Professional Documents
Culture Documents
Chapter 1
Objectives
Need
Core Concepts State of felt deprivation
Needs, wants, and Example: Need food
demands Wants
The form of needs as
shaped by culture and
the individual
Example: Want a Big
Mac
Demands
Wants which are backed
by buying power
Example: Hilfiger vs.
Giant Tiger
Understanding the Marketplace
Products.
Core Concepts Anything that can be
offered for.
Marketing offers: Acquisition, attention,
use or consumption.
including products, That might satisfy a
services and need or want.
experiences Services.
Activities or benefits
offered.
Essentially intangible.
Do not result in
ownership of anything.
Experiences.
Create, stage and
market brand
experiences.
Attending live theatre,
music concert.
Understanding the Marketplace
Production Product
Concept Concept
Selling Marketing
Concept Concept
Societal
Marketing
Concept
Marketing Concept
International trade is
the new frontier.
Challenges
Export is critical to
New Global Markets
Canadas economic
growth.
Difficult decision:
Delay means risking
loss of growing global
markets.
Proceed means high
risk but potentially
high reward.
MAJOR TRENDS AND FORCES CHANGING
TODAYS MARKETING LANDSCAPE
Profits through
managing long-term
Challenges customer equity
Improve customer
Marketing knowledge
relationships Target profitable
customers
Keep profitable customers