Chapter 01 Filsafat marketing

Chapter 1Marketing: The Art and Science

of Satisfying Customers

Principles of Contemporary MarketingKurtz & Boone

CHAPTER 1 Marketing: The Art and Science of Satisfying Customers

Chapter Objectives

1. Define marketing, explain how it creates utility, and describe its role in the global marketplace.

2. Contrast marketing activities during the four eras in the history of marketing.

3. Explain the importance of avoiding marketing myopia.

5. Explain the shift from transaction-based marketing to relationship and social marketing.

6. Identify the universal functions of marketing.Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.


o Organizations must create utility to survive

What is Marketing?

Copyright © 2012 by South Western, a division of Cengage Learning. All rights reserved.


o Marketing - An organizational function and a set of processes for:o Creating, communicating, and delivering value to customers

o Managing customer relationships in ways that benefit the organization and its stakeholders

A Definition of Marketing



o Factors that have extended economic viewso Increase in international trade agreements

o Growth of electronic businesso Interdependence of the world’s economies

Today’s Global Marketplace



o The essence of marketing is the exchange process

Four Eras in the History of Marketing



Characteristics of the Four Eras


Era in marketing Focus

Production Era Production orientation

Sales Era Sales orientation

Marketing Era Consumer orientation

Relationship Era Relationship marketing


o Marketing myopia - Management’s failure to recognize the scope of its business

o Focusing on customer need satisfaction can overcome myopia

Avoiding Marketing Myopia



o Focus is on moving the customers up the loyalty ladder to increase their lifetime value

o Interactive marketing creates direct communication with customers, allows larger exchanges, and puts the customer in control

o It is increasingly taking place on social media sites like Facebook, Twitter, and blogs

Relationship Marketing



o Strategic alliances provide firms competitive advantage

o Forms of alliances o Product development partnershipso Vertical alliances

o Not-for-profits often raise awareness and funds through strategic partnerships

Partnerships and Strategic Alliances



o Firms spend money (thereby incurring costs) to create utility

o Functions of marketingo Exchange functions - Buying and selling

o Physical distribution functions - Transporting and storing

o Facilitating functions - Standardizing and grading, financing, risk taking, and securing marketing information

Costs and Functions of Marketing



o Companies that promote ethics and social responsibility produce increased employee loyalty and customer growth

o Social responsibility programs are meant to enhance the society but help in improving public image of the firm

o Sustainable products and practices are goals of socially responsible firms

Ethics and Social Responsibility


Chapter 01 Filsafat marketing

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