tailieunhanh - Lecture Understanding business (10/e): Chapter 13 - William G. Nickels, James M. McHugh, Susan M. McHugh

Chapter 13 - Marketing: Helping buyers buy. This chapter include objectives: Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations; describe the four p’s of marketing; summarize the marketing research process; show how marketers use environmental scanning to learn about the changing marketing environment; | Marketing: Helping Buyers Buy Chapter 13 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations. Describe the four P’s of marketing. Summarize the marketing research process. Show how marketers use environmental scanning to learn about the changing marketing environment. Explain how marketers apply the tools of market segmentation, relationship marketing and the study of consumer behavior. Compare the business-to-business market and the consumer market. LEARNING GOALS Chapter Thirteen 13- What is Marketing? Marketing -- The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large. WHAT’S MARKETING? LG1 13- Marketing today involves helping the buyer buy through: Websites that help buyers find the best price, identify . | Marketing: Helping Buyers Buy Chapter 13 McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations. Describe the four P’s of marketing. Summarize the marketing research process. Show how marketers use environmental scanning to learn about the changing marketing environment. Explain how marketers apply the tools of market segmentation, relationship marketing and the study of consumer behavior. Compare the business-to-business market and the consumer market. LEARNING GOALS Chapter Thirteen 13- What is Marketing? Marketing -- The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners, and society at large. WHAT’S MARKETING? LG1 13- Marketing today involves helping the buyer buy through: Websites that help buyers find the best price, identify product features, and question sellers. Blogs and social networking sites that cultivate consumer relationships. FOCUS of CONTEMPORARY MARKETING LG1 What is Marketing? 13- The Evolution of Marketing Production Era Selling Era Marketing Concept Era Customer Relationship Era FOUR ERAS of . MARKETING LG1 13- The general philosophy was “Produce what you can because the market is limitless.” After mass production, the focus turned from production to persuasion. The PRODUCTION and SELLING ERAS LG1 The Evolution of Marketing 13- After WWII, a consumer spending boom developed. Businesses knew they needed to be responsive to consumers if they wanted their business. The MARKETING CONCEPT ERA LG1 The Evolution of Marketing 13- The Marketing Concept includes three parts: Customer Orientation -- Finding out what customers want and then providing it. Service Orientation -- Making sure everyone in an organization is committed to customer satisfaction. Profit Orientation -- Focusing