Marketing: Developing Relationships

[Pages:51]McGraw-Hill/Irwin

Marketing: Developing Relationships

Copyright ? 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

CHAPTER 11 Customer Driven Marketing CHAPTER 12 Dimensions of Marketing Strategy CHAPTER 13 Digital Marketing and Social Networking

11-2

Enter the World of Business

Amazon Challenges Apple

?Amazon's launch of the Kindle Fire is designed to compete against

the iPad's 68% market share in the tablet industry

?Amazon offers music downloads, cloud computing services, e-

books, and an online app store

?Many of these products cost significantly less than Apple's ?Kindle Fire has less storage and lacks features such as a camera,

microphone, and a 3G cellular connection

? How is Amazon's Kindle Fire challenging the iPad's dominance in the tablet computer industry?

? Compare and contrast the Kindle Fire and the iPad on price and product features?

? How might the Kindle Fire and the Apple iPad appeal to different target markets?

11-3

Nature of Marketing

Marketing

? A group of activities designed to expedite transactions by creating, distributing, pricing, and promoting goods, services, and ideas Create value by allowing individuals and organizations to obtain what they need and want Other functional areas of the business (operations, finance, and all areas of management) must be coordinated with marketing decisions

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Nature of Marketing

Marketing is not:

Manipulating consumers to get them to buy products they do not want

Just selling and advertising

Marketing is:

A systematic approach to satisfying consumers

11-5

The Exchange Relationship

Exchange

? The act of giving up one thing (money, credit, labor, goods) in return for something else (goods, services, or ideas) Each participant must be willing to give up his or her respective something of value to receive the something held by the other

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The Exchange Relationship

The tangible product itself may not be as important as the image or the benefits associated with the product

This intangible something of value may be:

Capability gained from using a product The image evoked by it The brand name

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The Exchange Process: Giving Up One Thing in Return for Another

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