Transcript No Slide Title - Cengage Learning

Welcome to
Created for Marketing, 8th Ed.,
by Lamb, Hair and McDaniel
South-Western/Thomson Learning
Chapter 1 - An Overview of Marketing
Created by John T. Drea, Western Illinois University
Click here to start
Who Wants to Be a Marketer? Round 1
Select
another
chapter
Chapter 1 – An Overview of Marketing
Basic
Terms
100
200
300
400
500
Of the
Welcome to
Orientation! following... Relationships
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
Click on a point value to select an answer
Go to
Round 2
Go to
Final Challenge!
Odds &
Ends
100
200
300
400
500
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button. Please click below to
return to the main answer board.
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Basic Terms - 100 points
• Answer: It is the feeling a customer has that
a product has met or exceeded expectations.
• Question:
What is customer
satisfaction?
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Basic Terms - 200 points
• Answer: It is the name of the strategy that
focuses on creating long-term partnerships
with customers.
• Question:
What is relationship
marketing?
Back to the answer board
Basic Terms - 300 points
• Answer: It is defined as the ratio of benefits
to the sacrifice necessary to achieve those
benefits. An example can be found in the
efforts of auto brands like Lexus.
• Question:
What is customer value?
Back to the answer board
Basic Terms - 400 points
• Answer: It is the delegation of authority to
solve customer problems quickly - usually
by the first person the customer notifies
concerning a problem.
• Question:
What is empowerment?
Back to the answer board
Basic Terms - 500 points
• Answer: It is the term used to describe
collaborative efforts of people to
accomplish common objectives.
• Question:
What is teamwork?
Back to the answer board
Welcome to Orientation! - 100 points
(answers/questions concerning marketing management philosophies)
• Answer: This “orientation” is based on the
idea that people will buy more if aggressive
sales techniques are used.
• Question:
What is a sales orientation?
Back to the answer board
Welcome to Orientation! - 200 points
(answers/questions concerning marketing management philosophies)
• Answer: This “orientation” is based not on
an aggressive sales force, but rather on a
customer’s decision to purchase a product.
Further, it states that perceived customer
value defines a business.
• Question:
What is a market
orientation?
Back to the answer board
Welcome to Orientation! - 300 points
(answers/questions concerning marketing management philosophies)
• Answer: Of the following, it is the one that
is not one of the four marketing
management orientations discussed.
– Marketing orientation
– Sales orientation
– Management orientation
• Question:
What is a management
orientation?
Back to the answer board
Welcome to Orientation! - 400 points
(answers/questions concerning marketing management philosophies)
• Answer: This “orientation” is a philosophy
that focuses on the internal capabilities of
the firm (as opposed to the needs and
desires of consumers.)
• Question:
What is a production
orientation?
Back to the answer board
Welcome to Orientation! - 500 points
(answers/questions concerning marketing management philosophies)
• Answer: This “orientation” is the idea that
an organization exists not just to satisfy
customer wants and needs and to meet
organizational objectives - it should also
benefit society’s long term best interests.
• Question:
What is a societal marketing
orientation?
Back to the answer board
Of the following… - 100 points
• Answer: Of the following orientations, it is the
one most closely associated with questions like
“What can our engineers design?” and “What is
easy to produce, given our equipment?”
– Market orientation
– Production orientation
– Sales orientation
• Question:
What is a production
orientation?
Back to the answer board
Of the following… - 200 points
• Answer: Of the following orientations, it is the
one most closely associated with a question like
“What ad campaign will encourage more
customers to buy our products?”
– Market orientation
– Production orientation
– Sales orientation
• Question:
What is a sales orientation?
Back to the answer board
Of the following… - 300 points
• Answer: Of the following orientations, it is the
one most closely associated with a question like
“What is in the long run best interests of society”
– Market orientation
– Social marketing orientation
– Sales orientation
• Question:
What is a social marketing
orientation?
Back to the answer board
Of the following… - 400 points
• Answer: Of the following, the marketing
orientation Wal-Mart started out using when
it entered the Japanese market.
– Production
– Sales
– Market
• Question:
What is a market
orientation?
Back to the answer board
Of the following… - 500 points
• Answer: Of the following, when employees
are authorized to handle customer problems
without management approval.
– teamwork
– empowerment
– customer-oriented personnel.
• Question:
What is
empowerment?
Back to the answer board
Relationships - 100 points
(answers/questions concerning customer relations)
• Answer: Under this marketing strategy,
costs frequently fall because serving
existing customers is less expensive than
attracting new customers.
