Escolar Documentos
Profissional Documentos
Cultura Documentos
The Field of
Marketing
Sommers
Barnes
Karen A. Blotnicky
Mount Saint Vincent University, Halifax, NS
Copyright 2001 by McGraw-Hill Ryerson Limited
Chapter Goals
To gain an understanding of:
The relationship between exchange and marketing
How marketing applies to business and nonbusiness situations
The evolution of marketing
Services and relationship marketing
The factors that drive customer satisfaction
The difference between marketing and selling
The marketing concept
The impact of quality, service and ethics in modern
marketing
Marketings role in the global economy, in an
individual organization, and in your life
1-2
Definition of
Marketing
1-3
In the Socioeconomic
System:
Marketing creates
utilities:
Image utility is the
Place utility makes a
emotional or
product accessible to
psychological value
potential customers
that the customer
where they want it.
attaches to a
Time utility makes a
product or brand.
product available when Possession utility is
they want it.
created when
Information utility is
ownership is
created by informing
transferred to the
prospective buyers that a buyer.
product exists.
1-4
Copyright 2001 McGraw-Hill Ryerson Limited
Importance of Marketing
to Organizations
The basic reason for firms existence
is customers want satisfaction.
Marketing is the only revenueproducing activity for the firm.
Marketing has become increasingly
important for service firms and notfor-profit organizations.
1-5
1-6
The Importance of
Marketing
in
Your
Life
Marketing is a large part of your daily
life. Consumers are exposed to 3,000
commercial messages a day.
Studying marketing will make you a
better-informed customer.
Marketing probably relates -- directly or
indirectly -- to your career aspirations.
1-7
1-9
Fundamental Bases
for Exchange
Two or more people, or units, must be
involved
Parties must be willing to be involved
(voluntary participation)
Each party must have something of
value to contribute to the exchange
Parties must communicate with each
other to facilitate the exchange
process
Copyright 2001 McGraw-Hill Ryerson Limited
1 - 10
Evolution of Marketing
marketing has evolved from a production,
to a selling, to a marketing stage
in the production-orientation stage,
emphasis was on making a better physical
product
in the sales-orientation stage, the
emphasis was on how to sell that product
a marketing-oriented organization places
emphasis on satisfying the wants and
needs of customers
Copyright 2001 McGraw-Hill Ryerson Limited
1 - 11
PRODUCTION ORIENTATION
SALES ORIENTATION
SALES
ORIENTATION
MARKETING
ORIENTATION
Early 1930s
Mid-1950s
1900s
1 - 12
1 - 13
1 - 14
Drivers of
Customer Satisfaction
1 - 15
1 - 16
MarketingOriented
Kodak
We help preserve
beautiful
memories.
We make cameras
and film.
HewlettPackard
We make computer
printers.
Levi
Strauss
Caterpillar We make
1 - 17
+
Organizations
performance
objectives
+
+
Coordinated
marketing
activities
Customer
satisfaction
Organizational
success
1 - 18
.The
Societal
Marketing Concept
A revised philosophy,
called the societal
marketing concept,
concept
involves broadly defining
customer and taking a
long-term view of
customers satisfaction.
Copyright 2001 McGraw-Hill Ryerson Limited
1 - 19
Quality in Marketing
quality in what an organization offers is a major
contributor to value and customer satisfaction
if the customer is satisfied with the quality, he or
she is likely to return to buy again
quality is very much defined by the customer; it
also varies across individuals and over time
quality, as perceived by the customer, is influenced
not only by physical products but by service as well
requires a commitment from all staff to deliver the
highest quality possible
1 - 20
Another Innovation:
Mass Customization
An attempt to provide
affordable products customized
to come as close as possible to
meeting the needs of individual
customers.
This is made possible because
of advances in information
technology.
1 - 21
Ethics in Marketing
Marketing is intended to influence
the behaviour of customers and
others.
The use of marketing tools can create a
wide variety of ethical challenges.
There is disagreement over what
constitutes ethical or unethical
behaviour.
Ethics are standards of behaviour
generally accepted by society.
Ethics vary from society to society.
Copyright 2001 McGraw-Hill Ryerson Limited
1 - 22
1 - 23