PHASE 1 Marketing: The Art and Technology of Satisfying Customers

Section 1

Marketing: The Fine art and Technology

of Satisfying Customers

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CHAPTER 1 Marketing: The Art and Science of Satisfying Customers

Chapter Objectives

1 . Determine marketing, describe how it creates utility,

and describe its role in the industry.

2 . Distinction marketing activities during the several

eras in the history of marketing.

3. Explain the importance of avoiding promoting

myopia.

5. Describe the functions of not-for-profit

marketing.

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CHAPTER 1 Marketing: The Art and Science of Satisfying Consumers

Chapter Targets

5. Determine and quickly explain each of the five types

of nontraditional marketing.

6th. Explain the shift by transaction-based

promoting to romance marketing.

several. Identify the universal functions of marketing.

8. Demonstrate the partnership between moral

business procedures, social responsibility, and

market success.

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CHAPTER you Marketing: The Art and Science of Satisfying Customers

What Is Promoting?

o Production and advertising together generate

utility.

o Utility – Want-satisfying power of a good

or service

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CHAPTER one particular Marketing: The Art and Science of Satisfying Customers

What Is Advertising?

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SECTION 1 Marketing: The Art and Science of Fulfilling Customers

Precisely what is Marketing?

u Organizations need to create electricity and

clients to survive.

u Activities online marketers perform to create

customers:

to Identifying buyer needs

u Designing goods to meet individuals needs

u Communicating info

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PART 1 Advertising: The Fine art and Technology of Satisfying Customers

Precisely what is Marketing?

u Making the products available when ever and

exactly where customers need them

o Pricing items and solutions

o Offering service and follow-up

Copyright laws © 2013 by Nelson Education Limited

CHAPTER 1 Marketing: The Art and Science of Satisfying Buyers

A Meaning of Marketing

um Marketing – An organizational function

and a set of procedures for:

to Creating, conversing, and providing

value to customers

u Managing consumer relationships in ways

that profit the organization as well as its

stakeholders

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CHAPTER 1 Marketing: The Art and Science of Satisfying Buyers

Today's Global Marketplace

um Factors that have extended economical

views

to Increase in foreign trade deals

o Growth of electronic business

o Interdependence of the planet's economies

u Companies search for the most successful

manufacturing sites and most rewarding

markets around the world.

o Businesses are tailoring their particular marketing

initiatives to the needs and preferences of

regional markets.

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CHAPTER one particular Marketing: The Art and Science of Satisfying Consumers

Four Eras in the Great Marketing

Exchange process – Activity through which two

or maybe more parties provide something of value to

each other to meet perceived requires

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CHAPTER 1 Advertising: The Artwork and Research of Rewarding Customers

Four Eras inside the History of Advertising

Copyright © 2013 by Nelson Education Limited

PART 1 Advertising: The Art and Research of Gratifying Customers

The Production Era

o Production positioning – Straining

efficiency in producing a top quality product,

with the attitude toward marketing that " a

good item will sell itself”

o Characterized by production shortages and

intense consumer require

Copyright © 2013 by simply Nelson Education Limited

CHAPTER 1 Marketing: The Artwork and Science of Fulfilling Customers

The Sales Period

o Revenue orientation – Customers is going to resist

getting non-essential items.

o Process of...

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