CHAPTER ONE REVIEW Essay

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NETA

PowerPoint®
Slides
to accompany

MKTG
Second Canadian Edition

Prepared by
Janice Shearer,
Mohawk College

MKTG 1
AN OVERVIEW OF
MARKETING

LO

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 LO

Copyright © 2013 by Nelson Education Ltd.

3

What Is Marketing?

Define the term marketing LO 1

Copyright © 2013 by Nelson Education Ltd.

4

What Is Marketing?
“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.”

LO 1

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5

What is Marketing?

LO 1

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6

Exchange
At least two parties Something of value Conditions for exchange Communication and delivery
Freedom to accept or reject
Desire to deal with other party

LO 1

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7

Marketing Management
Philosophies

Describe four marketing management philosophies

LO 2

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8

The Four Marketing
Management Philosophies
Orientation
Production

Focus is on…
Internal capabilities of the firm

Sales
Market

Satisfying customer needs and wants while meeting objectives

Societal

LO 2

Aggressive sales techniques and the belief that high sales result in high profits

Satisfying customer needs and wants while enhancing individual and societal wellbeing
Copyright © 2013 by Nelson Education Ltd.

9

Differences Between
Sales and Market Orientation

Understand the differences between sales and marketing orientation LO 3

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Differences Between
Sales and Market Orientation
 Are significant and can be identified by considering: 1.
2.
3.
4.
5.

LO 3

The organization’s focus
The firm’s business
Those to whom the product is directed
The firm’s primary goal
The tools used

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11

1. Organization’s Focus
Offer products that perform
Earn trust
Avoid unrealistic pricing

Emphasis on
Customer Value

Give customers the facts
Offer an organization-wide commitment to service and after-sales support
Partner with consumers to co-create LO 3

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12

1. Organization’s Focus
 On customer satisfaction
 Everyone focuses on “delighting the customer” versus just selling products!

LO 3

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13

Relationship Marketing
Customer-oriented
personnel

Relationship
Marketing
Strategies

Effective training programs Teamwork

Empowerment

LO 3

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14

2. The Firm’s Business
What is your firm’s business?
We make security systems.

LO 3

We provide home security.

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15

3. To Whom the Product Is
Directed
 Sales orientation—to everyone or to the average customer—who here is average?
 Marketing orientation—to certain ones— recognizes differences and speaks to that! LO 3

Copyright © 2013 by Nelson Education Ltd.

16

4. Firm’s Primary Goal
Sales =

olume

Making the sale is more important than building a

long-term relationship LO 3

Marketing =

alue

alue will result in customer satisfaction, which leads to long-term

relationships

Copyright © 2013 by Nelson Education Ltd.

17

5. Tools
Sales

Marketing

Promote
Promote
Promote
Promote

Product
Price
Promote
Place

Interfunctional

LO 3

Copyright © 2013 by Nelson Education Ltd.

18

To Summarize
Sales
Orientation
Organizations focus
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