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

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.
Chapter 1: Marketing’s Role within Organizations For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Limited.
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.
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.
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.
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.
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.
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.