Académique Documents
Professionnel Documents
Culture Documents
chapter
Chapter 1 Version 3e
Prepared by
Deborah Baker
Texas Christian University
2003 South-Western
Learning Objectives
1. Define the term marketing
2. Describe four marketing management
philosophies
chapter
Chapter 1 Version 3e
2003 South-Western
Learning Objective
Chapter 1 Version 3e
2003 South-Western
What is Marketing?
Personal Selling?
Advertising?
Maintaining inventories?
2003 South-Western
What is Marketing?
A Philosophy
An Attitude
A Set of Activities,
including:
Products
A Perspective
Pricing
A Management
Orientation
Promotion
Distribution
Chapter 1 Version 3e
2003 South-Western
What is Marketing?
Chapter 1 Version 3e
2003 South-Western
Necessary
Necessary
Conditions
Conditions
for
for Exchange
Exchange
Something
Something of
of
Value
Value
Ability
Ability to
to
Communicate
Communicate Offer
Offer
Desire
Desire to
to Deal
Deal
With
With Other
Other Party
Party
Chapter 1 Version 3e
2003 South-Western
Freedom
Freedom to
to
Accept
Accept or
or Reject
Reject
Chapter 1 Version 3e
2003 South-Western
2003 South-Western
LE
A
S
O
N
Chapter 1 Version 3e
2003 South-Western
10
Learning Objective
Chapter 1 Version 3e
2003 South-Western
11
Marketing Management
Philosophies
Production
Production
Sales
Sales
Market
Market
Competing
Competing
Philosophies
Philosophies
Societal
Societal Marketing
Marketing
Chapter 1 Version 3e
2003 South-Western
12
Marketing Management
Philosophies
Philosophy
Philosophy
Key Ideas
Production
Production Focus on efficiency of internal operations
Sales
Sales
Market
Market
Societal
Societal
Chapter 1 Version 3e
13
A customer focus
Competitor intelligence
Interfunctional coordination
Customer relationships
Chapter 1 Version 3e
2003 South-Western
14
Chapter 1 Version 3e
2003 South-Western
15
Learning Objective
Chapter 1 Version 3e
2003 South-Western
16
2003 South-Western
17
2003 South-Western
18
Customer Value
Chapter 1 Version 3e
2003 South-Western
19
Chapter 1 Version 3e
2003 South-Western
20
Customer Satisfaction
Chapter 1 Version 3e
2003 South-Western
21
Chapter 1 Version 3e
2003 South-Western
22
Relationship Marketing
Chapter 1 Version 3e
2003 South-Western
23
Relationship Marketings
Importance
Chapter 1 Version 3e
2003 South-Western
24
Customer-oriented personnel
Empowered employees
Teamwork
Chapter 1 Version 3e
2003 South-Western
25
Empowerment
Delegation of authority
to solve customers
problems quickly.
Chapter 1 Version 3e
2003 South-Western
26
Learning Objective
Chapter 1 Version 3e
2003 South-Western
27
2003 South-Western
28
Environmental Scanning
2003 South-Western
29
Environmental Scanning
Chapter 1 Version 3e
2003 South-Western
30
2003 South-Western
31
2003 South-Western
32
Product Strategies
Product
Product
Chapter 1 Version 3e
2003 South-Western
33
Product availability
where and when
customers want them.
Place
Place
Chapter 1 Version 3e
2003 South-Western
34
Promotion Strategies
Includes integration of
personal selling,
advertising, sales
promotion, and public
relations
Promotion
Promotion
Chapter 1 Version 3e
2003 South-Western
35
Pricing Strategies
Price
Price
Chapter 1 Version 3e
2003 South-Western
36
Learning Objective
Chapter 1 Version 3e
2003 South-Western
37
Chapter 1 Version 3e
2003 South-Western
38
Hewlett-Packard
Hewlett-Packard
Chapter 1 Version 3e
2003 South-Western
39
Professional
ProfessionalSelling
Selling
Product
ProductManagement
Management
Marketing
MarketingResearch
Research
Advertising
Advertising
Retail
RetailBuying
Buying
Distribution
DistributionManagement
Management
Product
ProductDevelopment
Development
Wholesaling
Wholesaling
Chapter 1 Version 3e
2003 South-Western
40
Become a better-informed
consumer
Chapter 1 Version 3e
2003 South-Western
41