tailieunhanh - Lecture Business: A changing world (4/e): Chapter 12 - O.C. Ferrell, Geoffrey Hirt
Chapter 12: Customer-driven marketing. This chapter include objectives: Define marketing and describe the exchange process; specify the functions of marketing; explain the marketing concept and its implications for developing marketing strategies; examine the development of a marketing strategy, including market segmentation and marketing mix;. | Chapter Twelve Customer-Driven Marketing The nature of marketing is to create value by allowing people and organizations to obtain what they need and want. Marketing is an Exchange Relationship Exchange: The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas). The Exchange Process: Giving Up One Thing in Return for Another Something of Value (money, credit, labor, goods) Something of Value (goods, services, ideas) Seller Buyer Marketing Creates Utility Utility: A product’s ability to satisfy human needs and wants. Place Utility Time Utility Ownership Utility Form Utility Functions of Marketing Buying Selling Transporting Storing Grading Financing Marketing Research Risk Taking The Marketing Concept The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit). FAST FACT: Trying to determine a customer’s true needs is difficult because no | Chapter Twelve Customer-Driven Marketing The nature of marketing is to create value by allowing people and organizations to obtain what they need and want. Marketing is an Exchange Relationship Exchange: The act of giving up something (money, credit, labor, goods) in return for something else (goods, services, or ideas). The Exchange Process: Giving Up One Thing in Return for Another Something of Value (money, credit, labor, goods) Something of Value (goods, services, ideas) Seller Buyer Marketing Creates Utility Utility: A product’s ability to satisfy human needs and wants. Place Utility Time Utility Ownership Utility Form Utility Functions of Marketing Buying Selling Transporting Storing Grading Financing Marketing Research Risk Taking The Marketing Concept The idea that an organization should try to satisfy customer’s needs through coordinated activities that allow it to achieve its own goals (profit). FAST FACT: Trying to determine a customer’s true needs is difficult because no one fully understands what motivates people to buy. Developing Marketing Strategy Marketing Strategy: A plan of action for developing pricing, distributing and promoting products that meet the needs of specific customers. The Two Major Components: Selecting a Target Market Developing the Appropriate Marketing Mix Market / Target Market A market is a group of people who have a need, purchasing power, and the desire and authority to spend money on goods, services, and ideas. A target market is a more specific group of consumers on whose needs and wants a company focuses its marketing efforts. Customer Relationship Management (CRM) Using information about customers to create marketing strategies that develop and sustain desirable customer relationships. Total-Market Approach The marketer tries to appeal to everyone and assumes that all buyers have the same needs. Market Segmentation Market Segmentation: A strategy to divide the total market into groups of people who have relatively .
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