978-0077729028 Chapter 1 Slides

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1.1.1.1.1.1.1.1 Powerpoint Slides With Teaching Notes

Power Point Slide Teaching Notes

1-1: Overview of Marketing

1-2: Learning Objectives These questions are the learning objectives

guiding the chapter and will be explored in

more detail in the following slides.

1-3: Building Value Online Ask students: How many of you shop at

Starbucks? What do you find most

valuable about their products?

Answers will include: It taste great, they

are many choices, the company supports

green initiatives.

As the text indicates, there are many ways

Starbucks distinguishes itself from similar

companies.

1-4: What is Marketing? Point out that this new definition is

somewhat controversial, because many

feel it includes everything within

marketing.

Ask students: Do you agree? Answers

might include uncertainly in the definition

of value.

1-5: What is Marketing? Ask students about problems they have

for which there are no products to meet

their needs.

They might think about products that they

could use for their homes, their computers,

organizing their work, their cars.

This is how marketers generate ideas for

new products – by uncovering consumer

needs.

1-6: Marketing is about Satisfying Customer

Needs and Wants

Students might mention groups based on

age or gender, but the ad is targeted to

those who find style to be an important

element.

Other benefits might include the status of

the Lexus brand.

1-7: Marketing Entails an Exchange Each party to the exchange gives up

something of value:

The customer usually gives up money;

however, sometimes they also give up

time and information.

The firm gives up the good or service. The

exchange in the end is mutually beneficial.

1-8: Marketing Requires Product, Price, Place

and Promotion Decisions

This is an overview of the 4P’s which will

be discussed in greater depth.

Ask students to choose a product they see

in the classroom – VitaminWater, Coke,

Aquafina – and ask them to describe the

4P’s for this product.

1-9: Product: Creating Value Students often can relate to goods and

services, but the marketing of ideas is a

new concept to them. Use the example of

drunk driving prevention;

Ask Students: How is that idea marketed?

Organizations such as Mothers Against

Drunk Driving or Students Against Drunk

Driving often receive support from

brewers and distillers in promoting

responsible drinking and safe driving.

Ask Students: What is the exchange these

groups are asking consumers to enter?

Answer: They want you to consume

alcohol in a manner that is consistent with

safety, which means sacrificing some

consumption.

1-10: Price: Capturing Value A good example of how price expresses

value is the variations in price associated

with air travel.

The prices can vary based on demand for

the flight, timing, and destinations.

Pricing strategies will be discussed in later

chapters, but you may also wish at this

point to introduce the notion of market

pricing versus cost pricing.

1-11: Place: Delivering the Value Proposition Place delivers the product to the

customers. Students may overlook the

importance of this component of the

marketing mix because it is not as readily

visible from the consumer perspective. To

get this point across, suggest a few

products and then trace the path those

products likely take from manufacturer to

retailer to consumer.

It might be hard to see on the ad – but it is

interesting to note that Odwalla would

want to tell customer’s where to find the

product.

Some marketer’s list their distributors if

they have limited distribution. It might be

difficult to see but on this ad Odwalla tells

customers to find this product in the

produce section in the circled area.

1-12: Promotion: Communicating Value Calvin Klein’s provocative advertising has

helped create an image that is filled with

youth, style, and sex appeal.

1-13: What Element of Marketing is This? Ask students what element of marketing

is represented in this picture?

Students should recognize that this

represents “Place: Delivering the Value

Proposition. “ This ad focuses on a type

of distribution outlet: self-serve

frozen-yogurt. .

1-14: Marketing Can be Performed by

Individuals and Organizations

This exhibit illustrates how the same

product, a desktop computer, can be sold

from firm to firm, from firm to consumer,

and then be used consumer to consumer to

sell C2C.

Ask students whether they’ve bought

from other consumers online. Many

options are available to buy C2C online,

especially with the development of online

cooperatives like etsy.com. Follow the

web link to visit this site.

1-15: Marketing Impacts Stakeholders Marketers affect many stakeholders.

Customers represent one stakeholder

group but others include all those in the

supply chain, employees, and society at

large.

Supply chain partners include

manufacturers, agents, wholesalers,

retailers, and so on. Companies market to

employees with employment marketing,

also known as internal marketing, to

recruit and retain the best employees.

1-16: Marketing Helps Create Value Marketing has been through several eras.

This exhibit graphically represents the

changes over time from an emphasis on

production to one based on value-based

marketing.

The production-oriented era took place

around the turn of the 20th century, when

most firms believed a good product would

sell itself.

In the sales-oriented era, production and

distribution techniques improved and

supply outpaced demand. Firms found an

answer to overproduction by focusing on

sales.

In the market-oriented era, the focus was

on what customers wanted.

Now, we are in the value-based era, which

maintains the market orientation but also

includes a focus on giving greater value

than the competition.

Value reflects the relationship of benefits

to costs. Value-based marketing means

implementing a marketing strategy

according to what customers value.

1-17: Value-Based Marketing Ask students how this campaign for

Pepperidge Farm Cookies is about value.

It does this by describing their ingredients

in very luxurious terms…very impressive

for a supermarket cookie that is not highly

priced.

1-18: Check Yourself 1. Marketing is an organizational

function and a set of processes for

creating, communicating, and

delivering value to customers and for

managing customer relationships in

ways that benefit the organization and

its stakeholders.

2. Needs and wants

3. Product, price, place, and promotion

4. Individuals and organizations

5. Production, sales, market, and

value-based

1-19: Value Based Marketing The Adding Value box emphasizes how

value depends upon what’s important to

customers.

Levi Strauss offer jeans that are affordable

and stylish.

1-20: Companies that Put the Customer First Features the Ritz Carlton. This clip

focuses on creating customer service with

augmented experiences offered to the

consumer.

Note: Please make sure that the video file

is located in the same folder as the

PowerPoint slides.

1-21: How Do Firms Become Value Driven? Firms become value driven by focusing on

four activities.

1-22: Connecting With Customers

Using Social & Mobile Marketing

Ask students why it is important share

information using social and mobile tools?

1-23: Check Yourself 1. Value-based marketing isn’t just about

low price; it is also about creating

strong products and services.

2. Marketers are steadily embracing new

technologies, such as social and

mobile media, to allow them to

connect better with their customers

and thereby serve their needs more

effectively.

1-24: Marketing and Society Focusing on many

factors

Marketing has shifted its focus

dramatically; it also has evolved into a

major business function that crosses all

areas of a firm or organization.

1-25: Marketing Is Pervasive across

Marketing Channel Members

Effectively managing supply chain

relationships often has a marked impact on

a firm’s ability to satisfy the consumer,

which results in increased profitability for

all parties.

1-26: Marketing and Society Focusing on many

factors

Kellogg’s asserts:

Our values: we act with integrity and show

respect.

Our foods: we produce a range of foods to

meet your tastes and health needs.

Our marketing practices: long-standing

commitment to responsible marketing.

In our communities: great things can

happen when a company is an active

corporate citizen.

Our environment: we’re helping to

preserve and protect our natural resources.

1-27: Marketing Enriches Society Oprah is very entrepreneurial and an

excellent marketer.

Her organizations also benefit society

under the umbrella of the Oprah Winfrey

Foundation.

This web link brings you to her webpage

for Oprah’s Angel Network.

1-28: Check Yourself 1. Expands global presence, pervasive

across organization, pervasive across

supply chain, makes life easier,

enriches society, can be

entrepreneurial.

2. To do the right thing, the firm will

emphasize society. This is a good time

to introduce the debate of whether it is

best to do right by society or right by

stakeholders.