solomon01_media

solomon01_media - CHAPTER 1 Welcome to the World of...

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Unformatted text preview: CHAPTER 1 Welcome to the World of Marketing: Creating and Delivering Value M A R K E T I N G Real People, Real Choices Fourth Edition Michael R. Solomon Greg W. Marshall Elnora W. Stuart 1-2 Chapter Objectives_1 Know who marketers are, where they work, and understand marketings role in the firm Define what marketing is and how it provides value to everyone involved in the marketing process Discuss the range of services and goods that are marketed 1-3 Chapter Objectives_2 Understand value from the perspectives of the customers, producers, and society Understand the basics of marketing planning and the marketing mix tools used in the marketing process Describe the evolution of the marketing concept 1-4 Brand YOU and Marketings Basic Questions Brand You Who? Where? What? When? Why? 1-5 The Value of Marketing Marketing is the adaptive process, in society and organizations, of collaborating to communicate, create, provide, and sustain value for customers through exchange relationships while meeting the needs of diverse stakeholders . 1-6 Marketers do it to satisfy needs Most successful firms practice the marketing concept first identify consumer needs and then provide products that satisfy those needs A need is the difference between a consumers actual state and some ideal or desired state physical needs psychological needs 1-7 Aveeno Aveeno satisfies a need by providing blemish-free skin 1-8 Needs versus Wants A need is the difference between the actual and ideal states of being A want is a desire for a particular product used to satisfy that need wants are culturally and socially influenced 1-9 Crest Whitestrips Crest Whitestrips provide a benefit many consumers want today: whiter teeth 1-10...
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solomon01_media - CHAPTER 1 Welcome to the World of...

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