Chapter 1: Creating customer relationships and value through marketing. After reading this chapter you should be able to: Define marketing and identify the diverse factors that influence marketing actions, explain how marketing discovers and satisfies consumer needs, distinguish between marketing mix factors and environmental forces, explain how organizations build strong customer relationships and customer value through marketing. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Define marketing and identify the diverse factors influencing marketing actions. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO 1-3 LO 1-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-1 1- LO 1-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-4 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. 1- LAUNCHING A NEW BILLION-DOLLAR FOOD CATEGORY—IN JUST SEVEN YEARS! Developing Chobani’s Unique Greek Yogurt Reaching Customers Chobani Today Chobani, Marketing, and You 1- Marketing is NOT Easy WHAT IS MARKETING? You Are a Marketing Expert Already Involved in . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Define marketing and identify the diverse factors influencing marketing actions. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO 1-3 LO 1-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-1 1- LO 1-5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO 1-4 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. 1- LAUNCHING A NEW BILLION-DOLLAR FOOD CATEGORY—IN JUST SEVEN YEARS! Developing Chobani’s Unique Greek Yogurt Reaching Customers Chobani Today Chobani, Marketing, and You 1- Marketing is NOT Easy WHAT IS MARKETING? You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions Involved in Some Selling Decisions LO 1-1 1- True True (c) plastic bottles FIGURE 1-1 The see-if-you’re-really-a-marketing-expert test 1- You Too Could Start a Successful Business While in College! WHAT IS MARKETING? Marketing and Your Career Goal is to “Do Marketing!” Small Businesses Offer Marketing Careers LO 1-1 1- WHAT IS MARKETING? DELIVERING BENEFITS LO 1-1 Marketing Seeks to: Exchange Discover Needs and Wants of Customers Satisfy Them AMA Definition of Marketing 1- WHAT IS MARKETING? DIVERSE ELEMENTS INFLUENCE MARKETING ACTIONS LO 1-1 The Organization Itself and Its Departments Society Environmental Forces 1- FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces 1- WHAT IS MARKETING? REQUIREMENTS FOR MARKETING TO OCCUR LO 1-1 Two + Parties with Unsatisfied Needs A Desire and Ability to be Satisfied A Way for the Parties to Communicate Something to Exchange 1- HOW MARKETING DISCOVERS
