Sep 14 - Introduction to Marketing, Part II

Sep 14 - Introduction to Marketing, Part II - Simple...

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Introduction to Marketing Part II September 14, 2009 Instructor: Tamar Milne
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Agenda Evolution of marketing cont’d Value orientation Transactional vs. relational approaches Global marketing For next class. .. Lily Lin Marketing Research Lab Team assignments 2
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Evolution of Marketing 3
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Production Orientation Prior to 1920’s Production orientation Business success often defined in terms of production victories 4
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Sales Orientation Prior to 1950’s Customers resist nonessential goods and services Personal selling and advertising’s task is to convince them to buy 5
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And then they realized. .. 6
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Market Orientation Since 1950’s Marketing concept Company-wide consumer orientation Objective: long-run success Satisfying customer needs 7
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Value Orientation Began in 1990’s Carries market orientation even further Involves long-term, value-added relationships Focuses on relationships with customers and suppliers, partners 8
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9 Transactional vs. Relational Approaches Transaction-based marketing
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Unformatted text preview: Simple exchanges VS. Relationship marketing Convert new customers to advocates Lifetime value of a customer Identify best customers, increase their loyalty (e.g. one-to-one marketing) Value is Global Globalization of products, processes, ideas, manufacturing, consumption. .. Global competition is relevant to all organizations, even tiny, local ones Marketing principles are universally applicable around the world BUT markets and customers are very different Global setting makes value orientation even more important 10 Wheres Home? 11 a. Germany b. France c. Japan d. Great Britain e. United States f. Switzerland g. Italy h. Sweden i. Finland j. China For Next Class. .. Readings: Chapter 2: Developing Marketing Strategies Complete Introduction Survey on Vista Find it under Assessments Start working on your Team Charter Download from Vista 12...
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at The University of British Columbia.

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Sep 14 - Introduction to Marketing, Part II - Simple...

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