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Transcript
CHAPTER 1
MARKETING IN THE TWENTYFIRST CENTURY
Important Topic of This Chapter
Core marketing Concept.
 Company orientation toward marketplace

SCOPE OF MARKETING TASKS










Goods
Services
Experiences
Events
Persons-celebrities
Places
Properties-real estate
Organizations-corporate identity
Information-encyclopedia
Ideas-sells hope
MARKETING DECISIONS
Consumer market
 Business market
 Global market
 Nonprofit and governmental market

CORE MARKETING
CONCEPTS
Marketing is a social and managerial process
by which individuals and groups obtain what
they need and want through offering, and
exchanging product value with others.
 Target market and segmentation
sellers-----------------buyers
 Marketing and prospects:
» Someone sells and another person buys

Needs, Wants and Demands:
»
»
»

Responsive Marketing
Anticipative Marketing
Creative marketing
Product Vs offerings
MARKETING CONCEPTS
(CONT.)

Value, Cost and Satisfaction: Exchange process
»
»


Value to customer
Benefit and cost analysis
Relationship Marketing and Networks
Markets:
» Where all buyers and sellers meet to satisfy their needs

Marketing Channels:
»
»
»
»
Communication channels(TV, magazines)
Dialogue Channels(e-mails)
Monologue channels(ads)
Distribution channels
CORE MARKETING
CONCEPTS (CONT.)

Value and satisfaction:
» Products offer value and satisfaction customers assume costs

Exchange and transaction:
» There are at least two parties

Relationship and networks
» Stakeholders

Marketing channels:
»
»
»
»

Supply Chain
»

»
»
»

Value delivery system
Competition
»

Communication channels
Dialogue channels
Monologue channels
Distribution channels
Brand competition
Industry competition
Form competition
Generic competition
Marketing environment
Marketing Mix
COMPANY ORIENTATIONS
TOWARD MARKETING

The Production Concept(1900-1920):
»

The Product Concept(1920-1940)
»

Performance, features and product quality.
The Selling Concept(1950’s):
»

Good quality products with low cost.
Aggressive selling and promotion
The Marketing Concept (1970s)
»
Customer satisfaction:

Target Market-1990’s
ORIENTATIONS TOWARD
MARKETING (CONT.)
– Customer Needs-customer buys hope:
 responsive
marketing
 creative marketing(Sony)
 customer retention
 customer attractions
– Integrated marketing
 marketing
functions work together
 External marketing:
– Directed to people outside of company.
 Internal:
– marketing must be well coordinated with
other departments in the company
ORIENTATION TOWARD
MARKETING (CONT.)
– Profitability-goal achievement.
» Implementing marketing concept
 Sales
decline, slow growth, changing buying
habits, increased competition, higher marketing
expenditures.
 Problems in marketing oriented company:
– Organized resistance from finance, R&D,
and manufacturing
– Slow learning
– Fast forgetting.
ORIENTATIONS TOWARD
MARKETING (CONT.)

The Societal Marketing Concept(1980s):
»

Ben & Jerry Ice Cream
Company Responses and Adjustment
»
Reengineering:

»
»
»
»
»
»
»
»
managed by multidiscipline teams
Outsourcing
E-commerce
Benchmarking
Alliances
Partner-suppliers
Market centered
Global and local
Decentralized