Professional Documents
Culture Documents
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Chapter 11
Principals of Marketing
Learning Goals
1. Explain how marketing's role in the exchange process creates utility. 2. Identify the major functions of marketing. 3. Define the marketing concept. 4. Discuss how a marketing strategy is developed. 5. Explain the five environmental forces that influence marketing decision making. 6. Discuss the concept of a market. 7. Outline why the study of consumer behavior is important to marketing. 8. Explain the marketing research function. 9. Outline and explain the bases used to segment markets.
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Chapter Overview
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marketing Planning and executing the conception, pricing, promotion, and distribution of ideas goods, and services to create exchanges that satisfy individual and organizational objectives.
Marketing covers every aspect of a business; it is business as a function and includes everything from conception to consumption. Marketing links the firm with the consumer and includes all three levels of productivityprimary, secondary and tertiary. For any business to succeed it must serve the needs of the consumer, this is true for profit and nonprofit organizations alike. For any business to be successful it only needs to find a need and fill it. Following the process of finding the need assures success, but it does not guarantee profitability. Market planning helps with profitability. For any business to remain in the marketplace, it must be profitable. If there is no profit, entrepreneurs will turn to other profitable activities. And the business needs to deal with repeat customers to assure their success. John Cash Penney would tell his store managers: "Either you or your replacement will greet the customer within the first 60 seconds." Sam Walton, founder of Wal-Mart stores, got trained with J.C. Penney and instituted customer greeting as an on-going service in Wal-Mart stores. Daton-Hudson, the parent company of Target stores, seeing the effectiveness of store greetings, instituted the greeting policy to be competitive with Wal-Mart. When people hear the term marketing many immediately think of advertising on billboards, the radio and television, and periodicals. Some think of the selling processes as marketing, describing it as the process of selling you something that you really did not want or refer to the advocacy that takes place to promote ideas as with public service advertising (see Figure 11.1). Of course these are important parts, but not the whole of marketing. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. This chapter present an overview of basic marketing concepts: that marketing adds value in the exchange process, utility in marketing, the marketing function, and how firms utilize the environmental factors that influence market planning and strategies such as consumer behavior and market research.
EXCHANGE PROCESS
Marketing begins when the exchange becomes important to society. Exchange becomes important when people recognize that they cannot produce or supply everything that they need, and in that realization they also recognize that they can produce some goods or services more efficiently and profitably than other goods that they may need. In efficient production, they can over produce and then begin to trade (exchange). Exchange is the process by which two or more parties give something of value to one another to satisfy a determined need.1 For example, a consumer Bus iness offers to writes a check to Sears for s ell products or $541.24 to purchase an s ervices Good service and Industrial Shop Vaccum; customer satisfaction obviously the exchange is the money for the vacuum. So where does marketing fit in? To simplify the explanation, consider a society with only two family units and each Cons um ers have needs capable of producing their own and will give s om ething in exchange food, clothing, and shelter. Are there any unique qualities or skills that these family
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production units posses? That is are there any expertise that gives one unit an advantage over the other, or are they better at producing products than the other. In our example assume that one of the families is an expert at weaving clothing and that the others are skilled farmers. Without exchange, each family must satisfy all of its own food, clothing, and shelter needs, even though the members excel in only one of these areas. The exchange process allows the families to concentrate production on their strengths and then to trade clothing for food and vice versa. This specialization and concentration of labor leads to increased total production and a higher standard of living for both families. Unless each family markets its over-production the exchange process would not occur. By concentrating in specialized abilities and engaging in exchange, the standard of living for all is raised.
