CH01 1

CHAPTER
CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved. Slide 1-1
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 1. Define marketing and identify the requirements for marketing to occur. 2. Explain how marketing discovers and satisfies consumer needs. 3. Distinguish between marketing mix elements and environmental forces.
Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Slide 1-2
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 4. Explain how organizations build strong relationships and customer value through marketing. 5. Describe how todays customer era differs from prior eras oriented to production and selling.
Slide 1-3
A MARKETING AND PRODUCT PUZZLE: HOW DO COLLEGE STUDENTS STUDY?

The Legend: The Product Nobody Seemed to Want
Slide 1-4

Discovering Student Studying Needs
+
3M Post-it Notes or Post-it Flags Felt Tip Highlighters
=
3M product that will combine Post-it Notes or Post-it Flags and Highlighters
Slide 1-5

Satisfying Student Studying Needs
3Ms Technology, Marketing, and You
Slide 1-6
The Office Market Segment How can 3M reach this segment with the Post-it Flag Highlighter?
Slide 1-7
3M Post-it Flag Highlighter

How do college students study?
Slide 1-8
FIGURE 1-1 The see-if-youre-really-amarketing-expert test
1. True
2. (c) 30%
3. True
4. (c) plastic bottles
WHAT IS MARKETING? Marketing: Using Exchanges to Satisfy Needs

Marketing
Exchange
The Diverse Forces Influencing Marketing Activities
Slide 1-10
FIGURE 1-2 An organizations marketing department relates to many people, groups, and forces
Slide 1-11
Concept Check
1. What is marketing? A: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Concept Check
discovering 2. Marketing focuses on __________ and ________ consumer needs. satisfying
Slide 1-13
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
Discovering Consumer Needs

The Challenge of Meeting Consumer Needs With New Products
Focus on the consumer benefit Learn from the past
Slide 1-14
Dr. Care Vanilla-Mint Aerosol Toothpaste

What benefits and what showstoppers?
Slide 1-15
Hot Pockets Subs Microwaveable Snacks

Slide 1-16
Scooba Robotic Floor Washer

Slide 1-17
Coca Cola C2
Slide 1-18
Discovering Consumer Needs

Consumer Needs and Consumer Wants
Need Want
What a Market Is
Slide 1-19
FIGURE 1-3 Marketings first task: discovering consumer needs
Slide 1-20
Satisfying Consumer Needs

Target Market The Four Ps: Controllable Marketing Mix Factors
Product Price Promotion Place
The Uncontrollable, Environmental Forces

Social Competitive Economic Regulatory
Slide 1-21 Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Technological
FIGURE 1-A Summary of factors that affect an organizations marketing program
Slide 1-22
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT Customer Value and Customer Relationships
Best Price
Best Product
Best Service
Slide 1-23
Costco, Starbucks, and Lands End

What customer value strategy?
Slide 1-24
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT Relationship Marketing and the Marketing Program
Relationship Marketing: Easy to Understand, Hard to Do
The Marketing Program
Slide 1-25
FIGURE 1-4 Marketings second task: satisfying consumer needs
Slide 1-26
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT A 3M Product and Marketing Program to Help Students Study
Moving from Ideas to a Marketable Highlighter Product
Slide 1-27
THE MARKETING PROGRAM: HOW CUSTOMER RELATIONSHIPS ARE BUILT A 3M Product and Marketing Program to Help Students Study
Extending the Product Line A Marketing Program for the Post-it Flag Highlighter and Pen
FIGURE 1-5 Marketing programs for two new 3M Post-it brand products targeted at two distinctly different customer segments: college students and office workers
Slide 1-29
Concept Check
1. An organization cant satisfy the needs of all consumers, so it must focus on one or more subgroups, target markets which are its ____________.
Slide 1-30
Concept Check
2. What are the four marketing mix elements that make up the organizations marketing program?
A: product, price, promotion, place
Slide 1-31
Concept Check
3. What are environmental forces? A: Environmental forces are those that the organizations marketing department cant control. These include social, economic, technological, competitive, and regulatory forces.
HOW MARKETING BECAME SO IMPORTANT
Evolution of the Market Orientation

