scope of its business
• Overcoming marketing myopia
– Developing broader marketing-oriented business
ideas focusing on customer need satisfaction
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-12
13
TABLE
1.2
Avoiding Marketing Myopia
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-13
AVOIDING MARKETING MYOPIA
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-14
15
Not-for-Profit Marketing
• Marketing in not-for-profit organizations
– Operate in both the public and private sector
– Adopt marketing strategies to meet service
objectives
– Communicate their messages through
advertisements relating to their goals
– Form alliances with for-profit firms to promote
each other’s causes
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-15
16
Characteristics of Not-for-profit
Marketing
• Focus is to generate revenue to support their
causes and not on the bottom line
• May market tangible goods and services
• Markets to multiple audiences
• Often possess some degree of monopoly power
in a given geographic region
• Service users have less control over the firm’s
future
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-16
17
TABLE
1.3
Categories of Nontraditional
Marketing
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This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-17
18
Nontraditional Marketing
• Person marketing – Efforts to cultivate the
attention, interest, and preferences of a target
market toward a person
– Celebrity endorsements
• Place marketing - Efforts to attract people
and organizations to a particular geographic
area
– Tourism enhancements
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-18
19
Nontraditional Marketing
• Cause marketing - Identification and
marketing of a social issue, cause or idea to
selected target markets
• Many profit-seeking firms link their products
to social causes
• Strong support among customers and
employees for cause-related marketing
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-19
20
Nontraditional Marketing
• Event marketing - Marketing of sporting,
cultural, and charitable activities to selected
target markets
– Also, includes sponsorship of such events by firms
• Event sponsorships have gained effectiveness
in increasing brand recognition, enhancing
image, boosting purchase volume
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-20
21
Nontraditional Marketing
• Organization marketing - Intended to
persuade others to:
– Accept the organization’s goals
– Receive its services
– Contribute to the organization in some way
• Adopted by mutual-benefit organizations,
service organizations, and government
organizations
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Slide 1-21
22
FIGURE
1.2
Converting New Customers to
Advocates
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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