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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 m ted. i

Chapter 1:

Marketing's Role within Organizations

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

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.

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.

1-3

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Utility and Marketing

From Production Time Time Form Form

Value that comes Value that comes from satisfying from satisfying human needs human needs

Utility Utility

Place Place

Task Task

Possession Possession

Exhibit 1-1

1-4

From Marketing

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Marketing's Changing Role

Simple Trade Era Simple Trade Era

Focus:

Sell Surplus Sell Surplus

Focus:

Production Era Production Era

Increase Supply Increase Supply

Focus:

Sales Era Sales Era Marketing Department Marketing Department Era Era Marketing Company Marketing Company Era Era

1-5

Beat Competition Beat Competition

Focus :

Coordinate and Control Coordinate and Control

Focus :

Long-Run Long-Run Customer Satisfaction Customer Satisfaction

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

The Marketing Concept

Customer Customer Satisfaction Satisfaction Total Company Total 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 m ted. i

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

Benefits

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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 m ted. i

Nonprofits Need Marketing, Too

NonNonCustomer Customer Support Support Characteristics of Nonprofit Organizations

NonNonEconomic Economic Measures Measures

Poorly Poorly Organized Organized for Marketing for Marketing

1-8

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Information

8 pages

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