Transcript marketing - Routt Catholic High School

1
CHAPTER
4
THE BASICS
OF MARKETING
4-1 Changes in Today’s Marketing
4-2 Planning a Marketing Strategy
4-3 Deciphering Consumers and
Competitors
4-4 The Varied Role of Marketing
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
2
©VISA
Focus Questions:
 What do you think is meant
by the ad’s headline?
 What role does Visa play in
helping businesses market
products and services to
customers?
 How do credit and financial
services such as the ones
described in this ad make it
easier for businesses to
participate in international
commerce?
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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4-1
CHANGES IN
TODAY’S MARKETING
GOALS
Explain how marketing today differs
from marketing in the past.
Show why understanding customers is
crucial to applying the marketing
concept.
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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Marketing Has Changed
Marketing Experiences
Understanding the Differences
 From few to many
 From independence to integration
 From problems to opportunities
 From expense to investment
Chapter 4
MARKETING
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What Does Marketing Marketing
Mean to a Business?
Reliable Auto Service
Dee’s Designs
Focus on customer needs
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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4-2
PLANNING A
MARKETING STRATEGY
GOALS
Understand how the marketing concept
transforms business planning.
Explain the importance of market segments and market opportunity analysis.
Discuss how businesses develop the
right marketing mix.
Chapter 4
MARKETING
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Putting Marketing Up Front
Planning that identifies how a company
expects to achieve its goals is known as
a strategy.
Chapter 4
MARKETING
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How Does the Marketing
Concept Affect Planning?
 Without the marketing concept
1. Develop a product.
2. Decide on marketing activities.
3. Identify potential customers.
 With the marketing concept
1. Conduct research to identify potential customers and
their needs.
2. Develop a marketing mix (product, distribution, price,
promotion) that meets specific customer needs.
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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Understanding the Customer
Identifying customer needs
Satisfying customer needs
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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Two Views of Consumers
Customers are all alike and can be
influenced to buy what a business
offers.
Customers are quite different and they
select products and services to meet
their unique needs.
Chapter 4
MARKETING
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Planning the Offering
The marketing mix
Creating the right mix
 Developing products
 Making distribution decisions
 Pricing products and services
 Planning promotion
Chapter 4
MARKETING
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Combining Parts of
the Marketing Mix
Product that offers choices
Distribution that provides
convenience
Price that gives value
Promotion that aids
decision-making
Satisfied customers
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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4-3
UNDERSTANDING
CONSUMERS AND COMPETITORS
GOALS
Detail the stages of consumer decision
making.
Understand how business can use the
marketing concept in various types of
competition.
Chapter 4
MARKETING
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Consumer Decision Making
 The stages of a decision
1.
2.
3.
4.
5.
Recognize
Identify
Evaluate
Decide
Assess
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MARKETING
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Consumer Decision-Making Stages
Consumers make a series of decisions
when deciding on a purchase.
 Recognize a need
 Identify alternatives
 Evaluate choices
 Make a decision
 Assess satisfaction
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Responding to Competition
Intense competition
Limited competition
Monopolistic competition
Chapter 4
MARKETING
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4-4
THE VARIED
ROLE MARKETING
GOALS
Explain how the role of marketing differs
in various types of businesses.
Identify ways marketing is used by nonbusiness organizations.
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning
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The Varied Uses of Marketing
Producers and manufacturers
Channel members
Service businesses
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MARKETING
© 2009 South-Western, Cengage Learning
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Non-Business Organizations
 Primary focus is on something other than
providing products and service for a profit
 Examples





Government agencies
Churches
Schools
Museums
Professional organizations
Chapter 4
MARKETING
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Marketing By
Non-Business Organizations
Government agencies
Nonprofit organizations
Supporting non-business organizations
Chapter 4
MARKETING
© 2009 South-Western, Cengage Learning