Basic Marketing

Basic Marketing
A Global-Managerial Approach
Stanley J. Shapiro Kenneth Wong William D. Perreault, Jr. E. Jerome McCarthy
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Chapter 1:
Marketing’s Role within Organizations

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Marketing Defined
Micro-marketing
The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of need-satisfying goods and services.

Macro-marketing
A social process that directs an economy’s flow of goods and services to effectively match supply and demand and to meet society’s objectives.

1-3

For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Utility and Marketing
From Production Time Time Form Form

Value that comes Value that comes from satisfying from satisfying human needs human needs

Utility Utility

Place Place

Task Task

Possession Possession

Exhibit 1-1
1-4

From Marketing
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

Marketing’s Changing Role
Simple Trade Era Simple Trade Era
Focus:

Sell Surplus Sell Surplus
Focus:

Production Era Production Era

Increase Supply Increase Supply
Focus:

Sales Era Sales Era Marketing Department Marketing Department Era Era Marketing Company Marketing Company Era Era
1-5

Beat Competition Beat Competition
Focus :

Coordinate and Control Coordinate and Control
Focus :

Long-Run Long-Run Customer Satisfaction Customer Satisfaction
For use with Shapiro, Wong, Perreault, and McCarthy texts. Copyright © 2002 McGraw-Hill Ryerson Li m ted. i

The Marketing Concept
Customer Customer Satisfaction Satisfaction Total Company Total Company Effort Effort

The Marketing Concept