Marketing
8th Canadian Edition
Powerpoints prepared by: Victor Bilodeau Grant MacEwan University - School of Business
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
Marketing: Customer Value, Satisfaction, Customer Relationships, and Customer Experiences
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
[Link] marketing and identify the requirements for successful marketing to occur. [Link] the breadth and depth of marketing. [Link] how marketing discovers and satisfies consumer needs and wants.
[Link] between marketing mix elements and environmental forces.
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
[Link] how market orientation focuses on creating customer value, satisfaction, and customer relationships. [Link] why some organizations have transitioned from the market orientation era to the customer experience management era. [Link] the emergence of the social media marketing era. [Link] the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
WILDPLAY ELEMENT PARKS: ACTIVE ADVENTURE EXPERIENCES AWAIT YOU!
WildPlay is a full-service outdoor adventure company offering
customers bungee jumping, the King Swing, aerial adventure tree courses, and zip-line rides.
WildPlay was started in September 2005 by two certified climbing
guides, Gordon Ross and Tom Benson.
WildPlay targets corporate groups seeking team-building activities,
private groups looking for group fun, and school and youth groups looking for adventurous field trips.
Already close to 200,000 people have taken the bungee plunge and
over 100,000 have challenged themselves on the Monkido courses!
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
Marketing: Defined
The activity for creating, communicating, delivering and
exchanging offerings that benefit the organization, its stakeholders and society at large.
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 1
WHAT MARKETING IS AND WHAT IT IS NOT
Requirements for Marketing to Occur
Two or More Parties with Unsatisfied Needs Desire and Ability to Satisfy These Needs A Way for the Parties to Communicate Something to Exchange
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 1
WHAT MARKETING IS AND WHAT IT IS NOT
The Breadth and Depth of Marketing
What is a Market? Who Markets? What is Marketed?
Social Marketing
Who Buys and Uses What is Marketed?
Ultimate Customers Organizational Buyers
Who Benefits?
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 2
WHAT MARKETING IS AND WHAT IT IS NOT
The Diverse Factors Influencing Marketing Activities
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 2
FIGURE 1-1 An organizations marketing department relates to many people, groups, and forces
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 2
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Discovering Consumer Needs
Consumer Needs and Consumer Wants
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 3
Why did Coca-Colas C2 fail?
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 3
FIGURE 1-2 Marketings first task: discovering consumer needs
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 3
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Satisfying Consumer Needs
Target market
The Four Ps: Controllable Marketing Mix Factors
Product Price Promotion Place
The Uncontrollable, Environmental Factors But Wait, What About High-Technology or New-to-World
Products?
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4
FIGURE 1-3 Marketings second task: satisfying consumer needs
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4
THE MARKETING PROGRAM
The Marketing Program A Marketing Program for WildPlay Element Parks
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4
FIGURE 1-4 Marketing Program for WildPlay Element Parks
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4
HOW MARKETING BECAME SO IMPORTANT
Evolution of North American Businesses
Production Era Sales Era Marketing Concept Era Market Orientation Era
Customer Value Customer Satisfaction Customer relationship management (CRM) Customer lifetime value (CLV) eCRM Interactive marketing
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4,5
FIGURE 1-5 Six different orientations in the history of North American business
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 4
What type of value do these firms offer their customers?
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 5
HOW MARKETING BECAME SO IMPORTANT
Evolution of North American Businesses cont.
Customer Experience Management Era
Customer Experience Management (CEM)
Social Media Marketing Era
Social Media Marketing
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 6, 7
HOW MARKETING BECAME SO IMPORTANT
Ethics and Social Responsibility:
Balancing the Interests of Different Groups Ethics Social Responsibility
Societal marketing concept Macromarketing Micromarketing
2011 McGraw-Hill Ryerson Ltd. All rights reserved.
LO 8
