Chapter 13 – Marketing: Helping Buyers Buy
13-1
Marketing: Helping
Buyers Buy
chapter
=
what’s new in this edition 13.3
brief chapter outline and learning goals 13.4
lecture outline and lecture notes 13.6
PowerPoint slide notes 13.35
lecture links 13.54
lecture link 13-1: UPDATING THE MARKETING CONCEPT 13.55
lecture link 13-2: PAT CROCE’S TEN COMMANDMENTS 13.56
lecture link 13-3: SMALL BUSINESSES GOING MOBILE 13.56
lecture link 13-4: DISCONTINUING DISCOUNTS 13.57
lecture link 13-5: MARKETING IS MORE LISTENING THAN PERSUADING 13.58
lecture link 13-6: KFC’S IDENTITY CRISIS 13.59
lecture link 13-7: THE COLA WARS IN INDIA 13.59
lecture link 13-8: DEWALT IDENTIFIES ITS TARGET MARKET 13.60
lecture link 13-9: RELATIONSHIP MARKETING: GOING BEYOND THE 13.61
EXPECTED
lecture link 13–10: FAMILY LIFE CYCLE THEORY UPDATED 13.62
13
Chapter 13 – Marketing: Helping Buyers Buy
13-2
critical thinking exercises 13.64
critical thinking exercise 13-1: FIND A NEED AND FILL IT 13.64
critical thinking exercise 13-2: GOOD TO THE LAST DROP 13.65
critical thinking exercise 13-3: IDENTIFYING THE TARGET MARKET 13.68
critical thinking exercise 13-4: THE MARKETING OPPORTUNITY 13.71
critical thinking exercise 13-5: CONSUMER OR B2B GOOD? 13.74
Chapter 13 – Marketing: Helping Buyers Buy
13-3
what’s new in
this edition
additions to the 10th edition:
• Getting to Know Joseph Jimenez of Novartis
• Name That Company: KFC Canada
• Social Media in Business: Calling All Businesses!
• Spotlight on Small Business: Let’s Go to the Movies
• Thinking Green: How Green Is Green?
• Video case
revisions to the 10th edition:
deletions from the 9th edition:
Chapter 13 – Marketing: Helping Buyers Buy
13-4
brief chapter outline
and learning goals
c h a p t e r 13
Marketing: Helping Buyers Buy
Getting To Know JOSEPH JIMEMEZ of NOVARTIS
learning goal 1
Define marketing, and apply the marketing concept to both for-profit and nonprofit organiza-
tions.
I. WHAT IS MARKETING?
A. The Evolution of Marketing
B. Nonprofit Organizations and Marketing
learning goal 2
II. THE MARKETING MIX
learning goal 3
III. PROVIDING MARKETERS WITH INFORMATION
A. The Marketing Research Process
Chapter 13 – Marketing: Helping Buyers Buy
13-5
learning goal 4
IV. THE MARKETING ENVIRONMENT
V. TWO DIFFERENT MARKETS: CONSUMER AND BUSINESS-TO–
BUSINESS (B2B)
learning goal 5
VI. THE CONSUMER MARKET
learning goal 6
VII. THE BUSINESS-TO-BUSINESS MARKET
VIII. YOUR PROSPECTS IN MARKETING
IX. SUMMARY
Chapter 13 – Marketing: Helping Buyers Buy
Getting to Know JOSEPH JIMENEZ of NOVARTIS
Jimenez put his marketing experience to use when he took the CEO job at one of the
world’s largest pharmaceutical companies. He restructured the sales force to address consumer
needs and increased the company’s social responsibilities.
A. MARKETING is the activity, set of institutions, and
Chapter 13 – Marketing: Helping Buyers Buy
13-7
PPT 13-1
Chapter Title
PPT 13-2
Learning Goals
(See complete PowerPoint slide notes on page 13.35.)
PPT 13-3
Learning Goals
(See complete PowerPoint slide notes on page 13.35.)
PPT 13-4
Joseph Jimenez
(See complete PowerPoint slide notes on page 13.36.)
