the meaning of marketing
TRANSCRIPT
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1- 1
The Meaning of Marketing
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Chapter Objectives
1. What is marketing?
2. What is the marketing concept? How has marketing changed?
3. What are marketing functions? Who performs them?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Objective 1
What is marketing?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 4Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing is an organizational function
and a collection of processes designed to plan
for, create, communicate, and deliver value to
customers and to build effective customer
relationships in ways
that benefit the
organization and its
stakeholders.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 5Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing
Develop Price Promote
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 6Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing
Value $
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 7Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing
Need Want
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 8Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Objective 2
What is the marketing concept? How
has marketing changed?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 10Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
The Marketing Concept is an
organizational philosophy dedicated to
understanding and fulfilling consumer
needs through the
creation of value.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 11Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing Concept
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 12Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing Concept
Commitment to delivering superior customer satisfaction.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 13Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Evolution of Marketing
ProductionOrientation
SalesOrientation
ConsumerOrientation
RelationshipOrientation
1850 1950 Today
1908Model T 1st Sold
1929Great Depression
1945World War II Ends
Seller’s Market Buyer’s Market
1980’sGlobal Competition
19801930
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Objective 3
What are marketing functions? Who
performs them?
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 15Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing Functions are activities
performed within organizations that
create value for specific products or
services.
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 16Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing Functions
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 17Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
The Importance of Marketing
“…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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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 18Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
Marketing Functions
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 19Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-
The 4 P’s of Marketing
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Visual Summary