文档介绍：Jason C. H. Chen, .
Professor
School of Business Administration
Gonzaga University
Spokane, WA 99223
******@
Chapter 1 An Overview of Contemporary Marketing
OPENING TE
t is the basis for ’s initial ess?
What are some of the marketing services used by to build their customer base?
Service Master
MARKETING
NEEDS
WANTS
Customer Satisfaction
Customer Satisfaction
Customer satisfaction is the extent to which a firm fulfills a consumer’s needs, desires, and expectations
As some needs are met, others may e more important
Expectations may change based on experiences
Satisfying experiences may lead to increasing expectations
Disappointing experiences may reduce expectations
Expectations may be realistic or unrealistic
Types of Utility and How They Are Provided
Utility:
Value es
From satisfying
Human needs
Form
Task
Time
Place
Possession
Provided by production with
guidance of marketing
Provided by marketing
Toyota
Marketing is the business function that deals with customers’ unfulfilled needs and wants. The role of marketing anizations is to identify and measure customer needs and wants, determine which target markets anization can serve, decide on the appropriate products and services to serve these markets, and determine the optimal methods of pricing, promoting, and distributing the products or services. anizations are those that integrate the objectives and resources of anization with the needs and opportunities in the marketplace.
Marketing and Beyond
In today’petitive environment, market-oriented thinking is a necessity. A essful implementation of the marketing concept requires knowledge of the internal (company) and external (competitors and customers) environments, and how they are influenced by marketing mix variables -- product, price, distribution, and promotion.
Marketing and Beyond
What is Marketing?
“The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and ser