PPT 13-5
Name That Company
(See complete PowerPoint slide notes on page 13.36.)
PPT 13-6
What’s Marketing?
(See complete PowerPoint slide notes on page 13.36.)
bonus case 13-1
CUSTOMER-ORIENTED
MARKETING CONCEPTS AT
THERMOS
To become a world-class competitor, Thermos completely
reinvented the way it conducted its marketing operations. (See
the complete case, discussion questions, and suggested an-
swers beginning on page 13.76 of this manual.)
Chapter 13 – Marketing: Helping Buyers Buy
13-8
c. The text uses the example of buying a new or
a. Until the early 1900s, the general philosophy
to sell existing products.
4. THE MARKETING CONCEPT ERA
Chapter 13 – Marketing: Helping Buyers Buy
13-9
PPT 13-7
Focus of Contemporary Marketing
(See complete PowerPoint slide notes on page 13.37.)
SPOTLIGHT ON
small
business
(Text page 354)
PPT 13-8
Let’s Go to the
Movies
(See complete PowerPoint slide notes on page 13.37.)
PPT 13-9
Four Eras of U.S. Marketing
(See complete PowerPoint slide notes on page 13.37.)
TEXT FIGURE 13.1
Marketing Eras
(Text page 353)
This text figure shows the four eras in the evolution of
marketing in the United States
PPT 13–10
The Production and Selling Eras
(See complete PowerPoint slide notes on page 13.38.)
PPT 13-11
The Marketing Concept Era
(See complete PowerPoint slide notes on page 13.38.)
Chapter 13 – Marketing: Helping Buyers Buy
b. The MARKETING CONCEPT emerged in the
1950s.
c. The MARKETING CONCEPT is a three-part
a. CUSTOMER RELATIONSHIP MANAGE-
MENT(CRM) is the process of learning as
much as possible about customers and doing
everything you can to satisfy them—or even
exceed their expectations—with goods and
services over time.
Chapter 13 – Marketing: Helping Buyers Buy
13–11
lecture link 13-1
UPDATING THE MARKETING
CONCEPT
Twenty-first-century marketers have to readjust their strat-
egies to meet the needs of modern consumers—that means
each of the elements of the marketing concept. (See the com-
plete lecture link on page 13.54 in this manual.)
PPT 13-12
Applying the Marketing Concept
(See complete PowerPoint slide notes on page 13.38.)
lecture link 13-2
PAT CROCE’S TEN
COMMANDMENTS
Pat Croce, minority owner of the Philadelphia 76ers NBA
team, is a fanatic for customer service. He created the “ten
commandments” of customer service. (See the complete lec-
ture link on page 13.55 in this manual.)
PPT 13-13
The Customer Relationship Era
(See complete PowerPoint slide notes on page 13.39.)
PPT 13-14
Service with a Smile
(See complete PowerPoint slide notes on page 13.39.)
lecture link 13-3
SMALL BUSINESSES GOING
MOBILE
The newest “want” from customers is the ability to buy
whatever they want, whenever they want. mShopper is helping
small businesses constantly reach their customers. (See the
complete lecture link on page 13.56 in this manual.)
Chapter 13 – Marketing: Helping Buyers Buy
c. Customer relationship building now involves
6. The newest in CRM efforts is CUSTOMER-
A. Pleasing customers has become a priority.
1. The FOUR FACTORS OF MARKETING are:
b. Setting a PRICE for the product
c. Putting the product in a PLACE where people
will buy it
d. PROMOTING the product
Chapter 13 – Marketing: Helping Buyers Buy
13–13
bonus case 13-2
FOOD MARKETING IN THE
INNER CITY
This case focuses on how food marketing in the inner city
is different from that in suburban neighborhoods. (See the
complete case, discussion questions, and suggested answers
beginning on page 13.78 of this manual.)
PPT 13-15
Nonprofit Marketing
(See complete PowerPoint slide notes on page 13.39.)
PPT 13-16
Marketing Strategies for Nonprofits
(See complete PowerPoint slide notes on page 13.40.)
thinking
green
(Text page 356)
PPT 13-17
How Green Is
Green?
