Lecture Supply chain management: A global perspective – Chapter 4: Marketing. The main contents of the chapter consist of the following: What is marketing? customer-driven supply chains, delivering value to customers, channels of distribution. | Chapter 4 Marketing 4-1 Lecture Outline 4-2 What is Marketing? Customer-Driven Supply Chains Delivering Value to Customers Channels of Distribution Copyright 2011 John Wiley & Sons, Inc. What is Marketing? 4-3 Marketing is the function responsible for linking the organization to its customers and is concerned with the “downstream” part of the supply chain Copyright 2011 John Wiley & Sons, Inc. 4-4 Copyright 2011 John Wiley & Sons, Inc. The Marketing Function Marketing Task: identify what customers want and need create demand for a company’s current and new products identify market opportunities 4-5 Copyright 2011 John Wiley & Sons, Inc. Marketing Segmentation Marketing segmentation distinguishes markets Mass Marketing treats the entire market as a homogenous group Target Marketing does not try to please all customers with the same product 4-6 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing 4-7 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing Continued Three | Chapter 4 Marketing 4-1 Lecture Outline 4-2 What is Marketing? Customer-Driven Supply Chains Delivering Value to Customers Channels of Distribution Copyright 2011 John Wiley & Sons, Inc. What is Marketing? 4-3 Marketing is the function responsible for linking the organization to its customers and is concerned with the “downstream” part of the supply chain Copyright 2011 John Wiley & Sons, Inc. 4-4 Copyright 2011 John Wiley & Sons, Inc. The Marketing Function Marketing Task: identify what customers want and need create demand for a company’s current and new products identify market opportunities 4-5 Copyright 2011 John Wiley & Sons, Inc. Marketing Segmentation Marketing segmentation distinguishes markets Mass Marketing treats the entire market as a homogenous group Target Marketing does not try to please all customers with the same product 4-6 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing 4-7 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing Continued Three Perspectives: Production Concept Selling Concept Marketing Concept Two Eras: Transactional Marketing Relational Marketing 4-8 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing -- The Production Concept The Production Concept dominated the early part of the 20th Century unfulfilled demand for products products easily sold challenge to sell at a price that exceeded the cost 4-9 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing -- The Selling Concept The Selling Concept dominated the middle of the 20th century increased competition mass production was commonplace less unfulfilled demand marketing used to persuade customers little attention to customers needs 4-10 Copyright 2011 John Wiley & Sons, Inc. Evolution of Marketing -- The Marketing Concept The Marketing Concept began in the 1970s greater product variety and customer selectiveness increased discretionary income increasingly global environment focus on identifying customers needs and keeping customers .
