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Lecture Basic Marketing: A global managerial approach - Chapter 1: Marketing’s role within organizations

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After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...

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Nội dung Text: Lecture Basic Marketing: A global managerial approach - Chapter 1: Marketing’s role within organizations

  1. Basic Marketing A Global-Managerial Approach Stanley J. Shapiro Kenneth Wong William D. Perreault, Jr. E. Jerome McCarthy For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  2. Chapter 1:    Marketing’s Role within Organizations For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  3. Marketing Defined Micro­marketing Macro­marketing The performance of  A social process that  activities that seek to  directs an economy’s  accomplish an  flow of goods and  organization’s objectives  services to effectively  by anticipating customer  match supply and  needs and directing the  demand and to meet  flow of need­satisfying  society’s objectives. goods and services. 1­3 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  4. Utility and Marketing From Production Time Time Form Form Utility Utility Value Value that that comes comes Place Place from from satisfying satisfying human human needs needs Task Task Possession Possession Exhibit 1­1 From Marketing 1­4 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  5. Marketing’s Changing Role Focus: Simple Simple Trade Trade Era Era Sell Sell Surplus Surplus Focus: Production Production Era Era Increase Increase Supply Supply Focus: Sales Sales Era Era Beat Beat Competition Competition Marketing Focus : Marketing Department Department Era Era Coordinate Coordinate and and Control Control Marketing Focus : Marketing Company Company Long-Run Long-Run Era Era Customer Customer Satisfaction Satisfaction 1­5 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  6. The Marketing Concept Customer Customer Total Total Company Company Satisfaction Satisfaction Effort Effort The Marketing Concept Profit Profit Exhibit 1­2 1­6 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  7. Customer Value Reflects Benefits and Costs Customer value concerns the difference between the benefits a  customer sees from a firm’s market offering and the costs of  obtaining those benefits Costs Benefits The customer’s view of costs and benefits is not just limited  to economic (or even rational) considerations­­and a low  1­7 price may NOT result in superior value. For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
  8. Nonprofits Need Marketing, Too Non- Non- Non- Non- Customer Customer Economic Economic Support Support Measures Measures Characteristics of Nonprofit Organizations Poorly Poorly Organized Organized for forMarketing Marketing 1­8 For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
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