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THE FIELD

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MTV - US- MTV, Pan-European MTV, Latin American MTV, Asia -MTV, Japanese MTV ... Japan faced many problems but first day 60,000 visitors visited the shop ... – PowerPoint PPT presentation

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Title: THE FIELD


1
  • THE FIELD
  • OF
  • MARKETING

2
The Field of Marketing
  • Nature Scope of Mktg
  • Evolution of Marketing
  • Marketing Concept
  • Ethics in Marketing
  • Quality in Marketing
  • Mktg. Global Economy

3
  • NATURE AND SCOPE OF
  • MARKETING

4
What is Marketing?
  • WE CAN NOT ESCAPES FROM DEATH, TAXES AND
    SELLING
  • MARKETING IS ADVERTISING SELLING
  • EVERYDAY WE ARE BOMBARED WITH TELEVISION
    COMERCIALS, NEWSPAPER ADS, DIRECT MAIL, SALES
    CALLS - EVERYONE TRYING TO SELL US SOMETHING
  • The aim of mktg is to make selling a
    superfluous. The aim is to know understand the
    customer so well that the product or service
    fits. ..and sell itself .Peter Drucker
  • But Selling Advertising are only two
    important functions of Marketing, while Marketing
    is more than that.

5
Roots of MarketingExchange Transaction
  • Relationship Between Exchange Marketing?
  • The root of marketing is in Exchange
    Transaction
  • In broad sense ..
  • Marketing consist of activities designed to
    generate and facilitate exchanges intended to
    satisfy human needs or wants

6
What is Exchange
  • Exchange is the act of obtaining a desired
    object from someone by offering something in
    return
  • three Ways of Exchange
  • If you want food ..
  • you can get it by yourself (by hunting, fishing
    or from plants)
  • you can acquire it by theft or some form of
    coercion
  • you can offer something of value against the
    product willingly
  • Conditions of Exchange
  • a- two or more parties with need or wants to be
    satisfied
  • b- desire ability to satisfy needs
  • c- each party have something of value for
    exchange
  • d- a way for the parties to communicate

7
Needs, Wants Demand
  • Need - state of felt deprivation
  • Physical Needs - food, shelter, cloth, safety
  • Social Needs - belonging, affection, family
  • Individual Needs - Knowledge, Self expression,
    promotions
  • Wants - forms of need shaped by culture
    individual personality
  • Demand - Human wants that are backed by buying
    power.
  • Marketers know our needs wants more than any
    one.

8
What is transaction?
  • Transaction is a trade between two parties
    that involves at least two things of value,
    agrees upon conditions, a time of agreement and a
    place of agreement
  • The process of transaction is ..
  • Marketer Environment Market

9
Marketer Environment
  • Marketer
  • take initiative in trying to stimulate
    facilitate exchange
  • Functions of Marketers
  • Make plans and programs
  • Implement it
  • Evaluate Review it
  • Environment
  • is the place or situation where business
    activities occur
  • or the place where buyer seller gather to
    exchange goods or services

10
Market / Customer
  • Market is a person or organizations to whom
    marketing programs are directed and have a right
    to accept or reject the offer of marketer
  • or
  • the set of actual potential buyers of a
    product or services
  • Roles of Market
  • Decision Maker - has a authority to commit to the
    exchange
  • Consumer - actually use or consume the product
  • Purchaser - caries out transaction
  • Influencer - affect the decision b/c of their
    position, expertise power

11
Definition of Marketing
  • A social managerial process by which
    individuals groups obtain what they need want
    through creating exchanging products value
    with others
  • Marketing is a total system of business
    activities designed to plan, price, promote
    distribute(place) want-satisfying products to
    target markets to achieve organizational
    objectives
  • Marketing is anticipation, management, and
    satisfaction of demand through the exchange
    process

12
  • EVOLUTION
  • OF
  • MARKETING

13
Evolution of Marketing
  • 1- Production-orientation Stage (Late
    1800s-1930s)
  • 2- Sales-orientation Stage
  • (Early 1930s-1950s)
  • 3- Marketing-orientation Stage
  • (Mid 1950 - 1990s)
  • 4- Societal Marketing Concept
  • (1990s- onwards)
  • What Marketing means?
  • Difference b/w Selling Marketing