• Question:
What is relationship
marketing?
Back to the answer board
Relationships - 200 points
(answers/questions concerning customer relations)
• Of the following, it is the one that is NOT
associated with a successful relationship
marketing strategy.
– Customer-oriented personnel
– Empowerment
– Large advertising campaign
• Question:
What is a large advertising
campaign?
Back to the answer board
Relationships - 300 points
(answers/questions concerning customer relations)
• Answer: This plays a large role in the
relationship marketing strategies of
companies on Fortune’s list of 100 best
companies to work for.
• Question:
What is training?
Back to the answer board
Relationships - 400 points
(answers/questions concerning customer relations)
• Answer: Four strategies companies use to
build their relationship marketing programs.
• Question:
What are customeroriented personnel,
training, empowerment,
and teamwork
Back to the answer board
Relationships - 500 points
(answers/questions concerning customer relations)
• Answer: How much more expensive it is to
acquire a new customer than to keep a
current customer (according to AMR
Research, Inc.)
• Question:
What is 10 times as
expensive to acquire a
new customer?
Back to the answer board
Odds & Ends - 100 points
• Answer: It is both an organizational
function and a set of processes for creating
and delivering value to customers.
• Question:
What is marketing?
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Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
Odds & Ends - Open Challenge
• Answer: It is the concept which states that
the social and economic justification for an
organization’s existence is the satisfaction
of customer wants and needs while meeting
organizational objectives (such as profit.)
• Question:
What is the marketing
concept?
Back to the answer board
Odds and Ends - 300 points
• Answer: Between attracting new customers
and retaining existing customers, it is the
one that relationship marketing focuses on:
• Question:
What is retaining existing
customers?
Back to the answer board
Odds and Ends - 400 points
• Answer: Between a marketing orientation
and a sales orientation, it is the one that
would be most closely associated with the
following statement: “The customer, not the
seller, defines value.”
• Question:
What is a marketing
orientation?
Back to the answer board
Odds and Ends - 500 points
• Answer: How a market-oriented firm
defines its business :
• Question:
What is in terms of the
benefits customers seek?
Back to the answer board
Who Wants to Be a Marketer? Round 2
Chapter 1 – An Overview of Marketing
Select another
chapter
Go to
Final Challenge!
Exchange
Go
Team
Go!
Customers
and Society
Sales v.
Market
Potpourri
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
100
200
300
400
500
Click on a point value to select an answer
Whoops! You’ve clicked on an
area other than a point value or
button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
Exchange - 100 points
• Answer: It occurs when a person gives up
something he/she has in order to get
something he/she would rather have.
• Question:
What is exchange?
Back to the answer board
Exchange - 200 points
• Answer: The number of parties in an
exchange.
• Question:
What is at least two?
Back to the answer board
Exchange - 300 points
• Answer: The typical notion of exchange is
that we give up this object of value in order
to get the goods and services we want.
• Question:
What is money?
Back to the answer board
Exchange - 400 points
• Answer: Each party must be capable of these for
exchange to occur.
• Question:
What are communication
and delivery?
Back to the answer board
Exchange - 500 points
• Answer: Even if an exchange doesn’t occur,
this can still take place.
• Question:
What is marketing?
Back to the answer board
Go Team Go! - 100 points
(answers/questions that concern teamwork and customer relations)
• Answer: Organizations like Disney are
noted for encouraging this among
employees, which entails assigning
employees to teams and teaching them to
work together to satisfy common objectives.
• Question:
What is teamwork?
Back to the answer board
Go Team Go! - 200 points
(answers/questions that concern teamwork and customer relations)
• Answer: An example of this practice would
be allowing giving employees the authority
and resources to solve many customer
problems quickly and directly.
• Question:
What is empowerment?
Back to the answer board
Go Team Go! - 300 points
(answers/questions that concern teamwork and customer relations)
• Answer: An example of this practice linked
to customer value can be found at
Southwest Airlines, where pilots may tend
to the boarding gate when their help is
needed, and ticket agents may help move
luggage.
• Question:
What is teamwork?
Back to the answer board
Go Team Go! - 400 points
(answers/questions that concern teamwork and customer relations)
• Answer: Job performance, company
performance, product value and customer
satisfaction typically all improve when
people in the same work area emphasize
this, stressing cooperation instead of
competition.
• Question:
What is teamwork?
