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Marketing:RealPeople,RealDecisionsTheWorldofMarketingChapter1LectureSlidesSolomon,Stuart,Carson,&SmithYourna

mehereCoursetitle/numberDate1Marketing:RealPeople,RealDecisionsChapterLearningObjectivesWhenyouhavecompletedyourstudyofthischa

pter,youshouldbeableto:•Definethemarketingconcept.•Definetheobjectiveofmarketing.•Understandthebasicsofmarketingplanning.•Describetheevolution

ofthemarketingconcept.•Explainhowmarketingisimportanttobothindividualandbusinesscustomersinthemarketplace,

inourdailylives,andinsociety.•Explainmarketing’srolewithinanorganization.2Marketing:RealPeople,RealDecisionsIntroductiont

otheTopic•Whatismarketing?•Isisadvertising?Sales?Goingtothegrocerystore?•Itisafunctionalareawithinabusiness,butwhatdoesitdo?•Ausefuldefinitionfro

mtheAmericanMarketingAssociation:•Marketing:theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionof

ideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.•Notethemanycom

ponentparts(includingthe4P’s)tothisdefinition,whichwillallbediscussedingoodtime.3Marketing:RealPeople,RealDec

isionsNeedsversusWants•Marketingattemptstosatisfytheneedsofconsumers.•Consumer:theultimateuserofagoodorservice•Couldbeanindividual,busi

ness,ororganization•Need:recognitionofanydifferencebetweenaconsumer’sactualstateandsomeidealordesire

dstate.•Want:thedesiretosatisfyneedsinspecificwaysthatareculturallyandsociallyinfluenced.•Whyisthedifferencebetweenthesetw

orelevanttomarketers?•Ifconsumersmustlearnhowtosatisfyneeds,thentheycanbeinfluencedintheprocess.4Marke

ting:RealPeople,RealDecisionsExchangeofValue•Ifmarketingisallaboutexchangesofvalue,whatisvalue?•Customervalue:whatthecustomer

getsinthepurchase,use,andownershipofaproductrelativetothecostsandsacrificesincurred.•Exchange:theprocessbywhichsometra

nsferofvalueoccursbetweenabuyerandseller.•Mostexchangesareintheformofmoney,butbartercanalsobepopularonalocalbasis.•Whatisth

erelationshipbetweenvalueandprice?•Customerswillpayforvaluereceived;themorereceived,themoretheywillpay.•Agooddealis,therefore,astateofmin

d?5Marketing:RealPeople,RealDecisionsExchangeofValue(continued)•Tobemeaningfultomarketers,wantsneedresources.

•Demand:customers’desireforproductscoupledwiththeresourcestoobtainthem.•Market:allofthecustomersandpotentialcustomerswho:–shareacommonneed

thatcanbesatisfiedbyaspecificproduct,–havetheresourcestoexchangeforit,–arewillingtomaketheexchange,and,–havetheauthoritytomake

theexchange.•Notethatthesefourconditionsalsomakeagooddefinitionofacustomer.•Marketplace:anylocationormedi

umusedtoconductanexchange.6Marketing:RealPeople,RealDecisions(Almost)AnythingCanBeMarketed•Product:atangiblegood,as

ervice,anidea,orsomecombinationofthesethat,throughtheexchangeprocess,satisfiesconsumerorbusinesscustomerneeds;abundleofattribut

esincludingfeatures,function,benefits,anduses.Productshave:•Features:characteristicsoftheproduct,suchasma

terials,construction,andwhatitdoes.Afeatureofacomputeristhatithas512MbofRAM•Advantages:whatthefeaturesdofortheusero

ftheproduct.MoreRAMallowsforgreatercomputingpower.•Benefits:theoutcomesoughtbyacustomerthatmotivatesbuyingbehaviour.Thecustomerwantsmore

