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1、Chapter 4,Marketing,Defining Marketing,Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. By Philip Kotler,The Scope of Marketing,Places Properties Organizations
2、Information Ideas,Goods Services Experiences Events Persons,Core Concepts of Marketing,Marketing Environment,Competition,Target markets & segmentation,Needs, wants & demands,Product or offering,Value and satisfaction,Exchange and transactions,Relationship and networks,Marketing channels,Supply chain
3、,The Four P Components of the Marketing Mix,Alternative Marketing Mix: The Four Cs,The Four Cs,Company Orientations Towards the Market Place,Marketing Concept,Selling Concept,Product Concept,Production Concept,Figure 1-7: Contrasts Between the Sales Concept and the Marketing Concept,Figure 1-10: The
4、 Customer Concept,Company Orientations Toward the Marketplace,Procter & Gambles R site allows customers to design their own beauty products,How Marketing Practices are Changing: E-Business E-business E-commerce E-purchasing E-marketing Internet Domains: B2C (Business to Customer),Adapting Marketing
5、to the New Economy,Customers can shop online at Calyx and Corolla or ask for a catalog and shop by phone,Adapting Marketing to the New Economy,Internet Domains: B2B (Business to Business),Adapting Marketing to the New Economy,Internet Domains: C2C (Consumer to Consumer) Internet Domains: C2B (Custom
6、er to Business) Pure Click vs. Brick and Click Companies Pure-click companies,CarPoint, leading metamediary for car buying, is a pure click company: It exists only on the Web.,Premier D is a special business-oriented part of the Dell Web site that allows customers to interact with Dell and customize
7、 all phases of doing business with Dell.,Three Intensive Growth Strategies: Ansoffs Product/Market Expansion Grid,Starbucks home page: Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online,SWOT Analysis,Internal Environmental Analysis Strength Weakness Ext
8、ernal Environmental Analysis Opportunity Threat,Questions for Discussion 1,Foreigners who do business in China must either accept the concept of guan-xi or be inevitably unsuccessful. Guan-xi means personal relationships. Everything in China is based on guan-xi. If a company representative wants to
9、rent office space, find a product distributor, or erect a billboard, he or she must begin with guan-xi. Is a company that uses relationship marketing better able to understand the importance of guan-xi than one that does not?,Questions for Discussion 2,Sharon Solomon is an entrepreneur who created a
10、nd markets cooking videos under the brand name At Home on the Range. She has explained to friends that she has no competition because there are no cooking instructional videotapes currently on the market. Respond to Solomons statement.,Research and Managerial Value,Identifying Problems or Opportunit
11、ies Diagnosis and Assessment Selecting and Implementing Business Strategy and Course of Action Evaluating Strategy and Course of Action,The Marketing Research Process,Popular Research Methods,Observational,Focus-group,Survey,In-depth Interview,Experimental,Focus group research,Should Research Be Con
12、ducted?,Time Constraints Availability of Data Nature Of the Decision Benefit VS. Cost,Understand the Consumer,Overall Model of Consumer Behavior,Cultural Factors Culture Subcultures Diversity marketing Social class,Influencing Buyer Behavior,Model of Buyer Behavior,Influencing Buyer Behavior,Social
13、Factors Reference Groups Reference groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Opinion leader Secondary groups Aspirational groups Dissociative groups Opinion leader,Family Family of orientation Family of procreation Roles and Statuses Role Status
14、,Levi-Strausss Silver Tab line is also featured on its Web site,Personal Factors Age and Stage in the Life Cycle Family life cycle Occupation and Economic Circumstances,Influencing Buyer Behavior,Personality and Self-Concept Personality Brand personality Sincerity Excitement Competence Sophisticatio
15、n Ruggedness Self-concept Persons actual self-concept Ideal self-concept Others self-concept,Influencing Buyer Behavior,Psychological Factors Motivation Motive Freuds Theory Laddering Projective techniques,Influencing Buyer Behavior,Maslows Hierarchy of Needs,Consumer Buying Process,Problem Recognit
16、ion,Information Search,Evaluation of Alternatives,Purchase Decision,Post-purchase Behavior,Successive Sets Involved in Customer Decision Making,Wait a minute,what about,Business Customer?,Business v.s Consumer Markets,Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated Derived demand Inelastic demand (short-term),Business v.s. Consumer Markets,Professional purchasing Several buying influences Multiple sa
