Professional Documents
Culture Documents
Define marketing and explain its core concepts Illustrate how marketers create value for a product or service Summarize the four orientations of marketing Identify the role of customer relationship management in creating value Explain the importance of marketing both within and outside the firm
1
What is Marketing?
Class Intro Survey Question:
What would be the First word/ First thing that you think of when someone says the word Marketing to you?
Ma
r ke t
ing
Marketing = Advertising Marketing makes people buy what they dont need
Only the marketing department is responsible for the companys marketing activity
you give up
LO1
Demands
LO2
The Marketing 4P
LO2
B2C:
C2C:
Cause Marketing
Event Marketing
10
Sales-oriented era
Market-oriented era
Production Era
Focus on making the production process efficient
are widely available at a low cost offer the most quality, performance, features
superior products
12
Sales Era
Focus on increasing sales volume to make profit
-- heavy advertising
-- large discount
13
Marketing Era
Customers are the paths to sales and profits. Marketing becomes an integrated process in the
company.
Profit through customer satisfaction.
14
Expectation
8
Performance
10
Expectation
10
Performance
8
15
relationships
-- inside company -- outside company
16
Customer satisfaction and long-run societal well-being are the keys to both achieving the companys goals and fulfilling its responsibilities. Balances human welfare, company profits and consumer satisfaction. Addresses broader social issues.
17
1950
1990
Value-Based Marketing
Marketing
18
LO5
19