Ppt Marketing Concept & Tools

8/17/2019 Ppt Marketing Concept & Tools

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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 1

Chapter 1Chapter 1

Defining Marketing forDefining Marketing for

the Twenty-Firstthe Twenty-First

CenturyCentury


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ObjectivesObjectives

Understand the new economy.

Learn the tasks of marketing. Become familiar with the major

concepts and tools of marketing.

Understand the orientations

exhibited by companies.


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ObjectivesObjectives

Learn how companies and

marketers are responding to

new challenges.


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The New EconomyThe New Economy

Consumer benefits from the digital

revolution include:

– Increased buying power.

– Greater variety of goods and services.

– Increased information.

– Enhanced shopping convenience.

– Greater opportunities to compare product

information with others.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide in Chapter 1

The New EconomyThe New Economy

Firm benefits from the digital

revolution include:

– New promotional medium.

– Access to richer research data.

– Enhanced employee and customercommunication.

– Ability to customize promotions.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide ! in Chapter 1

Marketing TasksMarketing Tasks

Marketing practices may passthrough three stages:

– Entrepreneurial mareting

– Formulated mareting

– Intrepreneurial mareting

s marketing becomes moreformulated! creativity is inhibited.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide " in Chapter 1

What Can Be Marketed?What Can Be Marketed?

"oods

#ervices

$xperiences

$vents

%ersons

%laces

%roperties

&rgani'ations

(nformation

(deas


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide # in Chapter 1

Marketing e!nedMarketing e!ned

)otler*s social definition:

!"areting is a societal process bywhich individuals and groups

obtain what they need and want

through creating# offering# and

freely e$changing products and

services of value with others.%


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide $ in Chapter 1

Marketing e!nedMarketing e!ned

+he M managerial definition:

!"areting is the process of planning and e$ecuting theconception# pricing# promotion#and distribution of ideas# goods#

and services to create e$changesthat satisfy individual andorganizational ob&ectives.%


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Core Marketing ConceptsCore Marketing Concepts

+arget markets and

market segmentation

Marketplace! market,space! metamarkets

Marketers - prospects

eeds! wants! demands

%roduct offering and

brand

/alue and satisfaction

$xchange and

transactions

0elationship andnetworks

Marketing channels

#upply chain

1ompetition

Marketing environment

Marketing program


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+arget markets - segmentation

–'ifferences in needs# behavior#demographics or psychographicsare used to identify segments.

– (he segment served by the firm is

called the target maret. – (he maret offering is customized

to the needs of the target maret.


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#hopping can take place in a:

– "aretplace )physical entity# *owe+s,

– "aretspace )virtual entity# Amazon,

"etamarets refer to complementarygoods and services that are related

in the minds of consumers. "areters seek responses from

prospects.


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Needs describe basic humanre2uirements such as food! air! water!

clothing! shelter! recreation! education!and entertainment.

eeds become wants when they aredirected to specific objects that might

satisfy the need. 34ast food5

'emands are wants for specificproducts backed by an ability to pay.


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-roduct is any offering that can

satisfy a need or want! while a brand

is a specific offering from a knownsource.

6hen offerings deliver value and

satisfaction to the buyer! they aresuccessful.


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Enhancing "a#$eEnhancing "a#$e

Marketers can enhance the value ofan offering to the customer by:

– aising benefits. – educing costs.

– aising benefits while lowering costs.

– aising benefits by more than theincrease in costs.

– *owering benefits by less than thereduction in costs.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1! in Chapter 1


E$change involves obtaining a desiredproduct from someone by offering

something in return. 4ive conditionsmust be satisfied for exchange to occur.

(ransaction involves at least two things

of value! agreed,upon conditions! a timeof agreement! and a place of agreement.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1" in Chapter 1


elationship mareting aims to

build long,term mutually satisfying

relations with key parties! which

ultimately results in mareting

networ between the company and

its supporting stakeholders.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1# in Chapter 1


Marketing

1hannels

Communication

channels

'istributionchannels

/ervice channels

7eliver messages to

and receive

messages fromtarget buyers.

(ncludes traditional

media! non,verbal

communication! and

store atmospherics.


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1$ in Chapter 1


Marketing

1hannels

Communication

channels

'istributionchannels

/ervice channels

7isplay or deliver

the physical

products orservices to the

buyer 8 user.


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supply chain stretches from raw

materials to components to final

products that are carried to finalbuyers.

$ach company captures only a

certain percentage of the total valuegenerated by the supply chain.


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4our levels of competition can be

distinguished by the level of product

substitutability:

– 0rand competition

– Industry competition

– Form competition

– Generic competition


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+he following forces in the broadenvironment have a major impact on

the tas environment1 – 'emographics – Economics – Natural environment

– (echnological environment – -olitical2legal environment – /ocial2cultural environment


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+he mareting program is developedto achieve the company*s objectives.

Marketing mix decisions include: – -roduct1 provides customer solution. – -rice1 represents the customer+s cost. – -lace1 customer convenience is ey.

– -romotion1 communicates with customer.


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Company OrientationsCompany Orientations

+he orientation or philosophy of thefirm typically guides marketing efforts.

#everal competing orientations exist: – -roduction concept – -roduct concept – /elling concept

– "areting concept – Customer concept – /ocietal mareting concept


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2! in Chapter 1

The Marketing ConceptThe Marketing Concept

chieving organi'ational goals re2uiresthat company be more effective than

competitors in creating! delivering! andcommunicating customer value.

4our pillars of the marketing concept:

– (arget maret – Customer needs – Integrated mareting – -rofitability


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©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2" in Chapter 1

Changes in the Marketp#aceChanges in the Marketp#ace

"lobali'ation! technologicaladvances! and deregulation have

created many challenges: – Customers

– 0rand manufacturers

– /tore2based retailers Both companies and marketers have

been forced to respond and adjust.

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Ppt Marketing Concept & Tools