CH+1+Marketing

Dennis Chris Bouchard kelsey vansickle clayton schroeder

Definition of Marketing: A set of processes for creating, communicating, and delivering value to customers and managing customer relationships.

4 Era's in the history of Marketing: a.) The Production Era- Even the best product will fail without having a market to market to. b.) The Sales Era- Will persuade customers to buy their product. c.) The Marketing Era- The consumer rules. Find a need and fill it. d.) Relationship Era- Developing a relationship with the customer.

Non-Traditional Marketing: a.) Person Marketing- Designed to attract customers by using a celebrity or politician. b.) Place Marketing- Attracting customers to a particular geographic area. c.) Cause Marketing- Identification and marketing of a social issue, cause, or idea. d.) Event Marketing- Sports, charaties, or cultural events. e.) Organizational Marketing- Attempts to influence others to accept the goals, receive the services of, or contribute in some way.

One-to-one Marketing- Marketing program designed to build long-term relationships with individual customers.

Strategic Alliance- partnerships that create competitive advantages.

8 Functions of Marketing- i.) Buying ii.) Selling iii.) Transporting iv.) Storing v.) Grading vi) Financing vii) Risk Taking viii) Securing marketing information

ch1 clayton **Utility** – the want-satisfying power of a good or service. 4 types are form, time, place, and ownership Three factors force marketers to embrace global marketplace: expanded international trade agreements, new technologies and greater interdependence of worlds economy. 1)**Production era**, products would sell themselves. 2)**Sales era**, convincing people to buy. 3)**Marketing era**, company wide focus on customer orientation for long term success. 4)**Relationship era**, establish and maintain relationships with customers and suppliers (adds value) Myopia is when a business fails to recognize their scope of business, to avoid, broadly identify goals and focus on fulfilling customers needs. **Person, place, cause, event, organizational** à 5 types of **non-traditional** marketing. Creativity and critical thinking combine to create innovation and analyze the best course of action for a firm. Ethics are moral standards of behavior expected by society **Social responsibility** is the marketing philosophies, procedures and actions that **enhance society** **Strategic alliances** are made when 2 organizations form a partnership to gain a competitive advantage. Buying and selling r are **exchange** functions. Transporting and storing are physical **distribution** functions. Standardization/grading, financing, risk taking and securing market information are **facilitation** functions.

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers. All organizational function including businesses as well as non-profit organizations
 * __ What is marketing? __**
 * Marketing myopia: management failure to scope of its business. **

__Utility__- The want satisfying power of a good or service. __Form utility__- created when the firm converts raw material and component inputs into finished food and service. Ex) dinner at Swiss charlet, shirt from Mark’s ware house __Time and Place utility-__ occurs when consumers find goods and services available when ex) dental appointment, digital photographs. __Place-__ Availability of goods and services at convenient location ex) soft drink machines, on site day care
 * Four type of utilities **

__Ownership__- Ability to transfer title to goods or services from marketer to buyer ex) retail sales


 * Four eras in the history of marketing (was on the midterm) **
 * Exchange process: more than one party exchange something of value to each other to satisfy their needs. **

** 1. **** __The production era:__ the production orientation dominated “the good product will sell itself” no marketing plan existed. ** ** 2. **** __The sales era:__ rising importance of sales forces. Sales orientation. “creative advertising and selling will overcome consumers’ resistance and persuade them to buy.” ** ** 3. **** __The marketing era:__ trusting marketing into a more important role. Transition to the consumer orientation ** ** 4. **** __The relationship era:__ long term, value added relationships over time with customers and suppliers. Strategic alliance with manufactuers, retailers and suppliers. ** ** Emergence of marketing concept ** ** 1. **** A shift from seller’s market to buyer’s market ** - ** I. Buyer’s market: More goods and services than a number of people willing to buy ** ** 2. **** Fully developed marketing concept: consumer wide orientation with the objective of achieving long run success. **
 * Four eras **

Traditional business

1. Marketing in non-for profit organizations Operation: both public and private Partnership with businesses Goal: try to generate more revenue as much as possible Overcoming their cost of good sold including employee wage. Ex) Petro Olympic & Bell sponsored Paralympics winter games

__ Chapter 1 __ Utility= want satisfying power of a good or service- form, time, place and ownership Three factors which have forced marketers to embrace a global marketplace: International agreements, growth of new technology, interdepndance of worlds economy Production era vs. sales era Production- business people believed that quality products would sell themselves Sales era- emphasis was placed on selling- persuading people to buy Marketing conept= company-wide consumer orientation with the objective of achieving long-term success Relationship era- focuses on building long-term, value- added relationships over time with customers and suppliers Marketing myopia= managements failure to recognize the scope of a companys business Diference between not-for-profit organization and commercial organization= Difference is the bottom line- wether an organization is judged by its profitability