1、Chapter 1,Marketing in a Changing World: Creating Customer Value and Satisfaction,2,Road Map: Previewing the Concepts,Define what marketing is and discuss its core concepts. Explain the relationships between customer value, satisfaction, and quality. Define marketing management and understand how ma
2、rketers manage demand and build profitable customer relationships. Compare the five marketing management philosophies. Analyze the major challenges facing marketers heading into the new “connected” millennium.,3,What is Marketing?,Simply put: Marketing is the delivery of customer satisfaction at a p
3、rofit. Goals: Attract new customers by promising superior value and keep and grow current customers by delivering satisfaction.,4,Core Marketing Concepts (Fig. 1-1),5,Marketing Defined,Process by which individuals and groups obtain what they need and want through creating and exchanging products and
4、 value with others.,6,What are Consumers Needs, Wants, and Demands?,7,Experiences,Persons,Products Anything that can be Offered to a Market to Satisfy a Need or Want,Places,Organizations,Ideas,Activities,What Will Satisfy Consumers Needs and Wants?,Services Activity or Benefit Offered for Sale That
5、is Essentially Intangible and Doesnt Result in the Ownership of Anything,8,How Do Consumers Choose Among Products and Services?,Customer-Driven Quality,9,Exchanges,Transactions,Relationships Building a Marketing Network by Adding: Financial Benefits Social Benefits Structural Ties Profitable Custome
6、rs,How Do Consumers Obtain Products and Services?,10,Consider the following thought questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from your instructor. When was the last time you were completely satisfied with some
7、thing you purchased? What was it? Why were you satisfied? What did a marketer have to do with this?,Interactive Student Assignments,11,Modern Marketing System (Fig. 1-2),12,Marketing Management,Attracting new customers and retaining and building relationships with current customers,Profitable Custom
8、er Relationships,Finding and increasing demand, also changing or reducing demand such as in Demarketing,Demand Management,Involves managing demand, which involves managing customer relationships,Marketing Management,13,Stage 1. Entrepreneurial Marketing,Stage 2. Formulated Marketing,Stage 3. Intrepr
9、eneurial Marketing,Marketing Management Practice,14,Production Concept,Product Concept,Selling Concept,Marketing Concept,Societal Marketing Concept,Customer-Driven,Marketing Management Philosophies,15,Marketing and Sales Concepts Contrasted (Fig. 1-3),16,Societal Marketing Concept (Fig. 1-4),http:/
10、are the major differences between the Marketing Concept and the Societal Marketing Concept?,Discussion Question,18,Marketing Challenges in the New “Connected” Millennium (Fig. 1-5),19,Learn About & Track Customers With Databases,Communicate With Customers in Groups Or One-on-One,Create Products & Se
11、rvices Tailored to Meet Customer Needs,Distribute Products More Efficiently & Effectively,Connecting Technologies in Computers, Telecommunications, Information, & Transportation Help To:,Technologies for Connecting,20,The Internet,The Internet has been hailed as the technology behind a New Economy.
12、New applications include: “click-and-mortar” companies “click-only” companies Business-to-business e-commerce Business-to-business transactions online are expected to reach $3.6 trillion in 2003. By 2005, 500,000 companies will use the Internet to do business.,21,Connections With Customers,Most mark
13、eters are targeting fewer, potentially more profitable customers. Asking: What value does the customer bring to the organization? Are they worth pursuing? Connecting for a customers lifetime.,22,BankOne (Marketing at Work 1-3),BankOne focuses on connecting with customers they can serve profitably. P
14、remier One customers know that they are “special, exclusive, privileged, valued.” http:/ Connections With Customers,Many companies use technologies to let them connect more directly with their customers. Products available via telephone, mail-order catalogs, kiosks and e-commerce. Some firms sell on
15、ly via direct channels (i.e. Dell Computer, http:/ others use a combination. Direct marketing is redefining the buyers role in connecting with sellers. Buyers are active participants in shaping the marketing offer and process; some buyers design their own products online such as at http:/ With Marke
16、tings Partners,Connecting Inside the Company Every employee must be customer-focused Teams coordinate efforts toward customers,Connecting With Outside Partners Supply Chain Management Strategic Alliances,25,Connections With the World Around Us,Global Connections,Value Connections,Social Responsibili
