Slide 1:Chapter 2: Marketing’s Role within the Firm or Nonprofit Organization


Chapter 2 Objectives :When you finish this chapter, you should 2-2 Chapter 2 Objectives 1. Know what the marketing concept is—and how it should affect strategy planning in a firm or nonprofit organization. 2. Understand what customer value is and why it is important to customer satisfaction. 3. Understand what a marketing manager does. 4. Know what marketing strategy planning is—and why it is the focus of the book. 5. Understand target marketing. 6. Be familiar with the four Ps in a marketing mix. 7. Know the difference between a marketing strategy, a marketing plan, and a marketing program. 8. Understand the important new terms.


Marketing’s Changing Role :Marketing’s Changing Role 2-3


The Marketing Concept :The Marketing Concept Exhibit 2-1 2-4


Marketing Orientation Sounds Easy,Isn’t :Marketing Orientation Sounds Easy,Isn’t Even the “best” firms sometimes backslide into a production orientation In today’s highly competitive markets it is often difficult to keep up with changing customer needs beat aggressive competitors to the punch find the right focus -- one that matches the firm’s objectives and resources to market opportunities offer customers superior value 2-5


Customer Value Reflects Benefits and Costs :Customer Value Reflects Benefits and Costs Costs Benefits Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those 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... 2-6


Customer Value :Customer Value Costs Benefits One customer’s view of the benefits and costs of a firm’s market offering may vary from another customer’s view, so firm may not be able to satisfy everybody with the same offering. Customer value concept takes the customers point of view, but customers may not explicitly weigh costs and benefits and even if they do their view may not match some “objective” reality. 2-7


Nonprofits Need Marketing, Too :Nonprofits Need Marketing, Too 2-8


The Marketing Management Process :Exhibit 2-4 The Marketing Management Process 2-9


Marketing Strategy Planning :Exhibit 2-5 2-10 Marketing Strategy Planning


The Four Ps of the Marketing Mix :2-11 The Four Ps of the Marketing Mix Exhibit 2-7


Strategy Decision Areas Organized by the Four Ps :2-12 Exhibit 2-8 Strategy Decision Areas Organized by the Four Ps


Four Examples of Basic Channels of Distribution for Consumer Products :2-13 Exhibit 2-9 Four Examples of Basic Channels of Distribution for Consumer Products


Elements of the Marketing Program :Elements of the Marketing Program 2-14 Exhibit 2-11


Distribution of Different Firms Based on Performance :Distribution of Different Firms Based on Performance 2-15 Exhibit 2-12


Key Terms :Nonprofit Organizations Social Responsibility Marketing Management Process Strategic (Management) Planning Marketing Strategy Target Market Marketing Mix Target Marketing Mass Marketing Channel of Distribution Simple Trade Era Production Era Sales Era Marketing Department Era Marketing Company Era Marketing Concept Production Orientation Marketing Orientation Customer Value Personal Selling Mass Selling Advertising Publicity Sales Promotion Marketing Plan Implementation Operational Decisions Marketing Program Key Terms 2-16