Tales Of Marketing Essay Research Paper MARKETINGCHAPTER — страница 8

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applying for a marketing position A place-provincial gov’t trying to attract tourism is an example of marketing a place as the product. THE CONCEPT OF RELATIONSHIP IN EXCHANGE Relationship-can develop when 2 people or organizations are voluntarily involved in an exchange situation, are communicating with each other, & are contributing something of value to the exchange & thereby mutually satisfy needs or wants. -relationships are of more long-term nature & involve many exchanges & interactions over a # of years. -longer relationship lasts, more likely it will be of special value to those taking part in it. Better you understand each other, the better the needs are satisfied. APPLICATIONS OF MARKETING Books definition of marketing: Marketing is a total system of

business activity designed to plan, price, promote & distribute want-satisfying products, services, & ideas to target markets in order to achieve the objectives of both the consumer & the organization. Marketing is A total system designed to: for business activities plan, price, promote & distribute Something of value: want-satisfying products, services, & ideas in the context of a valuable relationship. For the benefit of: the target mkt. - Present & potential household consumers or business users. To achieve the: satisfaction of the needs & objectives of both the consumers & the firm Definition has implications when marketing is properly applied: -It’s a systems definition, meaning it should be understood & applied by all in firm. -Entire

system of business or organizational activities must be customer orientated & focus on quality of the customer relationship- customers needs & wants must be recognized & satisfied effectively. -Marketing program starts with an idea for a product or service & doesn’t end until the customer’s are completely satisfied, which may be some time after the exchange. wants-Marketing program, generally termed the marketing mix, usually consists of 4 coordinated elements: A. a product or service assortment B. a pricing structure C. distributions systems & channels D. promotional activities -Marketing mix doesn’t guarantee customer satisfaction. EVOLUTION OF MARKETING -Foundations in Canada were laid by French & English settlers in pioneer times -Developed

marketing relationships also with various Native groups. -Since then marketing has evolved through 3 successive stages of development: -production orientation, sales orientation & marketing orientation. -Following from last stage, marketing now more focused on processes involved in providing service & developing marketing relationships. -All firms today are at different stages of marketing. PRODUCTION ORIENTATION STAGE -firms in this stage, typically manufacturers, focused on increasing output while assuming that customers would seek out & buy reasonably priced & well made products. -Executives in production & engineering shaped firm’s planning. -finding customers was viewed as a relatively minor function, term marketing not yet used. (stage dominant until

early 1930’s.) Some mining firms still here. SALES ORIENTATION STAGE -After great depression it was clear that main problem in economy no longer was to produce, but how to sell the output. -Making best product didn’t assure success. Realized you needed promotional effort. -began sales orientation stage-when selling activities and sales executives gained new respect & responsible from company management. -stage common until 1950’s, when marketing era began to emerge. MARKETING ORIENTATION STAGE -as a result of WWII there was enormous pent up demand for consumer goods. -postwar spending slowed down as supply caught up with demand, & firms had to find way to sell excess capacity, this began sales orientation era. -consumers got smarter bringing forth greater variety of

goods. -In marketing orientation stage companies identify what consumers want & tailor all the activities of the firm to satisfy those needs as efficiently as possible. -in this stage firms are marketing rather than merely selling. **********SEE TABLE 1-1 (What Business You in?) page 8 DIFFERENCES BETWEEN MARKETING & SELLING ORIENTATIONS -term marketing & selling are often used interchangeably, but really are vastly different. -Basic difference is that selling is orientated to what is available & to the organizations needs, while marketing is orientated to the customers needs & how a product & service mix can satisfy them. SERVICES -experienced shift from goods production to service production over last 20 years. -resulting in meeting of needs of consumers