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1、Jason C. H. Chen, Ph.D. Professor School of Business Administration Gonzaga University Spokane, WA 99223 chenjepson.gonzaga.edu,Chapter 1 An Overview of Contemporary Marketing,OPENING VIGNETTE,WWW.AMAZON.COM What is the basis for As initial success? What are some of the marketing services used by A
2、to build their customer base?,Service Master,MARKETING,NEEDS,Customer Satisfaction,Customer Satisfaction,Customer satisfaction is the extent to which a firm fulfills a consumers needs, desires, and expectations As some needs are met, others may become more important Expectations may change based on
3、experiences Satisfying experiences may lead to increasing expectations Disappointing experiences may reduce expectations Expectations may be realistic or unrealistic,Types of Utility and How They Are Provided,Utility: Value that comes From satisfying Human needs,Form,Task,Time,Place,Possession,Provi
4、ded by production with guidance of marketing,Provided by marketing,Toyota,Marketing is the business function that deals with customers unfulfilled needs and wants. The role of marketing in organizations is to identify and measure customer needs and wants, determine which target markets the organizat
5、ion can serve, decide on the appropriate products and services to serve these markets, and determine the optimal methods of pricing, promoting, and distributing the products or services. Successful organizations are those that integrate the objectives and resources of the organization with the needs
6、 and opportunities in the marketplace.,Marketing and Beyond,In todays competitive environment, market-oriented thinking is a necessity. A successful implementation of the marketing concept requires knowledge of the internal (company) and external (competitors and customers) environments, and how the
7、y are influenced by marketing mix variables - product, price, distribution, and promotion.,Marketing and Beyond,What is Marketing?,“The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and
8、 organization goals.”,American Marketing Association,Marketing,“Human activities of satisfying needs and wants through the exchange processes.”,Another Definition,What is Marketing,MICRO-MARKETING: the performance of activities that seek to accomplish an organizations objectives by anticipating cust
9、omer or client needs and directing a flow of need-satisfying goods and services from producers to customer or client MACRO-MARKETING: a social process that directs an economys flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes
10、the objectives of society AMA COMMITTEE DEFINITION: marketing is the process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives,Ranges of Applications of Marketing,PRODUCT,
11、The Importance of Marketing,Marketing is Valuable to a Variety of Organizations: Corporate For-Profit Nonprofit The Military Religious & Ethnic Groups Small Firms Individual Marketers,Marketing as an Organizational Philosophy,Can be Stated Formally as a Mission Statement,Indicates the Types of Activ
12、itiesthe Organization Values,Can be Established Informally through The Communications and Actions of Top Management,Three Marketing Philosophies,Production PhilosophySelling PhilosophyMarketing Philosophy,Three Marketing Philosophies,Production PhilosophyA business philosophy that emphasizes the pro
13、duction function. An organization following such a philosophy values activities related to improving production efficiency or producing sophisticated products and services.,The guiding belief is “the best-produced products can be easily marketed.”,Three Marketing Philosophies,Selling PhilosophyA bus
14、iness philosophy that emphasizes the selling function. Organizations following such a philosophy focus on the selling process to address changes in market conditions.,The guiding belief is “any product can be old, if enough selling effort is given to it.”,Three Marketing Philosophies,Marketing Philo
15、sophyA business philosophy that emphasizes satisfying the needs of the customer. Organizations following such a philosophy have organizational wide commitment to satisfying the needs of the customer.,The guiding belief is “long term success depends on satisfying the needs of the customer.”,The Marke
16、ting Concept,The purpose of an organization aims all its efforts at satisfying its customers at a profit.Satisfying needs requires integrated and coordinated efforts through out the organization.Organizations should focus on long-term success.,Customer satisfaction,Total company effort,Profit (or another measure of long-term success) as an objective,The marketing concept,Organizations with a Marketing Orientation Carry Out the Marketing Concept,
