Download Slide 1 - Livingston Public Schools

1
The Meaning of
Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-1
1
Sample Final Project
Sports Shorts
Printing Calculator
Personal Train Ear
CHAPTER OBJECTIVES
1. What is marketing?
2. What is the marketing concept? How
has marketing changed?
3. What are marketing functions? Who
performs them?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-3
OBJECTIVE 1
What is marketing?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-4
Marketing is an organizational function and
a collection of processes designed to plan for,
create, communicate, and deliver value to
customers. Marketing also builds effective
customer relationships in ways that
benefit the organization
and its stakeholders.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-5
Marketing
Organizational
Function
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Collection of
Processes
1-6
ORGANIZATIONAL FUNCTION
CEO
Finance
Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Human
Resources
Production
1-7
COLLECTION OF PROCESSES
Assemble
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Price
Promote
1-8
CREATING VALUE FOR CUSTOMERS
Value
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
$
1-9
UNDERSTANDING THE MARKET
Need
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Want
1-10
MORE THAN
JUST PRODUCTS
Events
Causes /
Ideas
Products
Marketing
Places
Services
People
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-11
OBJECTIVE 2
What is the marketing concept?
How has marketing changed?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-12
The Marketing
Concept is an
organizational philosophy dedicated to
understanding and fulfilling consumer
needs through the
creation of value.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-13
THE MARKETING CONCEPT
Value
Customer
Relationships
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Customer
Loyalty
1-14
THE MARKETING CONCEPT
Commitment to delivering
superior customer
satisfaction.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-15
EVOLUTION OF MARKETING
How has marketing changed?
Seller’s
Market
Buyer’s
Market
Production
Orientation
1850
Sales
Orientation
1930
1908
Model T 1st Sold
Consumer
Orientation
1950
Relationship
Orientation
1980
Today
1945
World War II Ends
1929
Great Depression
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1980’s
Global Competition
1-16
OBJECTIVE 3
What are marketing functions?
Who performs them?
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-17
Marketing Functions are activities
performed within organizations that
create value for specific products or
services.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-18
THE IMPORTANCE OF MARKETING
“…the business enterprise has
two – and only these two –
basic functions: marketing and
innovation. Marketing and
innovation produce results; all
the rest are costs.”
- Peter Drucker
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-19
MARKETING FUNCTIONS
Physical
Exchange
Facilitating
Marketing
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-20
MARKETING FUNCTIONS
The Organization
Finance
CEO
Marketing
Human
Resources
Production
Customers
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-21
INTERNAL MARKETING PARTICIPANTS
Board of Directors
Top Management
Marketing
Stakeholders
Other Business Departments
Marketing Department
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-22
THE 4 P’S OF MARKETING
Product
Price
Customer
Place
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Promotion
1-23
VISUAL SUMMARY
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-24
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
1-25