Chapter 1 - Creating customer relationships and value through marketing. After reading chapter 1, you should be able to: Define marketing and identify the diverse factors influencing marketing activities, 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, describe how today’s customer relationship era differs from prior eras. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing and identify the diverse factors influencing marketing activities. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO1 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: RESEARCHING HOW COLLEGE STUDENTS STUDY TO LAUNCH A NEW PRODUCT AT 3M Satisfying Student Needs Discovering Student Needs INNOVATION AND MARKETING AT 3M DISCOVERING & SATISFYING STUDENT STUDY NEEDS + Felt Tip Highlighters = 3M product that will combine Post-it® Notes or Post-it® Flags and Highlighters 3M Post-it® Notes or Post-it® . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define marketing and identify the diverse factors influencing marketing activities. Explain how marketing discovers and satisfies consumer needs. Distinguish between marketing mix factors and environmental forces. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: LO1 Explain how organizations build strong customer relationships and customer value through marketing. Describe how today’s customer relationship era differs from prior eras. LO4 LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: RESEARCHING HOW COLLEGE STUDENTS STUDY TO LAUNCH A NEW PRODUCT AT 3M Satisfying Student Needs Discovering Student Needs INNOVATION AND MARKETING AT 3M DISCOVERING & SATISFYING STUDENT STUDY NEEDS + Felt Tip Highlighters = 3M product that will combine Post-it® Notes or Post-it® Flags and Highlighters 3M Post-it® Notes or Post-it® Flags Marketing is NOT Easy WHAT IS MARKETING ? LO1 You Are a Marketing Expert Already Involved in 1,000s of Buying Decisions May Be Involved in Selling Decisions True True (c) plastic bottles FIGURE 1-1 The see-if-you’re-really-a-marketing-expert test MARKETING MATTERS When Your College Instructor Says, “You Didn’t Do Very Well,” There’s Still Hope! LO1 Marketing Seeks to: Exchange Discover Needs and Wants of Customers Satisfy Them WHAT IS MARKETING? DELIVERING BENEFITS LO1 AMA Definition of Marketing WHAT IS MARKETING? DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES LO1 The Organization Itself and Its Departments Society Environmental Forces FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces WHAT IS MARKETING? REQUIREMENTS FOR MARKETING TO OCCUR LO1 Two + Parties with Unsatisfied Needs A Desire and Ability to be Satisfied A Way for the Parties to Communicate Something to Exchange HOW MARKETING DISCOVERS .