14
Production Orientation Stage
  • production creates its own demand concept was
    accepted
  • Focused on increasing outputs
  • Mostly Engineers, Architects, manufacturer shaped
    the strategies
  • In that era demand exceeded the supply
  • customers views less important
  • no marketing but only selling department
  • Main focus of Manufacturers, retailers
    wholesalers on efficiency cost control rather
    customer satisfaction

15
Sales Orientation Stage
  • Focused on selling the outputs
  • heavy reliance on promotional activities to sell
    a product in an environment of so many choices
  • Hard selling or aggressive sellingconcept
    evolved in this era
  • even today unsought goods like encyclopedia,
    insurance, political party candidates use this
    concept to sell their goods or services

16
Marketing Orientation Stage
  • War changed the habits of customers
  • migrated family backed to the homelands
  • women came out of the homes for jobs
  • consumers became more knowledgeable
  • consumers had more choices got choosy
  • technology developed during war used for
    manufacturing goods services in peace time
  • companies started to find out the customers needs
    wants
  • companies started to create a balance b/w demand
    supply

17
What does Marketing mean?
  • Marketing doesnt meant that every customer get
    everything they want but must create a balance
    b/w value product profit
  • marketing means customer satisfaction
  • marketing means meeting customers needs
    profitably
  • dont offer but ask customer what they want , you
    just figure out how to supply it
  • Marketing is a back bone of every organization
    means everybody from top to bottom in
    organization know the importance of marketing
  • getting Mktg.. Heads, mktg. teams, mktg. research
    office doesnt mean that the org. is mktg.
    stimulated but org must finely tuned to the
    changing customer needs competitors strategies

18
Difference b/w Selling Marketing
19
  • MARKETING
  • CONCEPT

20
The Marketing Concept
  • Nature Rationale
  • Refinement of marketing concepts
  • Relationship Marketing
  • Mass customization
  • Value Creation
  • Return on Marketing investments
  • Societal Marketing Concept
  • Some Marketing oriented logos

21
Nature Rationale of Marketing Concept
  • Three beliefs of Marketing Concepts
  • all planning operations should be Customer
    Oriented
  • Example Frito-Lay- covers half US market
    charge highest price says We have to be perfect
    after all , no one really needs a potato chip
  • all marketing activities in an organization
    should be coordinated
  • essentiality to achieve organizations
    performance objectives

22
1- Relationship Marketing
  • an on-going interaction b/w buyer seller in
    which the seller is continuously improves its
    understanding of the buyers needs, and the buyer
    become increasingly loyal to the seller because
    its needs are being so well satisfied
  • the relationship is more like partnership
  • focus to create goodwill sense that firms cares
    for customer example - In France during peak
    tourism period Nestles baby food division
    provides rest stops for families with young
    children, distributes Samples of Nestle products,
    free diapers, trained hostesses offer
    assistance to parent
  • today relationship extended beyond customer to
    suppliers, employee, the government even
    competitors
  • example - IBM strategic alliance with Toshiba
    Siemens to develop memory chips.

23
2- Mass Customization
  • Developing, producing, and delivering
    affordable products with enough variety
    uniqueness that nearly every potential customer
    can have exactly what he or she wants
  • by producing large quantity of products, firms
    keep the unit cost low offer need satisfying
    products at attractive prices
  • this concept adopting rapidly worldwide because
    of tremendous advancement in information
    technology
  • the concept is not restricted to small items
    example - Automobile manufacturer offers many
    makes, models, accessories, options color

24
2- Value Creation
  • Customer perception of all benefits of a
    product weighed against all the costs of
    acquiring consuming all the product
  • Marketer are taking a closer look at what
    customers value in a product
  • With better technology consistent improvement
    can add value in the product
  • Two points
  • value means much more to the buyer than the
    amount of money for a product
  • The determination of value is distinctive for
    each individual

25
3- The Societal Marketing Concept
  • companies are not only concerned of the buyers
    but also other people directly affected by its
    operations with not only tomorrow but also the
    long term
  • its a revised/modern marketing concept
  • focus is to maintain improve the customers
    societys well being
  • Overlook possible conflicts b/w consumers
    short-run wants consumers long-run welfare
  • function of Marketer become
  • satisfy customers wants
  • meet the social needs of other affected by the
    firms activity
  • achieve the companys performance objectives

