Chapter 1 PowerPoint Slide 1-30 (Exhibit 1-6) is called putting it all together. There are six components: offer superior value, attract customers, satisfy customers, retain customers, increase sales to customers and build profitable customer relationship
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Chapter 1 Marketing’s Value to Consumers, Firms, and Society
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.
1-2
At the end of this presentation,
you should be able to:
1. know what marketing is and why you should learn about it.
2. understand the difference between marketing and macro-marketing.
3. know the marketing functions and why marketing specialists—including intermediaries and collaborators—develop to perform them.
4. understand what a market-driven economy is and how it adjusts the macro- marketing system.
1-3
At the end of this presentation,
you should be able to:
5. know what the marketing concept is— and how it should guide a firm or nonprofit organization.
6. understand what customer value is and why it is important to customer satisfaction.
7. know how social responsibility and marketing ethics relate to the marketing concept.
8. understand important new terms.
1-4
All Those
Bicycles!
Marketing—What’s It All About?
More Than Selling and Advertising
1-5
Things a Firm Should Do
in Producing a Bike
Predict Wants
Estimate Demand
Determine Where
Estimate Price
Decide Promotion
Estimate Competition
Provide Service
Analyze Needs
1-6
Production vs. Marketing
Creates Customer Satisfaction
Marketing
Makes sure right goods &
services are produced
Production
• Making goods
• Performing services
1-7
Marketing Is Important to You
Important to every consumer!
Important to your job!
(and your next job, too)
Affects innovation and
standard of living
1-8
How Should We Define
Marketing?
and
Macro View
Accomplishes the
objectives of society
Matches supply with
demand
Concerned with how
marketing affects society
and vice versa
Micro View
Anticipates customers’
needs
Directs flow of goods and
services
Performed by individual
organizations
1-9
Identify Customer Needs
1-10
Marketing
Key
Characteristics
Profit and
Nonprofit
More than
Persuasion
Begins with
Needs
Doesn’t do it
Alone
Involves
Exchanges
Builds
Relationships
1-11
Macro-Marketing
Key
Characteristics
Matches Producers and
Consumers
Emphasis Is on
Whole System
Every Economy
Needs It
1-12
Marketing Facilitates Production
and Consumption (Exhibit 1-1)
Production Sector
Marketing
needed to
overcome
discrepancies and separations
Discrepancies of Quantity
Discrepancies of
Assortment
Spatial Separation
Separation in Time
Separation of Information
Separation in Values
Separation of Ownership
Consumption Sector
1-13
Separation Between Producers
and Consumers
Economies of Scale - Lower Unit Cost
Unit
Cost
$
Producers Consumers Marketing
Functions
Marketing Bridges the Gap!
Output
1-14
Overcoming
Spatial
Separation
1-15
Universal Functions of Marketing
Marketing Functions
Buying Selling
Transporting
Storing
Standardization
& Grading Financing
Risk Taking
Market
Information
1-16
Who Performs Marketing Functions?
Transport
Firms
ISP's
Product
Testing
Firms
Ad Agencies
Research
Firms
Wholesalers Other
Specialists
Retailers
Consumers
Producers
1-17
Economics Systems
OR
Command
Economy
• Government officials decide about production and distribution
• May work well if:
• Simple economy
• Little Variety
• Adverse Conditions
Market-Directed
Economy
• Adjusts itself
• Price is value
measure
• Freedom of
choice
• Government’s
role limited
• Public interest
groups
1-18
Model of a Market-Directed Macro-
Marketing System (Exhibit 1-2)
Many Individual Producers
(heterogeneous supply)
Intermediarie
s
Collaborators
Perform universal marketing functions
To overcome discrepancies and
separation of producers / consumers
To create value and direct flow of
need-satisfying goods and services
Many Individual Consumers
(heterogeneous demand)
Monitor by government(s)
& public interest groups
1-19
Marketing’s Role Has Changed a
Lot Over the Years Focus:
Sell Surplus
Long-Run
Customer Satisfaction
Focus:
Focus:
Increase Supply
Focus:
Beat Competition
Focus:
Coordinate & Control
Simple Trade Era
Production Era
Sales Era
Marketing Department
Era
Marketing Company
Era
1-20
Discovering Customer Needs
1-21
The Marketing Concept
(Exhibit 1-3)
Profit (or another measure
of long-term success) as
an objective
Total
company
effort
Customer
satisfaction
The
Marketing
Concept
1-22
Checking Your Knowledge A store that is popular with newlyweds runs a wedding gift registry.
Five minutes before closing time on a Sunday, a young couple enters
the store and wants to register—a process that usually takes 30
minutes or more. A sales associate advises the couple to come back
when they have more time, even though a recent memo from the
store’s regional manager specifically instructed store personnel to
stay after closing time to help such customers. Which key element
of the marketing concept is the main problem area in this situation?
A. Customer need
B. Total company effort
C. Customer satisfaction
D. Marketing orientation
E. Product orientation
1-23
Some Differences in Outlook between Adopters of the
Marketing Concept and Production-Oriented
Managers (Exhibit 1–4)
Topic Marketing Orientation
Production
Orientation
Attitudes toward customers
Customer needs
determine company
plans.
