Bài giảng Marketing - Chapter 1: Overview of marketing

overview of marketingoneCopyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.LEARNING OBJECTIVESLO 1-1 Define the role of marketing in organizations.LO 1-2 Describe how marketers create value for a product or service.LO 1-3 Understand why marketing is important, both within and outside the firm.What is Marketing?Marketing is an organizational function and a set of processes for creating, capturing, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.What is Marketing?Marketing is about Satisfying Customer Needs and WantsWhat group is Pepsi targeting with this ad?What other benefits of soft drinks might Pepsi advertise?What groups might these benefits appeal to?PRNewsFoto/PepsiCo; AP Photo.Marketing Entails an ExchangeMarketing Requires Product, Price, Place, and Promotion DecisionsProductCreating valuePRNewsFoto/PepsiCo;AP Photo.PriceCapturing value©Digital Vision Ltd.PlaceDelivering value©BrandX/JupiterImages/Getty Images.PromotionCommunication value©Stockbyte/PunchStock.Product: Creating ValueThe fundamental purpose of Marketing is to create value by developing a variety of offerings, including goods, services, and ideas, to satisfy customer needs.Royalty-Free/CorbisRoz Wodward/Getty ImagesFlying Colours Ltd./Getty ImagesPrice: Capturing ValuePrice is everything a buyer gives up (money, time, energy) in exchange for the product.How much are customers willing to pay and can a profit can be made at that point.AP Photo/The Canadian Press, Jacques Boissinot.Place: Delivering the Value PropositionPlace, or supply chain management, describes all activities necessary to get the product to the right customer when the customer wants it.Where would you find this product in the store?Courtesy Horizon Organic DairySuperior Service: AT&T?Courtesy AT&T; Agency: BBDO/Atlanta; Artist: Guido Daniele; Photographer: AndricPromotion: Communicating ValuePromotion is communication by a marketer that informs, persuades, and reminds potential buyers about a product or service to influence their opinions or elicit a response.Photo by Paul Hawthorne/Getty ImagesMarketing Can be Performed by Individuals and OrganizationsETSY WebsiteC2CConsumer BB2CConsumer AB2BRetailer (Sells PCs & monitors)Manufacturer (Makes monitors)Marketing Impacts Various StakeholdersCourtesy National Fluid Milk Processor Promotion Board; Agency: Lowe Worldwide, Inc.Marketing Helps Create Value1. H.Armstrong Roberts/Retrofile/Getty Images 2. Jamie Grill/Iconica/Getty Images 3. ©Ted Dayton Photography/Beateworks/Corbis 4. Ciaran Griffin/Stockbyte/Getty Images 5. ©Colin Anderson/Blend Images/CorbisProduction1.Sales2.Marketing3.Value based marketing4.5.Value-Based Marketing“Pure Dark ChocolateLight Exquisite Cookie”Courtesy Pepperidge Farm.What is the definition of marketing?Marketing is about satisfying _________ and _________ .What are the four components of the marketing mix?Who can perform marketing?What are the various eras of marketing?Value Based MarketingPhoto by Christopher Peterson/BuzzFoto /FilmMagic /Getty ImagesHow Do Firms BecomeValue Driven?Connecting With Customers Using Social & Mobile Marketing46 % of Internet users worldwide interact with social media on a daily basis. 77 % of the world’s population subscribes to mobile services.Photo by Spencer Platt/Getty Images.Does providing a good value mean selling at a low price?What are the benefits of long-term relationships with customers?How are marketers connecting with customers using social and mobile media?Why Is Marketing Important?Digital Vision/Getty ImagesJason Reed/Getty Images©Edward Rozzo/CorbisAndrew Ward/Life File/Getty Images©Roy McMahon/CorbisBananaStock/JupiterImagesList five functions that illustrate the importance of marketing.A firm doing the right thing emphasizes the importance of marketing to _________.Exchange is the trade of things of value between the buyer and the seller so that each is better off as a result.GlossaryGoods are items that you can physically touch.GlossaryServices are intangible customer benefits that are produced by people or machines and cannot be separated from the producer.GlossaryIdeas include thoughts, opinions, and philosophies, and intellectual concepts which can be marketed.GlossaryA supply chain is the group of firms that make and deliver a given set of goods and services.GlossaryValue reflects the relationship of benefits to costs.Glossary