© 2006 mcgraw-hill companies, inc., mcgraw-hill/irwinslide 1-1
TRANSCRIPT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-1
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-2
CREATING CUSTOMER
RELATIONSHIPS AND VALUE
THROUGH MARKETING
CHAPTER
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-3
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
1. Define marketing and identify the requirements for marketing to occur.
2. Explain how marketing discovers and satisfies consumer needs.
3. Distinguish between marketing mix elements and environmental factors.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-4
AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:
4. Explain how organizations build strong relationships and customer value through marketing.
5. Describe how today’s customer era differs from prior eras oriented to production and selling.
6. Explain how marketing creates utilities for consumers.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-5
AERO? THE NEXT ACT AFTER LAUNCHING AN INDUSTRY?
• A New Idea ThatWasn’t So New
• Understandingthe Consumer
• Success InvitesImitation, WhichStimulatesInnovation
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
WHAT IS MARKETING?
Slide 1-7
• Marketing: Using Exchanges to Satisfy Needs
Marketing
Exchange
• Rollerblade Skates, Marketing, and You
• The Diverse Factors Influencing Marketing Activities
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
WHAT IS MARKETING?
Slide 1-10
• 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
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Slide 1-14
• Discovering Consumer Needs
The Challenge of Meeting Consumer NeedsWith New Products
Consumer Needs and Consumer Wants
What a Market Is
• “Focus on the consumer benefit”
• “Learn from the past”
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-19
FIGURE 1-4FIGURE 1-4 Marketing’s first task: discovering consumer needs
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-21
• Satisfying Consumer Needs
The Four P’s: Controllable Marketing MixFactors
Target Market
• Product • Promotion• Price • Place
The Uncontrollable, Environmental Factors
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-22
FIGURE 1-AFIGURE 1-A Summary of factors that affect an organization’s marketing program
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
THE MARKETING PROGRAM:HOW CUSTOMER RELATIONSHIPS
ARE BUILT
Slide 1-23
• Relationship Marketing:
Difficult to Implement
Easy to Understand
• The Marketing Program
• Global Competition, Customer Value, and Customer Relationships
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-27
FIGURE 1-5FIGURE 1-5 Marketing’s second task: satisfying consumer needs
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-28
• A Marketing Program for Rollerblade
Listening to Consumers to Stay Aheadof the Trends
Focusing the Marketing Program on FourKey Segments
Exploiting Strengths in Technology
THE MARKETING PROGRAM:HOW CUSTOMER RELATIONSHIPS
ARE BUILT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-33
FIGURE 1-6FIGURE 1-6 Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fitness/recreational skaters and children
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
HOW MARKETING BECAMESO IMPORTANT
Slide 1-37
• Evolution of the Market Orientation
Production Era
Customer Era
Sales Era
Marketing Concept Era
• Market Orientation
• Customer Relationship Management (CRM)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-38
FIGURE 1-7FIGURE 1-7 Four different orientations in the history of American business
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-39
• Societal Marketing Concept
• Ethics and Social Responsibility: Balancing the Interests of Different Groups
Ethics
Social Responsibility
• Macromarketing
• Micromarketing
HOW MARKETING BECAMESO IMPORTANT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-40
• The Breadth and Depth of Marketing
Who Markets?
What Is Marketed?
• Goods • Services
Who Buys and Uses What Is Marketed?
• Ultimate Consumers
• Organizational Buyers
HOW MARKETING BECAMESO IMPORTANT
• Ideas
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-44
• The Breadth and Depth of Marketing
Who Benefits?
How Do Consumers Benefit?