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Figure 11.2 The Functions of Marketing
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Facilitating Functions: Standardization and Grading Financing Risk Taking Marketing Information
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GRADE: AA
GRADE: A
GRADE: B
When the manufacturer receives funds from the wholesaler then the manufacturer can produce additional goods. When retailers extend credit to their customers, they may increase total sales through credit arrangements. Risk taking is dealing with the uncertainties of future market forces and consumer behavior. Farmers grow soybeans without the guarantee that their will be a market for their crop and with the hope that their crop will be able to be harvested without damage or loss. Wholesalers and retailers acquire inventory for resale on the basis of their research of what retail consumers will buy. This action removes the manufacturer's risk and gives it to marketing intermediaries. There is no guarantee for the automotive industry that their new car model will sell in quantity or as rapidly as they manufacture. Manufacturers accept risk when they schedule production of a product speculatively before consumers have entered orders. Standardization and grading deals with standardizing the products in terms of use, size, and form. Many industries standardize their products with modifications to differentiate their product from the competition. There are many different tire manufacturers from which one may select the same size, shape and functionality of tire for an automobile. Grading standards deals with the quality of the product. Eggs are sold in grocery stores by standardized size (weight) and grade. These standards, grades, and weight classes have been developed and are promulgated pursuant to the authorities contained in the Agricultural Marketing Act of 1946, as amended, (7 U.S.C. 1621 et seq.) and are now maintained by the Agricultural Marketing Service, U.S. Department of Agriculture. To illustrate: the standard size of eggs are X-Large, Large, Medium, Small and Pee-Wee, though one generally does not purchase the small and Pee-Wee in grocery stores. Egg grades that may be sold in retail outlets include AA, A, and B. The size of an egg is established by its weight and the grade of the egg is established by its shell characteristics, clarity in candling, and freedom from defects and diseases. Marketers collect and analyze market information to determine what will sell and who will buy it. Marketers are concerned with the buyer behavior and consumer patterns. Organizations that focus on discovering consumer needs and then
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developing goods and services to fill those needs have adopted a managerial approach referred to as the marketing concept.
marketing concept Organizationwide consumer orientation with the objective of achieving long-run success.
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and nonprofit organizations have adopted the marketing concept as a guide to operating their enterprises. The basic goal is to target all of the organization's efforts by satisfying consumer needs. How did the marketing concept evolve? Originally, most organizations are production oriented; their primary concern is just being able to supply their product or service. This situation is known as a seller's market: one characterized by shortages. Later, as production meets and exceeds buyers needs, a buyer's market evolves; this situation is characterized by adequate or even excess supplies. Marketing is then required to implement the exchange process. Tennant Company, is a 130-year-old floor care equipment manufacturer that started out as a lumber company. They made wood floors, formulated the waxes to be put on the floors and developed mechanized methods to take the old waxes off. As Janet Dolan, CEO, and the 25th woman to head a New York Stock Exchange company says that their machine, almost like the razor blade and the razor, was really only a vehicle to sell more wax. The firm's consumer orientation extends to its customer service and promotional strategies. Consumers are encouraged to use a toll-free telephone number to ask questions and suggest product improvements. In this business are there fears of a slowing economy or recession? Of course, nobody likes to do business in a slowing economy. Theres is less cyclical than at any time in the past because of the new segments they ventured into. They engage in more business outside North America, with more business coming from direct service, and after-market. They have become a very responsive company. 3
seller's market Market situation characterized by shortages. buyer's market Market situation characterized by adequate or even excess supplies.
Source: Courtesy of the United Performing Arts Fund of Milwaukee, and Kloppenburg, Sitzer & Teich, Inc.
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person marketing Marketing efforts designed to cultivate the attention, interest, and preference of a target market toward a person. place marketing Marketing efforts designed to attract people to a particular geographical area.
organization marketing Marketing efforts designed to influence others to accept the goals of, receive the services of, or contribute in some way to an organization.
