Professional Documents
Culture Documents
A Global
Managerial
promotion
Approach
Eleventh Canadian Edition
■ Wong ■ Shapiro
price
product
■ Perreault ■ McCarthy
place
The Nature
promotion
of Marketing
price
product
place
nonprofit organization.
product
Job
Job Performance
Job Performance
Performance
promotion
Better
Better Leader
Better Leader
Leader
Better
Better Consumer
BetterConsumer
Consumer
price
product
Community
Community Role
CommunityRole
Role
Social
Social Skills
SocialSkills
Skills
place
All Those
More than Selling and Advertising
Bicycles!
price
product
place
Analyze
Analyze Needs
Needs
Predict
Predict Wants
Wants
Estimate
Estimate Demand
Demand
Predict
Predict When
When
Determine
Determine Where
Where
Estimate
Estimate Price
Price
Decide
Decide Promotion
Promotion
Estimate
Estimate Competition
Competition
Provide
Provide Service
Service
© 2004 McGraw-Hill Ryerson, All Rights Reserved
Production vs. Marketing
Marketing
Makes sure right goods
& services are produced
promotion
Production
• Making Goods
• Performing Services
price
product
place
Utility
Value that comes Place
from satisfying
human needs
Task Possession
A Marketing Orientation
Customer Total Company
Satisfaction Effort
promotion
The
Marketing
Concept
price
product
Profit
place
If we have a
A new way to
website
serve
customers will
customers
flock to us
Marketing
Orientation Production
Orientation
+
place
Customer
Customer May
May
Not
Not Dwell
Dwell On
On
Value
Value
Builds
Builds
Relationships
Relationships
© 2004 McGraw-Hill Ryerson, All Rights Reserved
Putting It All Together
Superior
Superior
Customer
Customer Value
Value
Total
Total Company
Company Customer
Customer
Effort
Effort to
to Satisfy
Satisfy Acquisition
Acquisition
Customers
Customers
Profitable
Profitable Customer
Customer
Relationships
Relationships with
with Satisfaction
Satisfaction
Customers
Customers
Customer
Customer
Retention
Retention
© 2004 McGraw-Hill Ryerson, All Rights Reserved
In Non-profit Organizations
Support
Support and
and
Newcomers
Newcomers toto Satisfied
Satisfied
Marketing
Marketing “Customers”
“Customers”
Characteristics
Characteristics
Marketing
Marketing of
of Non-profit
Non-profit
Concept
Concept Organizations
Organizations The
The Bottom
Bottom
Provides
Provides Line
Line
Focus
Focus
May
May Not
Not Be
Be
Organized
Organized for
for
Marketing
Marketing
© 2004 McGraw-Hill Ryerson, All Rights Reserved
Marketing Concept Use by Non-profit Services
promotion
price
product
place
Conflict
0
Should
Should
Should All
Should All
All
All
Social
Social
Social
Social What
What ifif Profits
Profits
Needs
Needs BeBe
Responsibility
Responsibility
Responsibility
Responsibility Suffer?
Suffer?
Satisfied?
Satisfied?
Satisfied?
Satisfied?
Place utility
Possession utility
Production
place
Centre
Click on a Tool for More Information
CD-ROM i-Services
product
Online
CBC Videos The Electronic
Learning
and Guide integrator Test Bank
Centre
Click on a Tool for More Information
place
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