24-1 Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin.
* * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by The McGraw-Hill Companies,...
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Transcript of * * Chapter Thirteen Marketing: Helping Buyers Buy Copyright © 2010 by The McGraw-Hill Companies,...
*
*Chapter Thirteen
Marketing: Helping
Buyers Buy
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
*
*What is Marketing?
• Marketing -- The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings with value for customers, clients, partners and society at large.
WHAT’S MARKETING?LG1
13-2
*
*Designing a Product to Meet Consumer Needs
• Product -- A good, service, or idea that satisfies a consumer’s want or need.
• Test Marketing -- Testing product concepts among potential product users.
• Brand Name -- A word, letter, or a group of words or letters that differentiates one seller’s goods from a competitor’s.
DEVELOPING a PRODUCT
LG2
13-3
*
*Providing Marketers with Information
• Marketing Research -- Analyzing markets to determine challenges and opportunities, and finding the information needed to make good decisions.
• Research is used to identify products consumers have used in the past and what they want in the future.
• Research uncovers market trends and attitudes held by company insiders and stakeholders.
SEARCHING for INFORMATION
LG3
13-4
*
*Collecting Data
• Secondary Data -- Existing data that has previously been collected by sources like the government.
COLLECTING SECONDARY RESEARCH DATA
LG3
• Secondary data incurs no expense and is usually easily accessible.
• Secondary data doesn’t always provide all the needed information for marketers.
13-5
*
*Collecting Data
• Primary Data -- In-depth information gathered by marketers from their own research.
• Telephone, online and mail surveys, personal interviews, and focus groups are ways to collect primary data.
COLLECTING PRIMARY RESEARCH DATA
LG3
13-6
*
*The Marketing EnvironmentThe MARKETING ENVIRONMENT
LG4
13-7
*
*Two Different Markets: Consumer and B2B
• Consumer Market -- All the individuals or households that want goods and services for personal use and have the resources to buy them.
The CONSUMER and B2B MARKET
LG4
• Business-to-Business (B2B) -- Individuals and organizations that buy goods and services to use in production or to sell, rent or supply to others.
13-8
*
*The Consumer Market
• The size and diversity of the consumer market forces marketers to decide which groups they want to serve.
• Market Segmentation -- Divides the total market into groups with similar characteristics.
• Target Marketing -- Selecting which segments an organization can serve profitably.
MARKETING to CONSUMERS
LG5
13-9
*
*The CONSUMER DECSION MAKING
PROCESS AND OUTSIDE INFLUENCESLG5
The Consumer Decision-Making Process
13-10
*
*The Business-to-Business Market
• Learning
• Reference Groups
• Culture
• Subcultures
• Cognitive Dissonance
KEY FACTORS in CONSUMER DECISION-MAKING
LG6
13-11
.
*
*The Business-to-Business Market
• There are relatively few customers.
• Customers tend to be large buyers.
• Markets are geographically concentrated.
• Buyers are more rational than emotional.
B2B MARKET DIFFERENCES
LG6
• Sales are direct.
• Promotions focus heavily on personal selling.
13-12