Table of Contents
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What Do the Icons Used in This Presentation Represent?
Example of Two Types of Slides
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CHAPTER OBJECTIVES
CHAPTER OBJECTIVES
Demand
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WHAT IS MARKETING?
MOTTS Ad Promotes the Creation of Form Utility The copy reads: “Same ingredients. Ours just fits through a straw.” and “MOTTS MEANS FRUIT”
Figure 1.1 -- Marketing: Creating Time, Place, and Ownership Utility
A Definition of Marketing
Today’s Global Marketplace
Figure 1.2 -- BellSouth Bringing the Global Marketplace Together
EVIAN International Trade Involves Exporting and Importing This Evian ad, taken from a U.S. magazine, shows the U.S. Market is attractive to International Marketers like Evian of France
The Exchange Process
Exchanges
Exchanges
Exchanges
Successful Exchanges Require
Four Eras in the History of Marketing
Four Eras in the History of Marketing
Four Eras in the History of Marketing
Four Eras in the History of Marketing
Table 1.2 – Four Eras In the History of Marketing
Converting needs to wants
Converting needs to wants
Converting needs to wants
Figure 1.3 --The Apple iMacs: Converting Needs to Wants
BROOKS Men's Adrenaline GTS Brooks Focuses on the Benefit of Comfort in Marketing Its Running Shoes
AVOIDING MARKETING MYOPIA
Table 1.3 -- Avoiding Marketing Myopia
EXTENDING THE TRADITIONAL BOUNDARIES OF MARKETING
Nontraditional Marketing
Person Marketing
Nontraditional Marketing
MICHIGAN Ad Promotes the State as a Good Business Location The copy tells readers that the state has had more tax cuts during the last 6 years than any other state, promotes other tax benefits, and urges readers to call a toll free number or visit their www site for additional information
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Place Marketing
Nontraditional Marketing
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Boy Scouts of America Ad Targets Volunteers as One of Its Multiple Publics. The copy encourages readers to “Look Closer; Behind Every Boy Scout Is a Volunteer . . .”
Nontraditional Marketing
Event Marketing
Event Marketing
Nontraditional Marketing
Army ROTC Print Ad Promotes Its Web Site The U.S. Government Promoting Its Army ROTC Program. Small print says “…before you can become a big fish in the sea, you will need to learn how to lead.”
Organization Marketing
NONTRADITIONAL MARKETING
NONTRADITIONAL MARKETING
Figure 1.4 -- Elements of a Marketing Strategy and Its Environmental Framework
Target Market
Marketing Mix
Product Strategy
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Figure 1.5 – Elements of the Champion Product Strategy
Distribution Strategy
Promotional Strategy
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Figure 1.6 – Advertising As a Part of the Pepto-Bismol Promotional Strategy
Beef Trade Association Advertisement Promoting Beef
Pricing Strategy
The Marketing Environment
The Marketing Environment
The Marketing Environment
The Marketing Environment
The Marketing Environment
TOYOTA Ad Promotes a Product Developed for the Changing Legal and Social-Cultural Environments The smaller copy says that the Toyota Hybrid Car is a breakthrough in environmental technology with both gas and electric engines and a battery that never needs recharging.
Critical Thinking and Creativity
Critical Thinking and Creativity
Figure 1.7 – Creative Communication of Armstrong Quality
THE TECHNOLOGY REVOLUTION IN MARKETING
Baggageforless.Com: A Luggage Retailer in Business Since 1976 Applied New Technology by Going Online
Interactive Marketing
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The Internet
World Wide Web
How Marketers Use the Web
Figure 1.8: One-Stop Shopping at the BuyitNow Virtual Storefront
Mattel’s Barbie Web Site. Shows How Traditional Marketers Are Using the Web
BLUEFLY.COM Print Ad Promotes Its Web Site The smaller copy says that “ Bluefly.com is your own personal outlet store where you can shop for name brand and top designer clothing from the comfort of your home . . .”
Kiplinger’s Web Site
FROM TRANSACTION-BASED MARKETING TO RELATIONSHIP MARKETING
Developing Partnerships and Strategic Alliances
Table 1.5 – Eight Universal Marketing Functions
ETHICS AND SOCIAL RESPONSIBILITY: DOING WELL BY DOING GOOD
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Figure 1.10 – Shell Oil Promotional Message Recruiting Mentors for Inner City Youth
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STRATEGIC IMPLICATIONS OF MARKETING IN THE 21ST CENTURY
Photo Credits
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