Production Era Sales Era Marketing Concept Era Customer Era
Market Orientation Customer Relationship Management (CRM)
FIGURE 1-B Four different orientations in the history of American business
Slide 1-34
HOW MARKETING BECAME SO IMPORTANT Ethics and Social Responsibility: Balancing Interests
Ethics Social Responsibility
Societal Marketing Concept
Slide 1-35
HOW MARKETING BECAME SO IMPORTANT The Breadth and Depth of Marketing

Who Markets? What Is Marketed?
Goods Services Ideas
Who Buys and Uses What Is Marketed?

Ultimate Consumers Organizational Buyers
Arizona Highways
Who markets and what is marketed?
Slide 1-37
HOW MARKETING BECAME SO IMPORTANT
The Breadth and Depth of Marketing

Who Benefits? How Do Consumers Benefit?
Utility
Form Utility Place Utility Time Utility Possession Utility
Slide 1-38
Concept Check
1. What are the two key characteristics of the marketing concept? A: (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organizations goals.
Slide 1-39
Concept Check
2. What is the difference between goods and services?
A: Goods are physical objects whereas services are complex intangible items, such as legal advice, a college education, or airline travel.
Slide 1-40
GOING ONLINE
YOUR PERSONAL MECHANIZED TRANSPORTER
Slide 1-41
Going Online
1. What do you see as the advantages and disadvantages of the Segway HT?
Slide 1-42
Going Online
2. For businesses, what applications could the Segway HT be used for?
Slide 1-43
Going Online
3. Why would consumers want to buy a Segway HT?
Slide 1-44
VIDEO CASE 1
ROLLERBLADE: BENEFITS BEYOND EXPECTATIONS
Slide 1-45
VIDEO CASE 1
Rollerblade
Slide 1-46
VIDEO CASE 1
Rollerblade
1. What trends in the environmental forces (social, economic, technological, competitive, and regulatory) (a) work for and (b) work against Rollerblades potential growth in the 21st century?
Slide 1-47
VIDEO CASE 1
Rollerblade
2. Compare the likely marketing goals for Rollerblade (a) in 1986 when Rollerblade was launched and (b) today?
Slide 1-48
VIDEO CASE 1
Rollerblade
3. What kind of focused communication and promotion actions might Rollerblade take to reach the (a) Fitness/Recreation and (b) Junior market segments? For some starting ideas, visit rollerblade.com.
Slide 1-49
VIDEO CASE 1
Rollerblade
4. In searching for global markets to enter, (a) what are some criteria that Rollerblade should use to select countries to enter, and (b) what three or four countries meet these criteria best and are the most likely candidates?
SUPPLEMENTAL LECTURE NOTE 1-1

THE MARKETING CHALLENGES FACING ROLLERBLADE, INC.
Slide 1-51
FIGURE 1-C Number of in-line skaters in the United States
Slide 1-52
Rollerblade Print ad from the Early 1990s

What was Rollerblades focus?
Slide 1-53
Rollerblade Print ad from the Early 2000s

What was Rollerblades focus?
Slide 1-54
IN-CLASS ACTIVITY 1-1

DESIGNING A CANDY BAR
Slide 1-55
Slide 1-56

WHAT MAKES A BETTER MOUSETRAP?
Slide 1-57
A Victorious Mouse
If a man (woman)makes a better mousetrap, the world will beat a path to his (her) door.
Ralph Waldo Emerson
Victor Metal Bait Pedal and Live Catch Mousetraps
Slide 1-59
Slide 1-60
Slide 1-61

