Transcript BUS222day1xm

Day 1
BUS 222
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Agenda
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Class roll call
Instructor Introduction
Syllabus review
Instructor’s Educational Philosophy
Web Resources
General Information about class
BlackBoard
A quick overview of marketing
Copyright 2005 Prentice Hall
Ch 1 -2
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Instructor
• Tony Gauvin
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Associate Professor of E-Commerce
216 Nadeau Hall
(207) 834-7519 or Extension 7519
[email protected]
Copyright 2005 Prentice Hall
Ch 1 -3
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Instructional Philosophy
• Out-Come based education
• Would rather discuss than lecture
– Requires student preparation
• Hate grading assignments
– Especially LATE assignments
• Use class interaction, assignments, exams (midterm and final) and Case Study Reports to
determine if outcomes are met.
Copyright 2005 Prentice Hall
Ch 1 -4
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Web Resources
• Blackboard
https://www.courses.maine.edu
• Instructor’s Web Site
http://perleybrook.umfk.maine.edu
• Textbook WebSite
– http://highered.mcgrawhill.com/sites/0078028833/student_view0/
• Authors’ Blog
– http://grewallevymarketing.com/
• Know This
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http://www.knowthis.com/principles-of-marketing-tutorials/
Copyright 2005 Prentice Hall
Ch 1 -5
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Resource Review
• Blackboard
• Syllabus
• Contract for Classroom behavior
Copyright 2005 Prentice Hall
Ch 1 -6
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Bribe List (2012)
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1947 HD FLH “knucklehead”
2012 Audi R8
1950 Buick RoadMaster
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Convertible or Sedanette
1957 Buick Special
1972 SS 402 El Camino
1970 Oldsmobile 442 (W-30 option)
1965 Shelby Cobra S/C 427
1995 Ferrari 348 Spyder
2006 Dodge Viper SRT
Copyright 2005 Prentice Hall
Ch 1 -7
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What is marketing?
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OVERVIEW OF
MARKETING
McGraw-Hill/Irwin
01
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
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Overview of Marketing
LEARNING OBJECTIVES
LO1 Define the role of marketing in
organizations.
LO2 List the elements of the marketing mix.
LO3 Describe how marketers create value for a
product or service.
LO4 Understand why marketing is important
both within and outside the firm.
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Ryan Anson/AFP Getty Images
Apple
How does this company
provide value?
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What is Marketing?
Marketing is an organizational function
and a set of processes for creating,
capturing, communicating, and
delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.
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What is value?
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What is Marketing?
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Marketing is about Satisfying Customer
Needs and Wants
• What group is Crest
targeting with this ad?
• What other benefits
of toothpaste might
Crest advertise?
• What groups might
these benefits appeal
to?
©Procter & Gamble
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Marketing Entails an Exchange
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Marketing Requires Product,
Price, Place, and Promotion Decisions
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Product: Creating Value
• The fundamental
purpose of Marketing
is to create value by
developing a variety
of offerings, including
goods, services, and
ideas, to satisfy
customer needs.
Goods
Royalty-Free/Corbis
Services
Flying Colours Ltd./Getty Images
Ideas
Roz Wodward/Getty Images
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Price: Capturing Value
• Price is everything a buyer gives up (money, time,
energy) in exchange for the product
• The key to determining prices is to figure out how
much customers are willing to pay and assess
whether a profit can be made at that point
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Place: Delivering the Value Proposition
• Place, or supply chain
management, describes
all activities necessary to
get the product to the
right customer when the
customer wants it
• Where would you find this
product in the store?
Courtesy Horizon Organic Dairy
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Superior Service: AT&T?
Courtesy AT&T; Agency: BBDO/Atlanta; Artist: Guido Daniele; Photographer: Andric
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Luxury Hotels
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Promotion: Communicating Value
• Promotion is
communication by a
marketer that informs,
persuades, and
reminds potential
buyers about a
product or service to
influence their
opinions or elicit a
response
Photo by Paul Hawthorne/Getty Images
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Marketing Can be Performed by
Individuals and Organizations
ETSY Website
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Marketing Impacts Stakeholders
Society
Customers
Employees
Supply
Chain
Courtesy National Fluid Milk Processor Promotion Board;
Agency: Lowe Worldwide, Inc.
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Marketing Helps Create Value
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1. H.Armstrong Roberts/Retrofile/Getty Images 2. Jamie Grill/Iconica/Getty Images 3. ©Ted Dayton Photography/Beateworks/Corbis
4. Ciaran Griffin/Stockbyte/Getty Images 5. ©Colin Anderson/Blend Images/Corbis
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Value-Based Marketing
“Pure Dark Chocolate
Light Exquisite Cookie”
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Check Yourself
1. What is the definition of marketing?
2. Marketing is about satisfying ______ and
______ .
3. What are the four components of the
marketing mix?
4. Who can perform marketing?
5. What are the various eras of marketing?
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Value Driven Companies
• Share information
across their
organization
• Balance customer’s
benefits and costs
• Build relationships
with customers
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Companies that Put the
Customer First
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Value Based Marketing
Photo by Christopher Peterson/BuzzFoto/FilmMagic/Getty Images
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Target is Value Driven
©Lars A. Niki
Target Commercial
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Check Yourself
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Does providing a good value mean
selling at a low price?
2.
What type of relationship is best for
providing value to customers?
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Andrew Ward/Life
File/Getty Images
©Roy McMahon/Corbis
©Edward Rozzo/Corbis
BananaStock/JupiterImages
Jason Reed/Getty Images
Digital Vision/Getty Images
Why Is Marketing Important?
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Marketing and Society
Focusing on many factors
Product
Marketing
practices
Communities
Environment
©M. Hruby
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Marketing Enriches Society
Photo by Thomas Cooper/Getty Images
Oprah's Angel Network
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Marketing Can Be Entrepreneurial
Ben & Jerry’s Product Mission
To make, distribute, and sell the finest quality all natural
ice cream and euphoric concoctions with a continued
commitment to incorporating wholesome natural
ingredients and promoting business practices that
respect the Earth and the Environment
Ben & Jerry’s Website
Ben & Jerry’s Commercial
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Check Yourself
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List five factors that emphasize the
importance of marketing.
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A firm doing the right thing emphasizes
the importance of marketing to society
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