Chapter One

1
Chapter One

• The Nature of Marketing

2
Objectives

• Define discuss marketing in its broadened sense
• ID elements of the marketing mix
• Examine external environmental forces
• Introduce the marketing concept
• Recognize marketing's societal economic
  contribution
• The social marketing concept
• Understand why it is important to study marketing

3
Bringing Buyers and Sellers Together
4
A Definition of Marketing

• Marketing is the process of influencing
  voluntary exchange transactions in which one
  party to the transaction can be envisioned as a
  customer of the other, the marketer. The
  marketing process involves communication and
  requires a mechanism or system to carry out the
  exchange of the marketers product for something
  of value.

5
Marketing 5 Aspects
Exchange mechanism
Two or more parties
Communication
Each gives something up
Each receives something
6
Relationship Marketing
7
What is a Market?
Resources
Potential Customers
Willingness
Ability
8
The Marketing MixAn Overview
9
Product

• Tangible goods
• Service
• Intangible idea
• Total Product Concept

10
Place

• How do goods get to the customer?
• How quickly do they get there?
• In what condition will they arrive?

11
Promotion
Advertising Direct or Mass Media
Personal Selling
Publicity
Sales Promotion
12
Promotion
Inform
Remind
Persuade
13
Price
14
Marketing Mix A Creative Activity
15
The Marketing Environment
16
The Uncontrollable External Environment

• Economic and competitive forces
• Natural resources and physical factors
• Science and technology
• Political and legal forces
• Demographic forces
• Sociocultural forces

17
Business Philosophies
Sales Orientation
Production Orientation
18
The Marketing Concept

• 1st Consumer orientation
• 2nd Stress long-run success
• 3rd Adopt a cross-functional perspective

19
Marketing and Society

• Macromarketing
• the delivery of a standard of living to
  society.

20
Marketing and Society

• Micromarketing
• having the right goods or services at the right
  time and the right place in the right assortment.

21
Why Study Marketing?

• Career opportunities
• Emerging cross-functional nature of business
• Entrepreneurial opportunities
• More informed citizen and consumer
• Part of being an educated person
• For more information www.zikmund.swcollege.com

22
Summary
23
Review

• Define discuss marketing in its broadened sense
• ID elements of the marketing mix
• Examine external environmental forces
• Introduce the marketing concept
• Recognize marketing's societal economic
  contribution
• The social marketing concept
• Understand why it is important to study marketing