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    Marketing and The Organization

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    mikkel
    This document provides an overview of marketing concepts from the textbook "Principles and Practice of Marketing, Ninth Edition." It discusses the key components of the marketing concept, including customer orientation, integrated effort, and goal achievement through customer satisfaction. It also contrasts market focus with internal focus, and outlines the benefits of the marketing concept as customer value, satisfaction, loyalty, and long-term relationships. Finally, it briefly introduces the traditional marketing mix of product, price, place, and promotion, as well as the expanded service marketing mix.

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    Download as PDF, TXT or read online from Scribd

    Marketing and The Organization

    Uploaded by

    mikkel
    41 views10 pages
    This document provides an overview of marketing concepts from the textbook "Principles and Practice of Marketing, Ninth Edition." It discusses the key components of the marketing concept, including customer orientation, integrated effort, and goal achievement through customer satisfaction. It also contrasts market focus with internal focus, and outlines the benefits of the marketing concept as customer value, satisfaction, loyalty, and long-term relationships. Finally, it briefly introduces the traditional marketing mix of product, price, place, and promotion, as well as the expanded service marketing mix.

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    1.Chap01_A20

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    This document provides an overview of marketing concepts from the textbook "Principles and Practice of Marketing, Ninth Edition." It discusses the key components of the marketing concept, including customer orientation, integrated effort, and goal achievement through customer satisfaction. It also contrasts market focus with internal focus, and outlines the benefits of the marketing concept as customer value, satisfaction, loyalty, and long-term relationships. Finally, it briefly introduces the traditional marketing mix of product, price, place, and promotion, as well as the expanded service marketing mix.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    41 views10 pages

    Marketing and The Organization

    Uploaded by

    mikkel
    This document provides an overview of marketing concepts from the textbook "Principles and Practice of Marketing, Ninth Edition." It discusses the key components of the marketing concept, including customer orientation, integrated effort, and goal achievement through customer satisfaction. It also contrasts market focus with internal focus, and outlines the benefits of the marketing concept as customer value, satisfaction, loyalty, and long-term relationships. Finally, it briefly introduces the traditional marketing mix of product, price, place, and promotion, as well as the expanded service marketing mix.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 10

    Chapter 1

    Marketing and the


    Organization

    Principles and Practice of


    Marketing, Ninth Edition
    Marketing & The Organization
    INTRODUCTION

    C H A P T E R 1 & Vi d e o ”Va l u e C h a i n ” ( 4 : 0 3 )

    MARKETING:
    How to create Customer value and satisfaction

    Value Creation – the value adding process


    Porters Value Chain

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 2
    Key components of the marketing concept

    Marketing concept
    The achievement of corporate goals
    through meeting and exceeding
    customer needs and expectations
    better than the competition

    Customer orientation Integrated effort Goal achievement


    Corporate activities All staff accept the The belief that
    are focused upon responsibility for corporate goals can
    providing customer creating customer be achieved through
    satisfaction satisfaction customer satisfaction

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 3
    Basic elements of market orientation

    Customer
    needs

    Potential
    market
    opportunities

    Marketing
    products and
    services

    Customers

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 4
    Production orientation

    Production
    capabilities

    Manufacture
    product

    Aggressive
    sales effort

    Customers

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 5
    Contrasting businesses: market versus internal
    focus

    Market focus Internal focus


    Customer concern throughout business Convenience comes first
    Knowledge of customer choice criteria enables Assumes price and product performance is key to
    matching with marketing mix generating sales
    Segment by customer differences Segment by product
    Invest in market research (MR) and track market
    Rely on anecdotes and received wisdom
    changes
    Welcome change Cherish status quo
    Try to understand competition Ignore competition
    Marketing spend regarded as an investment Marketing spend regarded as a luxury
    Innovation rewarded Innovation punished
    Search for latent markets Stick with the same
    Fast Why rush?
    Strive for competitive advantage Happy to be ‘me too’
    Efficient and effective Efficient

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 6
    Benefits of the marketing concept

    1. Customer value
    2. Customer satisfaction
    3. Customer loyalty
    4. Long-term customer relationships

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 7
    Creating customer value

    Positive Customer Negative


    value

    Perceived Perceived
    benefits Sacrifice

    Product benefits Monetary costs


    Service benefits Time costs
    Relational benefits Energy costs
    Image benefits Psychological costs

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 8
    The marketing mix

    • Product
    • Price
    • Place
    • Promotion

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 9
    The service marketing mix

    • Product
    • Price
    • Place
    • Promotion
    • People
    • Physical Evidence
    • People

    McGraw-Hill Education | Jobber & Chadwick-Ellis, “Principles and Practice of Marketing, Ninth Edition" 10

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