©2000 Prentice Hall
Defining Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)
Resources
Profit and Growth
Skills
Opportunities
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Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
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Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
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Market-Oriented Strategic Planning
Objectives
Resources
©2000 Prentice Hall
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Small discussion: Why we need customer retention?
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Satisfied Customers:
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs
Information
Company Orientations Towards the Marketplace
Consumers prefer products that are
Production Concept
widely available and inexpensive
Product Concept Selling Concept Marketing Concept
promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
The Societal Marketing Concept
Society (Human Welfare)
©2000 Prentice Hall
Objectives
Corporate and division strategic planning Business unit planning The marketing process Product level planning The marketing plan
©2000 Prentice Hall

PowerPoint by
Milton M. Pressley
Creative Assistance by D. Carter and S. Koger
1-1
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges
©2000 Prentice Hall
Consumers favor products that offer the most quality, performance,
or innovative features
Consumers will buy products only if the company aggressively
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Attracting and Retaining customers
Customer acquisition（获取） Searching and reaching for new suspects; Filtering筛选 for qualified prospects; Acquire the hot prospects
©2000 Prentice Hall
Defining the company’s mission (使命) What is our business? Who is the customer? What is of value to the customer? What will our business be?
Consumers (Satisfaction)
Societal Marketing Concept
ntice Hall
Objectives
Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management