Chapter 1: Marketing oday 1-1: Overview Business perspective? Consumer perspective? A marketing match? IBUS 166 CULTURE Lars pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 1 Chapter 1: Marketing Today 1-1: Overview Business perspective? Consumer perspective? A marketing match?
1-2: Marketing Defined Marketing is the anticipation management, and satisfaction of demand through the exchange process It nvolves goods, services organizations, people, places, and ideas IBUS 166 CULTURE Lars pemer. Instructor 2
IBUS 166 CULTURE Lars Perner, Instructor 2 1-2: Marketing Defined Marketing is the anticipation, management, and satisfaction of demand through the exchange process. It involves goods, services, organizations, people, places, and ideas
1-3: The Evolution of Marketing Barter Productio Sales Marketing Marketing Era Era E Department Company ra E ra Self- Demand Supply Era Supply Sufficiency exceeds equals Supply exceeds supply deman equals demand Basic demand one-on-one Output Selling Integrated trading d expande process Marketing comprehansive Important a subsidiar function role for marketing IBUS 166 CULTURE Lars pemer. Instructor 3
IBUS 166 CULTURE Lars Perner, Instructor 3 1-3: The Evolution of Marketing Barter Era SelfSufficiency Basic one-on-one trading Marketing Company Era Supply exceeds demand Integrated, compreeansive role for marketing Marketing Department Era Supply equals demand Marketing a subsidiary function Sales Era Supply equals demand Selling process important Productio Era Demand exceeds supply Output expanded
1-3a: The Marketing Concept Consumer Goal Orientation Orientation Marketing Concept Market-Driven Integrated pproach A Marketing Focus Value-Based Philosophy IBUS 166 CULTURE Lars Pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 4 1-3a: The Marketing Concept Consumer Orientation Market-Driven Approach Integrated Marketing Focus Value-Based Philosophy Goal Orientation Marketing Concept
The marketing concept's five elements (described in Figure 1-4)are crucial to the long-term success of a good service, organization, person, place, or idea a consumer orientation a market- driven approach, a value-based philosophy, an integrated d marketing focus and a goal orientation IBUS 166 CULTURE Lars Pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 5 The marketing concept's five elements (described in Figure 1-4) are crucial to the long-term success of a good, service, organization, person, place, or idea: a consumer orientation, a marketdriven approach, a value-based philosophy, an integrated marketing focus, and a goal orientation
15 things that managers can do to ensure the spirit of the marketing concept Create customer focus throughout the firm Listen to the customer Define and cultivate distinctive competences Define marketing as market intelligence Target customers precisely IBUS 166 CULTURE Lars pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 6 15 things that managers can do to ensure the spirit of the marketing concept: Create customer focus throughout the firm. Listen to the customer. Define and cultivate distinctive competences. Define marketing as market intelligence. Target customers precisely
Manage for profitability, not sales volume Make customer value the guiding star. Let the customer define quality Measure and manage customer expectations Build customer relationships and loyalty Define the business as a service business Commit to continuous improvement and innovation IBUS 166 CULTURE Lars pemer. Instructor 7
IBUS 166 CULTURE Lars Perner, Instructor 7 Manage for profitability, not sales volume. Make customer value the guiding star. Let the customer define quality. Measure and manage customer expectations. Build customer relationships and loyalty. Define the business as a service business. Commit to continuous improvement and innovation
Manage the company culture along with strategy and structure Grow with partners and alliances Destroy marketing bureaucracy IBUS 166 CULTURE Lars pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 8 Manage the company culture along with strategy and structure. Grow with partners and alliances. Destroy marketing bureaucracy
