introduction to marketinglibvolume8.xyz/textile/btech/semester7/apparel... · dr. rosebloom ama...
TRANSCRIPT
chapter 1
Introduction to
Marketing
Harcourt, Inc.
Dr. Rosebloom
Objectives Objectives
�To develop an appreciation for
the historical perspective of how
markets have evolved
�To appreciate both views of the
evolution of marketing.
�To introduce marketing as an
exchange process
Dr. Rosebloom
�To understand the societal
implications of marketing
�To comprehend marketing as an
organizational process
�To introduce the fundamentals
of marketing strategy
Objectives Objectives
Dr. Rosebloom
Spontaneous Economic Combustion Spontaneous Economic Combustion
�Labor Specialization
�Consumption Satiation
Dr. Rosebloom
The Evolution of Marketing The Evolution of Marketing
Production Era
Sales Era
Marketing Era
Relationship
Marketing Era
Dr. Rosebloom
Orientation:
Dominant
time period:
The Evolution of Marketing The Evolution of Marketing
Production Era Production Era
� Business philosophy
focusing on
manufacturing
efficiency; demand
exceeds supply =
seller’s market
�Prior to the
1920s
Dr. Rosebloom
Orientation:
Dominant
time period:
Sales Era Sales Era
� Business philosophy
focusing on selling
existing products;
supply exceeds
demand = buyer’s
market
�Prior to the
1950s
The Evolution of Marketing The Evolution of Marketing
Dr. Rosebloom
Orientation:
Dominant
time period:
Marketing Era Marketing Era
� Business philosophy
focusing on
consumer wants and
needs; any
supply/demand
situation
�Last half of 20th
century
The Evolution of Marketing The Evolution of Marketing
Dr. Rosebloom
Orientation:
Dominant
time period:
Relationship Marketing Era Relationship Marketing Era
� Business philosophy
focusing on
reinforcing the
customer-oriented
focus of the
marketing era
�Last decade of
20th century
The Evolution of Marketing The Evolution of Marketing
Dr. Rosebloom
AMA Definition of Marketing AMA Definition of Marketing
�Marketing is the process of
planning and executing the
conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that will satisfy individual
and organizational
objectives
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
The definition of
marketing
includes the non-
profit sector of
society (homeless
shelter)
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
Hal Riney and
Partners
Oakland Museum
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
The definition of
marketing
includes the non-
profit sector of
society (U.S.
Army)
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
The Martin Agency
Drug Free America
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
The definition of
marketing
includes the non-
profit sector of
society (societal
cause)
Dr. Rosebloom
Broader Definition of Marketing Broader Definition of Marketing
The definition of
marketing
includes the non-
profit sector of
society (forest
protection)
Dr. Rosebloom
Exchange Process Exchange Process
Process by which one or more
parties give something of
value to each other to satisfy
perceived needs
Dr. Rosebloom
Exchanges Exchanges
Learning Environment Learning Environment
Tuition Tuition
Promised Action Promised Action
Votes Votes
Dr. Rosebloom
Exchanges Exchanges
Fee Fee
Consulting Consulting
Products/services Products/services
Money Money
Dr. Rosebloom
Exchanges Exchanges
Producer
Wholesaler
Retailer
Consumer
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Exchange Exchange
�Buying - seeking and
evaluating alternatives
� Selling - promotion of
alternatives to consumers
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Logistical Logistical
�Transporting - movement
of goods and services
� Storing - holding of goods
and services
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Dr. Rosebloom
Activities of Marketing Activities of Marketing
Facilitating Facilitating
� Financing - facilitating exchange
� Risk-taking - holding title
� Providing information -
understanding markets (consumer
and industrial)
� Standardizing and grading - sorting
by size and quality
Dr. Rosebloom
The Marketing Concept The Marketing Concept
� Customer orientation
� Coordinated effort by all departments
of the firm to satisfy customers
� Emphasis on long term profit
Dr. Rosebloom
Strategic Marketing Concept Strategic Marketing Concept
Corporate mission is to seek
� Sustainable competitive
advantage
�Meet customer needs
Dr. Rosebloom
Societal Marketing Concept Societal Marketing Concept
� Adoption of Marketing Concept
� Considering the needs of society as a
whole
� Environment
� Health
� Safety
Dr. Rosebloom
Marketing Myopia Marketing Myopia
�Short sightedness by business
firms causing management to
define their business too
narrowly
Dr. Rosebloom
Marketing Myopia Examples Marketing Myopia Examples
Myopic
Description:
�Railroad
company
�Electricity
company
�Television
network
Broad
Description:
�Transportation
company
�Power
company
�Entertainment
provider
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Product Distribution
Promotion Price
Target
Market
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Target Market Target Market
Group(s) of potential
customers toward which