17、ty Connections,Broadening Connections,26,Rest Stop: Reviewing the Concepts,Define what marketing is and discuss its core concepts. Explain the relationships between customer value, satisfaction, and quality. Define marketing management and examine how marketers manage demand and build profitable cus
18、tomer relationships. Compare the five marketing management philosophies. Analyze the major challenges facing marketers heading into the next millennium.,Chapter 2,Strategic Planning and the Marketing Process,28,Road Map: Previewing the Concepts,Explain companywide strategic planning and its four ste
19、ps. Discuss how to design business portfolios and growth strategies. Explain functional planning strategies and asses marketings role in strategic planning. Describe the marketing process and the forces that influence it. List the marketing management functions, including the elements of a marketing
20、 plan.,29,Strategic Planning,Many companies operate without formal plans, yet these plans can provide many benefits such as: encouraging management to think ahead systematically, forcing managers to clarify objectives and policies, and helping the company to anticipate and respond quickly to environ
21、mental changes and sudden developments.,30,Strategic Planning,Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organizations Goals and Capabilities and Its Changing Marketing Opportunities.,31,Steps in Strategic Planning (Fig. 2-1),32,3M,A mission statement
22、 is a statement of an organizations purpose. “ 3M solves peoples problems by putting innovation to work for them.” http:/ Company Objectives and Goals,34,Designing the Business Portfolio,The business portfolio is the collection of businesses and products that make up the company. The company must: a
23、nalyze its current business portfolio or Strategic Business Units (SBUs), decide which SBUs should receive more, less, or no investment, develop growth strategies for adding new products or businesses to the portfolio.,35,Question MarksHigh growth, low share Build into Stars or phase out Require cas
24、h to hold market share,StarsHigh growth & shareProfit potential May need heavy investment to grow,Cash CowsLow growth, high shareEstablished, successfulSBUsProduce cash,DogsLow growth & share Low profit potential,Relative Market ShareHigh Low,Market Growth RateLow High,Analyzing Current SBUs: BCG Gr
25、owth-Share Matrix (Fig. 2-2),?,36,Can be Difficult, Time-Consuming, Costly to Implement,Difficult to Define SBUs & Measure Market Share/Growth,Focus on Current Businesses, But Not Future Planning,Can Lead to Unwise Expansion or Diversification,Problems With Matrix Approaches,37,Form students into gr
26、oups of three to five members. Each group should answer the following questions pertaining to the opening chapter material on Intel, then discuss in class: Why has Intel been so successful? What has been the companys primary strategy? What role has innovation played in Intels success?,Interactive St
27、udent Assignments,38,1. MarketPenetration,2. MarketDevelopment,3. ProductDevelopment,4. Diversification,Existing Markets,New Markets,Existing Products,New Products,Product/Market Expansion Grid (Fig. 2-3),39,Product/Market Expansion Grid Based on Starbucks,Market Penetration: making more sales to cu
28、rrent customers without changing its products. How? Add new stores in current market areas, improvements in advertising, prices, etc. Market Development: identify and develop new markets for its current products. How? Review new demographic (senior consumers) or geographic (Asian, European & Austral
29、ian) markets.,40,Product/Market Expansion Grid Based on Starbucks,Product Development: offering modified or new products to current markets. How? Increasing food offerings, sell coffee in supermarkets, extend to Frappuccino drinks. Diversification: start up or buy businesses outside current products
30、 and markets. How? Currently testing two new restaurant concepts Cafe Starbucks and Circadia, or branded casual clothing.,41,Guiding Philosophy,Inputs to Strategic Planners,Marketings Role in Strategic Planning,Design Strategies,Planning Cross-Functional Strategies,Customer Satisfaction,42,Value Del
31、ivery Network,Companys Value Chain,Suppliers,Distributors,Customers,43,The Marketing Process (Fig. 2-4),44,Connecting With Customers,Market Segmentation: determining distinct groups of buyers (segments) with different needs, characteristics, or behavior. Market Targeting: evaluating each segments at
32、tractiveness and selecting one or more segments to enter. Market Positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. i.e. Chevy Blazer is “like a rock.”,45,What is the difference between a market se
33、gment and a market target?,Discussion Question,46,Developing the Marketing Mix (Fig. 2-5),47,The 4 Ps & 4 Cs of the Marketing Mix,4 Ps Product Price Place Promotion,4 Cs Customer Solution Customer Cost Convenience Communication,48,Managing the Marketing Effort (Fig. 2-6),49,Contents of a Marketing P
