a global managerial approach william d. perreault jr. e. jerome mccarthy for use only with perreault...
TRANSCRIPT
A Global Managerial Approach
William D. Perreault Jr.E. Jerome McCarthy
For use only with Perreault and McCarthy texts. © 2006 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin
Essentials of MarketingEssentials of Marketing
www.mhhe.com/fourps
For use only with Perreault and McCarthy texts.© 2006 McGraw-Hill Companies, Inc.McGraw-Hill/Irwin
CHAPTER ONECHAPTER ONE
Marketing’s Value to Consumers, Firms, and Society
CHAPTER ONECHAPTER ONE
Marketing’s Value to Consumers, Firms, and Society
1. Know what marketing is and why you should learn about it.
2. Understand the difference between micro-marketing and macro-marketing.
3. Know the marketing functions and why marketing specialists—including intermediaries and facilitators—develop to perform them.
4. Understand what a market-driven economy is and how it adjusts the macro-marketing system.
5. Know what the marketing concept is—and how it should guide a firm or nonprofit organization.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
When we finish this lecture you should
6. Understand what customer value is and why it is important to customer satisfaction.
7. Know how social responsibility and marketing ethics relate to the marketing concept.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
When we finish this lecture you should
More than Selling and AdvertisingMore than Selling and Advertising
More than Selling and AdvertisingMore than Selling and Advertising
All Those All Those Bicycles!Bicycles!
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Marketing—What’s It All About?
Analyze NeedsAnalyze NeedsAnalyze NeedsAnalyze Needs
Predict WantsPredict WantsPredict WantsPredict Wants
Estimate DemandEstimate DemandEstimate DemandEstimate Demand
Predict WhenPredict WhenPredict WhenPredict When
Determine WhereDetermine WhereDetermine WhereDetermine Where
Estimate PriceEstimate PriceEstimate PriceEstimate Price
Decide PromotionDecide PromotionDecide PromotionDecide Promotion
Estimate CompetitionEstimate Competition
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Estimate CompetitionEstimate Competition
Provide ServiceProvide Service
Things a Firm Should Do in Producing a Bike
Creates Customer SatisfactionCreates Customer Satisfaction
Marketing
Makes sure right goods & services are produced
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Production
• Making Goods
• Performing Services
Production vs. Marketing
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Types of Utility and How They Are Provided
Provided by marketingProvided by production withguidance of marketing
Task
Time
Place
Possession
UtilityValue that comesfrom satisfyinghuman needs
Form
Exhibit 1-1
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Interactive Exercise: Utility
Important to every consumer!Important to every consumer!Important to every consumer!Important to every consumer!
Important to your job!Important to your job!Important to your job!Important to your job!
Affects economic growth and standard of living!
Affects economic growth and standard of living!
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Marketing Is Important to You!
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Marketing Stimulates New Ideas
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Affects Economic Growth
OR
MacroMacro
• Social process
• Matches supply with demand
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MicroMicro
• Set of activities
• Performed by organizations
What Is Marketing?
Profit and NonprofitProfit and NonprofitProfit and NonprofitProfit and Nonprofit
More than PersuasionMore than Persuasion
Begins with Needs
Begins with Needs
Doesn’t Go It Alone
Doesn’t Go It Alone
Involves ExchangesInvolves
Exchanges
Builds Relationships
Builds Relationships
Focus of Your TextFocus of Your Text
Involves ExchangesInvolves
Exchanges
More than PersuasionMore than Persuasion
Begins with Needs
Begins with Needs
Builds Relationships
Builds Relationships
Doesn’t Go It Alone
Doesn’t Go It Alone
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Micro-Marketing
KeyCharacteristics
KeyCharacteristics
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Building Customer Relationships
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Every Economy Needs It
Every Economy Needs It
Emphasis on Whole SystemEmphasis on
Whole System
KeyCharacteristics
KeyCharacteristics
Matches Producers and
Consumers
Matches Producers and
Consumers
Emphasis on Whole SystemEmphasis on
Whole SystemEvery Economy
Needs It
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Macro-Marketing
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ProducersProducers ConsumersConsumersMarketingFunctionsMarketingFunctions
Marketing Bridges the Gap!Marketing Bridges the Gap!
Cost $
Output
Economies of Scale Lower CostEconomies of Scale Lower Cost
Can Mass Production Satisfy a Society’s Consumption Needs?
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Overcoming Spatial Separation
MarketingFunctions
BuyingBuying SellingSelling
TransportingTransporting
StoringStoring
Standardization& Grading
Standardization& GradingFinancingFinancing
Risk TakingRisk Taking
BuyingBuying SellingSelling
TransportingTransporting
StoringStoring
Standardization& Grading
Standardization& GradingFinancingFinancing
Risk TakingRisk Taking
MarketInformation
MarketInformation
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The Universal Functions of Marketing
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TransportFirms
ISP's
ProductTestingFirms
Ad Agencies
ResearchFirms Consumers
Producers Wholesalers OtherSpecialists
Retailers
Who Performs Marketing Functions?
