Marketing 300

January 9, 2013 Professor Montoya

1-1

TODAY S O BJECTIVE

Course Overview Chapter 1

1. 2.

What is marketing? What is the marketing concept? How has marketing changed? What are marketing functions? Who performs them?

3.

1-2

C OURSE O BJECTIVES

Illustrate analytical applications of marketing practices

To gain a cross-functional understanding of the role of marketing in organizations.

To think critically and creatively to address realworld marketing issues To prepare you for a professional career by gaining knowledge of marketing concepts

1-3

C OURSE STRUCTURE

Survey course of marketing topics

For marketing majors: good foundation of marketing concepts for other marketing courses.
For non-marketing business majors: good foundation of marketing concepts for a wellrounded manager.

Lectures, guest speakers, exams, team assignments/presentations

1-4

W HAT S EXPECTED OF YOU

3 Exams: 75% (25% each) Marketing in the News Team Assignment

Paper: 15% Presentation: 10%

1-5

C LASS E TIQUETTE

No texting No web surfing laptop use is a privilege that can be revoked at my discretion

Question? Raise your hand. Be attentive, prepared, and ready to learn!

1-6

W HAT YOU CAN EXPECT FROM ME

To be prepared for every class To facilitate discussions on marketing management topics To be knowledgeable of the material

To learn from you

To challenge you

To be accessible (phone or email)

1-7

W HAT IS M ARKETING ?

Marketing is an organizational function and

a collection of processes designed to plan for,

create, communicate, and deliver value to

customers. Marketing also builds effective

customer relationships in ways that

benefit the organization

and its stakeholders.

1-8

C OMMON

MISCONCEPTIONS ABOUT MARKETING

Marketing is not just about advertising

Advertising is simply one element of the marketing mix

Marketing is not just sales

Business and Customer Partnerships Customer Business Development

1-9

The Meaning of

Marketing

1-10

E X P L A I N E D

Marketing

Organizational Function

Collection of Processes

1-11

O RGANIZATIONAL F UNCTION
E X P L A I N E D

CEO

Finance

Marketing

Human Resources

Production

1-12

C OLLECTION
E X P L A I N E D

OF

P ROCESSES

Assemble

Price

Promote

1-13

C REATING VALUE
E X P L A I N E D

FOR

C USTOMERS

Value

$
1-14

U NDERSTANDING
E X P L A I N E D

THE

M ARKET
Want

Need

1-15

U NDERSTANDING
E X P L A I N E D

THE

M ARKET
Want

Need

1-16

M ORE
A P P L I E D

THAN JUST PRODUCTS

Events

Causes / Ideas

Products

Marketing

Places

Services

People

1-17

M ARKETING

CONCEPT

What is the marketing concept?

How has marketing changed?

1-18

The Marketing

Concept is an

organizational philosophy dedicated to

understanding and fulfilling consumer

needs through the

creation of value.

1-19

T HE M ARKETING C ONCEPT
E X P L A I N E D

Value

Customer Relationships

Customer Loyalty

1-20

T HE M ARKETING C ONCEPT
A P P L I E D

Commitment to delivering superior customer satisfaction.

1-21

E VOLUTION
A P P L I E D

OF

M ARKETING

How has marketing changed?

Sellers Market Buyers Market

Production Orientation
1850
1908 Model T 1st Sold

Sales Orientation
1930 1950
1945 World War II Ends

Consumer Orientation
1980

Relationship Orientation
Today

1929 Great Depression

1980s Global Competition

1-22

C ORPORATE S OCIAL
A P P L I E D

RESPONSIBILITY

Social responsibility, ethics,

accountability
How do products affect the

global environment?

1-23

M ARKETING

FUNCTIONS

What are marketing functions?

Who performs them?

1-24

Marketing Functions are activities

performed within organizations that
create value for specific products or

services.

1-25

T HE I MPORTANCE
T H I N K A B O U T I T

OF

M ARKETING

the business enterprise has two and only these two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
- Peter Drucker

1-26

M ARKETING F UNCTIONS
E X P L A I N E D

Physical Exchange Facilitating

Marketing

1-27

M ARKETING F UNCTIONS
A P P L I E D The Organization

CEO

Finance

Marketing

Human Resources

Production

Customers

1-28

I NTERNAL M ARKETING PARTICIPANTS

A P P L I E D

Board of Directors

Top Management

Marketing Stakeholders
Other Business Departments

Marketing Department

1-29

T HE 4 P S
A P P L I E D

OF

M ARKETING

Product

Price

Customer
Place Promotion
1-30

F OR N EXT C LASS

Review chapter 1

Read chapters 2 & 3; skim chapter 11

Team lists due by the end of next class

1-31