34、lan (Table 2-2),50,Formats for Organizing the Department Include:,Geographic Organization,Combination Plan,Market or Customer Organization,Functional Organization,Product Management Organization,Marketing Department Organization,51,Marketing Control Process (Fig. 2-7),52,Review of Concept Connection
35、s,Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies. Explain functional planning strategies and assess marketings role in strategic planning. Describe the marketing process and the forces that influence it. List the marketing m
36、anagement functions, including the elements of a marketing plan.,Chapter 3,Marketing in the New Internet Economy,54,Road Map: Previewing the Concepts,Identify the major forces shaping the new Internet Age. Explain how companies have responded to the Internet and other powerful new technologies with
37、e-business strategies, and how these strategies have resulted in benefits to both buyers and sellers. Describe the four major e-commerce domains. Discuss how companies go about conducting e-commerce to profitably deliver more value to customers. Overview the promise and challenges that e-commerce pr
38、esents for the future.,55,Major Forces Shaping the Internet Age (Fig. 3-1),56,Major Forces Shaping the Internet Age,Digitalization & Connectivity Intranets connect people within a company. Extranets connect a company with its suppliers. Internet connects users all around the world.,Internet Explosio
39、n Explosive growth forms the heart of the New Economy. Companies must adopt Internet technology or risk being left behind.,57,Old Economy Revolved Around Manufacturing Companies. New Economy Revolves Around Information Businesses.,Customization and Customerization,58,Marketing Strategy in the New In
40、ternet Age,Conducting business in the new Internet Age will call for a new model for marketing strategy and practice.,All buying and selling may involve direct electronic connections between companies and customers. Marketing should play the lead role in shaping new company strategy.,59,e-Business,
41、e-Commerce, and e-Marketing in the Internet Age,e-Business Involves the Use of Intranets, Extranets & the Internet to Conduct a Companys Business,e-Commerce Involves Buying & Selling Processes Supported by Electronic Means,E-Marketing “e-selling” side of e-commerce,60,Benefits to Buyers,ConvenientBu
42、ying is Easy and PrivateGreater Product Access and SelectionAccess to Comparative InformationBuying is Interactive and Immediate,e-commerce Yields the Following Benefits to Buyers,61,Benefits to Sellers,Customer Relationship BuildingReducing Costs & Increasing Speed and EfficiencyOffers Greater Flex
43、ibilityTruly Global Medium,e-commerce Yields the Following Benefits to Sellers,62,Consider the following thought questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to questions from your instructor. What is the new Internet Age? Wha
44、t are the major forces shaping this new Internet Age? What is the difference between an intranet, extranet, and Internet?,Interactive Student Assignments,63,E-Commerce Domains (Fig. 3-2),64,B2C (Business to Consumer),Sales expected to increase from $34 billion in 2001 to $130 billion by 2006. Provid
45、es e-marketers with access to consumers in all age groups. More customer-initiated and customer-controlled.,65,B2B (Business to Business),Estimates are that B2B e-commerce will reach $3.6 trillion in 2003. By 2005, more than 500,000 enterprises will participate as buyers, sellers, or both.,Much e-co
46、mmerce takes place in open trading networks: http:/ Some companies are also setting up private trading networks (PTNs),66,C2C (Consumer to Consumer),Occurs between people over a wide range of products and services. EBays C2C transacted more than $5 billion in trades last year. Involves interchanges
47、of information through: Forums Newsgroups,67,C2B (Consumer to Business),Todays consumers can contact and communicate with companies. Consumers can search out sellers on the Web, learn about their offers, and initiate purchases. Example: Using http:/ consumers can bid for airline tickets, hotel rooms
48、, etc. Then, sellers decide whether to accept their offers.,68,What are your biggest fears about doing business online? How could a marketer deal with these fears and reduce them?,Discussion Questions,69,Types of e-Marketers (Fig. 3-3),70,Click-Only Companies,Types of Click-Only Companies,71,Reasons for D Failures,Prices and margins were often very low,Lack of good distribution delivery processes,Poorly designed Web sites,Attention on gathering new customers instead of building brand loyalty,Spending offline to establish brand identities,Spin & hype instead of marketing strategies,