boomers prefer to support causes related to individual needs, such as homelessness and battered women, and want to know specific information about how their contributions are spent. To gain the support of this group, United Way is funding more agencies that deal with homelessness, day care, and women's centers. United Way also prepares newspaper stories that give detailed information about how funds are allocated and benefit specific agencies.4 The nonprofit sector consists of some 900,000 organizations. They include museums, colleges and universities, symphony orchestras, churches and synagogs, government agencies, political parties, labor unions and service clubs. Nonprofit groups may be classified as either public or private. San Francisco State University is a public, nonprofit organization, while the University of San Francisco, a Jesuit institution, is a private, nonprofit organization that is open to the public. Like profit-seeking firms, nonprofit organizations may market a tangible good or an intangible service. The U.S. Postal Service, for example, offers stamps (a tangible good) and mail delivery (an intangible service). Four types of nonprofit marketing are person marketing, place marketing, idea marketing, and organization marketing. Person marketing refers to efforts designed to cultivate the attention, interest, and preference of a target market toward a person.5 The marketing of a political candidate is an example. Campaign managers conduct marketing research to identify voters and financial supporters and then design promotions such as advertising, fund-raising dinners, and political rallies to reach the voters and donors. Place marketing refers to attempts to attract people to a particular area such as a city, state, or country. Several states, for example, have developed marketing campaigns to attract foreign tourists. Illinois launched a television advertising campaign in Great Britain with the theme "America's best kept secret: Chicago" and developed a fly-and-drive package to attract British tourists to the state. Florida spent $1 million on television advertising campaigns in Argentina, Mexico, and Venezuela to attract Spanish-speaking tourists.6 Idea marketing refers to the marketing of a cause or social issue. Idea marketing covers a wide range of issues, including birth defects, child abuse, physical fitness, an armed citizenry is a safe citizenry, overeating, and drunken driving. Kiwanis International is a nonprofit community service group that promotes civic participation in ones community though various charitable activites. Kiwanis groups around the country sponsor Boys and Girls Scout troups, local educational scholarships, the American Red Cross, Salvation Army and numerous other community activities. Organization marketing attempts to influence others to accept the goals of, receive the services of, or contribute in some way to an organization. For example, through advertisements such as the one in Figure 11.4, the United Performing Arts Fund of Milwaukee tries to persuade people to contribute funds to several performing-arts groups.
Consumer needs and wants vary considerably, and no single organization has the resources to satisfy the desires of all consumers. Therefore, the first decision marketers make when developing a marketing strategy is to select a target market. A target market is a group of consumers toward which a firm decides to direct its marketing efforts. Consider the following examples:
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Approaches to Selecting a Target Market Market segmentation approach Chicken Tyson Foods Total make approach Automobiles Ford Motor Co.
Intermediate Cars
Sports Cars
Compact Cars
Luxury Cars
RollsRoyce
Nestle targets its Oh Henry! candy bar at teens and young adults 12 to 24 years old, but its Alpine White brand is targeted at upscale men and women 18 to 34 years old. Pier 1 Imports, a retailer of wicker furniture and home furnishings, targets 25to 44-year-old women who are well traveled, have some college education, and have an annual income of $35,000. The Saab target market consists of well-educated, 30- to 40-year-old professionals and managers with household incomes of $50,000 to $100,000.
marketing mix Combination of a firm's product, pricing, distribution, and promotional strategies focused on selected consumer segments. product strategy Element of marketing decision making that deals with developing goods and services, package design, trademarks, warranties, and product life cycles. pricing strategy Element of marketing decision making that deals with methods of setting profitable and justifiable prices. distribution strategy Element of marketing decision making involving the physical distribution of goods and the selection of distribution channels.
Sometimes an organization chooses several target markets for a given good or service. A college or university might select several target markets for its $10 million fund-raising campaign: alumni, wealthy individuals, foundations, and local businesses. Target marketing requires considerable research and analysis.
