MKTG5 Presentación

Lamb, Hair, McDaniel 2011-2012
CHAPTER 1
An Overview of Marketing
© WINDSOR & WIEHAHN/STONE/GETTY IMAGES

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1
Learning Outcomes
LO 1 Define the term marketing
LO 2 Describe four marketing management

philosophies
LO 3 Discuss the differences between sales and

market orientations
LO 4 Describe several reasons for studying

marketing
What Is Marketing?
Define the term

marketing
LO1
Marketing…
• Two Facets:
1. A philosophy, an attitude, a
perspective, or a management
orientation that stresses customer
satisfaction.
2. An organizational activity, set of
institutions, and processes.
LO1
What Is Marketing?
American Marketing Association Definition
Marketing is the activity, set of institutions,

and processes for creating,
communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society
at large.
LO1
What Is Marketing?
Marketing entails
processes that focus on
delivering value and
benefits to customers, not
just selling goods and
services.
LO1
Exchange
At
AtLeast
LeastTwo
TwoParties
Parties
Something
Somethingof
ofValue
Value
Conditions
Conditionsfor
for Communication
Communicationand
andDelivery
Delivery
Exchange
Exchange
Freedom
Freedomto
toAccept
Acceptor
orReject
Reject
Desire
Desireto
toDeal
Dealwith
withOther
Other
Party
Party
LO1
Exchange
• Exchange may not take place even if
conditions are met.
• An agreement must be reached.
• Marketing occurs even if exchange

does not take place.
LO1
Marketing Management
Philosophies
Describe four
marketing
management
philosophies
LO2
The Four Marketing
Management Philosophies
Orientation Focus is on…
Production internal capabilities of the firm
aggressive sales techniques and belief

Sales that high sales result in high profits
satisfying customer needs and wants

Market while meeting objectives
satisfying customer needs and

Societal wants while enhancing individual and
societal well-being
LO2
Production Orientation
• Field of Dreams orientation
– “If you build it, they will come.”
– Doesn’t consider if what is produced
meets market needs
LO2
Sales Orientation
• Marketing = Selling Things/Collecting Money
– Disregards market needs and consumer demand.
– Often find that, despite the quality of their sales
force, they cannot convince people to buy goods
or services that are neither wanted nor needed.
LO2
Market Orientation
Marketing Concept
 Focusing on customer wants and needs to
distinguish products from competitors’ offerings
 Integrating all the organization’s activities to satisfy

these wants
 Achieving the organization’s long-term goals by

satisfying customer wants and needs legally and
responsibly
LO2
Achieving a Marketing
Orientation
 Obtain information about customers, competitors, and
markets
 Examine the information from a total business
perspective
 Determine how to deliver superior
customer value
 Implement actions to provide value
to customers
LO2
Societal Marketing
Orientation
An organization exists not only to satisfy customer
wants but also to preserve or enhance individuals’
and society’s long-term best interests.
For example:
• Less toxic products
• More durable products
• Products with reusable or recyclable
materials
LO2
Questions That Help Determine
Marketing Philosophy
Orientation Focus
Production
Production What
Whatcan
canwe
wemake
makeor
ordo
dobest?
best?
How
Howcan
canwe
wesell
sellmore
more
Sales
Sales aggressively?
aggressively?
Marketing What
Whatdo
docustomers
customers
Marketing want
wantand
andneed?
need?
Societal What
Whatdo
docustomers
customerswant/need,
want/need,andand
Societal how
howcan
canwe
webenefit
benefitsociety?
society?
LO2
Differences between Sales and
Market Orientations
Discuss the
differences
between sales
and market
orientations
LO3
Comparing the Sales and
Market Orientations
Compare through 5 characteristics:
• Organization’s focus
• Firm’s business
• Those to whom the product is directed
• Firm’s primary goal
• Tools the organization uses to achieve its goals
LO3
The Organization’s Focus
Sales Orientation
Inward looking
What the firm makes
Market Orientation
Outward looking
What the market wants
LO3
Defining a Firm’s Business
Sales Orientation
Goods and services
Market Orientation
Benefits that customers
seek
 Ensures a customer focus
 Encourages innovation and creativity
 Stimulates an awareness of changes in customer
preferences
LO3
LO3
Sales vs. Market Orientations
Primary
Organization’s Firm’s For Profit Tools to
Focus Business Whom? Goal? Achieve
Sales Inward Selling Everybody Maximum Primarily

Orientation goods and sales promotion
services volume
Market Outward Satisfying Specific Customer Coordinated

Orientation wants and groups of satisfaction use of all
needs people marketing
activities

Customer Value
The relationship between

benefits and the sacrifice
necessary to obtain those
benefits.
LO3
Customer Value
Requirements
 Offer products that perform
 Earn trust
 Avoid unrealistic pricing
 Give the buyer facts
 Offer organization-wide commitment
in service and after-sales support
 Co-creation with customers
LO3
Customer Satisfaction
Customer Satisfaction is…

the customers’ evaluation of a
good or service in terms of
whether that good or service
has met their needs and
expectations.
LO3
Building Relationships
Relationship Marketing is…
a strategy that focuses on keeping and
improving relationships with customers.
Successful strategies need:

• Customer-Oriented Personnel
• Effective Training Programs
• Empowered Employees
• Teamwork
LO3
Building Relationships
 Customer-oriented personnel
Every employee represents the firm in the eyes of the customer.
 Employee training programs

 Empowered employees
Employees are given more authority to solve customer problems
on the spot.
 Teamwork
Emphasizing cooperation over competition while helping a
customer.
LO3
Why Study Marketing
Describe several
reasons for studying
marketing
LO4
Why
Why Study
Study Marketing?
Marketing?
Reasons for Studying Marketing
Important
Important Important
Important
to
to to
to
Society
Society Business
Business
Good
Good Role
Roleinin
Career
Career Everyday
Everyday
Opportunities
Opportunities Life
Life
+
LO4 Marketing affects you every day!
Chapter 1 Videos
“Company Clip” Video - Method

Beyond the Book
Do you think the company is best described as

having a market orientation or a societal-marketing
orientation?
http://www.cengage.com/marketing/boo
k_content/1439039429_lamb/company_c
lips/ch01.html

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Lamb, Hair, McDaniel 2011-2012

© WINDSOR & WIEHAHN/STONE/GETTY IMAGES

LO 1 Define the term marketing

LO 2 Describe four marketing management

LO 3 Discuss the differences between sales and

LO 4 Describe several reasons for studying

Define the term

Marketing is the activity, set of institutions,

• An agreement must be reached.

• Marketing occurs even if exchange

Production internal capabilities of the firm

aggressive sales techniques and belief

satisfying customer needs and wants

satisfying customer needs and

 Integrating all the organization’s activities to satisfy

 Achieving the organization’s long-term goals by

Sales Inward Selling Everybody Maximum Primarily

Market Outward Satisfying Specific Customer Coordinated

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 21

The relationship between

Customer Satisfaction is…

Successful strategies need:

 Employee training programs

“Company Clip” Video - Method

Do you think the company is best described as

Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 29

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