TAILIEUCHUNG - Lecture Basic Marketing: A global managerial approach - Chapter 1: Marketing’s role within organizations

After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,. | Basic Marketing A Global-Managerial Approach Stanley J. Shapiro Kenneth Wong William D. Perreault, Jr. E. Jerome McCarthy Chapter 1: Marketing’s Role within Organizations 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 Utility and Marketing From Production From Marketing Form Task Time Place Possession Utility Value that comes from satisfying human needs 1-4 Exhibit 1-1 Simple Trade Era Production Era Sales Era Marketing Department Era Marketing Company Era Sell Surplus Increase Supply Beat Competition Coordinate and Control Long-Run Customer Satisfaction Focus: Focus: Focus: Focus : Focus : Marketing’s Changing Role 1-5 The Marketing Concept Profit Customer Satisfaction Total Company Effort The Marketing Concept 1-6 Exhibit 1-2 Customer Value Reflects Benefits and Costs Costs Benefits Customer value concerns the difference between the benefits a customer sees from a firm’s market offering and the costs of obtaining those benefits The customer’s view of costs and benefits is not just limited to economic (or even rational) considerations--and a low price may NOT result in superior value. 1-7 Nonprofits Need Marketing, Too Poorly Organized for Marketing Non- Customer Support Non- Economic Measures Characteristics of Nonprofit Organizations .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing opportunities
• Strategic market planning
• Marketing plans
• Developing innovative marketing plans
• Marketing strategy
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• Marketing environment
• Competitive environment
• Integrated marketing communications
• Strategic distribution
• Controlling marketing plans
• Total quality management
• Marketing management process
• Marketing strategy planning process
• Forecasting market potential
• Channel systems
• Vertical Marketing systems