11. Selling vs. Marketing Concepts Contrasted Starting Point Focus Means Ends The Selling Concept: inside-out The Marketing Concept: Outside-in Factory Existing Products Selling and Promoting Profits through Sales Volume Market Customer Needs Integrated Marketing Profits through Customer Satisfaction
12. Marketing Management Philosophies (5) Society (Human Welfare) Consumers (Wants) Company (Profits) Societal Marketing Concept Fast-food industry: high in fat and salt; packages lead to waste & pollution Johnson & Johnson: supporting many community and employee programs recalled cyanide-laced Tylenol costing $240 million
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17. Customer Relationship Groups Short-term Customers Long-term Customers High- Profit Low- Profit Butterflies Good fit between company’s offerings and customers’ needs; High profit potential True Friends Good fit between company’s offerings and customers’ needs; Highest profit potential Strangers Little fit between company’s offerings and customers’ needs; Lowest profit potential Barnacles Limited fit between company’s offerings and customers’ needs; Low profit potential
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20. Modern Marketing System Suppliers End User Market Marketing Intermediaries Competitors Company (Marketer) Environment Environment
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22. New Marketing Challenges Emerging Challenges Nonprofit Marketing New Marketing Landscape & Information Technology Ethical Concerns Globalization Changing World Economy
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