Scribd Logo
Upload

Welcome to Scribd!

  • 2K views

    Chapter 01 Evans, Berman, Marketing

    Uploaded by

    thesimple
    Marketing, 10e: Marketing in the 21st Century

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Chapter 01 Evans, Berman, Marketing

    Uploaded by

    thesimple
    2K views24 pages
    Marketing, 10e: Marketing in the 21st Century

    Original Title

    Chapter 01 Evans,Berman, Marketing

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Marketing, 10e: Marketing in the 21st Century

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views24 pages

    Chapter 01 Evans, Berman, Marketing

    Uploaded by

    thesimple
    Marketing, 10e: Marketing in the 21st Century

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 24
    At a glance
    Powered by AI
    The key takeaways are that the chapter provides an overview of marketing including its definition, evolution, importance as a field of study, and basic functions.

    Marketing is defined as the Anticipation, Management and Satisfaction of Demand through the Exchange Process.

    The 8 basic functions of marketing described are: Environmental Analysis and Marketing Research, Broadening the Scope of Marketing, Consumer Analysis, Product Planning, Distribution Planning, Promotion Planning, Price Planning, and Marketing Management.

    Chapter 1: Marketing Today

    Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century

    Copyright Atomic Dog Publishing, 2007

    Chapter Objectives
    To illustrate the exciting, dynamic, and influential nature of marketing
    To define marketing and trace its evolution with emphasis on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing To show the importance of marketing as field of study To describe the basic functions of marketing and those that perform these functions

    Copyright Atomic Dog Publishing, 2007

    Text Overview
    All marketing efforts are directed to the consumer Environmental analysis Product Price Distribution
    Environmental Analysis & Marketing Research Marketing Management Price Planning

    Broadening the Scope of Marketing

    TOTAL MARKETING EFFORT

    Promotion Planning

    Promotion

    Consumer Analysis

    Product Planning

    Distribution Planning

    Copyright Atomic Dog Publishing, 2007

    Marketing Definition
    Marketing is the Anticipation, Management and Satisfaction of Demand through the Exchange Process.

    Copyright Atomic Dog Publishing, 2007

    Definition of Marketing
    Anticipation of Demand requires a firm to do consumer research in anticipation of markets potential and consumers desires. Management of Demand includes:

    Stimulation: motivates consumers to want firms offerings Facilitation: makes it easy to buy offerings Regulation: involves balancing inventory to consumer demand

    Copyright Atomic Dog Publishing, 2007

    Definition of Marketing
    Satisfaction of Demand involves product availability, product performance, perceptions of safety, & after-sale services. An Exchange Process includes the agreement for payment: cash/credit/promise to pay or support for a firm, institution, idea, or place.

    Copyright Atomic Dog Publishing, 2007

    Ethical Exchanges
    Exchanges must be done in socially responsible way

    Seller

    Buyer

    Both buyer and seller should consider impact on society and environment

    Copyright Atomic Dog Publishing, 2007

    Consumer & Publics Demand


    Consumer Demand refers to final and organizational consumers Publics Demand refers to needs of unions, employees, stock holders & general public
    Copyright Atomic Dog Publishing, 2007

    How Marketing Evolves


    Barter Era Selfsufficiency Basic one-onone trading Production Era Sales Era Supply equals demand Selling process important Marketing Dept. Era Supply Exceeds Demand Marketing a Subsidiar y Function Marketing Co. Era Supply exceeds demand Integrated role for marketing

    Demand exceeds supply


    Output expanded

    Copyright Atomic Dog Publishing, 2007

    The Marketing Concept

    Consumer Orientation

    Goal Orientation

    Marketing Concept
    Market-Driven Approach Value-Based Philosophy Integrated Marketing Focus

    Copyright Atomic Dog Publishing, 2007

    Focus of Selling Philosophy

    Production

    Selling

    Consumption

    Copyright Atomic Dog Publishing, 2007

    Focus of Marketing Philosophy

    Consumer Need Evaluation

    Integrated Marketing Effort

    Consumer Satisfaction

    Achievement of Organizational Goals

    Feedback

    Copyright Atomic Dog Publishing, 2007

    Selling Philosophy
    Output Sold to Consumers Looks at Individual, Single Consumer Seeks Sales Rather Than Profit Short-Term Goal Orientation Concerned with Current Inventory Reduction Narrower View of Consumer Needs Little Adaptation to Environment Informal Planning & Feedback

