Upload
bojan-zelic
View
219
Download
0
Embed Size (px)
Citation preview
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 1/31
1-1
Marketing 300
January 9, 2013
Professor Montoya
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 2/31
1-2
TODAY’S OBJECTIVE
• Course Overview
• Chapter 1
1. What is marketing?
2. What is the marketing concept? How has marketing
changed?
3. What are marketing functions? Who performs them?
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 3/31
1-3
COURSE OBJECTIVES
• Illustrate analytical applications of marketing
practices
• To gain a cross-functional understanding of the role
of marketing in organizations.
• To think critically and creatively to address real-
world marketing issues
• To prepare you for a professional career by gaining
knowledge of marketing concepts
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 4/31
1-4
COURSE STRUCTURE
• Survey course of marketing topics• For marketing majors: good foundation of
marketing concepts for other marketing courses.
• For non-marketing business majors: good
foundation of marketing concepts for a well-
rounded manager.
• Lectures, guest speakers, exams,team assignments/presentations
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 5/31
1-5
WHAT’S EXPECTED OF YOU
• 3 Exams: 75% (25% each)• “Marketing in the News” Team
Assignment
• Paper: 15%
• Presentation: 10%
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 6/31
1-6
CLASS ETIQUETTE
• No texting
• No web surfing – laptop use is a privilege that
can be revoked at my discretion
• Question? Raise your hand.
• Be attentive, prepared, and ready to learn!
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 7/311-7
WHAT YOU CAN EXPECT FROM ME…
• To be prepared for every class
• To facilitate discussions on marketingmanagement topics
• To be knowledgeable of the material
• To learn from you
• To challenge you• To be accessible (phone or email)
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 8/311-8
WHAT IS MARKETING?
Marketing is an organizational function and
a collection of processes designed to plan for,
create, communicate, and deliver value to
customers. Marketing also builds effective
customer relationships in ways that
benefit the organization
and its stakeholders.
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 9/311-9
COMMON MISCONCEPTIONS ABOUT MARKETING
Marketing is not just about advertising
Advertising is simply one element of the marketing
mix
Marketing is not just sales
Business and Customer Partnerships
Customer Business Development
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 10/311-10
The Meaning of Marketing
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 11/31
E
XP
L
A
I
N
E
D
1-11
Marketing
OrganizationalFunction
Collection of Processes
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 12/31
E
XP
L
A
I
N
E
D
1-12
ORGANIZATIONAL FUNCTION
CEO
Finance MarketingHuman
ResourcesProduction
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 13/31
E
XP
L
A
I
N
E
D
1-13
COLLECTION OF PROCESSES
Assemble Price Promote
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 14/31
E
XP
L
A
I
N
E
D
1-14
CREATING VALUE FOR CUSTOMERS
Value $
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 15/31
E
XP
L
A
I
N
E
D
1-15
UNDERSTANDING THE MARKET
Need Want
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 16/31
E
XP
L
A
I
N
E
D
1-16
UNDERSTANDING THE MARKET
Need Want
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 17/31
A
PP
L
I
E
D
1-17
MORE THAN JUST PRODUCTS
Marketing
Events
Products
Services
People
Places
Causes /Ideas
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 18/311-18
MARKETING CONCEPT
What is the marketing concept?
How has marketing changed?
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 19/311-19
The
Marketing Conceptis an
organizational philosophy dedicated to
understanding and fulfilling consumer
needs through the
creation of value.
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 20/31
E
XP
L
A
I
N
E
D
1-20
THE MARKETING CONCEPT
Value CustomerRelationships CustomerLoyalty
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 21/31
A
PP
L
I
E
D
1-21
THE MARKETING CONCEPT
Commitment to deliveringsuperior customer
satisfaction.
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 22/31
A
PP
L
I
E
D
1-22
EVOLUTION OF MARKETING
ProductionOrientation
SalesOrientation
ConsumerOrientation
RelationshipOrientation
1850 1950 Today
1908
Model T 1st Sold
1929
Great Depression
1945
World War II Ends
Seller’s Market Buyer’s Market
1980’s
Global Competition
19801930
How has marketing changed?
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 23/31
A
PP
L
I
E
D
1-23
CORPORATE SOCIAL RESPONSIBILITY
Social responsibility, ethics,
accountabilityHow do products affect the
global environment?
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 24/31
1-24
MARKETING FUNCTIONS
What are marketing functions?
Who performs them?
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 25/31
1-25
Marketing Functionsare activities
performed within organizations that
create value for specific products orservices.
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 26/31
T
HI
N
K
A
B
O
U
T
I
T
1-26
THE IMPORTANCE OF MARKETING
“…the business enterprise hastwo – and only these two –
basic functions: marketing andinnovation. Marketing andinnovation produce results; all
the rest are costs.” - Peter Drucker
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 27/31
E
XP
L
A
I
N
E
D
1-27
MARKETING FUNCTIONS
Marketing
Exchange
Physical
Facilitating
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 28/31
A
PP
L
I
E
D
1-28
MARKETING FUNCTIONS
CEO
Finance MarketingHuman
Resources
Production
The Organization
Customers
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 29/31
A
PP
L
I
E
D
1-29
INTERNAL MARKETING PARTICIPANTS
Marketing
Stakeholders
Board of Directors
Top Management
Other Business Departments
Marketing Department
7/29/2019 Mkt 300 (Chapter 1)
http://slidepdf.com/reader/full/mkt-300-chapter-1 30/31
A
PP
L
I
E
D
1-30
THE 4 P’S OF MARKETING
Product Price
Place Promotion
Customer