Post on 02-Jan-2016
1D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Principles and Practice of MarketingDavid Jobber
Chapter 1Marketing in the Modern Firm
2D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
The Marketing Concept
Customer orientation
Corporate activities are focused upon providing customer satisfaction
Integrated effort
All staff accept the responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals can be achieved
through customer satisfaction
3D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
The Marketing Concept
Customer orientation
Corporate activities are focused upon providing customer satisfaction
Integrated effort
All staff accept the responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals can be achieved
through customer satisfaction
Marketing concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
4D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
The Marketing Concept
Integrated effort
All staff accept the responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals can be achieved
through customer satisfaction
Customer orientation
Corporate activities are focused upon
providing customer satisfaction
5D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
The Marketing Concept
Customer orientation
Corporate activities are focused upon providing customer satisfaction
Goal achievement
The belief that corporate goals can be achieved
through customer satisfaction
Integrated effort
All staff accept the responsibility for
creating customer satisfaction
6D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Concept
The achievement of corporate goals through meeting and exceeding customer needs better than the competition
The Marketing Concept
Customer orientation
Corporate activities are focused upon providing customer satisfaction
Integrated effort
All staff accept the responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate goals can be achieved through customer satisfaction
7D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Production Orientation
Customers
Production capabilities
Manufacture product
Aggressive sales effort
8D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Orientation
Customer needs
Potential market
opportunities
Marketing products
and services
Customers
9D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Efficiency and Effectiveness
Ineffective Effective
Inefficient Goes out ofbusiness quickly Survives
Efficient Dies slowlyDoes wellThrives
10D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Market-driven Management
Shared values and
beliefs
Customer focus
Market-led strategy
Structure and
systems
Implementation
Market intelligence
11D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Market-driven Management
Customer focus
Market-led strategy
Structure and
systems
Implementation
Market intelligence
Shared values and beliefs customer first
12D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Market-driven Management
Shared values and
beliefs
Customer focus
Market-led strategy
Structure and
systems
Implementation
Market intelligence
Skills in understanding and
responding to customers
13D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Market-driven Management
Shared values and
beliefs
Customer focus
Market-led strategy Implementation
Market intelligence
Structure and systems
structure based on strategy
team work
14D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Market-led strategy
Linking distinctive competencies to market opportunities
Competitive advantage the driving force
Market-driven Management
Shared values and
beliefs
Customer focus
Structure and
systems
Implementation
Market intelligence
15D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Implementation people incentives communications persuasion
Market-driven Management
Shared values and
beliefs
Customer focus
Market-led strategy
Structure and
systems
Market intelligence
16D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Creating Customer Value
Product benefits Service benefits Relational benefits Image benefits
Monetary costs Time costs Energy costs Psychological costs
Customer value
Perceived benefits
Perceived sacrifice
Positive Negative
17D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Creating Customer SatisfactionDelight
Neutral
DissatisfactionAbsent Fulfilled
Presence of the characteristic
Cus
tom
er s
atis
fact
ion
‘Delighters’
‘More is better’
‘Must be’
18D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
An Effective Marketing Mix
Effective marketing
mix
Matches customer needs
Creates a competitive advantage
Well balanced
Matches corporate resources
19D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
20D Jobber, Principles and Practice of Marketing, © 1998 McGraw-Hill
Product Price Promotion Place
Marketing mix
Marketing Mix and Customer Needs
Competitive advantage
PsychologicalEconomic
Customer needs
Performance Availability Reliability Durability Productivity
Self-image Quiet life Pleasure Convenience Risk reduction