For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002
McGraw-Hill ... Kenneth Wong. William D. Perreault, Jr. E. Jerome McCarthy ...
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 Li mi ted.
Chapter 1: Marketing’s Role within Organizations
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Marketing Defined Micro-marketing The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of need-satisfying goods and services.
1-3
Macro-marketing 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 Li mi ted.
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 1-1 1-4
Place Place
Possession Possession
From Marketing For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Marketing’s Changing Role Simple Simple Trade Trade Era Era
Production Production Era Era
Sales Sales Era Era
1-5
Focus:
Sell Sell Surplus Surplus Focus:
Increase Increase Supply Supply Focus:
Beat Beat Competition Competition
Marketing MarketingDepartment Department Era Era
Focus :
Marketing MarketingCompany 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 Li mi ted.
The Marketing Concept Customer Customer Satisfaction Satisfaction
Total TotalCompany Company Effort Effort
The Marketing Concept
Profit Profit Exhibit 1-2 1-6
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
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
1-7
Benefits
The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value.
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Nonprofits Need Marketing, Too
NonNonCustomer Customer Support Support
NonNonEconomic Economic Measures Measures Characteristics of Nonprofit Organizations
Poorly Poorly Organized Organized for forMarketing Marketing 1-8
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