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Figure 11.5 The Marketing Environment
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Competitive Environment
Target Market
Distribution
Promotion
Economic Environment
Technological
promotional strategy Element of marketing decision making involving the blending of personal selling, advertising, and sales promotion tools to produce effective communication between the firm and the marketplace.
intermediaries and/or retailers who handle the product's distribution. Promotional strategy involves personal selling, advertising, and sales promotion tools. These elements must be skillfully blended to produce effective communication between the firm and the marketplace. The marketing mix is the mechanism that allows organizations to match consumer needs with product offerings. To illustrate how marketing mix elements are combined to satisfy the needs of the target market, consider the marketing strategy developed by Chuck Bennett, president and founder of Zymol Car Care Products. Several years ago, Bennett introduced the world's most expensive car wax, a product targeted at "lovers of cars and fanatics." The wax is a natural,
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nonabrasive compound containing expensive oils and a coconut scent. It is produced in small batches and packaged in a high-tech container imported from Sweden. The price$22.95 for a 9-ounce containerreflects the product's prestige image and expensive ingredients. Zymol is sold at automobile supply stores and through directresponse advertisements placed in publications read by target customers, such as BMW's Roundel, Mercedes' Star, and Porsche's Panorama, as well as Autoweek and Import Parts & Accessories. Advertisements are designed to appeal to owners of expensive cars. In one ad, headlined "Not for the masses," the Zymol container rests in a brandy warmer next to a mound of caviar on a crystal plate. The advertising copy communicates a simple message"Collected and enjoyed by the owners of the best loved automobiles in the world.''7
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The Technological Environment. Changes in technology have a significant impact on how marketers design, produce, price, distribute, and promote their goods and services. New technology can make a product obsolete; for example, calculators wiped out the market for slide rules. Adapting new technology can give an organization a competitive advantage and create new marketing opportunities. The new technology of interactive television, which allows viewers to alter programs, gives marketers the chance to advertise to very specific market segments.10 The Social/Cultural Environment. Because consumer values change, marketers must keep abreast of these changes to ensure that their marketing strategies are effective. The line of exercise clothing shown in the advertisement in Figure 11.6 reflects a current social trendAmericans' concern with health and fitness. Like Puma, many other organizations have developed goods and services for our healthand fitness-conscious society. Supermarket shelves are lined with low-salt, lowcholesterol, and vitamin-fortified products. Weight-loss centers and aerobics classes have sprouted up across the country, and many offer special programs for all ages, ranging from tots to seniors. Some firms target busy professionals by marketing exercise equipment for the home. All organizations are affected by the external forces in the marketing environment to some extent. And in many cases marketing managers have little or no control over them. But marketers must still monitor the forces and assess the impact they have on their goods and services and marketing practices. In the following sections, we will discuss how marketers assess consumer needs and segment consumer and industrial markets.
What Is a Market?
A market consist of people, buyers and sellers, with purchasing power and the authority to buy. A market also consists of sellers ready to deliver goods and services. A market consists of people; whether they are consumers, procurement officers for local, state, or federal governments, or the purchasing department of a nearby plant. But people do not make a market. Many college students may desire a new Porsche 944 Turbo, but few have the funds needed to complete this transaction. A market consists of people with purchasing power and the authority to buy. One of the first rules the successful salesman learns is to determine which person in a firm has the authority to make purchase decisions. Salespeople have wasted hours convincing the director of purchasing about the merits of a particular product or group of products, only to discover that the ultimate buying decision actually rests with the design engineer.
market People with the authority, financial ability, and willingness to purchase goods and services.
consumer goods Goods and services purchased by the ultimate consumer for their own use.
industrial goods Goods purchased to be used directly or indirectly in the production of other goods for resale.
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considered an industrial good. Proper classification of products should be based on the purchaser and the reasons for buying the item. A calculator purchased as a back-toschool gift is a consumer good, but a calculator used by the manager of the nearby Dairy Queen store is an industrial good. Marketers must be familiar with a market's buying patterns and the purchasing behavior of those involved. This knowledge is critical when marketers deal with consumer and industrial goods and services.
