Designed by
Amy McGuire, B-books, Ltd.
CHAPTER
1 An Overview of
Marketing
LO1
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What Is Marketing?
The accepted definition encompasses both the philosophy
and the organizational function.
LO1
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What Is Marketing?
More
investment
Stockholder
satisfaction
Growth and
profits
Repeat
business
Employee
Higher
satisfaction
quality
LO1 Greater
effort
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Exchange
Exchange
People giving up something to
receive something they would
rather have.
Chapter
PHOTO
Here
LO1
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LO1 Exchange
At
AtLeast
LeastTwo
TwoParties
Parties
Something
Somethingof
ofValue
Value
Conditions
Conditions for
for Communication
Communicationand
andDelivery
Delivery
Exchange
Exchange
Freedom
Freedomto
toAccept
Acceptor
orReject
Reject
Desire
Desireto
toDeal
Dealwith
withOther
OtherParty
Party
Describe four
marketing
management
philosophies
LO2
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LO2 The Marketing Concept
http://www.westernunion.com
Online
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Societal Marketing
LO2
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LO2 REVIEW LEARNING OUTCOME
Orientation Focus
Production
Production What
Whatcan
canwe
wemake
makeor
ordo
dobest?
best?
Sales
Sales How
Howcan
canwe
wesell
sellmore
moreaggressively?
aggressively?
Marketing What
Whatdo
docustomers
customers
Marketing want
wantand
andneed?
need?
Societal What
Whatdo
docustomers
customerswant
wantand
andneed,
need,
Societal and
andhow
howcan
canwe
webenefit
benefitsociety?
society?
Tom Kelley with Jonathan Littman, The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and
Driving Creativity Throughout Your Organization, Currency/Doubleday, 2005
Discuss the
differences
between sales
and market
orientations
LO3
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Customer Value
Customer Value
The relationship
between benefits
and the sacrifice
necessary to
obtain those
benefits.
LO3
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LO3 Customer Value Requirements
LO3
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Building Relationships
Relationship
Marketing
A strategy that
focuses on
keeping and
improving
relationships with
current
customers.
LO3
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Building Relationships
Customer-oriented personnel
Empowered employees
Teamwork
LO3
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Building From Within
LO3
Beyond the
Today's companies must build from within,
putting more emphasis (and money) on
rapidly training younger employees for
greater responsibilities.
SOURCE: The Corporate Learning Factbook® 2007: Statistics, Benchmarks and Analysis of the U.S. Corporate Training
Market, Bersin & Associates / Karen O’Leonard, January 2007.
Encourages innovation
and creativity
Stimulates an awareness
of changes in customer
preferences
http://www.britannica.com
Online
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LO3 REVIEW LEARNING OUTCOME
Describe several
reasons for
studying
marketing
Vital
Vital Marketing
Marketing Activities
Activities
Assess
Assessthe
thewants
wantsand
andsatisfaction
satisfactionof
ofcustomers
customers
Design
Designand
andmanage
manageproduct
productofferings
offerings
Determine
Determineprices
pricesand
andpricing
pricingpolicies
policies
Develop
Developdistribution
distributionstrategies
strategies
Communicate
Communicatewith
withpresent
presentand
andpotential
potentialcustomers
customers
Product directed
at people who are
not confident
selecting paint
colours
Package is part of
the product
Book
Store is
Samples are a
place
type of promotion
Ways company
Pink ribbon shows
creates value
element of societal
marketing orientation
+
Marketing affects you every day!
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