Back to the answer board
Go Team Go! - 500 points
(answers/questions that concern teamwork and customer relations)
• Answer: Of the following, interfunctional
coordination (using skills and resources from
throughout the organization) is commonly
associated with this type of organization.
– Sales oriented
– Market oriented
– Production oriented
• Question:
What is a market oriented
organization?
Back to the answer board
Customers and Society - 100 points
• Answer: It is the difference between a
market orientation and a societal marketing
orientation.
• Question:
What is a focus on the
interests of individual and/or
society?
Back to the answer board
Determine how much of your total
you want to wager, then click below.
Go to the
Open Challenge
Question!
Customers and Society - Open Challenge
• Answer: The four reasons cited as to “why
study marketing” are 1) marketing is
important to business, 2) marketing offers
outstanding career opportunities, 3) marketing
affects your every day life, and 4) this reason.
• Question:
What is marketing plays
an important role in society?
Back to the answer board
Customers and Society - 300 points
• Answer: An example of this orientation
would be Duracell’s and Eveready’s
reduction of levels of mercury in their
batteries.
• Question:
What is a societal
marketing orientation?
Back to the answer board
Customers and Society - 400 points
• Answer: To deliver this to customers,
marketers must do the following things:
–
–
–
–
–
offer products that perform
give consumers more than they expected
avoid unrealistic pricing
give the buyer facts
offer an organization-wide commitment in service
• Question:
What is customer value?
Back to the answer board
Customers and Society - 500 points
• Answer: It is the amount of every dollar
spent by consumers that goes for marketing
costs, such as marketing research, product
development, packaging, transportation,
storage advertising, and sales.
• Question:
What is fifty cents of every
dollar?
Back to the answer board
Sales v. Market - 100 points
(answers/questions comparing a sales and a market orientation)
• Answer: It is the orientation which focuses
outward, on the wants and preferences of
customers.
• Question:
What is a market
orientation?
Back to the answer board
Sales v. Market - 200 points
(answers/questions comparing a sales and a market orientation)
• Answer: When asked “what business are
you in,” someone with this orientation
would likely reply “we sell goods and
services to our customers.”
• Question:
What is a sales orientation?
Back to the answer board
Sales v. Market - 300 points
(answers/questions comparing a sales and a market orientation)
• Answer: Rather than direct marketing
activities at targeted groups of people, this
orientation directs marketing activities at
everyone.
• Question:
What is a sales orientation?
Back to the answer board
Sales v. Market - 400 points
(answers/questions comparing a sales and a market orientation)
• Answer: Marketing managers with this
orientation seek to achieve profit through
maximum sales volume.
• Question:
What is a sales orientation?
Back to the answer board
Sales v. Market - 500 points
(answers/questions comparing a sales and a market orientation)
• Answer: Marketing managers with this
orientation seek to achieve profits primarily
through the use of intensive promotion.
• Question:
What is a sales orientation?
Back to the answer board
Potpourri - 100 points
• Answer: It is one of the reasons cited in the text
for the question “Why study marketing?”
• Question:
What is… (accept any one of
the following)
–
–
–
–
Marketing plays an important role in society
Marketing is important to business
Marketing offers outstanding career opportunities
Marketing affects your life every day
Back to the answer board
Potpourri - 200 points
• Answer: This orientation suggests that
satisfying consumer needs and
organizational needs is not enough companies should also work to help
society’s long-term best interests.
• Question:
What is a societal
marketing orientation?
Back to the answer board
Potpourri - 300 points
• Answer: This marketing term would describe
a customer who purchased a sports drink to
feel refreshed, only to discover the product
that the product surpassed her expectation - it
also tasted great and provided key nutrients.
• Question:
What is customer satisfaction?
Back to the answer board
Potpourri - 400 points
• Answer: This orientation requires topmanagement leadership, a customer focus,
competitor intelligence, and interfunctional
coordination to meet customer wants and
needs.
• Question:
What is a market
orientation?
Back to the answer board
Potpourri - 500 points
• Answer: An example of this type of
orientation was 3M’s development and
patenting of the adhesive component of
Post-It Notes a year before the commercial
application was identified.
• Question:
What is a production
orientation?
Back to the answer board
And now, it’s time for
Directions:
•Get two pieces of paper.
•On one piece, write your team’s wager.
•Use the other piece of paper to write the
“question” for the final challenge “answer.”
Click here for the Final Challenge Answer
Final Challenge!
• Answer: It stimulates an awareness of
changes in customer desires and preferences
so that the product offerings remain
relevant.
• Question:
What is asking “What is the
firm’s business?”