LO1 - McGraw-Hill
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Transcript LO1 - McGraw-Hill
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Chapter 10 –
Learning Objectives
LO1: An understanding of the purpose of marketing
LO2: Recognition of how marketing is linked to strategy
LO3: Knowledge of the importance of positioning in the
formulation of marketing strategy
LO4: An appreciation of the importance of marketing research,
segmentation, and targeting in the marketing process
LO5: A base-level exposure to where, and how, marketers seek
opportunities for new product/service ideas, development and
growth
LO6: An awareness of how an organization’s marketing team seeks
to influence customers and create loyalty for the products these
customers buy
Chapter 10 – The Marketing Challenge
(c) 2012 McGraw-Hill Ryerson Ltd.
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Marketing’s Purpose
LO1
MARKETING = The process through which organizations
design, develop, and communicate the value of their
products/services
Marketing is much more than just an advertising or media campaign
(which is the last step in the delivery of a marketing strategy)
The purpose of marketing is to design, deliver and
communicate value
Value in this context means communicating to existing and potential
customers why an organization’s products/services meet their needs
and why they should be judged superior to competitors’ offerings
Value does not always have to be tangible based on functionality
Value, real or perceived, can equally be based on intangible
attributes such as peer acceptance, status, emotional benefits, pride
of ownership, or brand loyalty
Chapter 10 – The Marketing Challenge
(c) 2012 McGraw-Hill Ryerson Ltd.