Professional Documents
Culture Documents
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Chapter 2 Objectives
When you finish this chapter, you should
1. Know what the marketing concept isand how it should affect strategy planning in a firm or nonprofit organization. 2. Understand what customer value is and why it is important to customer satisfaction. 3. Understand what a marketing manager does. 4. Know what marketing strategy planning isand why it is the focus of the book.
2-2
5. Understand target marketing. 6. Be familiar with the four Ps in a marketing mix. 7. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 8. Understand the important new terms.
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Sell Surplus
Focus:
Production Era
Increase Supply
Focus:
Sales Era
Beat Competition
Focus :
Profit
Exhibit 2-1
2-4
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Marketing Orientation Sounds Easy,Isnt Even the best firms sometimes backslide into a production orientation In todays highly competitive markets it is often difficult to
keep up with changing customer needs beat aggressive competitors to the punch
2-5
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Costs
Benefits
2-6
The customers view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value...
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Customer Value
Costs
Benefits
One customers view of the benefits and costs of a firms market offering may vary from another customers view, so firm may not be able to satisfy everybody with the same offering. Customer value concept takes the customers point of view, but customers may not explicitly weigh costs and benefits and even if they do their view may not match some objective reality.
2-7
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
NonEconomic Measures
Marketing Planning
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
C
Exhibit 2-5
2-10
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Product
Place
C
Price Promotion
Exhibit 2-7
2-11
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Place
Objectives Channel Type Market Exposure Kinds of Middleman Kinds and Locations of Stores How to Handle Transporting and Storing Service Levels Recruiting Middlemen Managing Channels
Promotion
Objectives Blend Salespeople Kind Number Selection Training Motivation Advertising Targets Kinds of Ads Media Type Copy Thrust Who Prepares? Sales Promotion Publicity
Price
Objectives Flexibility Level over PLC Geographic Terms Discounts Allowances
Exhibit 2-8
2-12
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Wholesaler
Wholesaler
Wholesaler
Retailer
Retailer
Retailer
Consumer
Exhibit 2-9
2-13
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
+
Marketing Mix
Marketing Strategy
+
Time-Related Details
Marketing Plan
+
Other Marketing Plans
Exhibit 2-11
2-14
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
2% Total Failure
14% Poor
Fair
14% Good
2% Exceptional
Exhibit 2-12
2-15
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
Key Terms
Simple Trade Era Production Era Sales Era Marketing Department Era Marketing Company Era Marketing Concept Production Orientation Marketing Orientation Customer Value Nonprofit Organizations Social Responsibility Marketing Management Process Strategic (Management) Planning Marketing Strategy Target Market Marketing Mix Target Marketing Mass Marketing Channel of Distribution Personal Selling Mass Selling Advertising Publicity Sales Promotion Marketing Plan Implementation Operational Decisions Marketing Program
2-16
For use only with Perreault and McCarthy texts. The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill