Marketing An Introduction Twelfth Edition Global Edition Gary Armstrong leadership/aircanada/assets/pdf/suiswanlegitil.ga, accessed May ; and . PDF | For undergraduate courses on the principles of marketing. This introductory text to the world of Marketing uses a proven, practical, and. Strategic planning sets the stage for the rest of the planning in the firm. Company's usually prepare: – Annual Plan. – Long range plan &- deals with co.
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This books (Marketing: An Introduction [PDF]) Made by Gary Armstrong About Books For undergraduate courses on the Principles of. Download for free at suiswanlegitil.ga, or copy/paste the link: suiswanlegitil.ga MarkInt12thPDFFree ==== Tags: introduction to marketing, kotler. MARKETING. AN. INTRODUCTION. SECOND EDITION. GARY ARMSTRONG University of North Carolina. PHILIP KOTLER Northwestern University. MICHAEL .
Marketing An Introduction ebook PDF
In this way site does much more than just sell goods online. It creates direct personalized customer relationships and satisfying online experi- ences. Year after year site places at or near the top of almost every customer satisfaction ranking regardless of industry. Based on its powerful growth many analysts have speculated that site.
In fact some argue it already is.
Put another way Walmart wants to become the site. Whatever the eventual outcome site has become the poster child for companies that are obsessively and successfully focused on delivering customer value. Jeff Bezos has known from the very start that if site creates superior value for customers it will earn their business and loyalty and success will follow in terms of company profits and returns.
These companies share a passion for understanding and satisfying customer needs in well-defined target markets. They motivate everyone in the organization to help build lasting customer relationships based on creating value.
Customer relationships and value are especially important today. The new digital mobile and social media developments have revolutionized how consumers shop and interact in turn calling for new marketing strategies and tactics. What is Marketing Marketing more than any other business function deals with customers.
Although we will soon explore more-detailed definitions of marketing perhaps the simplest definition is this one: Marketing is managing profitable customer relationships.
The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Live Better. But so do not-for-profit organizations such as colleges hospitals museums symphony orches- tras and even churches. Then see how your answer changes as you read the chapter. Marketing comes to you in the good-old traditional forms: You see it in the abundance of products at your nearby shopping mall and the ads that fill your TV screen spice up your magazines or stuff your mailbox.
But in recent years market- ers have assembled a host of new marketing approaches ev- erything from imaginative Web sites and mobile phone apps to blogs online videos and social media. These new approaches do more than just blast out messages to the masses. They reach you directly personally and interactively. At home at school where you work and where you play you see marketing in almost everything you do. Behind it all is a massive network of people and activities competing for your attention and downloads.
In this chapter we begin by defining marketing and the marketing process. Marketing Defined What is marketing Many people think of marketing as only selling and advertising. We are bombarded every day with TV commercials catalogs spiels from salespeople and online pitches. However selling and advertising are only the tip of the marketing iceberg. If the marketer engages consumers effectively understands their needs develops products that provide superior customer value and prices distributes and promotes them well these products will sell easily.
Broadly defined marketing is a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.
Marketing: An Introduction 13th Edition PDF (ebook)
In a narrower business context marketing involves building profitable value- laden exchange relationships with customers. Hence we define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. In the first four steps companies work to understand consumers create customer value and build strong customer relationships.
In the final step companies reap the rewards of creating superior customer value. By creating value for consumers they in turn capture value from consumers in the form of sales profits and long-term customer equity.
Marketing is all around you in good-old traditional forms and in a host of new forms from Web sites and mobile phone apps to videos and online social media. Justin Lewis. Marketing The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Create value for customers and build customer relationships Capture value from customers in return Capture value from customers to create profits and customer equity Build profitable relationships and create customer delight Construct an integrated marketing program that delivers superior value Design a customer-driven marketing strategy Understand the marketplace and customer needs and wants This important figure shows marketing in a nutshell.
By creating value for customers marketers capture value from customers in return. This five-step process forms the marketing framework for the rest of the chapter and the remainder of the text. In this chapter we review each step but focus more on the customer relationship steps—understanding customers building customer relationships and capturing value from customers. In Chapter 2 we look more deeply into the second and third steps— designing value-creating marketing strategies and constructing marketing programs.
