Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 26 views

    CH01

    Uploaded by

    Sandeep

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    CH01

    Uploaded by

    Sandeep
    26 views18 pages

    Original Title

    CH01.ppt

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    26 views18 pages

    CH01

    Uploaded by

    Sandeep

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    PowerPoint by

    Milton M. Pressley
    Creative Assistance by
    D. Carter and S. Koger
    1-1
    Copyright © 2003 Prentice-Hall, Inc.
    Chapter 1
    Defining Marketing for the
    21st Century
    by

    PowerPoint by
    Milton M. Pressley
    University of New Orleans
    1-2
    Copyright © 2003 Prentice-Hall, Inc.
    Chapter Objectives
     In this chapter we will address the following
    questions:
     What are the major concepts and tools of
    marketing?
     What orientations do companies exhibit in the
    marketplace?

    1-3
    Copyright © 2003 Prentice-Hall, Inc.
    The Scope of Marketing
     Marketing: typically seen as the
    task of creating, promoting, and
    delivering goods and services to
    consumers and businesses.

    1-4
    Copyright © 2003 Prentice-Hall, Inc.
    The Scope of Marketing
     Places  Goods
     Properties  Services
     Organizations  Experiences
     Information  Events
     Ideas  Persons

    1-5
    Copyright © 2003 Prentice-Hall, Inc.
    Types of Markets
     Consumer Markets
     Business Markets
     Global Markets
     Nonprofit and
    Governmental Markets

    1-6
    Copyright © 2003 Prentice-Hall, Inc.
    Marketing Concepts
    and Tools
     Defining Marketing
     Marketing
     Marketing management
     Core Marketing Concepts
     Segmentation, Target Markets, &
    Positioning (STP of marketing)

    1-7
    Copyright © 2003 Prentice-Hall, Inc.
    Figure 1-1: A Simple Marketing System

    1-8
    Copyright © 2003 Prentice-Hall, Inc.
    Marketing Concepts
    and Tools
     Marketplace,
    Marketspace,
    and
    Metamarket

    1-9
    Copyright © 2003 Prentice-Hall, Inc.
    Marketing Concepts
    and Tools
     Marketers and Prospects
     Needs, Wants, and Demands
     Product, Offering, and Brand
     Value and Satisfaction
     Value
    Value = Benefits / Costs =
    (Functional benefits + Emotional benefits) /
    (Monetary costs + Time costs + Energy costs +
    Psychic costs)

    1-10
    Copyright © 2003 Prentice-Hall, Inc.
    Marketing Concepts
    and Tools
     Relationships and Networks
     Relationship marketing
     Marketing network
     Marketing Channels
     Supply Chain
     Competition

    1-11
    Copyright © 2003 Prentice-Hall, Inc.
    Marketing Concepts
    and Tools
     Brand competition
     Industry competition
     Form competition
     Generic competition
     Marketing environment
     Task environment
     Broad environment
     Marketing Program
     Marketing program
     Marketing mix
    1-12
    Copyright © 2003 Prentice-Hall, Inc.
    Figure 1-5:
    The Four P
    Components
    of the
    Marketing Mix

    1-13
    Copyright © 2003 Prentice-Hall, Inc.
    Company Orientations
    Toward the Marketplace
     Production Concept
     Product concept
     Selling Concept
     Marketing Concept
     Societal Marketing Concept

    1-14
    Copyright © 2003 Prentice-Hall, Inc.
    Figure 1-7: Contrasts Between the Sales Concept
    and the Marketing Concept

    1-15
    Copyright © 2003 Prentice-Hall, Inc.
    Company Orientations
    Toward the Marketplace
     Target Market
     Customer Needs
     Integrated Marketing
     External marketing
     Internal marketing
     Profitability

    1-16
    Copyright © 2003 Prentice-Hall, Inc.
    Figure 1-8: Traditional Organizational Chart
    versus Modern Customer-Oriented Company
    Organization Chart

    1-17
    Copyright © 2003 Prentice-Hall, Inc.
    Company Orientations
    Toward the Marketplace
     Societal Marketing Concept

    1-18
    Copyright © 2003 Prentice-Hall, Inc.

    You might also like