Consumer Behavior
Consumer behavior can be defined as "those acts of individuals directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts.''11 Both consumers and industrial purchasers are included in this definition. The study of consumer behavior allows marketers to identify the critical segments in their marketplace and to develop appropriate marketing strategies for reaching these people. Canada Dry Corporation studied the behavior of people age 30 and older, the target market for its ginger ale, because this segment is crucial to the soft drink's sales growth. The studies revealed that adults stay home more, are less interested in appearances, do not follow fads, value family life, and search for things that are simple and uncomplicated. The analysis helped Canada Dry marketers develop advertising that appeals to these values. One television commercial features a woman who admits she sought excitement as a youth but now enjoys quiet evenings at home. Another showed a couple in their thirties turning down a night on the town for a relaxing at-home dinner of Chinese take-out food and ginger ale. The campaign reversed a declining sales trend and increased the ginger ale's market share. The study of consumer behavior also prompted Canada Dry to reformulate its diet ginger ale, making it less sweet and more gingery, because older drinkers prefer a drier, less sweet flavor.12
consumer behavior The acts of individuals in obtaining and using economic goods and services, including the decision processes that precede and determine these acts.
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Figure 11.8
Marketing Strategy
Social and Family Influences on Buying Behavior
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9 and older recognizes how both social and family influences affect buying decisions. The advertisement in Figure 11.8 explains that children would want the Cool Cam for social reasons, because it "will make them the envy of all their friends" and "help them look cool." Parents, however, would buy the camera because they see it as "a learning tool that can help children view their surroundings in ways they never thought of." Cultural characteristics also affect buying decisions. Many marketers are aware of the important role the family plays in the cultures of Hispanics and Asian-Americans and use family-oriented themes in targeting these groups. For example; American Telephone & Telegraph commercials using the theme "This closeonly with AT&T" show Hispanics longing for their relatives in their homeland and then picking up the phone and calling them.14 Industrial purchasers also face a variety of organizational influences. Many people play a role in an industrial purchase. A design engineer may be instrumental in setting the specifications that potential vendors must satisfy. A purchasing manager invites selected companies to bid on the purchase. A production supervisor is responsible for evaluating the operational aspects of the proposals that are received. And the vicepresident of manufacturing makes the final purchase decision.
Marketing Research
marketing research The information function that links the marketer to the marketplace.
How should a firm collect information about potential target markets that could be used in designing effective marketing mixes? For most organizations, the answer is marketing researchthe information function that links the marketer to the marketplace. Marketers conduct research to: 1. identify marketing opportunities and problems 2. analyze competitors' strategies 3. assess consumer behavior
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Interpersonal determinants
Family influences Social influences Cultural influences
Search
Purchase Decision
Purchase
Feedback
Source: James F. Engle, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior, 6th. ed. (Hinsdale, Il.; The Dryden Press, 1990).
4. gauge the performance of existing products and package designs and assess the potential of new ones 5. develop price, promotion, and distribution plans Marketing research involves more than just collecting information. Researchers must decide how to collect the information, interpret the results of research findings, and communicate the results to managers for their use in decision making.
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reached by various media. National marketing research firms offer information to organizations on a subscription basis. For example, Information Resources Inc. offers a national scanning service that tracks consumer purchases of every supermarket product sold with a Universal Product Code. The service integrates store sales and household purchase data, giving marketers information on their brand's buyers, store loyalty, and general shopping behavior. Federal, state, and local government publications are the marketing researcher's most important data source. The most frequently used government statistics are census data. Data is available on population characteristics such as age, gender, race, education levels, household size and composition, occupation, employment status, and income. Such data enables marketers to assess certain segments of the population, anticipate changes in their markets, and identify markets with growth potential. In addition to using published data, marketing researchers also gather information by conducting observational studies and surveys. In observational studies, researchers actually view the actions of the respondents, either directly or through mechanical devices. Traffic counts are used to determine the best location for a new fast-food restaurant. Researchers use people meters to observe television audience viewership. People meters are electronic, remote control devices that record the viewing habits of each household member. The viewer information is used to measure a program's success and to set advertising rates. Some information cannot be obtained through observation. When information is needed about attitudes, opinions, and motives, the researchers must ask questions by conducting a survey. Survey methods include telephone interviews, mail surveys, personal interviews, and focus group interviews. In a focus group interview, 8 to 12 individuals are brought together in one location to discuss a subject of interest. Focus groups are an important research tool because they provide marketers with insights into why consumers buy or do not buy their goods
Janet Patterson, the research director of WBZ-TV in Boston, conducts a focus group interview on the set of Rap-Around, a talk show for teenagers. Such interviews help the station develop news, entertainment, and public service programming that responds to viewers' interests and needs.
