Transcript “product” is an idea

Figure 1-1
A Simple Model of the Marketing Process
Copyright 2007, Prentice-Hall, Inc.
1-1
Marketing in Action
Products Can Be Ideas
Products do not have
to be physical objects.
Here the “product” is
an idea -- protecting
animals.
Products can also be
people, organizations,
places, or information.
Copyright 2007, Prentice-Hall, Inc.
1-2
Let’s Talk!
Does the ad shown at right
promote consumer
experiences? Explain.
Offer a different example of
a current advertising
campaign that promotes a
“consumer experience.”
Do you believe the campaign
is effective? Why or why not?
Copyright 2007, Prentice-Hall, Inc.
1-3
Marketing in Action
Marketing Myopia in the Recording Industry
Focused on selling prerecorded CDs, the record
industry missed early opportunities to partner with
music downloading services and manufacturers of
digital MP3 type recording devices.
Copyright 2007, Prentice-Hall, Inc.
1-4
Marketing in Action
Setting Expectations
This tongue in cheek
ad pokes fun at the
advertising industry’s
tendency toward
hyperbole when setting
consumer expectations
for goods and services.
Who is being targeted?
Does this ad set the
proper expectations?
Copyright 2007, Prentice-Hall, Inc.
1-5
Marketing in Action
Bartering Via the Web
The Internet helps brings buyers,
sellers, and those interested in
bartering together.
SWAPACE and The Barter Company
are two Web sites that enable
individuals or businesses to barter,
swap, or buy products and services.
swapace.com
Copyright 2007, Prentice-Hall, Inc.
barterco.com
1-6
Figure 1-2
Elements of a Modern Marketing
System
Copyright 2007, Prentice-Hall, Inc.
1-7
Let’s Talk!
Pair up with another
student and discuss the
ad shown at right.
Are you part of the target
market for this product?
List the personal traits,
variables, or factors that
characterize members of
this market segment.
Copyright 2007, Prentice-Hall, Inc.
1-8
Marketing in Action
Demarketing
Demarketing is often
used to discourage
undesirable behaviors.
Is this ad effective?
Visit the Office of
National Drug Control
Policy ad gallery.
mediacampaign.org
Copyright 2007, Prentice-Hall, Inc.
1-9
Figure 1-3
Marketing and Sales Concepts
Contrasted
Copyright 2007, Prentice-Hall, Inc.
1-10
Marketing in Action
Customer-Driven Marketing
Twenty years ago, how
many consumers would
have thought to ask for
laptops, wireless headsets,
cell phones, MP3 players,
PDAs, and digital cameras?
Marketers must often
understand customer needs
even better than customers
themselves do; customers
often can’t articulate what
they really need.
Copyright 2007, Prentice-Hall, Inc.
1-11
Figure 1-4
The Societal Marketing Concept
Copyright 2007, Prentice-Hall, Inc.
1-12
Marketing in Action
Focus on Customer Lifetime Value
To keep customers coming back, Stew Leonard’s has
created the “Disneyland of dairy stores.”
Copyright 2007, Prentice-Hall, Inc.
1-13
Figure 1-5
Customer Relationship Groups
Copyright 2007, Prentice-Hall, Inc.
1-14
Figure 1-6
Expanded Model of the Marketing Process
Copyright 2007, Prentice-Hall, Inc.
1-15