Understanding the Marketplace and Customer needs As a first step marketers need to understand customer needs and wants and the market- place in which they operate. We examine five core customer and marketplace concepts: 1 needs wants and demands 2 market offerings products services and experiences 3 value and satisfaction 4 exchanges and relationships and 5 markets.
Customer needs Wants and Demands The most basic concept underlying marketing is that of human needs.
Human needs are states of felt deprivation. They include basic physical needs for food clothing warmth and safety social needs for belonging and affection and individual needs for knowledge and self- expression. Marketers did not create these needs they are a basic part of the human makeup.
Wants are the form human needs take as they are shaped by culture and individual personality. An American needs food but wants a Big Mac french fries and a soft drink. A person in Papua New Guinea needs food but wants taro rice yams and pork. When backed by downloading power wants become demands. Given their wants and resources people demand products and services with benefits that add up to the most value and satisfaction.
They conduct consumer research analyze mountains of customer data and observe customers as they shop and interact offline and online. Market offerings are not limited to physical products. They also include services—activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. Examples include banking airline hotel retailing and home repair services.
More broadly market offerings also include other entities such as persons places organizations information and ideas. Stop the Wrecks. The campaign points out that a texting driver is 23 times more likely to get into a crash that a non-texting driver.
Department of Agriculture and the U. Department of Health and Human Services markets the idea of reducing childhood author Comment Marketing is all about creating value for customers. So as the first step in the marketing process the company must fully understand consumers and the marketplace in which it operates.
Wants The form human needs take as they are shaped by culture and individual personality.
Demands Human wants that are backed by downloading power. Market offerings Some combination of products services information or experiences offered to a market to satisfy a need or want. Shaping a Sustainable Future in the Middle East Siemens AG one of the largest German conglomerates in Europe is an international company operating in electronics and electrical engineering.
It was established more than years ago and is well known for its core values of technological excellence innova- tion and responsibility. The company focuses its sustainability efforts on three strategic fields of Business Oppor- tunities Walk the Talk and Stakeholder Engagement.
More than one-third of its total revenue comes from green products and solutions. Siemens works in the energy and health-care sectors where the company has a clear signature on many levels. For instance it helps the surrounding communities and always aims to provide eco-friendly power generation and water purification plants.
One approach that Siemens Middle East uses is green market- ing a relatively new way to connect with consumers. Siemens launched a range of eco-friendly cordless phones and hired Raee Public Relations a consulting firm to drive eco- consciousness messages to both believers and nonbe- lievers to spearhead a green campaign to key target audiences and to leverage eco-consciousness to gain a dominant market position.
Siemens wants to distin- guish itself in the market not only through high-quality and distinctive features but by adopting a green plat- form.
Since climate change and global warming are becoming major concerns worldwide businesses that wish to sustain their profits are discovering new ways to sell eco-friendly products.
This was a crucial preliminary step in the campaign since the drive to position green products was still in its early stages in the Middle East and the concept had not spread across the region as a whole. These products which had a special logo were designed to be energy efficient and to have numerous functions that enable the vari- able reduction of transmission power. Masdar City the self-proclaimed global center of future energy is a special economic zone in Abu-Dhabi UAE that aims to be a global center for innovation research product develop- ment and light manufacturing in the fields of renewable energy and sustainable technologies.
Established in the city operates through 5 integrated units including a research-driven The ability to read while talking on the phone is one of the luxuries of a comfortable hand-held mobile phone and a standard Siemens takes very seriously. The forte of this commercially driven enterprise is its architecture which makes it a model for sustainable urban development. In addition several multina- tionals numerous small- and medium-sized enterprises and a variety of entrepreneurial startups will locate their RD labs marketing offices and headquarters in the city.
Masdar is a wholly-owed subsidiary of the Mubadala Development Company which is being used by the Abu Dhabi government to spur economic development. This building was designed by David Ardill partner and design director at Sheppard Robson to use 45 percent less energy and 50 percent less water than other buildings of the same size. The building has reduced the use of construction material by about 60 percent making its structure very flexible for reorganization in the future.
The Pearl Rating System is a key component of Estidama that deals specifically with the built environment and its performance in relation to economic environmental cultural and social aspects.
A Pearl represents the Pearl Rating System levels—1 Pearl is the entry level and 5 Pearls is the highest level of achievement.