26
Some Marketing Concept - Oriented Logos of the
Companies...
  • WE MAKE IT HAPPEN FOR YOU - MARRIOTT HOTELS
  • TO FLY TO SERVE - BRITISH AIRWAYS
  • WE ARE NOT SATISFIED UNTIL YOU ARE - GE
  • QUALITY, SERVICE, CLEANLINESS, VALUE - MC DONALDS
  • THERE IS ONLY ONE BOSS THE CUSTOMER - WAL MART
  • THE POWER ON YOUR SIDE - ALLIANZ INSURANCE
  • LETS MAKE THINGS BETTER - PHILLIPS

27
  • ETHICS
  • AND
  • MARKETING

28
Definition of Ethics
  • are the rules we agree to play by
  • are the standards of behavior generally accepted
    by a society
  • ethical behavior based /involves honest
    proper conduct of What is right what is
    wrong
  • Marketer has to perform a variety of functions
    (planning product, pricing, promoting placing
    of product) and responsible of variety of groups
    (customer , suppliers, employees/co-workers,
    distributors society) so the manner of behavior
    to communicate with all these gps of people is a
    challenge for marketer

29
What is ethical Behavior?
  • Marketing Related Ethical Issues
  • 1- Process related Mktg. Issues- unethical use of
    Marketing strategies tactics
  • 2- Product related Mktg. issues- appropriateness
    of Marketing of Product
  • example - tobacco, sugar coated cereals,
    political candidates
  • Legal Ethical Issues
  • Defamation - Libel (written) and slander (oral)
  • Individual privacy
  • discrimination - gender, racial, ethical group or
    national origin
  • Harassment - physical or mental
  • Plagiarism - use of ideas or material of another
    by your own name

30
Instilling an Ethical Orientation
  • By workshops -e.g. Most of Multinational
    companies
  • by ethics committees
  • by ethical code of conduct - e.g. Hewlett
    Packard, Johnson Johnson
  • by news letters company magazines- e.g. Texas
    Instruments
  • by ethical officers - e.g. McDonnell Douglas
    Corp.
  • Focus -- to design promote the suitable
    acceptable standards of behavior for employees

31
Benefits of Ethical Behavior
  • Ethical behavior strengthen trust relationship
    b/w suppliers, customers, employees, other
    groups
  • provide a straight direct way to employee
  • Provide crystal clear working environment
  • Example - Johnson Johnson - Tylenol Crisis -
    Eight people died because of tampered product,
    recently J J admitted that employees has
    intentionally destroyed documents required by
    Govt..
  • Example - Procter Gamble Unilever MIS case-
    of haircare product of Unilever

32
  • QUALITY
  • IN
  • MARKETING

33
Definition of Quality
  • freedom from defect
  • quality is something to do for customer but , if
    the customer doesnt like it, its defect
  • acceptable level against competition
  • how well a product meets the expectation of the
    customers
  • three Components of Quality definition

34
Three Components of Quality
  • First - meeting striving to exceed the
    requirements of the customer
  • Second - absence of variation - consistently
    delivering of goods services what it was
    designed to, without variation from one
    experience to another
  • Third - TQM - Total quality management - adopting
    processes procedures that will provide
    customers with the right product at the right
    place.
  • Example ISO 9000 Certification - ISO 9001, ISO
    9002, ISO 9003 , ISO 9001-2000

35
Instilling Quality
  • Benchmarking - studying competitors
    non-competitors to identify the highest
    performance in such areas as delivery delays
    eliminating defects
  • Corporation work under the atmosphere of trust
    co-operation
  • a commitment of employees to constantly search
    for better ways of performing their functions
  • forming partnership with suppliers customers
  • Measuring quality the resulting customer
    satisfaction

36
  • Importance of Marketing
  • and
  • Global Economy

37
Marketing Global Economy
  • World is a global Village
  • Recent 11th Sep 2001 incident
  • European Union Euro money
  • Advancement of Information Technology
  • Example
  • MTV - US- MTV, Pan-European MTV, Latin American
    MTV, Asia -MTV, Japanese MTV
  • Coca Cola - Serve world wide , faced difficulty
    in Arab countries Germany but then became
    successful
  • Toys R Us - 76 European stores , mostly in
    developed countries, In Japan faced many problems
    but first day 60,000 visitors visited the shop
    opened 16 stores in two years.
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