Upload File

irwin/mcgraw-hill © the mcgraw-hill companies, inc., 1998 marketing creating value for customers...

  • Home
  • Documents
  • Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter
20
Marketing Creating Value for Customers Gilbert A. Churchill, Jr. Gilbert A. Churchill, Jr. J. Paul Peter J. Paul Peter

Upload: david-johnson

Post on 28-Dec-2015

219 views

Category:

Documents


1 download

Report

Tags:

TRANSCRIPT

Page 1: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998

MarketingCreating Value for Customers

Gilbert A. Churchill, Jr. J. Paul PeterGilbert A. Churchill, Jr. J. Paul Peter

Page 2: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Gilbert A. Churchill, Jr. J. Paul PeterGilbert A. Churchill, Jr. J. Paul Peter

Chapter 1

Marketing: Creating Value for Customers

Marketing

Page 3: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

1948 AMA

What is MarketingWhat is MarketingSlide1-1

• Marketing is the performance of business activities directed towards, and incident to, the flow of goods and services from the producer to consumer or user.

• 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 goals.

1985 AMA

Page 4: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Ability to Communicate Offer

Desire to Deal With Other Party

Freedom to Accept or Reject

At Least Two Parties

Slide1-2 Necessary Conditions for Exchange

The interchange of something of value between parties

Exchange Process

Page 5: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Importance of MarketingImportance of Marketing

Raw Materials and Production

Research andDevelopment

Packaging

Distribution

Selling Expense

Communications

Entry level salaries range between

$30,000 to $50,000

Slide1-3

Page 6: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Major Types of MarketingMajor Types of Marketing

TYPETYPE DESCRIPTIONDESCRIPTION EXAMPLEEXAMPLE

Product Marketing designed to create exchange for tangible products

Marketing designed to create exchanges for intangible products

Marketing designed to create favorable actions toward persons

Marketing designed to attract people to places

Marketing designed to create support for ideas or issues or to get people to change socially undesirable behaviors

Marketing designed to attract donors, members, participants or volunteers

Strategies to sell Gateway computers

Strategies by Hertz to rent cars to travelers

Strategies to get votes for Bill Clinton

Strategies to get people to vacation in Puerto Rico

Strategies to get people to stop using illicit drugs

Strategies to increase membership in the National Rifle Association

Service

Person

Place

Cause

Organization

Table1.1

Slide1-4

Page 7: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Levels of Marketing AnalysisLevels of Marketing Analysis

Macromarketing

• The study of marketing processes, activities, institutions, and results at a societal level.– Social responsibility– Business ethics

Micromarketing

• The study of marketing processes and activities at organizational, product, or brand levels.– Product development– Product distribution– Product pricing

Slide1-5

Page 8: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Marketing Management Philosophies

TYPETYPE DESCRIPTIONDESCRIPTION EXAMPLEEXAMPLE

Production Focus on efficiency of internal operations (not wants and needs)

Focus on aggressive selling techniques for overcoming customer resistance

Focus on satisfying customer needs and wants, long-term profitability, and integrating all organizational functions while achieving organizational objectives.

Focus on developing and delivering superior value to customers as a way to achieve organizational objectives.

Make the best black car you can and people will buy it

You don’t like the black car? I’ll throw in a free radio

What type of car do you want?

You will get a 5 year 100,000 mile warranty. This car is better than the one made 3 years ago.

Sales

Marketing

Value

Table1.1

Slide1-6

Page 9: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Stakeholders in Marketing ActivitiesStakeholders in Marketing Activities

Society at Large

OrganizationalOrganizationalActivitiesActivities

Marketing Marketing ActivitiesActivities

Competitors Suppliers Resellers

Go

vt.A

gen

cies

Em

ploy

ees

Local

CommunitiesSpecial Interest Groups

Lenders

Ow

ner

sC

usto

mer

s

Figure1.1

Slide1-7

Page 10: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Creating Value for CustomersFigure1.3

