《Letcure_1_-_Welcome_to_Marketing》.pptxVIP

Lecture 1;This is an introductory course;Secondary Purpose;Course Overview;Terms, Concepts Practices;Terms, Concepts Practices;Terms, Concepts Practices;;Chapter 1 Overview ;Chapter Objectives;WHAT IS MARKETING?;Marketing Mix;Breadth of marketing: The 1st “P”;? Used By Permission.;Breadth of marketing: The 2nd “P”;Breadth of marketing: The 3rd “P” ;The 4th “P”;In Chapter 1 we will establish the importance and basic responsibilities of the marketing function.;Evolution of Marketing;Quiz Time;Quiz Time;Quiz Time;Quiz Time;?2010 Flat World Knowledge, Inc. ;Value* = benefits received – (price + hassle);Customer comes first!!!;Give the customer what they want!;Incoming;?2010 Flat World Knowledge, Inc. ;A philosophy;?2010 Flat World Knowledge, Inc. ;?2010 Flat World Knowledge, Inc. ;?2010 Flat World Knowledge, Inc. ;Marketing spans functional boundaries;Customer Relationships;WHO DOES MARKETING?;Marketing Careers;Your Opportunities;Your Opportunities;Your Opportunities;Marketing Jobs;WHY STUDY MARKETING?;Marketing Meets Needs;Don’t we already know this from econ?Marketing is all about creating “utility”;Marketing Meets Needs;Marketing encompasses sooo many types of “exchanges”;Exchanges get stranger and stranger;Exchanges get stranger and stranger;The Next Step in Marketing’s Evolution? ;In review…;What Can Be Marketed?;How?;Value is from the Customer’s Perspective!;Value;From the Seller’s Perspective…;How does this tie into strategic management of the firm?;Differential Benefit?;How does this fit with supply chain management?;A Value Chain for the Apple iPod;Lifetime Customer Value = Customer Benefits - Customer Costs over time Value is derived from customers!;?2010 Flat World Knowledge, Inc. ;Key Takeaways;Key Takeaways;Key Takeaways;Key Takeaways;Next up…