Introduction Chapter 1

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IntroductionChapter 1

• Marketing Exchange
• The Marketing Concept
• Marketings Role in the Organization
• The Marketing Mix
• The Marketing Process

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Examples of Marketing Exchanges
Road grader
Road construction company
Tractor company
Money
Good feelings
World Famine Relief Fund
Contributors
Money
Promised action
Political candidate
Voters
Votes
Skills/experience/expected effort
Job seeker
Prospective employer
Job offer
Information about drug abuse
Antidrug campaign
Potential drug user
Decreasing drug use
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Exchange

• The essence of marketing is a transaction (an
  exchange)
• an exchange
• occurs when two or more entities
• (1)
• (2)
• (3)

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What is Marketing?
Definition Marketing is the process of planning
and executing the conception, pricing, promotion
and distribution of ideas, goods and services to
create exchanges that satisfy individual and
organizational objectives. -American Marketing
Association (1985)
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What Is Marketing?

• The process of establishing and maintaining
• with and
• --Nickels
  and Wood (1997)

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General Comments on Marketing

• marketing occurs anytime someone strives to
  exchange something of value with someone else
• marketing encompasses sales, not vice versa
• marketing encompasses advertising, not vice versa

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The Marketing Concept



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The Marketing Concept

• all planning and operations
• all marketing activities in an organization
• customer oriented, coordinated marketing is
  essential to

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Fundamental Role of Marketing

• to represent
• marketing is the voice of the customer

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Marketing Strategies

• must be based on customer needs
• after needs are identified, marketers must
• develop products to meet those needs
• position products to target segments
• develop an effective marketing mix

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The Marketing Mix

• Represents major categories of marketing
  activity.
• Controllable variables in Marketing.
• Also called the Four Ps
• P
• P
• P
• P

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The Marketing Mix
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Why Relationship Marketing?
RELATIONSHIP MARKETING adds value to
transactional marketing by placing the emphasis
on keeping customers as well as attracting new
customers.
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Six Types of Utility

• Form
• Time
• Place

• Possession
• Information
• Service

Visa and Mastercard are registered trademarks.
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The Marketing Process
3
Segmentation, Targeting, Positioning
2
4
Marketing Research
1
5
Environmental Scanning
6
8
Relationship Building
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