Basic Marketing
A Global-Managerial Approach
Stanley J. Shapiro
Kenneth Wong
William D. Perreault, Jr.
E. Jerome McCarthy
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Chapter 1:
Marketing’s Role
within Organizations
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Marketing Defined
Micro-marketing
The performance of
activities that seek to
accomplish an
organization’s objectives
by anticipating customer
needs and directing the
flow of need-satisfying
goods and services.
1-3
Macro-marketing
A social process that
directs an economy’s
flow of goods and
services to effectively
match supply and
demand and to meet
society’s objectives.
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Utility and Marketing
From Production
Time
Time
Form
Form
Utility
Utility
Value
Value that
that comes
comes
from
from satisfying
satisfying
human
human needs
needs
Task
Task
Exhibit 1-1
1-4
Place
Place
Possession
Possession
From Marketing
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Marketing’s Changing Role
Simple
Simple Trade
Trade Era
Era
Production
Production Era
Era
Sales
Sales Era
Era
1-5
Focus:
Sell
Sell Surplus
Surplus
Focus:
Increase
Increase Supply
Supply
Focus:
Beat
Beat Competition
Competition
Marketing
MarketingDepartment
Department
Era
Era
Focus :
Marketing
MarketingCompany
Company
Era
Era
Focus :
Coordinate
Coordinate and
and Control
Control
Long-Run
Long-Run
Customer
Customer Satisfaction
Satisfaction
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
The Marketing Concept
Customer
Customer
Satisfaction
Satisfaction
Total
TotalCompany
Company
Effort
Effort
The
Marketing
Concept
Profit
Profit
Exhibit 1-2
1-6
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Customer Value Reflects Benefits and Costs
Customer value concerns the difference between the benefits a
customer sees from a firm’s market offering and the costs of
obtaining those benefits
Costs
1-7
Benefits
The customer’s view of costs and benefits is not just limited
to economic (or even rational) considerations--and a low
price may NOT result in superior value.
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.
Nonprofits Need Marketing, Too
NonNonCustomer
Customer
Support
Support
NonNonEconomic
Economic
Measures
Measures
Characteristics
of Nonprofit
Organizations
Poorly
Poorly
Organized
Organized
for
forMarketing
Marketing
1-8
For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Li mi ted.