Slide1-8

Page 11: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

The Consequences of Superior Customer Value

Long TermLong TermProfitableProfitableRelationshipsRelationships

CustomerCustomerLoyaltyLoyalty

CustomerCustomerSatisfactionSatisfactionand Delightand Delight

SuperiorSuperiorCustomerCustomerValueValue

Figure1.4

Slide1-9

Page 12: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Transactional Transactional vsvs Relationship Relationship MarketingMarketing

Transactional Marketing

• Strategy that focus on attracting new customers– individual isolated exchanges– making the sale

Relationship Marketing

• Strategy that entails forging long-term partnerships with customers – offering value– providing satisfaction

Slide1-10

Page 13: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Marketing Management

ImplementImplementand controland controlMarketingMarketingActivitiesActivities

Developing Developing MarketingMarketingMixMix

UnderstandingUnderstandingCustomersCustomersand Marketsand Markets

Develop Develop Marketing PlanMarketing Planand Strategiesand Strategies

Figure1-5

Slide1-11

The process of setting marketing goals for an organization and planning, implementing, and controlling strategies to meet them.

Page 14: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Marketing PlanMarketing Plan

• Executive Summary• Introduction• Situation Analysis• Competitive Analysis• Marketing Planning • Implementation and Control• Summary• Appendix • References

Slide1-12

Page 15: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Slide1-13

Target Market

TargetMarket

The portion of a market that an organization attempts to serve with its marketing mix. The group most likely to buy a firm’s product

Page 16: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Slide1-14

Marketing Mix

The strategic tools a firm uses to create value for customers and achieve organizational objectives. Elements created by management to satisfy mutually satisfying exchanges.

Price

PromotionPlacement

Product

Four P’s

Page 17: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Price

PromotionPlacement

Product

Slide1-15

Marketing Mix - Product

Something offered by marketers to customers for exchange. It may be a good, service, or an idea.

TargetMarket

Page 18: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Slide1-16

Marketing Mix - Price

The amount of money or other resources required to exchange for goods and services. Sometimes called rent, fee, tuition, toll, etc.

Price

PromotionPlacement

Product

TargetMarket

Page 19: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Slide1-17

Marketing Mix - Placement

The channels of distribution used to get products and services to market. Including wholesalers and retailers.

Price

PromotionPlacement

Product

TargetMarket

Page 20: Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Marketing Creating Value for Customers Gilbert A. Churchill, Jr. J. Paul Peter

Slide1-18

Marketing Mix - Promotion

The personal and impersonal means used to inform, persuade, and remind customers about products and services. This includes advertising, sales promotion, publicity, and personal selling.

Price

PromotionPlacement

Product

TargetMarket


Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2004

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill © 2005 The McGraw-Hill Companies, Inc. All rights reserved. 1 The Sociological Perspective McGraw-Hill © 2005 The McGraw-Hill Companies, Inc

McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 3-1 McGraw-Hill © 2006 The McGraw-Hill Companies, Inc. All rights reserved. SOCIOLOGY:

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All

McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. 1

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

Mcgraw Hill

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

McGraw-Hill Ryerson Copyright © 2006 by The McGraw-Hill

McGraw-Hill©The McGraw-Hill Companies, Inc., 2000 SUBNETTING

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

McGraw-Hill The McGraw-Hill Companies, Inc., 2004

McGraw-Hill © 2005 The McGraw-Hill Companies, Inc. All rights reserved. 1 The Sociological Perspective CHANGING SOCIETY part McGraw-Hill © 2005 The McGraw-Hill

McGraw-Hill 6-1. 6 McGraw-Hill Communications, Networks, & Safeguards

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 3 Global Marketing Challenges Marketing

McGraw-Hill Science Newsroom - Macmillan/McGraw-Hill€¦ · McGraw-Hill Science Newsroom Primary Edition complements the McGraw-Hill Science 2000textbook series by offering one interactive

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

McGraw-Hill 10-1. 10 McGraw-Hill Systems Analysis & Programming

Correlated to Macmillan/McGraw-Hill€¦ · Mondo Bookshop - Grade K correlated to Macmillan/McGraw-Hill Treasures. Mondo Bookshop Macmillan/McGraw-Hill Treasures. Mondo Macmillan/McGraw-Hill