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Marketing’s role @ bec doms
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Marketing’s Role within the Firm or Nonprofit Organization
When you finish this chapter, you should
2-2
Chapter 2 Objectives
1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization.
2. Understand what customer value is and why it is important to customer satisfaction.
3. Understand what a marketing manager does.
4. Know what marketing strategy planning is—and why it is the focus of the book.
5. Understand target marketing.6. Be familiar with the four Ps in
a marketing mix.7. Know the difference between
a marketing strategy, a marketing plan, and a marketing program.
8. Understand the important new terms.
Simple Trade Era
Production Era
Sales Era
Marketing DepartmentEra
Marketing CompanyEra
Sell Surplus
Increase Supply
Beat Competition
Coordinate and Control
Long-RunCustomer Satisfaction
Focus:
Focus:
Focus:
Focus :
Focus :
Marketing’s Changing Role
2-3
The Marketing Concept
Exhibit 2-1
Profit
CustomerSatisfaction
Total CompanyEffort
TheMarketingConcept
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Marketing Orientation Sounds Easy,Isn’t
Even the “best” firms sometimes backslide into a production orientation
In today’s highly competitive markets it is often difficult to keep up with changing customer needs beat aggressive competitors to the punch find the right focus -- one that matches the firm’s
objectives and resources to market opportunities offer customers superior value
2-5
Customer Value Reflects Benefits and Costs
Costs Benefits
Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits
The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value...
2-6
Customer Value
Costs Benefits
• One customer’s view of the benefits and costs of a firm’s market offering may vary from another customer’s view, so firm may not be able to satisfy everybody with the same offering.
• Customer value concept takes the customers point of view, but customers may not explicitly weigh costs and benefits and even if they do their view may not match some “objective” reality.2-7
Nonprofits Need Marketing, Too
PoorlyOrganized
for Marketing
Non-CustomerSupport
Non-EconomicMeasures
Characteristicsof Nonprofit
Organizations
2-8
Exhibit 2-4
The Marketing Management Process
2-9
Whole-CompanyStrategic
ManagementPlanning
MarketingPlanning
Implement MarketingPlan(s) and Program
Control MarketingPlan(s) and Program
Adjust PlansAs Needed
Exhibit 2-5
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Marketing Strategy PlanningThe
MarketingMix
C
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The Four Ps of the Marketing Mix
Exhibit 2-7
Product Place
Price Promotion
C
ProductPhysical GoodsServiceFeaturesQuality LevelAccessoriesInstallationInstructionsWarrantyProduct LinesPackagingBranding
PlaceObjectivesChannel TypeMarket ExposureKinds of
MiddlemanKinds and
Locations of Stores
How to Handle Transporting and Storing
Service LevelsRecruiting
MiddlemenManaging
Channels
PromotionObjectivesBlendSalespeople Kind Number Selection Training MotivationAdvertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares?Sales PromotionPublicity
PriceObjectivesFlexibilityLevel over PLCGeographic
TermsDiscountsAllowances
2-12
Exhibit 2-8
Strategy Decision Areas Organized by the Four Ps
Manufacturer or producer
Consumer
Procter &Gamble
DelMonteNissanCitibank
Wholesaler
Wholesaler
Retailer
Wholesaler
RetailerRetailer
2-13
Exhibit 2-9
Four Examples of Basic Channels of Distribution for Consumer Products
Elements of the Marketing Program
TargetMarket
MarketingMix
MarketingStrategy
Time-RelatedDetails
MarketingPlan
OtherMarketing
Plans
A Firm’sMarketingProgram
+
+
+
=
=
=
2-14
Exhibit 2-11
Distribution of Different Firms Based on Performance
2-15
Exhibit 2-12
2% 2%14% 14%Total
FailurePoor Fair Good Exceptional
(Well belowaverage)
(Belowaverage)
(Well aboveaverage)
(Aboveaverage)
68%(AverageMarketingProgram)
Death-wishmarketing
Best-practicesmarketing
Nonprofit OrganizationsSocial ResponsibilityMarketing Management ProcessStrategic (Management) PlanningMarketing Strategy Target Market Marketing MixTarget MarketingMass MarketingChannel of Distribution
Simple Trade EraProduction EraSales EraMarketing
Department EraMarketing
Company EraMarketing ConceptProduction OrientationMarketing OrientationCustomer Value
Personal SellingMass Selling Advertising PublicitySales PromotionMarketing PlanImplementation Operational DecisionsMarketing
Program
Key Terms
2-16