Chapter 1: Creating customer relationships and value through marketing. After reading this chapter you should be able to: Define marketing and identify the diverse factors that influence marketing actions, explain how marketing discovers and satisfies consumer needs, distinguish between marketing mix factors and environmental forces, explain how organizations build strong customer relationships and customer value through marketing.
Trang 2Define marketing and identify the diverse factors influencing marketing actions.
Explain how marketing discovers and satisfies consumer needs.
Distinguish between marketing mix factors and environmental forces.
LO 1-3
LO 1-2
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
LO 1-1
Trang 3LO 1-5
LEARNING OBJECTIVES (LO)
AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO:
LO 1-4 Explain how organizations build strong
customer relationships and customer value through marketing.
Describe how today’s customer relationship era differs from prior eras.
Trang 4LAUNCHING A NEW BILLION-DOLLAR
FOOD CATEGORY—IN JUST SEVEN YEARS!
Developing Chobani’s Unique Greek Yogurt
Reaching Customers
Chobani Today
Chobani, Marketing, and You
Trang 5WHAT IS MARKETING?
• Involved in 1,000s of Buying Decisions
• Involved in Some Selling Decisions
LO 1-1
Trang 61 True 2 True 3. (c) plastic bottles
FIGURE 1-1 The
see-if-you’re-really-a-marketing-expert test
Trang 7 You Too Could Start a Successful
Business While in College!
WHAT IS MARKETING?
• Goal is to “Do Marketing!”
• Small Businesses Offer Marketing Careers
LO 1-1
Trang 10FIGURE 1-2 A marketing department relates to
many people, organizations, and environmental forces
Trang 12HOW MARKETING DISCOVERS CONSUMER NEEDS
THE CHALLENGE: NEW PRODUCTS
LO 1-2
Describe What They Need or Want
• “Focus on the Consumer Benefit”
• “Learn From Past Mistakes”
Trang 13Dr Care Vanilla-Mint Aerosol Toothpaste
What “benefits” and what “showstoppers?”
LO 1-2
Trang 14Terrafugia Transition
What “benefits” and what “showstoppers?”
LO 1-2
Trang 15Pepsi Next
What “benefits” and what “showstoppers?”
LO 1-2
Trang 16HOW MARKETING DISCOVERS CONSUMER NEEDS
NEEDS VS WANTS
LO 1-2
People to Buy the
“Wrong” Things?
Trang 17FIGURE 1-3 Marketing seeks to discover
consumer needs through research and then
satisfy them with a marketing program
Trang 18HOW MARKETING SATISFIES CONSUMER NEEDS
Trang 19HOW MARKETING DISCOVERS CONSUMER NEEDS
Trang 20THE MARKETING PROGRAM
Trang 21Target, Starbucks, and US Bank
What customer value strategy?
LO 1-4
Trang 22THE MARKETING PROGRAM
Trang 233M’S STRATEGY & MARKETING PROGRAM
DISCOVERING & STATISFYING STUDENT STUDY NEEDS
Post-it ® Flags
Trang 243M’S STRATEGY & MARKETING PROGRAM
DISCOVERING & STATISFYING STUDENT STUDY NEEDS
Trang 25FIGURE 1-4 Marketing programs for two new
3M Post-it ® brand products targeted at college
students and office workers
Trang 263M’S STRATEGY & MARKETING PROGRAM
DISCOVERING & STATISFYING STUDENT STUDY NEEDS
Trang 27FIGURE 1-5 Four different orientations in the
history of American business
Production Era
Sales Era Marketing Concept Era
Customer Relationship Era
• Market Orientation
Trang 28HOW MARKETING BECAME IMPORTANT
EVOLUTION OF THE MARKET ORIENTATION
LO 1-5
Management (CRM)
• What Firms Think They Offer Customers
• What Customers Say They Receive
Trang 29HOW MARKETING BECAME IMPORTANT
ETHICS AND SOCIAL RESPONSIBILITY
Trang 30HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING
Trang 31HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING
• Form Utility • Time Utility
Trang 32CHOBANI: MAKING GREEK YOGURT
A HOUSEHOLD NAME
VIDEO CASE 1