Chap1-2-3-S - A FRAMEWORK for MARKETING MANAGEMENT Chapter...

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11 A FRAMEWORK for MARKETING MANAGEMENT Chapter 1 Defining Marketing for the 21st Century
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22 Learning Objectives What is marketing? What is the scope of marketing? What are some fundamental marketing management orientations? Identify a few major concepts and tools of marketing
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33 What Is Marketing? American Marketing Association Definition Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders
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44 What Is Marketed? Goods Services Events and experiences Persons Places and properties Organizations Information Ideas
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55 Key Functions of the CMO Gathering Meaningful Customer Insights Strengthening the brands Measuring Marketing Effectiveness Driving new product development based on customer needs Utilizing new marketing technology
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66 Societal Orientation Key Ideas Production Selling Marketing Focus on internal capabilities of the firm (high production efficiency, quality products) Focus on satisfying customer needs and wants while meeting objectives Focus on satisfying customer needs and wants while enhancing individual and societal well-being Focus on aggressive sales techniques and believe that high sales result in high profits Marketing Management Orientations 2
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77 Review: Selling vs. Marketing Orientations Organization’ s Focus Firm’s Business For Whom ? Primary Profit Goal? Tools to Achieve Selling goods and services Everybody Maximum sales volume Primarily promotion Inwar d Selling Orientation Marketing Orientation Outwar d Coordinated use of all marketing activities Customer satisfaction Specific groups of people Satisfying wants and needs 3
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88 ü Less toxic products ü More durable products ü Products with reusable or recyclable materials ü Honest advertising Societal Marketing Orientation Societal Marketing Orientation Marketing that preserves or enhances an individual’s and society’s long-term best interests 2
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99 Holistic Marketing Dimensions
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1010 Internal Marketing Employees contribute to building long-
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Chap1-2-3-S - A FRAMEWORK for MARKETING MANAGEMENT Chapter...

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