Transcript Foundations of Marketing

of
MARKETING
Chapter
1
The Nature
of Marketing
Copyright © 2003 by Nelson, a division of Thomson Canada Limited.
The Nature of Marketing
Chapter
1
Objectives
1. Define marketing and describe its primary nature.
2. Show how marketing bridges the gap between
producer and consumer.
3. Outline the functions of marketing.
4. Demonstrate the scope of marketing.
5. Contrast activities in each of the three orientations
of business in the marketing domain.
6. Position marketing as one of the basic business
functions.
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The Nature of Marketing
Chapter
1
The Purpose of Business
• To create a CUSTOMER
1-2
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The Nature of Marketing
Chapter
1
The Marketing Functions
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•
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Buying
Selling
Transporting
Storing
Grading
Financing
Risk taking
Information collecting and disseminating
1-3
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The Nature of Marketing
Chapter
1
The Essence of Marketing
• The Exchange Process
1-4
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The Nature of Marketing
Chapter
1
The Exchange Process
• The means by which two or more
parties give something of value to one
another to satisfy felt needs.
1-5
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The Nature of Marketing
Chapter
1
Marketing
• Process of planning and executing the
conception, pricing, promotion, and
distribution of ideas, goods, and
services to create exchanges that
satisfy individual and organizational
objectives.
1-6
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The Nature of Marketing
Chapter
1
Utility
• The want-satisfying power of a product
or service.
1-7
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The Nature of Marketing
Chapter
1
The Utilities
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Form
Time
Place
Ownership
1-8
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The Nature of Marketing
Chapter
1
Types of Business Orientation
• Product or Production
• Sales
• Market
1-9
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The Nature of Marketing
Chapter
1
Product Orientation
• A focus on the product itself rather than
on the consumer’s needs.
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The Nature of Marketing
Chapter
1
Sales Orientation
• A focus on developing a strong sales
force to convince consumers to buy
whatever the firm produces.
1-11
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The Nature of Marketing
Chapter
1
Market Orientation
• A focus on understanding customer
needs and objectives, then making the
business serve the interests of the
customer rather than trying to make the
customer buy what the business wants
to produce.
1-12
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The Nature of Marketing
Chapter
1
Marketing Concept
• Organization-wide philosophy that
holds that the best route to
organizational success is to find an
unserved or underserved need in
society and meet that need better than
anyone else, while still meeting longterm organizational objectives.
1-13
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The Nature of Marketing
Chapter
1
Societal Marketing Concept
1-14
• An organization-wide philosophy that
holds that the best route to
organizational success is to find an
unserved or underserved need in
society and meet that need better than
anyone else, while still meeting longterm organizational objectives and also
considering the long term impact on
society.
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The Nature of Marketing
Chapter
1
The Importance of Marketing
• People
• Companies
• Economy
1-15
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The Nature of Marketing
Chapter
1
Figure 1.2
Marketing from the Inside Out
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