Transcript Marketing - McGraw Hill Higher Education

*Chapter
Thirteen
*
Marketing:
Helping
Buyers Buy
McGraw-Hill/Irwin
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
WHAT’S MARKETING?
*What is
Marketing?
LG1
*
• Marketing -- The activity, set of institutions and
processes for creating, communicating, delivering,
and exchanging offerings with value for customers,
clients, partners and society at large.
13-2
*
DEVELOPING a PRODUCT
Designing a
Product to Meet
Consumer
Needs
LG2
• Product -- A good, service, or
*
idea that satisfies a consumer’s
want or need.
• Test Marketing -- Testing
product concepts among
potential product users.
• Brand Name -- A word, letter,
or a group of words or letters
that differentiates one seller’s
goods from a competitor’s.
13-3
SEARCHING for INFORMATION
*Providing
Marketers with
Information
LG3
*
• Marketing Research -- Analyzing markets to
determine challenges and opportunities, and finding
the information needed to make good decisions.
• Research is used to identify products consumers
have used in the past and what they want in the
future.
• Research uncovers market trends and attitudes
held by company insiders and stakeholders.
13-4
COLLECTING SECONDARY
RESEARCH DATA
*
Collecting
Data
LG3
*
• Secondary Data -- Existing data that has
previously been collected by sources like the
government.
• Secondary data incurs no
expense and is usually
easily accessible.
• Secondary data doesn’t
always provide all the
needed information for
marketers.
13-5
COLLECTING PRIMARY
RESEARCH DATA
*
Collecting
Data
LG3
*
• Primary Data -- In-depth information gathered by
marketers from their own research.
• Telephone, online and mail surveys, personal
interviews, and focus groups are ways to collect
primary data.
13-6
The MARKETING ENVIRONMENT
*The Marketing
Environment
LG4
*
13-7
The CONSUMER and
B2B MARKET
*
Two Different
Markets:
Consumer and
B2B
LG4
*
• Consumer Market -- All the individuals or
households that want goods and services for
personal use and have the resources to buy them.
• Business-to-Business
(B2B) -- Individuals and
organizations that buy goods
and services to use in
production or to sell, rent or
supply to others.
13-8
*
MARKETING to CONSUMERS
The Consumer
Market
LG5
*
• The size and diversity of the consumer market
forces marketers to decide which groups they
want to serve.
• Market Segmentation -- Divides the total market
into groups with similar characteristics.
• Target Marketing -- Selecting which segments an
organization can serve profitably.
13-9
*
The CONSUMER DECSION MAKING
PROCESS AND OUTSIDE INFLUENCES
The Consumer
Decision-Making
Process
LG5
*
13-10
KEY FACTORS in CONSUMER
DECISION-MAKING
*The Businessto-Business
Market
LG6
*
• Learning
• Reference Groups
• Culture
• Subcultures
• Cognitive Dissonance
13-11
B2B MARKET DIFFERENCES
*The Business-
• There are relatively few customers.
to-Business
Market
LG6
*
• Customers tend to be large buyers.
• Markets are geographically concentrated.
. than emotional.
• Buyers are more rational
• Sales are direct.
• Promotions focus
heavily on personal
selling.
13-12