市场营销--美国--MARKETING.ppt

2006 McGraw-Hill Ryerson Ltd.All rights reserved.The University of Regina provides a dynamic,innovative and supportive learning experience with a growing national reputation for excellence in teaching and research.The Universitys comprehensive services and programs prepare students to excel in local and global communities and its research opportunities attract the best and brightest minds.Location:Main Campus3737 Wascana Parkway,Regina,Saskatchewan,Canada 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing6th Canadian Edition 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing:Customer Marketing:Customer Value,Satisfaction,and Value,Satisfaction,and Customer RelationshipsCustomer Relationships1 2006 McGraw-Hill Ryerson Ltd.All rights reserved.1.Define Marketing.2.Know the basic requirements for successful marketing to occur.3.Understand the breadth and depth of marketing.4.Explain how marketing discovers and satisfies consumer needs and wants.Learning ObjectivesLearning ObjectivesAfter reading this chapter,you should be able to:After reading this chapter,you should be able to:2006 McGraw-Hill Ryerson Ltd.All rights reserved.5.Distinguish between marketing mix elements and environmental factors.6.Describe how market orientation in the present era focuses on creating customer value,satisfaction,and customer relationships.7.Understand the meaning of ethics and social responsibility and how they relate to the individual,organizations,and society.Learning ObjectivesLearning ObjectivesAfter reading this chapter,you should be able to:After reading this chapter,you should be able to:2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing is not:advertising selling common sense hucksterism manipulatingWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing is:an organizational functiona set of processes for creating,communicating,and delivering value to customersmanaging customer relationships in ways that benefit the organization and its stakeholdersWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Requirements for Marketing to OccurTwo or More Parties with Unsatisfied NeedsDesire and Ability to Satisfy These NeedsA Way for the Parties to CommunicateSomething to ExchangeWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Breadth and Depth of MarketingWhat is a Market?Who Markets?What is Marketed?Social MarketingWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Breadth and Depth of Marketing(cont.)Who Buys and Uses What is Marketed?Ultimate CustomersOrganizational BuyersWho Benefits?WHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Diverse Factors Influencing Marketing ActivitiesWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-1FIGURE 1-1 An organizations marketing department relates to many people,groups,and forces 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat is marketing?Answer:According to the American Marketing Association,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.2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckMarketing focuses on _ and _ prospective customers needs and wants.discoveringsatisfying 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat four factors are needed for marketing to occur?Answer:(1)Two or more parties with unsatisfied needs,(2)a desire and ability on their part be satisfied,(3)a way for the parties to communicate,and(4)something to exchange.2006 McGraw-Hill Ryerson Ltd.All rights reserved.Discovering Consumer NeedsConsumer Needs and Consumer WantsHOW MARKETING DISCOVERS AND HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDSSATISFIES CONSUMER NEEDS 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-2FIGURE 1-2 Marketings first task:discovering consumer needs 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Satisfying Consumer NeedsTarget marketThe Four Ps:Controllable Marketing Mix FactorsProductPricePromotion PlaceThe Uncontrollable,Environmental FactorsHOW MARKETING DISCOVERS AND HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDSSATISFIES CONSUMER NEEDS 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Marketing ProgramTHE MARKETING PROGRAMTHE MARKETING PROGRAM 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-3FIGURE 1-3 Marketings second task:satisfying consumer needs 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-4FIGURE 1-4 Marketing Program for Curves 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckAn organization cant satisfy the needs of all consumers,so it must focus on one or more subgroups,which are its _.target markets 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat are the four marketing mix elements that make up the organizations marketing program?Answer:The four marketing mix elements that make up the organizations marketing program are product,price,promotion,and place,or otherwise known as the 4 Ps.This portion of the marketing program is controllable by the marketing departments and its organization.2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat are uncontrollable variables?Answer:Uncontrollable factors are largely beyond the control of the marketing department and its organization.These are the environmental factors in a marketing decision involving social,economic,technological,competitive,and regulatory forces.2006 McGraw-Hill Ryerson Ltd.All rights reserved.Evolution of Market OrientationProduction EraSales EraThe Marketing Concept EraMarketing conceptHOW MARKETING HOW MARKETING BECAME SO IMPORTANTBECAME SO IMPORTANT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Evolution of Market Orientation(cont.)The Market Orientation EraCustomer ValueCustomer SatisfactionCustomer relationship management(CRM)Customer lifetime value(CLV)eCRMHOW MARKETING HOW MARKETING BECAME SO IMPORTANTBECAME SO IMPORTANT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-5FIGURE 1-5 Four different orientations in the history of North American business 2006 McGraw-Hill Ryerson Ltd.All rights reserved.What type of value does Starbucks offer their customers?2006 McGraw-Hill Ryerson Ltd.All rights reserved.Ethics and Social Responsibility:Balancing the Interests of Different GroupsEthicsSocial ResponsibilitySocietal marketing conceptMacromarketingMicromarketingHOW MARKETING HOW MARKETING BECAME SO IMPORTANTBECAME SO IMPORTANT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckMany firms have gone through four distinct orientations for their businesses:starting with the _ era and ending with todays _ era.productionmarket orientation 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckAn organization that has a marketing orientation focuses its efforts on what 3 things?Answer:(1)continuously collecting information about customers needs and competitors capabilities,(2)sharing this information throughout the organization,and(3)using the information to create value,ensure customer satisfaction,and develop customer relationships.2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckThe process of building and developing long-term relationships with customers by delivering customer value and satisfaction is called _.Answer:Customer relationship management(CRM)