    Copyright Atomic Dog Publishing, 2007

    Marketing Philosophy
    Consumer-Oriented
    Stresses Research & Consumer Analysis Looks at Groups of Consumers Profit-Oriented Directed to Long-Range Goals

    Two-Way Interactive Process


    Appropriate Adaptation to Marketing Environment Broad View of Consumer Needs Integrated Planning & Feedback

    Copyright Atomic Dog Publishing, 2007

    Factors That Affect Customer Satisfaction


    Friendly Employees Courteous Employees

    Helpful Employees Quick Service Overall Customer Satisfaction

    Knowledgeable Employees Accuracy of Billing

    Billing Clarity

    Billing Timeliness

    Good Value

    Competitive Pricing

    Copyright Atomic Dog Publishing, 2007

    Relationship Marketing
    Through
    Relationship Marketing, companies build

    customer satisfaction
    and increase long-term customer loyalty.

    Copyright Atomic Dog Publishing, 2007

    Customer Service
    Customer Service tends to be intangible, but quite meaningful, to many customers. In todays highly competitive, global marketplace, the level of customer service a firm provides can affect its ability to attract and retain customers more than ever before.
    Copyright Atomic Dog Publishing, 2007

    Marketing Performers
    Manufacturer or Service Provider Final Consumer

    Organizational Consumer

    Basic Marketing Performers


    Wholesaler Retailer Marketing Specialist

    Copyright Atomic Dog Publishing, 2007

    Marketing Performers!
    Include:
    Consumers Manufacturers

    Service Providers
    Wholesalers Retailer

    Marketing Specialists

    Copyright Atomic Dog Publishing, 2007

    Basic Functions of Marketing


    Text Chapters
    See Chapters 3 & 22 See Chapters 2&4 See Chapters 57

    Environmental Marketing Analysis & Management Marketing Research TOTAL MARKETING EFFORT

    Price Planning

    See Chapters 2021

    Broadening the Scope of Marketing


    See Chapters 810

    See Chapters 1719

    Promotion Planning
    See Chapters 1416

    Consumer Analysis

    Product Planning
    See Chapters 1113

    Distribution Planning

    Copyright Atomic Dog Publishing, 2007

    8 Marketing Functions
    Environmental Analysis and Marketing Research: Monitoring and adapting to external factors that affect success or failure, such as the economy and competition; and collecting data to resolve specific marketing issues. Broadening the Scope of Marketing: Deciding on the emphasis to place, as well as the approach to take, on societal issues, global marketing, and the Web.
    Consumer Analysis: Examining and evaluating consumer characteristics, needs and purchase processes; and selecting the group(s) of consumers at which to aim marketing efforts.

    Copyright Atomic Dog Publishing, 2007

    8 Marketing Functions

    continued

    Product Planning (including goods, services, organizations, people, places, ideas): Developing and maintaining products, product assortments, product images, brands, packaging, and optional features, and deleting faltering products. Distribution Planning: Forming logistical relationships with intermediaries, physical distribution, inventory management, warehousing, transportation, allocating goods & services, wholesaling, and retailing.

    Promotion Planning: Communicating with customers, the general public, and others through some type of advertising, public relations, personal selling, and/or sales promotion.
    Copyright Atomic Dog Publishing, 2007

    8 Marketing Functions

    continued

    Price Planning: Determining price levels and ranges, pricing techniques, terms of purchase, price adjustments, and the use of price as an active or passive factor. Marketing Management: Planning, implementing, and controlling the marketing program (strategy) and individual marketing functions; appraising the risks and benefits in decision making; and focusing on total quality.

    Copyright Atomic Dog Publishing, 2007

    Chapter Summary
    This chapter illustrates the dynamic and influential nature of marketing from the perspective of businesses and consumers. It provides a definition of marketing and traces its evolution with emphasis on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing. The chapter shows the importance of marketing as a field of study. It describes the 8 basic functions of marketing and those that perform these functions.
    Copyright Atomic Dog Publishing, 2007

    You might also like