RAMtorunthelatestversionofasoftwareprogram.7Marketing:RealPeople,RealDecisions(Almost)AnythingCanBeMarketed•Ideamarketing:manyorg

anizations,includinggovernmentsusemarketingtosellideas,suchasnotsmoking,responsiblealcoholconsumption,safesex,andusingrecyclingprograms.•Placema

rketing:usingmarketingtosellplacesasadestinationfortouristsorforindustriestochoosetolocatein.•Tourism

isbigbusinessinCanada.•Peoplemarketing:usingmarketingtosellpeopleandtheirimages,suchascelebritiesendorsingproductsorrepresentingor

ganizations.•WhywouldNikepayTigerWoods$40millionover5yearsjusttoweartheirclothingandfootwear?8Marketing:RealPeople,

RealDecisionsTheMarketingConcept•Marketingconcept:amanagementorientationthatfocusesonachievingorganizationalobjecti

vesbyunderstandingconsumerneedsandwantsandtheassociatedcostsofsatisfyingthem.•Whichcomesfirst,theconsumerneedortheproducttosatisfyit?•

Itisimportanttorecognizethatmarketingdoesnotexistinisolationfromtheworldaroundit.•Socialmarketingconcept:anor

ientationthatfocusesonsatisfyingconsumerneedsandwantswhilealsoaddressingtheneedsofthelargersociety.•“It’snoteasybeinggreen.”–Kermitthefrog9Mark

eting:RealPeople,RealDecisionsMarketingPlanning•Strategicplanning:theprocessofidentifyingandanalyzingalternativewaysofachievingobjectives.Fa

vourableTypeoffactorLocationoffactorUnfavourableInternaltothecompanyExternaltothecompany•Industryposition

•Productinnovation/design•Brandawareness•Distributionchannels•Historyofsuccess•Pricingposition•Limiteddistribution•Limitedrangeofproducts•Leade

rship/direction•Resourceconstraints•Newmarkets•Newbrandingstrategies•Expandglobally•Expandaccessoriesline•Formstrategicpartnerships•Fierceco

mpetition•Brandnamemaybecomethegenericforthecategory•Paceoftechnology•RegulatoryenvironmentStrengthsThreatsWeaknessesOpportunities10Marketing:

RealPeople,RealDecisionsMarketingPlanning(continued)•Marketsegment:adistinctgroupofcustomerwithinalargermarket,whoa

resimilartooneanotherinsomewayandwhoseneedsdifferfromothercustomersinthelargermarket.•Targetmarket:themarketsegmentonwhichandorgani

zationfocusesitsmarketingplanandtowardwhichitdirectsitsmarketingefforts.•Marketposition:thewayinwhichthetargetmarketperceivestheproducti

ncomparisontocompetitors’brands.•Tobeeffective,organizationswilldoallthreesteps,oneaftertheother,aseachonebuildsonthestepprevious.•Howdomarke

tersachievepositioning?11Marketing:RealPeople,RealDecisionsMarketing’sTools•Marketingmix:Acombinationoftheproductitself,thepriceofthepro

duct,theplacewhereitismadeavailable,andtheactivitiesthatintroduceittotheconsumers,whichcreatesadesiredresponseamon

gasetofpredefinedconsumers.Figure1-112Marketing:RealPeople,RealDecisionsMarketingPlanning(continued)•Relation

shipmarketing:amarketingphilosophythatfocusesonbuildinglong-termrelationshipswithcustomers,suppliers,distributors,andother

keystakeholderstosatisfymutualneeds.•Thisphilosophyrecognizesthatitismoreefficienttokeepexistingcustomershappyandbuying,thant

obeconstantlytryingtofindnewonestoreplacethosewhohaveleft.•Italsorecognizesthevalueofteamwork,whenitcomestothesupplychain.

