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CHAPTER CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-2 AERO? THE NEXT ACT AFTER LAUNCHING AN INDUSTRY? • A New Idea That Wasn’t So New • Understanding the Consumer • Success Invites Imitation, Which Stimulates Innovation © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-5 FIGURE 1-1 Number of in-line skaters in the United States © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-6 FIGURE 1-3 An organization’s marketing department relates to many people, groups, and forces © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-9 WHAT IS MARKETING? • Requirements for Marketing to Occur ! Two or More Parties with Unsatisfied Needs ! Desire and Ability to Satisfy These Needs ! A Way for the Parties to Communicate ! Something to Exchange © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-10 HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS • Discovering Consumer Needs ! The Challenge of Meeting Consumer Needs With New Products • “Focus on the consumer benefit” • “Learn from the past” ! Consumer Needs and Consumer Wants ! What a Market Is © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-14 FIGURE 1-4 Marketing’s first task: discovering consumer needs © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-19 ETHICS AND SOCIAL RESPONSIBILITY ALERT Cell Phones and Distracted Driving–– Just as Dangerous as Drunk Driving © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-20 HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS • Satisfying Consumer Needs ! Target Market ! The Four P’s: Controllable Marketing Mix Factors • Product • Price • Promotion • Place ! The Uncontrollable, Environmental Factors © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-21 FIGURE 1-A Summary of factors that affect an organization’s marketing program © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-22 FIGURE 1-5 Marketing’s second task: satisfying consumer needs © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-27 THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT • A Marketing Program for Rollerblade ! Listening to Consumers to Stay Ahead of the Trends ! Focusing the Marketing Program on Four Key Segments ! Exploiting Strengths in Technology © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-28 Rollerblade What marketing program for the fitness/recreation in-line skate segment? Zetrablade © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-29 Rollerblade What marketing program for the children in-line skate segment? Microblade © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-30 Rollerblade What marketing program for the street/vert(ical) in-line skate segment? TRS Broskow © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-31 Rollerblade What marketing program for the speed in-line skate segment? ProBlade 100 © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-32 FIGURE 1-6 Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fitness/recreational skaters and children © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-33 HOW MARKETING BECAME SO IMPORTANT • Evolution of the Market Orientation ! Production Era ! Sales Era ! Marketing Concept Era ! Customer Era • Market Orientation • Customer Relationship Management (CRM) © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-37 FIGURE 1-7 Four different orientations in the history of American business © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-38 HOW MARKETING BECAME SO IMPORTANT • Ethics and Social Responsibility: Balancing the Interests of Different Groups ! Ethics ! Social Responsibility • Societal Marketing Concept • Macromarketing • Micromarketing © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-39 HOW MARKETING BECAME SO IMPORTANT • The Breadth and Depth of Marketing ! Who Markets? ! What Is Marketed? • Goods • Services • Ideas ! Who Buys and Uses What Is Marketed? • Ultimate Consumers • Organizational Buyers © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-40 American Library Association Who markets and what is marketed? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-42 HOW MARKETING BECAME SO IMPORTANT • The Breadth and Depth of Marketing ! Who Benefits? ! How Do Consumers Benefit? • Utility ! Form Utility ! Time Utility ! Place Utility ! Possession Utility © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-44 GOING ONLINE YOUR PERSONAL MECHANIZED “TRANSPORTER” © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-47 SUPPLEMENTAL LECTURE NOTE 1-1 THE MARKETING CHALLENGES FACING ROLLERBLADE®, INC. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-51 Rollerblade Print ad from the Early 1990s What changes occurred for Rollerblade? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-52 Rollerblade Print ad from the Late 1990s What changes occurred for Rollerblade? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-53 UltraWheels Print ad from the Late 1990s What changes occurred for Rollerblade? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-54 Rollerblade 2005 Brochure What product line changes? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-55 Dean Kamen: Segway HT Inventor Competition for Rollerblade? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-56 Heelys Sneakers with Detachable Wheel Competition for Rollerblade? © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-57 FIGURE 1-B How Rollerblade’s marketing mix actions today differ from those in 1986 © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-58 Marketing AMA Definition of Marketing Marketing Marketing is is an an organizational organizational function function and and aa set set of of processes processes for for creating, creating, communicating, communicating, and and delivering delivering value value to to customers customers and and for for managing managing customer customer relationships relationships in in ways ways that that benefit benefit the the organization organization and and its its stakeholders. stakeholders. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-71 Exchange Exchange Exchange is is the the trade trade of of things things of of value value between between buyer buyer and and seller seller so so that that each each is is better better off off after after the the trade. trade. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-72 Market A A market market consists consists of of people people with with both both the the desire desire and and ability ability to to buy buy aa specific specific product. product. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-73 Target Market The The target target market market consists consists of of one one or or more more specific specific groups groups of of potential potential customers customers toward toward which which an an organization organization directs directs its its marketing marketing program. program. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-74 Marketing Mix The The marketing marketing mix mix consists consists of of the the marketing marketing manager’s manager’s controllable controllable factors—product, factors—product, price, price, promotion, promotion, and and place place (the (the 4Ps)—that 4Ps)—that can can be be used used to to solve solve aa marketing marketing problem. problem. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-75 Environmental Factors Environmental Environmental factors factors are are the the uncontrollable uncontrollable factors factors involving involving social, social, economic, economic, technological, technological, competitive, competitive, and and regulatory regulatory forces. forces. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-76 Customer Value Customer Customer value value is is the the unique unique combination combination of of benefits benefits received received by by targeted targeted buyers buyers that that includes includes quality, quality, price, price, convenience, convenience, on-time on-time delivery, delivery, and and both both before-sale before-sale and and after-sale after-sale service. service. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-77 Relationship Marketing Relationship Relationship marketing marketing links links the the organization organization to to its its individual individual customers, customers, employees, employees, suppliers, suppliers, and and other other partners partners for for their their mutual mutual long-term long-term benefits. benefits. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-78 Marketing Program A A marketing marketing program program is is aa plan plan that that integrates integrates the the marketing marketing mix mix to to provide provide aa good, good, service, service, or or idea idea to to prospective prospective buyers. buyers. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-79 Marketing Concept The The marketing marketing concept concept is is the the idea idea that that an an organization organization should should (1) (1) strive strive to to satisfy satisfy the the needs needs of of consumers consumers (2) (2) while while also also trying trying to to achieve achieve the the organization’s organization’s goals. goals. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-80 Market Orientation An An organization organization that that has has aa market market orientation orientation focuses focuses its its efforts efforts on on (1) (1) continuously continuously collecting collecting information information about about customers’ customers’ needs, needs, (2) (2) sharing sharing this this information information across across departments, departments, and and (3) (3) using using itit to to create create customer customer value. value. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-81 Customer Relationship Management (CRM) Customer Customer relationship relationship management management (CRM) (CRM) is is the the process process of of identifying identifying prospective prospective buyers, buyers, understanding understanding them them intimately, intimately, and and developing developing favorable favorable long-term long-term perceptions perceptions of of the the organization organization and and its its offerings offerings so so that that buyers buyers will will choose choose them them in in the the marketplace. marketplace. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-82 Societal Marketing Concept The The societal societal marketing marketing concept concept is is the the view view that that an an organization organization should should satisfy satisfy the the needs needs of of consumers consumers in in aa way way that that provides provides for for society’s society’s well-being. well-being. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-83 Macromarketing Macromarketing Macromarketing is is the the study study of of the the aggregate aggregate flow flow of of aa nation’s nation’s goods goods and and services services to to benefit benefit society. society. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-84 Micromarketing Micromarketing Micromarketing is is how how an an individual individual organization organization directs directs its its marketing marketing activities activities and and allocates allocates its its resources resources to to benefit benefit its its customers. customers. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-85 Ultimate Consumers Ultimate Ultimate consumers consumers are are the the people people who who use use the the goods goods and and services services purchased purchased for for aa household. household. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-86 Organizational Buyers Organizational Organizational buyers buyers are are those those manufacturers, manufacturers, wholesalers, wholesalers, retailers, retailers, and and government government agencies agencies that that buy buy goods goods and and services services for for their their own own use use or or for for resale. resale. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-87 Utility Utility Utility is is the the benefits benefits or or customer customer value value received received by by users users of of the the product. product. © 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-88