The square-feet space is equipped with several sus- tainable design features and the whole system is automated using Siemens technology. This building has among other awards received the first prize for the Sustainable Project of the Year category at the Middle East Architects Award As part of its partnership with the Masdar Institute Siemens is committed to a long-term RD pro- gram for smart grids smart buildings and carbon capture and storage systems in the region.
The Siemens Building Technologies Division is working to identify and develop new applications that can allow buildings to autonomously implement control strategies in response to the grid that includes conventional and renewable energy sources.
Siemens will provide integrated building automation technologies for smart buildings and jointly develop a smart grid solution including demand— response applications that will optimize energy consump- tion and reduce emissions.
Finally Masdar City integrates innovation alongside proven technologies and showcases energy-efficient solutions that can be applied to other cities globally. Siemens believes in being a green infrastructure pioneer and wants to further enhance its collabora- tion with Masdar City.
Siemens and other technology leaders in cooperation with Masdar City aim to contribute to the creation of a knowledge-based clean energy sector in the UAE. The marketing concept is a philosophy of customer value and mutual gain. Its practice leads the economy by an invisible hand to satisfy the many and changing needs of millions of consumers.
Not all marketers follow the marketing concept however. Moreover even well-intentioned marketing actions that meet the current needs of some consumers may cause immediate or future harm to other consumers or the larger society.
Responsible marketers must consider whether their actions are sustainable in the longer run. This chapter examines sustainable marketing and the social and environmental effects of private marketing practices. First we address the question: What is sustainable market- ing and why is it important Sustainable Marketing Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
Figure The marketing concept recognizes that organizations thrive from day to day by deter- mining the current needs and wants of target customers and fulfilling those needs and wants more effectively and efficiently than competitors do. Sustainable marketing Socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
Chapter In turn many consumers began looking for healthier eating options causing a slump in the sales and profits of the fast-food industry. Whereas the societal marketing concept identified in Figure Sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company. The chain points out that 80 per- cent of its national menu is under calories and that it wants to help customers feel better about the items they are choosing.
For ex- ample it calls for food-supply sustainabil- ity reduced and environmentally sustainable packaging reuse and recycling and more responsible store designs. The marketing concept means meeting the current needs of both customers and the company. But that can sometimes mean compromising the future of both. Sustainable marketing concept Figure The following sections examine several sustainability questions: What are the most frequent social criticisms of marketing What steps have private citizens taken to curb marketing ills What steps have legislators and government agencies taken to promote sustainable market- ing What steps have enlightened companies taken to carry out socially responsible and ethical marketing that creates sustainable value for both individual customers and society as a whole Social Criticisms of Marketing Marketing receives much criticism.
Some of this criticism is justified much is not. Social critics claim that certain marketing practices hurt individual consumers society as a whole and other business firms. Surveys usually show that consumers hold mixed or even slightly unfavor- able attitudes toward marketing practices.
Consumer advocates government agencies and other critics have accused marketing of harming consumers through high prices decep- tive practices high-pressure selling shoddy or unsafe products planned obsolescence and poor service to disadvantaged consumers.
Such questionable marketing practices are not sustainable in terms of long-term consumer or business welfare. Using an organization and learning design that includes real-world examples and information that help bring marketing to life, the text gives readers everything they need to know about marketing in an effective and engaging total learning package.
The Thirteenth Edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Also Available with MyMarketingLabTM This title is also available with MyMarketingLab-an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results.
Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts. You are downloading a standalone product; MyMarketingLab does not come packaged with this content. If you would like to download both the physical text and MyMarketingLab search for: SlideShare Explore Search You. Submit Search. Successfully reported this slideshow. We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads.
You can change your ad preferences anytime. An Introduction [PDF]. Upcoming SlideShare. Like this presentation? Why not share! An annual anal Embed Size px. Start on.We examine five core customer and marketplace concepts: 1 needs wants and demands 2 market offerings products services and experiences 3 value and satisfaction 4 exchanges and relationships and 5 markets. Marketing The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Once on the site. For example when it noted that its book-downloading customers needed better access to e-books and other digital content site developed the site e-reader its first-ever original product. Responsible marketers must consider whether their actions are sustainable in the longer run.
What are the most frequent social criticisms of marketing What steps have private citizens taken to curb marketing ills What steps have legislators and government agencies taken to promote sustainable market- ing What steps have enlightened companies taken to carry out socially responsible and ethical marketing that creates sustainable value for both individual customers and society as a whole Social Criticisms of Marketing Marketing receives much criticism.
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