•Stakeholders:individualsororganizationswhoaffect,orareaffectedby,theactivitiesofafirm.•Societyasawholehavea

stakeinwhatorganizationsdo.13Marketing:RealPeople,RealDecisionsTheEvolutionofaConcept•Productorientation:amanagementphilosophythatemphasiz

esthemostefficientwaystoproduceanddistributeproducts.•Thisphilosophyfocusesondevelopingproductsthroughresearchanddevelopmentacti

vities.•Thisapproachworksbestinaseller’smarket,wheredemandisgreaterthansupply.•Sellingorientation:amanagerialv

iewofmarketingasasalesfunction,orawaytomoveproductsoutofwarehousestoreduceinventory.•Alsoknownasthehardsell,thisapproachisnecessaryinti

mesofabuyer’smarket,whereproductavailabilityexceedsdemand.•Thinkaluminumsidingintheearly60’s,homesecuritysystemstoday,

andotherunsoughtgoods.14Marketing:RealPeople,RealDecisionsTheEvolutionofaConcept(continued)•Consumerorientatio

n:amanagementphilosophythatfocusesonbeingproactiveandresponsiveinidentifyingandsatisfyingconsumerneeds

andwants.•Focusingonwhattheconsumerwantsmakesforgoodbusiness,asMatteldoeswiththeBarbie™productline.•Neweraorientati

on:amanagementphilosophyinwhichmarketingdecisionmakingmeansadevotiontoexcellenceindesigningandproducingproductsthatbenefitthecust

omerplusthefirm’semployees,shareholders,andfellowcitizens.15Marketing:RealPeople,RealDecisionsMarketingCreatesValue•Functionalvalue:c

onsumerbenefitsrelatingtoproductfeatures,characteristics,utility,performance,andoutcomes.•Whatwilltheproductdoforme?•Util

ity:theusefulnessorbenefitreceivedbyconsumersfromaproduct.Utilitycanbasedonform,place,time,andpossession.•Buyingsnow

tiresafterthefirstsnowfallinwinterqualifiesforallfour!•Experientialvalue:consumerbenefitsrelatingtosensory,emotional

,relational,andepistemicexperiences.•Livetheatreandsportsareexperiencesenjoyedformanydifferentreasons.16Marketing:RealPeople,Rea

lDecisionsMarketingCreatesValue•Symbolic(expressive)value:consumerbenefitsrelatingtoself-conceptorself

-identity,self-expression,socialmeaning,personalmeaning,orconditionalmeaning.•Someproductsorservicesweconsumeforwhatwebelievetheysayabout

ustoothers.Luxuryproductsareagoodexample.•Cost(sacrifice)value:consumerbenefitsrelatingtoeconomiccost

s,psychologicalcosts,personalinvestment,andrisk.•Warehouseretailersande-tailersappealtothoseconsumerswhoapprec

iatevaluecreatedbylowprices,selection,andconvenienceofshopping.17Marketing:RealPeople,RealDecisionsMarketingandCulture•Popularculture:themus

ic,movies,sports,books,celebrities,andotherformsofentertainmentconsumedbythemassmarket.•MarketingofcelebritiesispervasiveinNorthAmer

icanculture,muchtothechagrinofmanyobservers.•Culturalactivitiescanbedifferentiatedandtargetedtoparticular

marketsegments.•Myths:storiescontainingsymbolicelementsthatexpressthesharedemotionsandidealsofacultu

re.•Thereareonlysomanyplotandstorylinesouttheretobeused,anduniversalthemessuchasgoodversusevilhavewidespr

eadappealduetotheirsimplicity.18Marketing:RealPeople,RealDecisionsMarketing’sRoleinSociety•Ethicalbehavi

ourisgoodbusinessformanyreasonsbeyonditistherightthingtodo.Organizationsattempttomanagetheirpublicimagethroughcarefulpromotionalstrategies.•Theprac

ticeofmarketingisnotbeyondcriticism,suchas:–Marketerscreateartificialneeds–Marketingteachesustovaluepeopleforwhattheyownrather

thanwhotheyare–Marketerspromisemiracles•Mostofthesecriticismscenterontheissueofpersonalresponsibilityandtendtoover-estimatethepo

werofmarketing.Agreeordisagree?19Marketing:RealPeople,RealDecisionsFamousLastWords…•Forgoodorbad,marketingiseverywhere.•Ourchalle

ngefortheremainderofthiscoursewillbetotrytounderstandwhatitcandofororganizationsattemptingtoachievetheirobjectives.20谢谢23.7.1706:

15:2906:1506:1523.7.1723.7.1706:1506:1523.7.1706:12023年7月17日星期一6时15分29秒