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and services. Ideas generated during focus group interviews are especially helpful to marketers in developing new products, improving existing products, and creating effective advertising campaigns.
Market Segmentation
It is important to be able to clearly define who one's customers are or are intended to be. Market segmentation allows marketers to determine how and why people buy products and services. Market segmentation is the process of dividing the total market into several relatively homogeneous groups. Both profit-oriented and nonprofit organizations use market segmentation to help define their target markets. Figure 11.10 shows that markets can be segmented on a variety of bases. Consumer marketers can use demographic, geographic, psychographic, and benefit segmentation. By contrast, industrial marketers use geographic segmentation, product segmentation, and segmentation by end-use application.
market segmentation Process of dividing the total market into several relatively homogeneous groups.
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Demographic
Psychographic
Benefit End-Use
to 8-year-olds and creates television commercials aimed at this age group. Marketing aimed at children not only emphasizes their current roles as consumers, but is also intended to build loyalty. First Women's Bank in New York opened a bank for children in the F.A.O. Schwartz toy store. The president of First Women's says, "What better way to build loyalty to a bank than to get them while they are young." A similar strategy inspired the U.S. Army, Marines, and Air Force to place ads in children's magazines such as Boys' Life and Scholastic.16 Geographic Segmentation. Marketers often study population data in their efforts to segment markets. In fact, geographic segmentation is one of the oldest segmentation bases available. It can be extremely useful when consumer preferences and purchase patterns for a product or service differ along regional lines. But one of the problems marketers face is that marketplaces keep shifting. For instance, there has been a decided movement in the U.S. population to the Sunbelt and coastal areas and westward. Campbell Soup Company is an example of a consumer products firm that segments markets by geographic location. Campbell divides the country into 22 geographic regions and develops products and promotions targeted at each defined area. Region-specific products include creole soup, which is sold only in the South, and red-bean soup, which is marketed in areas with large populations of Hispanics. Because beer drinkers' tastes vary considerably in different parts of the country, G. Heileman Brewing Company markets a number of regional brands and develops advertising for each region. In Pittsburgh, Heileman promotes its Iron City beer with the campaign theme "You Can't Keep an Iron Man Down." Heileman takes a different approach in the southern half of Texas, an area hard-hit by recession, by using the theme "The Lone Star Is on the Rise Again" to promote its Lone Star brand.17 Psychographic Segmentation. Psychographic segmentation uses behavioral and life-style profiles to segment markets. Psychographic analysis seeks to further define the various groups of individuals in American society. This enables firms to tailor their marketing approach to a carefully chosen market segment. SRI International, a marketing research firm, conducted a study to identify lifestyle
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categories that would be useful in market segmentation. The resulting Values and Lifestyles Program (VALS) categorizes individuals into nine life-styles: survivors, sustainers, belongers, emulators, achievers, I-am-me, experiential, societally conscious, and integrated.18 St. Rose Hospital of Hayward, California, decided to use the VALS concept of segmentation when consumer research indicated advertisements for its new emergency-room services were ineffective. The hospital learned that the ads, which focused on the speed and cost of service, meant little to potential customers. St. Rose's market is dominated by "belongers," people who have traditional values and are intensely patriotic and sentimental. They respond to ads that soothe their anxiety and emphasize the predictability of health-care service. Armed with this knowledge, St. Rose developed a direct-mail advertising campaign that emphasized how many years the hospital had been in business and used the reassuring theme of the hospital's ability to keep "small worries from growing into big ones." The new campaign appealed to the target audience and quickly improved the hospital's business and enhanced its image.19 Benefit Segmentation. Market segments may also be identified by the benefits buyers may expect to derive from a good or service. In recent years, socks have become a fashion item, and many sock makers now market their goods as a fashion accessory. But Foot-Joy's brand of Joy Walker Socks offers a benefit that targets a market segment more concerned about foot comfort than fashion. In the advertisement in Figure 11.11, the company admits its socks are ugly but explains how they are designed to improve circulation, thus promising consumers the benefit of foot comfort. When differences among competing goods or services are slight, firms may tailor their promotions to highlight benefits that appeal to a certain market segment. Advertising by U.S. airlines takes this approach. In targeting business travelers, American Airlines created advertisements promoting its dependable, on-time performance. In the ads, American refers to itself as the "on-time machine" and reports it has the fewest delayed flights of all major airlines. By contrast, United Air Lines targets business travelers with a campaign theme focusing on customer service "Rededicated to giving you the service you deserve." The benefit that US Air offers to business travelers is frequent Figure 11.11 Segmenting Markets by scheduling of flights to key destinations.20 Product Benefits
