After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...
Trang 1For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Basic Marketing A Global-Managerial Approach
Stanley J Shapiro Kenneth Wong William D Perreault, Jr.
E Jerome McCarthy
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Marketing’s Role
within Organizations
Trang 3For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Marketing Defined
Micromarketing
The performance of
activities that seek to
accomplish an
organization’s objectives
by anticipating customer
needs and directing the
flow of needsatisfying
goods and services.
Macromarketing
A social process that directs an economy’s flow of goods and
services to effectively match supply and demand and to meet society’s objectives.
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Trang 4Utility and Marketing
From Production
Form
Task
Task
Time
Place
Possession
Possession
Utility
Value that comes from satisfying human needs
Utility
Value that comes from satisfying human needs
Trang 5For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Simple Trade Era
Production Era
Sales Era
Marketing Department
Era
Marketing Department
Era
Marketing Company
Era
Marketing Company
Era
Sell Surplus
Increase Supply
Beat Competition
Coordinate and Control
Long-Run Customer Satisfaction
Long-Run Customer Satisfaction
Focus:
Focus:
Focus:
Focus :
Focus :
Marketing’s Changing Role
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Trang 6The Marketing Concept
Profit
Customer Satisfaction
Customer
Total Company
Effort
The Marketing Concept
Trang 7For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Customer Value Reflects Benefits and Costs
Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of
obtaining those benefits
The customer’s view of costs and benefits is not just limited
to economic (or even rational) considerationsand a low
price may NOT result in superior value.
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Trang 8Nonprofits Need Marketing, Too
Poorly Organized for Marketing
Poorly Organized for Marketing
Non-Customer Support
Non-Customer Support
Non-Economic Measures
Non-Economic Measures
Characteristics
of Nonprofit Organizations