(See complete PowerPoint slide notes on page 13.40.)
PPT 13-18
The Four Ps
TEXT FIGURE 13.2
Marketing Managers and the
Marketing Mix
(Text page 357)
(See complete PowerPoint slide notes on page 13.41.)
bonus case 13-3
LINING UP FOR FREE APPS
The founders of Line Snob created their product while in
college. (See the complete case, discussion questions, and
suggested answers beginning on page 13.80 of this manual.)
Chapter 13 – Marketing: Helping Buyers Buy
13–14
B. APPLYING THE MARKETING PROCESS
1. To present an overview of the marketing pro-
2. The process involves:
(the text continues the example of the vegetarian
restaurant).
2. A PRODUCT is any physical good, service, or
Chapter 13 – Marketing: Helping Buyers Buy
13–15
TEXT FIGURE 13.3
The Marketing Process with
the Four Ps
(Text page 358)
This text figure shows the process that leads to the devel-
opment and sale of a product.
PPT 13-19
Developing a Product
(See complete PowerPoint slide notes on page 13.41.)
critical thinking
exercise 13-1
FIND A NEED AND FILL IT
This exercise asks the student to look around himself or
herself to identify a need that is unfilled. (See complete exer-
cise on page 13.64 of this manual.)
Chapter 13 – Marketing: Helping Buyers Buy
13–16
6. A BRAND NAME is a word, letter, or group of
7. These steps create THE FIRST “P”—PRODUCT.
distributing, and promoting the product.
products or services.
2. RELATIONSHIP BUILDING WITH CUSTOMERS
the product.
Chapter 13 – Marketing: Helping Buyers Buy
13–17
lecture link 13-4
DISCONTINUING DISCOUNTS
As the economy is starting to recover, companies are strug-
gling to increase the prices of their recession discounts. (See
the complete lecture link on page 13.57 of this manual.)
PPT 13-20
Pricing and Placing a Product
(See complete PowerPoint slide notes on page 13.41.)
lecture link 13-5
MARKETING IS MORE
LISTENING THAN PERSUADING
Promotion is part of marketing, but marketing is more
about relationship building. (See complete lecture link on page
13.58 of this manual.)
PPT 13-21
Promoting the Product
(See complete PowerPoint slide notes on page 13.42.)
lecture link 13-6
KFC’S IDENTITY CRISIS
Franchise owners are upset with how KFC is now promot-
ing its stores and products. (See the complete lecture link on
page 13.59 of this manual.)
PPT 13-22
Perfect Promotion
(See complete PowerPoint slide notes on page 13.42.)
Chapter 13 – Marketing: Helping Buyers Buy
learning goal 3
Summarize the marketing research process.
III. PROVIDING MARKETERS WITH INFORMATION
A. MARKETING RESEARCH is the analysis of markets
2. STEP 2. Collecting data
a. Research can be quite expensive, so SOME
TRADE-OFF must be made between infor-
mation needed and the cost.
Chapter 13 – Marketing: Helping Buyers Buy
13–19
PPT 13-23
Tangled Web of Promotion
(See complete PowerPoint slide notes on page 13.42.)
social
media in
business
(Text page 360)
PPT 13-24
Calling All
Businesses!
(See complete PowerPoint slide notes on page 13.43.)
progress
assessment
(Text page 360)
PPT 13-25
Progress Assessment
(See complete PowerPoint slide notes on page 13.43.)
PPT 13-26
Searching for Information
(See complete PowerPoint slide notes on page 13.43.)
PPT 13-27
Four Steps in the Marketing
Research Process
(See complete PowerPoint slide notes on page 13.44.)
PPT 13-28
Defining the Problem or
Opportunity
(See complete PowerPoint slide notes on page 13.44.)
Chapter 13 – Marketing: Helping Buyers Buy
necessary information, marketers must do their
own research.
e. The result of new studies is PRIMARY DATA,
reveal specific marketing challenges.
4. STEP 4. Choosing the best solution and imple-
menting it
to see if results were as expected.