tailieunhanh - Lecture Marketing: The core (5/e): Chapter 1 – Kerin, Hartley, Rudelius

Chapter 1: Creating customer relationships and value through marketing. After reading this chapter you should be able to: Define marketing and identify the diverse factors influencing marketing activities, explain how marketing discovers and satisfies consumer needs, distinguish between marketing mix factors and environmental forces,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing and identify the diverse factors influencing marketing activities. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO1 1- Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: 1- DISCOVERING HOW COLLEGE STUDENTS STUDY HELPS LAUNCH A NEW PRODUCT AT 3M Satisfying Student Study Needs Discovering Student Study Needs 1- Marketing is NOT Easy WHAT IS MARKETING? LO1 You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions May Be Involved in Selling Decisions 1- True True (c) . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing and identify the diverse factors influencing marketing activities. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO1 1- Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: 1- DISCOVERING HOW COLLEGE STUDENTS STUDY HELPS LAUNCH A NEW PRODUCT AT 3M Satisfying Student Study Needs Discovering Student Study Needs 1- Marketing is NOT Easy WHAT IS MARKETING? LO1 You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions May Be Involved in Selling Decisions 1- True True (c) plastic bottles FIGURE 1-1 The see-if-you’re-really-a-marketing-expert test 1- Marketing Seeks to: Exchange Discover Needs and Wants of Customers Satisfy Them WHAT IS MARKETING? DELIVERING BENEFITS LO1 AMA Definition of Marketing 1- WHAT IS MARKETING? DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES LO1 The Organization Itself and Its Departments Society Environmental Forces 1- FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces 1- WHAT IS MARKETING? REQUIREMENTS FOR MARKETING TO OCCUR LO1 Two + Parties with Unsatisfied Needs A Desire and Ability to be Satisfied A Way for the Parties to Communicate Something to Exchange 1- HOW MARKETING DISCOVERS CONSUMER NEEDS THE CHALLENGE: NEW PRODUCTS LO2 Consumers May Not Know or Cannot Describe What They Need or Want Most New Products Fail “Focus on the Consumer Benefit” “Learn From the Past” The Challenge: 1- Dr. Care Vanilla-Mint Aerosol Toothpaste What .