• Utility
Form Utility
Place Utility
Time Utility
Possession Utility
HOW MARKETING BECAMESO IMPORTANT
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-58
FIGURE 1-BFIGURE 1-B How Rollerblade’s marketing mix actions today differ from those in 1986
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-59
ROLLERBLADE: BENEFITS BEYOND EXPECTATIONS
VIDEO CASE 1
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-60
VIDEO CASE 1Rollerblade
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-61
VIDEO CASE 1Rollerblade
1. What trends in the environmental forces (social, economic, technological, competitive, and regulatory) identified in Figure 1-3in the chapter (a) work for and(b) work against Rollerblade’s potential growth in the 21st century?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-62
VIDEO CASE 1Rollerblade
2. Compare the marketing goals for Rollerblade (a) in 1986 when Rollerblade was launched and(b) today?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-63
VIDEO CASE 1Rollerblade
3. What kind of focused communication and promotion actions might Rollerblade take to reach the(a) recreational and (b) children market segments? For some starting ideas, visit rollerblade.com.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-64
VIDEO CASE 1Rollerblade
4. In searching for global markets to enter, (a) what are some criteriathat Rollerblade should use toselect countries to enter, and(b) what three or four countriesmeet these criteria best and are the most likely candidates?
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-71
Marketing
AMA Definition of Marketing
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-72
Exchange is the trade of things of value between buyer and seller so that each is better off after the trade.
Exchange is the trade of things of value between buyer and seller so that each is better off after the trade.
Exchange
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-73
A market consists of people with both the desire and ability to buy a specific product.
A market consists of people with both the desire and ability to buy a specific product.
Market
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-74
The target market consists of one or more specific groups of potential customers toward which an organization directs its marketing program.
The target market consists of one or more specific groups of potential customers toward which an organization directs its marketing program.
Target Market
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-75
The marketing mix consists ofthe marketing manager’s controllable factors—product, price, promotion, and place (the 4Ps)—that can be used to solve a marketing problem.
The marketing mix consists ofthe marketing manager’s controllable factors—product, price, promotion, and place (the 4Ps)—that can be used to solve a marketing problem.
Marketing Mix
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-76
Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.
Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.
Environmental Factors
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service.
Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service.
Customer Value
Slide 1-77
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-78
Relationship marketing links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
Relationship marketing links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
Relationship Marketing
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-79
A marketing program is a plan that integrates the marketing mix to providea good, service, or idea to prospective buyers.
A marketing program is a plan that integrates the marketing mix to providea good, service, or idea to prospective buyers.
Marketing Program
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-80
The marketing concept is the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals.
The marketing concept is the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organization’s goals.
Marketing Concept
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-81
An organization that has a market orientation focuses its efforts on(1) continuously collecting information about customers’ needs, (2) sharing this information across departments, and(3) using it to create customer value.
An organization that has a market orientation focuses its efforts on(1) continuously collecting information about customers’ needs, (2) sharing this information across departments, and(3) using it to create customer value.
Market Orientation
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-82
Customer relationship management (CRM) is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
Customer relationship management (CRM) is the process of identifying prospective buyers, understanding them intimately, and developing favorable long-term perceptions of the organization and its offerings so that buyers will choose them in the marketplace.
Customer Relationship Management (CRM)
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-83
The societal marketing concept is the view that an organization should satisfy the needs of consumers in a way that provides for society’s well-being.
The societal marketing concept is the view that an organization should satisfy the needs of consumers in a way that provides for society’s well-being.
Societal Marketing Concept
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-84
Macromarketing is the study of the aggregate flow of a nation’s goods and services to benefit society.
Macromarketing is the study of the aggregate flow of a nation’s goods and services to benefit society.
Macromarketing
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-85
Micromarketing is how an individual organization directs its marketing activities and allocates its resources to benefit its customers.
Micromarketing is how an individual organization directs its marketing activities and allocates its resources to benefit its customers.
Micromarketing
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-86
Ultimate consumers are the people who use the goods and services purchased for a household.
Ultimate consumers are the people who use the goods and services purchased for a household.
Ultimate Consumers
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-87
Organizational buyers are those manufacturers, wholesalers, retailers,and government agencies that buy goods and services for their own use or for resale.
Organizational buyers are those manufacturers, wholesalers, retailers,and government agencies that buy goods and services for their own use or for resale.
Organizational Buyers
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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Slide 1-88
Utility is the benefits or customer value received by users of the product.Utility is the benefits or customer value received by users of the product.
Utility