Basic Marketing - Chapter 1: Marketing’s Role in the Global Economy

Nội dung text: Basic Marketing - Chapter 1: Marketing’s Role in the Global Economy

1. Basic Marketing A Global-Managerial Approach William D. Perreault, Jr. E. Jerome McCarthy For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
2. Chapter 1: Marketing’s Role in the Global Economy For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
3. Chapter 1 Objectives When you finish this chapter, you should 1. Know what marketing is and 5. Know why marketing why you should learn about it. specialists—including 2. Understand the difference middlemen and facilitators— between micro-marketing and develop. macro-marketing. 6. Know the marketing 3. Know why and how macro- functions and who performs marketing systems develop. them. 4. Understand why marketing is 7. Understand the important crucial to economic new terms. development and our global economy. For use only with Perreault and McCarthy texts. 1-2 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
4. Marketing Defined Micro-marketing Macro-marketing The performance of A social process that activities that seek to directs an economy’s flow accomplish an of goods and services to organization’s objectives effectively match supply by anticipating customer and demand and to meet needs and directing the society’s objectives. flow of need-satisfying goods and services. For use only with Perreault and McCarthy texts. 1-3 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
5. Implications of the Definition of Micro- Marketing • Applies to profit and nonprofit organizations. • NOT just persuading customers to buy. • Begins with customer needs and focuses on customer satisfaction. • Marketing activities but it is a philosophy that guides the whole business. • Seeks to builds a relationship with the customer. For use only with Perreault and McCarthy texts. 1-4 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
6. Marketing Is Important! • Marketing impacts all of us in our lives as consumers • Gives us choices • Stimulates innovation and economic growth • There are many good job opportunities in marketing • Regardless of what career path you take, no firm (or non-profit organization) survives for long if it can’t satisfy some group of customers. For use only with Perreault and McCarthy texts. 1-5 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
7. Utility and Marketing From Production Time Form Utility Value that comes Place from satisfying human needs Task Possession Exhibit 1-1 From Marketing For use only with Perreault and McCarthy texts. 1-6 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
8. Exchange and Marketing Pots In very basic economic systems, each seller must meet directly with each buyer in order to Hats Baskets exchange something of value. As needs increase, the number of exchanges can soon become unmanageable for one person. Hoes Knives Ten exchanges required without central market Exhibit 1-2A For use only with Perreault and McCarthy texts. 1-7 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
9. Exchange and Marketing In a centralized market, Pots a buyer can go to one location to find many different products from Central many different sellers. Hats market Baskets By reducing the time both middleman buyers and sellers must spend to complete an exchange, prices can be lowered. Hoes Knives Five exchanges required with central market Exhibit 1-2B For use only with Perreault and McCarthy texts. 1-8 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
10. Exchange and Marketing Pots Pots Central Hats Baskets Hats market Baskets middleman Hoes Knives Hoes Knives Ten exchanges required Five exchanges required without central market with central market Exhibit 1-2 For use only with Perreault and McCarthy texts. 1-9 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
11. Marketing in Economic Development Self-supporting Stage 1 agriculture Preindustrial or Stage 2 commercial Stage 3 Primary manufacturing Nondurable Stage 4 consumer products Capital equipment and Stage 5 durable consumer products Exporting Stage 6 manufactured products For use only with Perreault and McCarthy texts. 1-10 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
12. Marketing Facilitates Production and Consumption Production Sector Specialization and division of labor = heterogeneous supply capabilities Spatial Separation Discrepancies of Quantity Marketing Separation in Time needed to overcome Separation of Information discrepancies and separations Separation in Values Discrepancies of Assortment Separation of Ownership Consumption Sector Heterogeneous demand for form, task, time, place, and possession utility Exhibit 1-3 For use only with Perreault and McCarthy texts. 1-11 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
13. Model of Market-Directed Macro-Marketing System Many Individual Producers Middlemen Facilitators intermediaries Perform universal marketing functions Monitoring by government(s) To overcome discrepancies and and public interest groups separations To create utility and direct flow of need-satisfying goods and services Many Individual Consumers Exhibit 1-4 For use only with Perreault and McCarthy texts. 1-12 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill
14. Key Terms Production Micro-Macro Universal Functions Customer Satis- Dilemma of Marketing faction Pure Subsistence Buying Utility Economy Selling Form Market Transporting Task Central Markets Storing Possession Middleman Standardization Time Intermediary and Grading Place Tariffs Financing Micro-Marketing Quotas Risk-Taking Macro-Marketing Countertrade Market Information Economic System WTO Facilitators Planned Economy GATT Innovation Market-Directed Economies of Marketing Ethics Economy Scale For use only with Perreault and McCarthy texts. 1-13 © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill