‣ The Diverse Factors Influencing Marketing Activities
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
FIGURE 1-1 An organization’s marketing department relates to many people, groups, and forces
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WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is:
‣ an organizational function ‣ a set of processes for creating, communicating, and delivering
Learning Objectives
After reading this chapter, you should be able to:
1.Define Marketing. 2.Know the basic requirements for successful marketing to occur. 3.Understand the breadth and depth of marketing. 4.Explain how marketing discovers and satisfies consumer needs
Answer:
The four marketing mix elements that make up the organization's marketing program are product, price, promotion, and place, or otherwise known as the 4 P's. This portion of the marketing program is controllable by the marketing departments and its organization.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
1
Marketing: Customer Value, Satisfaction, and Customer Relationships
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
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experience with a growing national reputation for excellence in teaching and research. The University’s comprehensive services and programs prepare students to excel in local and global communities and its research opportunities attract the best and brightest minds.
‣ Who Buys and Uses What is Marketed? ‣ Ultimate Customers ‣ Organizational Buyers
‣ Who Benefits?
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What four factors are needed for marketing to occur?
Answer: (1) Two or more parties with unsatisfied needs, (2) a desire and ability on their part be satisfied, (3) a way for the parties to communicate, and (4) something to exchange.
value to customers
‣ managing customer relationships in ways that benefit the
organization and its stakeholders
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
THE MARKETING PROGRAM
‣ The Marketing Program
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FIGURE 1-3 Marketing’s second task: satisfying consumer needs
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WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is not:
‣ advertising ‣ selling ‣ common sense ‣ hucksterism ‣ manipulating
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ The Breadth and Depth of Marketing
‣ What is a Market? ‣ Who Markets? ‣ What is Marketed?
and wants.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
5.Distinguish between marketing mix elements and environmental factors.
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© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Marketing
6th Canadian Edition
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
‣ Satisfying Consumer Needs
‣ Target market ‣ The Four Ps: Controllable Marketing Mix Factors ‣ Product ‣ Price ‣ Promotion ‣ Place ‣ The Uncontrollable, Environmental Factors
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What is marketing? Answer: According to the American Marketing Association, "marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What are the four marketing mix elements that make up the organization’s marketing program?
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check Marketing focuses on _d_is_c_o_v_e_r_in_g_ and __s_a_t_is_f_y_in_g__ prospective customers’ needs and wants.
6.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.
7.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.