Market
keting
Profits through Satisfaction
The Marketing Concept
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Societal Marketing Concept
Society
(Human Welfare)
Societal Marketing Concept Consumers
Learn About & Track Customers With Databases Create Products & Services Tailored to Meet Customer Needs
Connecting Technologies in Computers, Telecommunications, Information, & Transportation Help To:
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Marketing Management Practice
Stage 1. Entrepreneurial Marketing
Stage 2. Formulated Marketing
Stage 3. Intrepreneurial Marketing
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Marketing Management Philosophies
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What Will Satisfy Consumer’s Needs and Wants?
Products
Anything that can be Offered to a Market to Satisfy a Need or Want
Experiences Persons Places
Organizations
Connections with the world around us
Global Connections Connections with values and responsibilities Broadened connections
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Technologies for Connecting
Click or press spacebar to return
Distribute Products More Efficiently & Effectively
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The Internet
The Internet has been hailed as the technology behind a new model for doing business. New applications include:
Marketing Intermediaries End User Market
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Discussion Connections
In your own words, what is marketing? What does marketing mean to you? Form small groups, and select a brand of athletic shoes that a group member has purchased recently. What Customer Value did the group member expect? Did the member experience Customer Satisfaction? Why or why not?
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What are Consumer’s Needs, Wants and Demands?
Needs - state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry. Wants - form that a human need takes as shaped by culture and individual personality. i.e. I want a hamburger, French fries, and a soft drink. Demands - human wants backed by buying power. i.e. I have money to buy this meal.
(Want Satisfaction)
Company
(Profits)
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Marketing Challenges in the New “Connected” Millennium
Connecting Technologies
Computer Information Communication Transportation
Information
Ideas
Services
Activities or Benefits Offered for Sale That Are Essentially Intangible and Don’t Result in the Ownership of Anything
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How Do Consumers Choose Choose Among Products and Services?
Production Concept Product Concept Selling Concept Marketing Concept
Societal Marketing Concept
Consumers favor products that are
available and highly affordable. Improve production and distribution. Consumers favor products that offer the most quality, performance, and innovative features. Consumers will buy products only if the company promotes/ sells these products. Focuses on needs/ wants of target markets & delivering satisfaction better than competitors. Focuses on needs/ wants of target markets & delivering superior value.
Value Gained From Owning a Product and Costs of Obtaining the Product is
Customer Value
Product’s Perceived Performance in Delivering Value Relative to Buyer’s Expectations is
Communicate With Customers in Groups Or One-on-One
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What aspects of the Internet make it a good forum for marketing?
How do Web companies compete with brick and mortar companies?
Marketing Management
Marketing Management
Implementing programs to create exchanges with target buyers to achieve organizational goals
Demand Management
People Who Exhibit Need
Resources to Exchange
Willingness to Exchange
Market – Ethical who Buyers share a particular need or want that can be satisfied Attitudes through of exchange or Others relationships.
Customer Satisfaction Total Quality Management Involves Improving the
Quality of Products, Services, and Marketing Processes
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How Do Consumers Obtain Products and Services?
Connections with Customers
Connecting more selectively Connecting for life Connecting Directly
Connections with Marketing Partners
Connecting with other company departments Connecting with suppliers and distributors Connecting through strategic alliances
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Marketing and Sales Concepts Contrasted
Starting Point
Factory
Focus
Existing Products
Means
Selling and Promoting
Ends
Profits through Volume
The Selling Concept
Finding and increasing demand, also changing or reducing demand such as in Demarketing