Chapter 1: Marketing oday 1-1: Overview Business perspective? Consumer perspective? A marketing match? IBUS 166 CULTURE Lars pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 1 Chapter 1: Marketing Today 1-1: Overview Business perspective? Consumer perspective? A marketing match?
1-2: Marketing Defined Marketing is the anticipation management, and satisfaction of demand through the exchange process It nvolves goods, services organizations, people, places, and ideas IBUS 166 CULTURE Lars pemer. Instructor 2
IBUS 166 CULTURE Lars Perner, Instructor 2 1-2: Marketing Defined Marketing is the anticipation, management, and satisfaction of demand through the exchange process. It involves goods, services, organizations, people, places, and ideas
1-3: The Evolution of Marketing Barter Productio Sales Marketing Marketing Era Era E Department Company ra E ra Self- Demand Supply Era Supply Sufficiency exceeds equals Supply exceeds supply deman equals demand Basic demand one-on-one Output Selling Integrated trading d expande process Marketing comprehansive Important a subsidiar function role for marketing IBUS 166 CULTURE Lars pemer. Instructor 3
IBUS 166 CULTURE Lars Perner, Instructor 3 1-3: The Evolution of Marketing Barter Era SelfSufficiency Basic one-on-one trading Marketing Company Era Supply exceeds demand Integrated, compreeansive role for marketing Marketing Department Era Supply equals demand Marketing a subsidiary function Sales Era Supply equals demand Selling process important Productio Era Demand exceeds supply Output expanded
1-3a: The Marketing Concept Consumer Goal Orientation Orientation Marketing Concept Market-Driven Integrated pproach A Marketing Focus Value-Based Philosophy IBUS 166 CULTURE Lars Pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 4 1-3a: The Marketing Concept Consumer Orientation Market-Driven Approach Integrated Marketing Focus Value-Based Philosophy Goal Orientation Marketing Concept
The marketing concept's five elements (described in Figure 1-4)are crucial to the long-term success of a good service, organization, person, place, or idea a consumer orientation a market- driven approach, a value-based philosophy, an integrated d marketing focus and a goal orientation IBUS 166 CULTURE Lars Pemer. Instructor
IBUS 166 CULTURE Lars Perner, Instructor 5 The marketing concept's five elements (described in Figure 1-4) are crucial to the long-term success of a good, service, organization, person, place, or idea: a consumer orientation, a marketdriven approach, a value-based philosophy, an integrated marketing focus, and a goal orientation