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picture1_Marketing Ppt 67281 | Mktg12 Lambhairmcdaniel Ch01 Update


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File: Marketing Ppt 67281 | Mktg12 Lambhairmcdaniel Ch01 Update
learning outcomes 1 1 define the term marketing 1 2 describe four marketing management philosophies 1 3 discuss the differences between sales and market orientations 1 4 describe several reasons ...

icon picture PPTX Filetype Power Point PPTX | Posted on 28 Aug 2022 | 3 years ago
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                 Learning Outcomes
    1-1   Define the term marketing
    1-2   Describe four marketing management 
    philosophies
    1-3   Discuss the differences between sales and 
    market orientations
    1-4   Describe several reasons for studying marketing
                          © 2019 Cengage. All rights reserved.
                      What is Marketing?
                                  (slide 1 of 2)
     •   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
        – American Marketing Association (AMA)’s definition
     •   Has two facets
        – It is a philosophy, an attitude, a perspective, or a 
            management orientation that stresses customer 
            satisfaction
        – It is an organization function and a set of processes used 
            to implement this philosophy
                                 © 2019 Cengage. All rights reserved.
                    What is Marketing?
                              (slide 2 of 2)
    •   Exchange: people giving up something in order to 
        receive something else they would rather have
    •   Conditions for an exchange:
        – At least two parties must be involved
        – Something of value must be present
        – Parties are capable of communication and delivery
        – Each party is free to accept or reject the offer
        – Desire to deal with the other party exists
                              © 2019 Cengage. All rights reserved.
     Marketing Management Philosophies
    •  Four competing philosophies strongly influence an 
       organization’s marketing processes
        – Production orientation
        – Sales orientation
        – Market orientation
        – Societal marketing orientation
                               © 2019 Cengage. All rights reserved.
                  Production Orientation
    •  Production orientation: a philosophy that focuses 
       on the internal capabilities of the firm rather than on 
       the desires and needs of the marketplace
        – Management assesses its resources and asks questions 
           regarding their strengths and capabilities
        – Does not consider if the goods and services produced by 
           the firm meets the needs of the marketplace
        – Product-oriented firms can survive if competition is weak or 
           demand exceeds supply
    •  What can we make or do best?
                                © 2019 Cengage. All rights reserved.
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...Learning outcomes define the term marketing describe four management philosophies discuss differences between sales and market orientations several reasons for studying cengage all rights reserved what is slide of activity set institutions processes creating communicating delivering exchanging offerings that have value customers clients partners society at large american association ama s definition has two facets it a philosophy an attitude perspective or orientation stresses customer satisfaction organization function used to implement this exchange people giving up something in order receive else they would rather conditions least parties must be involved present are capable communication delivery each party free accept reject offer desire deal with other exists competing strongly influence production societal focuses on internal capabilities firm than desires needs marketplace assesses its resources asks questions regarding their strengths does not consider if goods services produc...

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