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Summary of Learning Goals
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Explain how marketing's role in the exchange process creates utility. Exchange is the process by which two or more parties give something of value to one another to satisfy felt needs. Marketing is closely linked with the exchange process. It creates utilitythe want-satisfying power of a good or serviceby having the product available when and where the consumer wants to buy it and by arranging for an orderly transfer of ownership. While production creates form utility, marketing creates time, place, and ownership utility. Identify the major functions of marketing. Marketing is more than just selling. In fact, there are eight basic functions of marketing: buying, selling, transporting, storing, standardization and grading, financing, risk taking, and acquiring market information. Define the marketing concept. The marketing concept is a managerial philosophy that requires an organizationwide consumer orientation with the objective of achieving long-run success. Both profit-oriented and nonprofit organizations use the marketing concept. Discuss how a marketing strategy is developed. The development of a marketing strategy is a two-step process: (1) studying, analyzing, and eventually selecting the organization's target marketthe group of customers toward which a firm decides to direct its marketing efforts, and (2) developing a marketing mix that will reach the organization's target market. The marketing mix is a combination of the firm's product, pricing, distribution, and promotional strategies. Explain the five environmental forces that influence marketing decision making. The five environmental forces influencing marketing decision making are competitive, political/legal, economic, technological, and social/ cultural. Marketers must monitor these forces and assess the impact they may have on their goods and services and marketing practices. Discuss the concept of a market. A market consists of people with purchasing power and the authority to buy. Markets can be classified on the basis of the types of products they handle. Consumers goods are those goods and services purchased by the ultimate consumer for their own use. Industrial goods are products purchased to be used, directly or indirectly, in the production of other goods for resale. Outline why the study of consumer behavior is important to marketing. Consumer behavior deals with why and how people buy things. This information is crucial to marketers if they are to successfully market a product or service. Marketers must understand the personal and interpersonal influences on consumer behavior as well as the organizational influences that affect industrial purchasers. It is also important that marketers understand the steps involved in consumer decision making: problem or opportunity recognition, search, evaluation, buying decision, transaction, and feedback. Explain the marketing research function. Marketing research is the information function that links the marketers to the marketplace. It involves collecting information, interpreting the results of research findings, and communicating the results to managers for their use in decision making. Information can be obtained from internal data, such as financial records, and external data published by the government, trade associations, and research firms. Researchers also gather information by conducting observational studies, telephone interviews, mail surveys, personal interviews, and focus group interviews. Marketing research enables organizations to identify marketing problems and opportunities, to assess
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competitors' strategies, to understand consumer buying behavior, and to develop effective marketing mixes. 9. Outline and explain the bases used to segment markets. Consumer markets may be divided on four bases: demographic, geographic, psychographic, or benefit segmentation. Demographic segmentation divides the market into groups based on characteristics such as gender, age, income, occupation, and household composition. Geographic segmentation divides the overall market into groups on the basis of population location. Psychographic segmentation uses behavioral and life-style profiles to segment markets. Benefit segmentation divides a market on the basis of benefits consumers expect to derive from a good or service. Bases for segmenting industrial markets include geographic segmentation, product segmentation, and segmentation by end-use application.