They should be glad
we exist, trying to cut costs and bringing
out better products.
Product offering Company makes what
it can sell.
Company sells what it
can make.
Role of marketing
research
To determine customer
needs and how well
company is satisfying
them.
To determine
customer reaction, if
used at all.
Interest in innovation Focus is on locating
new opportunities.
Focus is on technology and cost
cutting.
1-24
Topic Marketing Orientation Production
Orientation
Customer service
Satisfy customers after
the sale and they’ll
come back again.
An activity required
to reduce consumer
complaints.
Focus of advertising
Need-satisfying
benefits of goods and
services.
Product features and
how products are
made.
Relationship with
customer
Customer satisfaction
before and after sale
leads to a profitable long-run relationship.
Relationship ends
when a sale is made.
Costs
Eliminate costs that do
not give value to
customer.
Keep costs as low as
possible.
Some Differences in Outlook between Adopters of the
Marketing Concept and Production-Oriented
Managers (Exhibit 1–4)
1-25
The Marketing Concept and
Customer Value
Costs Benefits
Take Customer’s
Point of View
Customer May Not Dwell on Value
Where Does
Competition Fit?
Customer Value
Builds Relationships
Customer Value
Reflects
Benefits and Costs
1-26
Costs, Benefits, and Customer
Value (Exhibit 1-5)
Perceived
superior value
Perceived inferior value
High
High Low
Low
Costs target customer
sees to obtain benefits
Benefits target
customer sees in
a firm’s goods
and services
1-27
Interactive Exercise:
Customer Value
1-28
Checking Your Knowledge
Which of the following statements, made by marketing managers,
illustrates an understanding of the concept of customer value?
A. “It’s more important to acquire new customers than to retain
old ones.”
B. “The only time it’s really necessary to demonstrate superior
customer value is right before the actual sale.”
C. “My main concern is with meeting this month’s sales quota—I’ll
worry about relationship building later.”
D. “I might think my product is a good value, but what really counts
is if the customer thinks it’s a good value.”
E. “Customer value really boils down to which product is the least
expensive.”
1-29
Checking Your Knowledge
A computer manufacturer is attempting to increase the customer value associated with purchases of its products. Which of the following might be a way to achieve this increase in value?
A. Reduce price.
B. Increase technical support for customers.
C. Increase warranty coverage.
D. Offer free shipping.
E. Any of the above, depending on the needs of the target market.
1-30
Total Company
Effort to Satisfy
Customers
Total Company
Effort to Satisfy
Customers
Putting It All Together (Exhibit 1-6)
Build Profitable
Customer
Relationships
Attract
Customers
Offer Superior
Customer Value
Satisfy
Customers
Retain
Customers
Increase Sales to
Customers
1-31
The Marketing Concept Applies
in Nonprofit Organizations
Newcomers
to Marketing
Will “Satisfied
Customers”
Offer
Support?
The Bottom
Line?
May Not Be
Organized for
Marketing
Characteristics
of Nonprofit
Organizations
1-32
The Micro-
Macro
Dilemma
1-33
Social
Responsibility
The Marketing Concept, Social
Responsibility, and Marketing Ethics
Should All
Consumer Needs Be Satisfied?
What if Profits Suffer?
Micro - Macro
Dilemma
The Marketing Concept Guides Ethics
Do All
Marketers Act Responsibly?
Group Needs Individual Needs
1-34
Sample Criticisms of Marketing
(Exhibit 1-8)
Criticisms
Annoying and wasteful
Poor quality and unsafe
products
Unnecessary & high
price products
Serves the rich and
exploits the poor
Overpromise service
Easy consumer credit
Misuse of private
information of consumers
Interest in polluting
products
Makes people
materialistic
1-35
You should now be able to:
1. know what marketing is and why you should learn about it.
2. understand the difference between marketing and macro-marketing.
3. know the marketing functions and why marketing specialists—including intermediaries and collaborators—develop to perform them.
4. understand what a market-driven economy is and how it adjusts the macro- marketing system.
1-36
You should now be able to:
5. know what the marketing concept is— and how it should guide a firm or nonprofit organization.
6. understand what customer value is and why it is important to customer satisfaction.
7. now how social responsibility and marketing ethics relate to the marketing concept.
8. understand the important new terms.
1-37
Key Terms
1. production
2. customer satisfaction
3. innovation
4. marketing
5. pure subsistence economy
6. macro-marketing
7. economies of scale
8. universal functions of marketing
9. buying function
10. selling function
11. transporting function
12. storing function
13. standardization and grading
14. financing
15. risk taking
16. market information function
17. intermediary
18. collaborators
19. e-commerce
20. economic system
1-38
Key Terms
21. command economy
22. market-directed economy
23. simple trade era
24. production era
25. sales era
26. marketing department era
27. marketing company era
28. marketing concept
29. production orientation
30. marketing orientation
31. triple bottom line
32. customer value
33. micro-macro dilemma
34. social responsibility
35. marketing ethics
