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TODAY S O BJECTIVE
What is marketing? What is the marketing concept? How has marketing changed? What are marketing functions? Who performs them?
3.
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C OURSE O BJECTIVES
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C OURSE STRUCTURE
For marketing majors: good foundation of marketing concepts for other marketing courses.
For non-marketing business majors: good foundation of marketing concepts for a wellrounded manager.
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C LASS E TIQUETTE
No texting No web surfing laptop use is a privilege that can be revoked at my discretion
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To be prepared for every class To facilitate discussions on marketing management topics To be knowledgeable of the material
W HAT IS M ARKETING ?
C OMMON
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The Meaning of
Marketing
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E X P L A I N E D
Marketing
Organizational Function
Collection of Processes
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O RGANIZATIONAL F UNCTION
E X P L A I N E D
CEO
Finance
Marketing
Human Resources
Production
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C OLLECTION
E X P L A I N E D
OF
P ROCESSES
Assemble
Price
Promote
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C REATING VALUE
E X P L A I N E D
FOR
C USTOMERS
Value
$
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U NDERSTANDING
E X P L A I N E D
THE
M ARKET
Want
Need
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U NDERSTANDING
E X P L A I N E D
THE
M ARKET
Want
Need
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M ORE
A P P L I E D
Causes / Ideas
Products
Marketing
Places
Services
People
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M ARKETING
CONCEPT
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The Marketing
Concept is an
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T HE M ARKETING C ONCEPT
E X P L A I N E D
Value
Customer Relationships
Customer Loyalty
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T HE M ARKETING C ONCEPT
A P P L I E D
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E VOLUTION
A P P L I E D
OF
M ARKETING
Production Orientation
1850
1908 Model T 1st Sold
Sales Orientation
1930 1950
1945 World War II Ends
Consumer Orientation
1980
Relationship Orientation
Today
C ORPORATE S OCIAL
A P P L I E D
RESPONSIBILITY
accountability
How do products affect the
global environment?
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M ARKETING
FUNCTIONS
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services.
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T HE I MPORTANCE
T H I N K A B O U T I T
OF
M ARKETING
the business enterprise has two and only these two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
- Peter Drucker
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M ARKETING F UNCTIONS
E X P L A I N E D
Marketing
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M ARKETING F UNCTIONS
A P P L I E D The Organization
CEO
Finance
Marketing
Human Resources
Production
Customers
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Board of Directors
Top Management
Marketing Stakeholders
Other Business Departments
Marketing Department
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T HE 4 P S
A P P L I E D
OF
M ARKETING
Product
Price
Customer
Place Promotion
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F OR N EXT C LASS
Review chapter 1
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