DEVELOPING A MARKETING PROGRAM FOR ROLLERBLADE
Slide 1-62
Rollerblade 2006 Consumer Brochure
Slide 1-63
Rollerblades Crossfire 4D/Activa 4D Skates That Target the Fitness Segment

Crossfire 4D
Activa 4D
Rollerblades Spiritblade Skate That Targets the Recreation Segment
Slide 1-65
Rollerblades Micro TFS Skate That Targets the Junior Segment
Slide 1-66
Slide 1-67
Marketing
AMA Definition of Marketing
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Slide 1-68
Exchange
Exchange is the trade of things of value between buyer and seller so that each is better off after the trade.
Slide 1-69
Market
A market consists of people with both the desire and ability to buy a specific product.
Slide 1-70
Target Market
The target market consists of one or more specific groups of potential customers toward which an organization directs its marketing program.
Slide 1-71
Marketing Mix
The marketing mix consists of the marketing managers controllable factorsproduct, price, promotion, and place (the 4Ps)that can be used to solve a marketing problem.
Slide 1-72
Environmental Forces
Environmental forces are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.
Slide 1-73
Customer Value
Customer value is the unique combination of benefits received by targeted buyers that includes quality, price, convenience, on-time delivery, and both before-sale and after-sale service.
Slide 1-74
Relationship Marketing
Relationship marketing links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefits.
Slide 1-75
Marketing Program
A marketing program is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
Slide 1-76
Marketing Concept
The marketing concept is the idea that an organization should (1) strive to satisfy the needs of consumers (2) while also trying to achieve the organizations goals.
Slide 1-77
Market Orientation
An organization that has a market orientation focuses its efforts on (1) continuously collecting information about customers needs, (2) sharing this information across departments, and (3) using it to create customer value.
Slide 1-78
Societal Marketing Concept
The societal marketing concept is the view that an organization should satisfy the needs of consumers in a way that provides for societys well-being.
Slide 1-79
Ultimate Consumers
Ultimate consumers are the people who use the goods and services purchased for a household.
Slide 1-80
Organizational Buyers
Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy goods and services for their own use or for resale.
Slide 1-81
Utility
Utility is the benefits or customer value received by users of the product.
Slide 1-82

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CHAPTER

CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

A MARKETING AND PRODUCT PUZZLE: HOW DO COLLEGE STUDENTS STUDY?

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

A MARKETING AND PRODUCT PUZZLE: HOW DO COLLEGE STUDENTS STUDY?

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

A MARKETING AND PRODUCT PUZZLE: HOW DO COLLEGE STUDENTS STUDY?

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

3M Post-it Flag Highlighter

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

FIGURE 1-1 The see-if-youre-really-amarketing-expert test

WHAT IS MARKETING? Marketing: Using Exchanges to Satisfy Needs

The Diverse Forces Influencing Marketing Activities

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

discovering 2. Marketing focuses on __________ and ________ consumer needs. satisfying

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

Discovering Consumer Needs

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Dr. Care Vanilla-Mint Aerosol Toothpaste

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Hot Pockets Subs Microwaveable Snacks

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Scooba Robotic Floor Washer

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

Discovering Consumer Needs

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

FIGURE 1-3 Marketings first task: discovering consumer needs

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS

Satisfying Consumer Needs

The Uncontrollable, Environmental Forces

FIGURE 1-A Summary of factors that affect an organizations marketing program

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Costco, Starbucks, and Lands End

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

FIGURE 1-4 Marketings second task: satisfying consumer needs

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING BECAME SO IMPORTANT

Evolution of the Market Orientation

FIGURE 1-B Four different orientations in the history of American business

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING BECAME SO IMPORTANT The Breadth and Depth of Marketing

Who Buys and Uses What Is Marketed?

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

HOW MARKETING BECAME SO IMPORTANT

The Breadth and Depth of Marketing

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Copyright 2007 by The McGraw-Hill Companies, Inc. All Rights Reserved.

discovering 2. Marketing focuses on __ and consumer needs. satisfying