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Principles of Marketing BA 3365 Section 006 Introduction to Marketing

Principles of Marketing BA 3365 Section 006 Introduction to Marketing. Professor Andrei Strijnev The University of Texas at Dallas Fall 2005. 1. DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING. C HAPTER. WHAT IS MARKETING?. Marketing : Using Exchanges to Satisfy Needs

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Principles of Marketing BA 3365 Section 006 Introduction to Marketing

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  1. Principles of Marketing BA 3365 Section 006 Introduction to Marketing Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

  2. 1 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING CHAPTER

  3. WHAT IS MARKETING? • Marketing: Using Exchanges to Satisfy Needs • The Diverse Factors Influencing Marketing Activities

  4. FIGURE 1-3An organization’s marketing department relates to many people, groups, and forces

  5. Toro’s iMow What “benefits” and what “showstoppers”?

  6. HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS • Discovering Consumer Needs • The Challenge of Launching Winning New Products • Consumer Needs and Consumer Wants • What a Market Is

  7. FIGURE 1-4Marketing’s first task: discovering consumer needs

  8. HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS • Satisfying Consumer Needs • Target market • The Four Ps: Controllable Marketing Mix Factors • The Uncontrollable, Environmental Factors

  9. Wal-Mart Customer Value: Best Price

  10. Lands’ End Customer Value: Exceptional Service

  11. THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT • Global Competition, Customer Value, and Customer Relationships • Relationship Marketing and the Marketing Program • Relationship Marketing: Easy to Understand • Relationship Marketing: Difficult to Implement • The Marketing Program

  12. FIGURE 1-5Marketing’s second task: satisfying consumer needs

  13. A Marketing Program for Rollerblade Expanding the Market for Rollerblade Skates Exploiting Strengths in Technology THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT

  14. Rollerblade In-line Skate Segment: Women

  15. Rollerblade In-line Skate Segment: Kids

  16. FIGURE 1-6Marketing programs for two of Rollerblade’s skates, targeted at two distinctly different customer segments: fast-growing kids and fitness skaters.

  17. HOW MARKETING BECAME SO IMPORTANT • Evolution of Market Orientation • Production Era • Sales Era • The Marketing Concept Era • The Market Orientation Era • Customer relationship management (CRM)

  18. FIGURE 1-7Four different orientations in the history of American business

  19. HOW MARKETING BECAME SO IMPORTANT • Ethics and Social Responsibility:Balancing the Interests of Different Groups • Ethics • Social Responsibility • Societal marketing concept • Macromarketing • Micromarketing

  20. HOW MARKETING BECAME SO IMPORTANT • The Breadth and Depth of Marketing • Who Markets? • What is Marketed?

  21. Hermitage Museum Outside View

  22. Hermitage Museum Statue

  23. HOW MARKETING BECAME SO IMPORTANT • The Breadth and Depth of Marketing (cont) • Who Buys and Uses What is Marketed? • Ultimate consumers • Organizational buyers • Who Benefits? • How Do Consumers Benefit? • Utility

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