part one marketing strategy and customer relationships 1 an overview of strategic marketing
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Objectives
1. To be able to define marketing as focused on customers
2. To identify some important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment
3. To become aware of the marketing concept and marketing orientation
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Objectives (cont’d)
4. To understand the importance of building customer relationships
5. To learn about the process of marketing management
6. To recognize the role of marketing in our society
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Chapter Outline
• Defining Marketing
• Understanding the Marketing Concept
• Managing Customer Relationships
• Value-Driven Marketing
• Marketing Management
• The Importance of Marketing in Our Global Economy
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Defining Marketing
• Marketing– The process of creating, distributing,
promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment
• Customers– The purchasers of organizations’ products;
the focal point of all marketing activities
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Components of Strategic Marketing
FIGURE 1.1
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Marketing Focuses on Customers
• Target Market– A specific group of customers on whom an
organization focuses its marketing efforts• Large or small customer groups• Single or multiple product markets• Single or multiple products• Local to global markets
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Marketing Deals with Products, Distribution, Promotion, and Price
• The Marketing Mix– Four marketing activities—product,
distribution, promotion, and pricing—that a firm can control to meet the needs of customers within its target market
ProductProduct
DistributionDistribution
PromotionPromotion
PricingPricing
TargetTargetMarketMarket
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Marketing Mix Variables
ProductProduct
DistributionDistribution
PromotionPromotion
PricingPricing
Goods, services, or ideas that satisfy customer needs
The ready, convenient, and timely availability of products
Activities that inform customers about the organization and its products
Decisions and actions that establish pricing objectives and policies and set product prices
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Marketing Builds Satisfying Exchange Relationships
• Exchange– The provision or transfer of goods,
services, or ideas in return for something of value
FIGURE 1.2
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Marketing Builds Satisfying Exchange Relationships (cont’d)
• Exchange Conditions– Two or more participants have something of value
that the other party desires.– Exchange provides mutual benefit/satisfaction.– Each party has confidence in the exchange value
of the other party’s offering.– Each party must meet the expectations of the
exchange to become trusted by the other parties.
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Marketing Occurs in a Dynamic Environment
• Marketing Concept– A philosophy that an organization should
try to satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals
– Customer satisfaction• Analysis of customers’ current and long-term
needs• Analysis of competitors’ capabilities• Integration of firm’s resources
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Evolution of the Marketing Concept
ProductProductOrientationOrientation
SalesSalesOrientationOrientation
MarketingMarketingOrientationOrientation
Late 19th century: efficient production of goods allowed firms to meet strong customer demand.
Mid-1920s–early 1950s: weakened demand required that products would have to be “sold.” (personal selling, advertising, and distribution was the focus)
Early 1950s–2000s: adopting a customer focus means a commitment to researching and responding to customer needs.
FIGURE 1.3
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Implementing the Marketing Concept
• Becoming marketing oriented requires– Establishing an information system to discover
customers’ needs and using the information to create satisfying products.
– Coordinating all marketing activities by restructuring the organization.
– Obtaining the support of all managerial and staff levels in the organization.
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Managing Customer Relationships
• Relationship Marketing– Establishing long-term, mutually satisfying
buyer-seller relationships allowing for cooperation and mutual dependency• Increased value of customer (loyalty) over time
results in increased profitability.
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Managing Customer Relationships (cont’d)
• Customer Relationship Management (CRM)– Using information about customers to
create marketing strategies that develop and sustain desirable customer relationships• Identifying buying-behavior
patterns of customers• Using behavioral
information to focus on the most profitable customers
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Value-Driven Marketing
• Value– A customer’s subjective assessment of benefits
relative to the costs in determining the worth of a product• Customer value = customer benefits – customer costs
– Customer benefits• Anything desired by the customer that is received in an
exchange
– Customer costs• Anything a customer gives up in an exchange for
benefits– Monetary price of the benefit– Search costs (time and effort) to locate the product– Risks associated with the exchange
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Marketing Management
• Marketing Management– The process of planning, organizing,
implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently
– Effectiveness• The degree to which an exchange
helps an organization achieve its objectives
– Efficiency• The process of minimizing the
resources an organization must spend to achieve a specific level of desired exchanges
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Marketing Management (cont’d)
• Planning– Assessing opportunities and resources– Determining marketing objectives– Developing a marketing strategy and plans for
implementation and control• How, when and by whom are marketing activities
performed?
• Organizing– Developing the internal structure of the marketing
unit• Functions, products, regions, customer types
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Marketing Management (cont’d)
• Implementation– Coordinating marketing activities– Motivating marketing personnel– Developing effective internal communications
within the unit
• Control– Establishing performance standards– Comparing actual performance to established
standards– Reducing the difference between desired and
actual performance
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Effective Marketing Control Process
• Provides for quick detection of differences in planned and actual performance
• Accurately monitors activities and is flexible enough to accommodate changes
• Incurs low process costs relative to the costs of a “no-control” situation
• Is understandable by both managers and subordinates.
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The Importance of Marketing in Our Global Economy
• Marketing costs consume a sizable portion of buyers’ dollars
• Marketing is used in nonprofit organizations
• Marketing is important to business and the economy
• Marketing fuels our global economy
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The Importance of Marketing in Our Global Economy (cont’d)
• Marketing knowledge enhances consumer awareness
• Marketing connects people through technology
• Socially responsible marketing can promote the welfare of customers and society
• Marketing offers many exciting career prospects
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After reviewing this chapter you should:
• Be able to define marketing as focused on customers.
• Know the meaning of important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment.
• Be more aware of the marketing concept and marketing orientation.