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Fundamentals of Marketing
MRK 320
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Learning Goals
1-2
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
What Is Marketing?
1-3
Marketing Defined:
“Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating and exchanging value with others”
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
The Marketing Process
1-4
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Core Marketing Concepts
1-5
Products
Needs, wants, and
and demands Services
Core
Marketing
Concepts
Markets
Value, satisfaction,
and quality
Exchange, transactions,
and relationships
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-6
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-7
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-8
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-9
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-10
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Understanding the Marketplace
1-11
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Designing a Customer-Driven Marketing
Strategy
1-12
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Designing a Customer-Driven
1-13
Marketing Strategy
What customers will we serve?
Market segmentation and target marketing
Marketers select customers that can be served profitably
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
1-14
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Netflix – DVDs by mail
1-15
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Marketing Management
Orientations
1-16
Consumers favor products that are •
Production Concept available and highly affordable
Improve production and distribution•
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Marketing Management Orientations
1-17
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Marketing Management Orientations
1-18
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
1-19
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Preparing a Marketing Plan
and Program
1-20
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Building Customer Relationships
1-21
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
1-22
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Relationship Building Blocks:
Value and Satisfaction
1-23
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
This ad attempts
to change the
perceived value
of Cheerios
Cereal Bar by
helping
consumers
evaluate its
nutritional value
1-24
Customer Relationship
Levels and Tools
1-25
Basic relationships
low margin customers
Full partnerships
key customers
Frequency marketing programs
Reward customers who buy frequently or in large amounts
Club marketing programs
Offer members special discounts and create member
communities
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
The Changing Nature of Customer
Relationships
1-26
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Partnership Relationship Management
1-27
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Capturing Value from Customers
1-28
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Capturing Value from Customers
1-29
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
New Marketing Challenges
1-30
New
Marketing
Landscape &
Information Nonprofit
Technology Marketing
Emerging
Ethical
Concerns
Challenges Globalization
Changing
World
Economy
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
What Is Marketing?
1-31
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition