ba 101 introduction to business chapters 12-13-14-15 marketing function
TRANSCRIPT
What is Marketing?
IndividualIndividualObjectivesObjectives
OrganizationalOrganizationalObjectivesObjectives
ConceptionConception PricingPricing PromotionPromotion DistributionDistribution
IdeasIdeas ServicesServices GoodsGoods
Core Marketing Concepts
Goods and Services
Value, Qualityand SatisfactionExchange, Transaction
and Relationships
Needs, Wants,and Demands
Markets
Selling Concept vs. Marketing Concept
StartingPoint
Focus Means Ends
ExistingProductsFactory
Selling andPromoting
Profits ThroughSales Volume
CustomerNeedsMarket
IntegratedMarketing
Profits ThroughCustomer Satisfaction
The Selling Concept
The Marketing Concept
Customer Satisfaction
Positive Customer Experiences
Negative Customer Experiences
Greater customer loyalty
Positive “word of mouth”
More sales opportunities
Less price sensitivity
Damaged business reputation
Negative “word of mouth”
Fewer sales opportunities
Reduced business prospects
Understanding Today’s Customers
SophisticatedSophisticated
Price SensitivePrice Sensitive
DemandingDemanding
InformedInformed
Understanding Today’s Customers
Organizational MarketOrganizational Market Consumer MarketConsumer Market
Industry/CommerceIndustry/CommerceIndustry/CommerceIndustry/Commerce
ResellersResellersResellersResellers
GovernmentGovernmentGovernmentGovernment
IndividualsIndividualsIndividualsIndividuals
FamiliesFamiliesFamiliesFamilies
HouseholdsHouseholdsHouseholdsHouseholds
Marketing ResearchMarketing ResearchMarketing ResearchMarketing Research
How can we use information for marketing purposes?
How can we use information for marketing purposes?
Develop the Marketing Strategy
Segments and NichesSegments and Niches
Market PositionMarket Position
Target MarketsTarget Markets
Marketing MixMarketing Mix
Developing the Marketing Mix
Social ResponsibilitySocial Responsibility
Social ResponsibilitySocial Responsibility
Bus
ines
s Et
hics
Bus
ines
s Et
hics
Business Ethics
Business Ethics
PromotionPromotionPlacePlace
PricePriceProductProduct
CompetitionCompetition EconomicsEconomics
NatureNature
PoliticsPoliticsRegulationRegulationTechnologyTechnology
SocietySociety Target Market
Product: It is a combination of benefitsProduct: It is a combination of benefits
Core BenefitsCore Benefits
Brand Name Features
QualityLevel DesignPackaging
Installation Warranty
Upgrades Accessories
Deliveryand Credit
After-SaleService
The Product Continuum
GoodsProducts
IdeasServices
Salt Shoes VCR Auto FastFood
Cruise Consulting EducationInsurance
TangibleDominant
IntangibleDominant
Characteristics ofService Products
IntangibleIntangibleQualityQuality
IntangibleIntangibleQualityQuality
PerishablePerishableNatureNature
PerishablePerishableNatureNature
TimeTime
IntroductionIntroduction GrowthGrowth MaturityMaturity DeclineDecline
In-FlightInternetService
Digital MusicPlayers
DVD Players VCRs
++00
Sal
es V
olum
e (u
nits
)S
ales
Vol
ume
(uni
ts)
Sales
Profits
The Product Life CycleThe Product Life Cycle
• New-to-the-world products
• New product lines • Additions to existing
product lines • Improvements or
revisions of existing products
• New Product Development (NPD)
New ProductNew Products and NPDs and NPD
Product Lineand Product Mix
MeatMeatMilkMilk Fruit JuiceFruit Juice
MeatballsMeatballs
SausagesSausages
Product Line
Product Mix
SalamiSalami
Developing Pricing Strategies
QualityQualityPerceptionsPerceptions
QualityQualityPerceptionsPerceptions
MarketingMarketingObjectivesObjectivesMarketingMarketingObjectivesObjectives
ConsumerConsumerDemandDemand
ConsumerConsumerDemandDemand
GovernmentGovernmentRegulationsRegulations
GovernmentGovernmentRegulationsRegulations
Break-Even Analysis
Break-EvenPoint $$ Profits $$
More Than
$$ Losses $$
Less Than
Fixed costs
Selling price per unit-Variable costs per unit
Cost-Based PricingCost-Based Pricing
Other Pricing Strategies
Price-BasedPrice-Based
OptimizationOptimization
SkimmingSkimming
PenetrationPenetration
Distribution Channel Length
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
Business User
Business User
BusinessUser
BusinessUser
Consumer Goods and Services
Business Goods and Services
ProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer
Agent/BrokerAgent/Broker
WholesalerWholesaler
WholesalerWholesaler
RetailerRetailer
RetailerRetailer
RetailerRetailer
ProducerProducer WholesalerWholesaler
Market Coverage
Distribution
Convenience Goodsand Organizational Supplies
Expensive Technicalor Specialty Products
Intensive Selective Exclusive
Elements of Promotion
Personal sellingPersonal selling
AdvertisingAdvertising
Direct marketingDirect marketing
Sales promotionSales promotion
Public relationsPublic relations
The Promotional Mix
Activity Reach Timing FlexibilityCost/
Exposure
Personal Selling
Advertising
DirectMarketing
SalesPromotion
PublicRelations
Direct InteractionLimited Reach
Indirect InteractionLarge Reach
Direct InteractionLarge Reach
Indirect InteractionLarge Reach
Indirect InteractionLarge Reach
Regular Contact
Regular Contact
Intermittent
Intermittent
Intermittent
TailoredMessage
Standard Message
CustomizedMessage
StandardMessage
StandardMessage
Relatively High
Low to Moderate
Relatively High
Varies
No Direct Cost
Personal Selling
Customer-OrientedMarketing
Customer-OrientedMarketing
Partnerships withCustomers
Partnerships withCustomers
Product AwarenessProduct AwarenessProduct AwarenessProduct Awareness
Product ImageProduct ImageProduct ImageProduct Image
Consumer DemandConsumer DemandConsumer DemandConsumer Demand
Advertising and Direct Marketing
Major Advertising Media
NewspapersNewspapers
E-mailE-mail
TelevisionTelevision Direct MailDirect Mail
InternetInternetMagazinesMagazinesRadioRadio
OutdoorOutdoor
Consumer Sales Promotions
CouponsCoupons
RebatesRebates
Point-of-PurchasePoint-of-Purchase
Special-Event AdvertisingSpecial-Event Advertising
SamplesSamples
PremiumsPremiums
Cross-PromotionsCross-Promotions
Specialty AdvertisingSpecialty Advertising
Public Relations
NewsConferences
NewsReleases
CommunityRelations
PressRelations
InvestorRelations
GovernmentAffairs
Product Publicity
Integrated Marketing CommunicationsIntegrated Marketing Communications
IMCIMCIMCIMC
PublicPublicRelationsRelations
PersonalPersonalSellingSelling
ProductProductAdvertisingAdvertising
DirectDirectMarketingMarketing
SalesSalesPromotionPromotion
EffectivenessEffectiveness
ConsistencyConsistency
Imp
act
Imp
actC
lari
tyC
lari
ty