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After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,...
Basic Marketing A Global-Managerial Approach Stanley J Shapiro Kenneth Wong William D Perreault, Jr E Jerome McCarthy For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Chapter 1: Marketing’s Role within Organizations For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Marketing Defined Micromarketing The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of needsatisfying goods and services 13 Macromarketing A social process that directs an economy’s flow of goods and services to effectively match supply and demand and to meet society’s objectives For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Utility and Marketing From Production Time Time Form Form Utility Utility Value Value that that comes comes from from satisfying satisfying human human needs needs Task Task Exhibit 11 14 Place Place Possession Possession From Marketing For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Marketing’s Changing Role Simple Simple Trade Trade Era Era Production Production Era Era Sales Sales Era Era 15 Focus: Sell Sell Surplus Surplus Focus: Increase Increase Supply Supply Focus: Beat Beat Competition Competition Marketing Marketing Department Department Era Era Focus : Marketing Marketing Company Company Era Era Focus : Coordinate Coordinate and and Control Control Long-Run Long-Run Customer Customer Satisfaction Satisfaction For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Marketing Concept Customer Customer Satisfaction Satisfaction Total Total Company Company Effort Effort The Marketing Concept Profit Profit Exhibit 12 16 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Customer Value Reflects Benefits and Costs Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits Costs 17 Benefits The customer’s view of costs and benefits is not just limited to economic (or even rational) considerationsand a low price may NOT result in superior value For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Nonprofits Need Marketing, Too NonNonCustomer Customer Support Support NonNonEconomic Economic Measures Measures Characteristics of Nonprofit Organizations Poorly Poorly Organized Organized for forMarketing Marketing 18 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited .. .Chapter 1: Marketing’s Role within Organizations For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Marketing Defined Micromarketing... Supply Focus: Beat Beat Competition Competition Marketing Marketing Department Department Era Era Focus : Marketing Marketing Company Company Era Era Focus : Coordinate Coordinate and and Control... Ryerson Limited Marketing’s Changing Role Simple Simple Trade Trade Era Era Production Production Era Era Sales Sales Era Era 15 Focus: Sell Sell Surplus Surplus Focus: Increase Increase Supply Supply