a firm directs its
marketing mix(es)
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Product Strategy Product Strategy
� Identifying consumer needs and
wants
� New product development
� Designing the product
� Branding
� Packaging
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Distribution Strategy Distribution Strategy
�Physical distribution
�Channel management
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Pricing Strategy Pricing Strategy
�Pricing objectives
�Price determination
�Pricing policies
Dr. Rosebloom
The Marketing Mix Variables The Marketing Mix Variables
Promotion Strategy Promotion Strategy
�Advertising
� Personal selling
� Sales promotion
� POP, sponsorships, PR
Dr. Rosebloom
The Marketing Environment The Marketing Environment
�Microenvironment �Objectives and resources
�Macroenvironment �Competitive environment
�Legal/political environment
�Socio-cultural environment
�Economic environment
�Technological environment
Dr. Rosebloom
Environmental Scanning Environmental Scanning
� Identification of important
trends
�Analysis of impact on the
firm
Dr. Rosebloom
Separations Between Producers and Consumers Separations Between Producers and Consumers
Separations naturally exist between
producers and consumers, buyers
and sellers, and any other parties
who enter into exchanges
Dr. Rosebloom
� Producers and
consumers are
generally separated by
space or geography
Separations Between Producers and Consumers Separations Between Producers and Consumers
Spatial Separation Spatial Separation
Dr. Rosebloom
Functions Of Advertising Functions Of Advertising
Hal Riney and
Partners
Henry Weinhard
Dr. Rosebloom
� Producers and consumers want to produce and
consume at different times. Sales of skis
generally occur during the winter but
producers want to manufacture them all year
Separations Between Producers and Consumers Separations Between Producers and Consumers
Temporal Separation Temporal Separation
Dr. Rosebloom
� Producers may lack
information about
the whereabouts of
consumers and
consumers may lack
information about
the producer’s
offerings
Separations Between Producers and Consumers Separations Between Producers and Consumers
Perceptual Separation Perceptual Separation
Dr. Rosebloom
� There is a
separation between
producers and
consumers in
reference to title.
Producers pass
(exchange) title of
product/services for
title to the money
the consumer holds
Separations Between Producers and Consumers Separations Between Producers and Consumers
Ownership Separation Ownership Separation
Dr. Rosebloom
� There is a
separation between
producers and
consumers because
producers value the
costs and prices of
their products while
consumers value the
utility of the product
Separations Between Producers and Consumers Separations Between Producers and Consumers
Values Separation Values Separation
Dr. Rosebloom
Four Types of Utility Four Types of Utility
Utility Utility
Dr. Rosebloom
�Transformation of
raw materials
and/or labor into
a finished good
and/or service
that the consumer
desires
Four Types of Utility Four Types of Utility
Form Utility Form Utility
Dr. Rosebloom
Four Types of Utility Four Types of Utility
Form Utility Form Utility
The Martin Agency
Ping
Dr. Rosebloom
�Transformation of
raw materials
and/or labor into
a finished good
and/or service
that the consumer
desires
Four Types of Utility Four Types of Utility
Form Utility Form Utility
Dr. Rosebloom
Four Types of Utility Four Types of Utility
Utility Utility
Dr. Rosebloom
�Availability of a
good and/or
service where the
consumer wants
or needs it
Four Types of Utility Four Types of Utility
Place Utility Place Utility
Dr. Rosebloom
�Availability of a good and/or service
where the consumer wants or needs it
Four Types of Utility Four Types of Utility
Place Utility Place Utility
Dr. Rosebloom
�Availability of a
good and/or
service where the
consumer wants
or needs it
Four Types of Utility Four Types of Utility
Place Utility Place Utility
Dr. Rosebloom
Four Types of Utility Four Types of Utility
Utility Utility
Dr. Rosebloom
�Transferring title
of a good and/or
service from
producer to
consumer
Four Types of Utility Four Types of Utility
Ownership Utility Ownership Utility
Dr. Rosebloom
Four Types of Utility Four Types of Utility
Utility Utility
Dr. Rosebloom
�Availability of a
good and/or
service when
consumer
wants/needs it
Four Types of Utility Four Types of Utility
Time Utility Time Utility
Dr. Rosebloom
�Availability of a
good and/or
service when
consumer
wants/needs it
Four Types of Utility Four Types of Utility
Time Utility Time Utility
Dr. Rosebloom
Separations Functions of Marketing Utility
Spatial Transporting Place
Storing
Temporal Storing Time
Transporting
Financing
Risk-Taking
Perceptual Selling Form, plus
Providing Information facilitates
all others
Separations/Functions/Utility Separations/Functions/Utility
Dr. Rosebloom
Separations Functions of Marketing Utility
Ownership Buying Ownership
Selling
Risk-Taking
Financing
Values Buying Ownership
Selling Form
Standardizing and Grading
Providing Information
Separations/Functions/Utility Separations/Functions/Utility