1. The Marketing Concept Evolving Perspectives

3. Marketing Management Philosophies Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept Customer-Driven

4. The Production Concept

5. The Product Concept

6. Marketing and Sales Concepts Contrasted

7. Societal Marketing Concept

9. Maslow’s Hierarchy of Needs

12. What Satisfies Consumers’ Needs and Wants? Products Anything that can be Offered to a Market to Satisfy a Need or Want Persons Places Organizations Ideas Information Services Activity or Benefit Offered for Sale That is Essentially Intangible and Does Not Result in the Ownership of Anything

14. This Is Demand “ Demand” Wants Buying Power

16. Segmentation and Target Marketing #1 #2 Market Segmentation: Divide the market into segments of customers Target Marketing: Select the segment to cultivate

18. Value and Satisfaction If performance is lower than expectations, satisfaction is low. If performance is higher than expectations, satisfaction is high. Expectation Performance 8 10 Expectation Performance 10 8

20. Customer Relationship Levels Basic Relationship Full Partnership Continuum

21. Loyalty and Retention Focus on Profitable Customers Financial Benefits Social Benefits Structural Ties