3ce PPT Expanded Ch01 Final
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
Chapter 1
Marketing: The Art and Science of Satisfying Customers
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
Chapter Objectives
1. Define marketing, explain how it creates utility, and describe its role in the marketplace.
2. Contrast marketing activities during the four eras in the history of marketing.
3. Explain the importance of avoiding marketing myopia. 4. Describe the characteristics of not-for-profit marketing. Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
Chapter Objectives
5. Identify and briefly explain each of the five types of nontraditional marketing.
6. Explain the shift from transaction-based marketing to relationship marketing.
7. Identify the universal functions of marketing.
8. Demonstrate the relationship between ethical business practices, social responsibility, and marketplace success.
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Production and marketing together create utility. o Utility – Want-satisfying power of a good or service
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing?
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Organizations must create utility and customers to survive. o Activities marketers perform to create customers: o Identifying customer needs o Designing products to meet those needs o Communicating information
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Making the products available when and where customers want them o Pricing merchandise and services o Providing service and
Chapter 1
Marketing: The Art and Science of Satisfying Customers
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
Chapter Objectives
1. Define marketing, explain how it creates utility, and describe its role in the marketplace.
2. Contrast marketing activities during the four eras in the history of marketing.
3. Explain the importance of avoiding marketing myopia. 4. Describe the characteristics of not-for-profit marketing. Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
Chapter Objectives
5. Identify and briefly explain each of the five types of nontraditional marketing.
6. Explain the shift from transaction-based marketing to relationship marketing.
7. Identify the universal functions of marketing.
8. Demonstrate the relationship between ethical business practices, social responsibility, and marketplace success.
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Production and marketing together create utility. o Utility – Want-satisfying power of a good or service
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing?
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Organizations must create utility and customers to survive. o Activities marketers perform to create customers: o Identifying customer needs o Designing products to meet those needs o Communicating information
Copyright © 2013 by Nelson Education Limited
CHAPTER 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing? o Making the products available when and where customers want them o Pricing merchandise and services o Providing service and