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9. Outline the steps in the consumer decision-making process.
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10. Describe the various methods of gathering survey data. 11. Match the four bases of consumer market segmentation(1) geographic segmentation, (2) demographic segmentation, (3) psychographic segmentation, and (4) benefit segmentationwith the following segmentation variables: ____ a. Life-style ____ b. Gender ____ c. Urban/suburban/rural ____ d. The social contacts provided by a private country club
END NOTES
1. Richard B. Bagozzi, "Marketing as an Organizational System of Exchange," Journal of Marketing, October 1974, p. 77. Further work by Bagozzi on this subject appears in "Marketing as Exchange," Journal of Marketing, October 1975, pp. 32 - 39, and "Marketing as Exchange: A Theory of Transactions in the Marketplace," American Behavioral Scientist, March-April 1978, pp. 535-536. General Electric 1952 Annual Report, p. 21. CMM Staff, Giving customers what they want, CM Exclusive Q&A with Janet Dolan; Cleaning & Maintenance Management magazine; http://www.cmmonline.com/article.asp?IndexID=6631540, March 2001 Mary-Paige Royer, "Please Give Generously, Okay?" American Demographics, June 1988, pp. 35 - 37, 58, 60. "Selling of Self," Marketing News, August 15, 1987, pp. 4, 11. Jamet Meyers, "States Lure Foreign Tourists," Advertising Age, March 14, 1988, p. 38. Amy Zipkin, "Car Lovers Take a Shine to Beauty Treatment," Advertising Age, May 16, 1988, pp. S-12S-13. Len Strazewski, "Path Clear for Roadway Expansion," Advertising Age, June 20, 1988 pp. S-9S-10. "Telemarketing Firms Barred from New York," Marketing News, October 24, 1988, p. 5. Otis Port, Katherine M. Hafner, and Robert Block, "TV That Lets the Viewer Call the Shots," Business Week, May 2, 1988, pp. 100-104. James F. Engel, Roger D. Blackwell, and Paul W. Miniard, Consumer Behavior, 5th ed. (Hinsdale, Ill.: The Dryden Press, 1986), p. 5. Patricia Winters, "Using Pop Psychology?" Advertising Age, June 6, 1988, p. 70. Ronald Alsop, "Advertisers Put Consumers on the Couch," The Wall Street Journal, May 13, 1988, p. 19. Pete Engardio, Walecia Konrad, Ronald Grover, Jo Ellen Davis, and Lois Therrien, "Fast Times on Avenida Madison," Business Week, June 6, 1988, pp. 62-67. David Kiley, "At Long Last, Detroit Gives Consumers the Right of Way," Adweek's Marketing Week, June 6, 1988, pp. 26 - 28. Horst H. Stipp, "Children as Consumers, " American Demographics, February 1988, pp. 27 - 32; Joe Agnew, "Children Come of Age as Consumers," Marketing News, December 4,1987, pp.8-9; and Laurie Freeman, "Colgate Makes Play for Kids' Market," Advertising Age, September 12, 1988, p.24. Quote is from Ellen Graham, "As Kids Gain Power of Purse, Marketing Takes Aim at Them," The Wall Street Journal, January 19, 1988, pp. 1, 23. Ira Teinowitz, "Heileman Focuses on Regional Brands," Advertising Age, May 2, 1988, p. 81; and Christine Donahue, "Campbell Soup May Restructure in Favor of Regional Marketing," Adweek's Marketing Week, May 4, 1987, pp. 1, 8. Aimee Stern, "Tired of Playing Mind Games," Adweek's Marketing Week July 13, 1987, pp. 1, 6. Michael Hiestand, "Value Judgment Cures Hospital's Image," Adweek's Marketing Week, February 29, 1988, p. 50. David Martindale, "Segmenting the Market," Adweek, September 12, 1988, p. F.P. 76.
2. 3.
17.