OR
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Planned Economic System
Planned Economic System
• Government planners decide
• Can work well if:
• Simple economy
• Adverse Conditions
Market-Directed System
Market-Directed System
• Adjusts itself
• Price is value measure
• Freedom of choice
• Government’s role limited
How Decisions Are Made in an Economic System
Sell SurplusSell SurplusFocus:
Simple Trade EraSimple Trade Era
Increase SupplyIncrease Supply
Sell SurplusSell SurplusSimple Trade EraSimple Trade Era
Focus:Production EraProduction Era
Focus:
Increase SupplyIncrease Supply
Beat CompetitionBeat Competition
Production EraProduction Era
Focus:Sales EraSales Era
Focus:
Sales EraSales EraBeat CompetitionBeat Competition
Coordinate and ControlCoordinate and ControlFocus:Marketing Department
EraMarketing Department
Era
Focus:
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Marketing’s Role Has Changed Over Time
Marketing Department Era
Marketing Department Era Coordinate and ControlCoordinate and Control
Marketing Company EraMarketing Company Era Long-RunCustomer Satisfaction
Long-RunCustomer Satisfaction
Focus:
Focus:
TheMarketingConcept
Customer Satisfaction
Total Company Effort
Profit
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The Marketing ConceptExhibit 1-4
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Creating Customer Satisfaction
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Adoption of the Marketing Concept
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Take Customer’s Point of View
Take Customer’s Point of View
Take Customer’s Point of View
Take Customer’s Point of View
Customer May Not Dwell On
Value
Customer May Not Dwell On
Value
Customer May Not Dwell On
Value
Customer May Not Dwell On
Value
Where Does Competition Fit?
Where Does Competition Fit?
Where Does Competition Fit?
Where Does Competition Fit?
Customer Value Builds
Relationships
Customer Value Builds
Relationships© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Marketing Concept and Customer Value
Costs Benefits
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Interactive Exercise: Customer Value
Superior Customer Value
Superior Customer Value
Total Company Effort to Satisfy
Customers
Total Company Effort to Satisfy
Customers
Superior Customer Value
Superior Customer Value
Total Company Effort to Satisfy
Customers
Total Company Effort to Satisfy
Customers
Customer AcquisitionCustomer Acquisition
Customer SatisfactionCustomer
SatisfactionCustomer
SatisfactionCustomer
Satisfaction
Customer RetentionCustomer Retention
Customer AcquisitionCustomer Acquisition
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Putting It All Together
Customer RetentionCustomer Retention
Profitable Relationships with
Customers
Profitable Relationships with
Customers
Support and “Satisfied
Customers”
Support and “Satisfied
Customers”
Support and “Satisfied Customers”
Support and “Satisfied Customers”
May Not Be Organized for
Marketing
May Not Be Organized for
Marketing
May Not Be Organized for
Marketing
May Not Be Organized for
Marketing
The Bottom Line
The Bottom Line
The Bottom Line
The Bottom Line
Characteristicsof Nonprofit
Organizations
Characteristicsof Nonprofit
Organizations
Newcomers to Marketing
Newcomers to Marketing
Newcomers to Marketing
Newcomers to Marketing
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The Marketing Concept Applies in Nonprofit Organizations
Marketing Concept
Provides Focus
Marketing Concept
Provides Focus
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Government Marketing
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Marketing Concept Use by Nonprofit Services
Social Responsibility
Social Responsibility
Social Responsibility
Social Responsibility
Should All Needs Be Satisfied?
Should All Needs Be Satisfied?
Should All Needs Be Satisfied?
Should All Needs Be Satisfied?
What if Profits Suffer?
What if Profits Suffer?
Micro-Macro Micro-Macro DilemmaDilemma
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The Marketing Concept, Social Responsibility, and Marketing Ethics
The Marketing Concept Guides EthicsThe Marketing Concept Guides Ethics
0
Group Needs Individual Needs
• Production
• Customer satisfaction
• Utility
• Form utility
• Task utility
• Time utility
• Place utility
• Possession utility
• Innovation
• Micro-marketing
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• Pure subsistence economy
• Macro-marketing
• Economies of scale
• Universal functions of marketing
• Buying
• Selling
• Transporting
• Storing
• Standardization and grading
Key Terms
• Financing
• Risk-taking
• Market information
• Intermediary
• Middleman
• Facilitators
• E-commerce
• Economic system
• Planned economic system
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• Market-directed economic system
• Simple trade era
• Production era
• Sales era
• Marketing department era
• Marketing company era
• Marketing concept
• Production orientation
• Marketing orientation
• Customer value
Key Terms
• Micro-macro dilemma
• Social responsibility
• Marketing ethics
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Key Terms