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Marketing
Creating Value for Customers
Gilbert A. Churchill, Jr.
Irwin/McGraw-Hill
J. Paul Peter
© The McGraw-Hill Companies, Inc., 1998
Marketing
Chapter 1
Marketing:
Creating Value for Customers
Gilbert A. Churchill, Jr.
Irwin/McGraw-Hill
J. Paul Peter
© The McGraw-Hill Companies, Inc., 1998
Slide
1-1
Table
1.1
Major Types of Marketing
TYPE
DESCRIPTION
EXAMPLE
Product
Marketing designed to create
exchange for tangible products
Strategies to sell Gateway
computers
Service
Marketing designed to create
exchanges for intangible products
Strategies by Hertz to rent
cars to travelers
Person
Marketing designed to create
favorable actions toward persons
Strategies to get votes for Bill
Clinton
Place
Marketing designed to attract
people to places
Strategies to get people to
vacation in Puerto Rico
Cause
Marketing designed to create
support for ideas or issues or
to get people to change socially
undesirable behaviors
Strategies to get people to
stop using illicit drugs
Organization Marketing designed to attract
donors, members, participants
or volunteers
Irwin/McGraw-Hill
Strategies to increase
membership in the National
Rifle Association
© The McGraw-Hill Companies, Inc., 1998
Slide
1-2
Figure
1.1
Stakeholders in Marketing Activities
at
Organizational
Activities
Irwin/McGraw-Hill
Govt.
Agencies
Marketing
Activities
© The McGraw-Hill Companies, Inc., 1998
Slide
1-3
Figure
1.3
Creating Value for Customers
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-4
Figure
1.4
The Consequences of Superior
Customer Value
Superior
Customer
Value
Irwin/McGraw-Hill
Customer
Satisfaction
and Delight
Customer
Loyalty
Long Term
Profitable
Relationships
© The McGraw-Hill Companies, Inc., 1998
Slide
1-5
Target Market
Target
Market
The portion of a market that an organization attempts
to serve with its marketing mix
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-6
Marketing Mix
Product
Price
Placement
Promotion
The strategic tools a firm uses to create value for
customers and achieve organizational objectives
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-7
Marketing Mix - Product
Product
Price
Target
Market
Placement
Promotion
Something offered by marketers to customers for
exchange
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-8
Marketing Mix - Price
Product
Price
Target
Market
Placement
Promotion
The amount of money or other resources required to
exchange for products and services
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-9
Marketing Mix - Placement
Product
Price
Target
Market
Placement
Promotion
The channels of distribution used to get products
and services to market
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998
Slide
1-10
Marketing Mix - Promotion
Product
Price
Target
Market
Placement
Promotion
The personal and impersonal means used to inform, persuade
and remind customers about products and services
Irwin/McGraw-Hill
© The McGraw-Hill Companies, Inc., 1998