Principles of Marketing Dr. Nick De Bonis COBA, Georgia Southern University Without promotion something terrible happens... Nothing! – P.T. Barnum
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Principles of Marketing
Dr Nick De Bonis
COBA Georgia Southern University
Without promotion
something terrible
happens Nothing
ndash PT Barnum
Cordless Jump Rope
bull Patent US 7037243 issued on 2 May 2006
bull ldquoTo use the invention a user holds a handle in each hand and begins to simulate jumping rope while moving the handles in a circle with their hands and arms
bull The weighted ball or gear simulates the centrifugal action of a jump rope thus delivering all the health benefits of jumping rope without any of the disadvantages of stumbling on the rope having the rope hit the ceiling or the like
2
A Revisionist History of Marketing
bull When did marketing
begin
ndash HINT Judeo Christian
literature
bull Product
ndash What did it represent
to Eve
ndash Why did she want it
3
NeedsWants Homeostasis
Maslowrsquos Hierarchy of Needs
A Revisionist History of Marketing
bull Product
bull Salesman
bull Buyer
bull What was gained
given up in the
exchange
5
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Cordless Jump Rope
bull Patent US 7037243 issued on 2 May 2006
bull ldquoTo use the invention a user holds a handle in each hand and begins to simulate jumping rope while moving the handles in a circle with their hands and arms
bull The weighted ball or gear simulates the centrifugal action of a jump rope thus delivering all the health benefits of jumping rope without any of the disadvantages of stumbling on the rope having the rope hit the ceiling or the like
2
A Revisionist History of Marketing
bull When did marketing
begin
ndash HINT Judeo Christian
literature
bull Product
ndash What did it represent
to Eve
ndash Why did she want it
3
NeedsWants Homeostasis
Maslowrsquos Hierarchy of Needs
A Revisionist History of Marketing
bull Product
bull Salesman
bull Buyer
bull What was gained
given up in the
exchange
5
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
A Revisionist History of Marketing
bull When did marketing
begin
ndash HINT Judeo Christian
literature
bull Product
ndash What did it represent
to Eve
ndash Why did she want it
3
NeedsWants Homeostasis
Maslowrsquos Hierarchy of Needs
A Revisionist History of Marketing
bull Product
bull Salesman
bull Buyer
bull What was gained
given up in the
exchange
5
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
NeedsWants Homeostasis
Maslowrsquos Hierarchy of Needs
A Revisionist History of Marketing
bull Product
bull Salesman
bull Buyer
bull What was gained
given up in the
exchange
5
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
A Revisionist History of Marketing
bull Product
bull Salesman
bull Buyer
bull What was gained
given up in the
exchange
5
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
The Concept of Exchange
The idea that people Give Up something to Get
something theyrsquod rather have
Give Up
Get
Valuen =
Getn
Give Upn
6
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Exchange Necessary Conditions
7
At Least Two Parties
Something of Value
Communication and Delivery
Freedom to Accept or Reject
Desire to Deal with Other Party
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
The Concept of Exchange
bull Exchange may not
take place even if all
of the conditions are
met
bull An agreement must
be reached
bull Marketing occurs
even if exchange
does not take place
8
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
A Revisionist History of Marketing
bull Early bartering
ndash Woody Allen and
Arnold
Schwarzenneger
cavemen
9
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
A Revisionist History of Marketing
bull Pre-Industrial
Revolution
ndash Why did groups move
into villages
ndash Agoras marketplace
10
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Industrial Revolution
11
1712 Newcomen
steam engine
1733 Jay flying
shuttle
1764 Hargreaves
spinning jenny
1769 Watt improves
Newcomenengine
1779 Crompton spinning
mule
1785 Cartwright
power loom
1793 Whitney
cotton gin
1807 Fulton
steamboats
1830 rail service
between Liverpool
and London
1st IR 1712-1830
1836 Morse telegraph
1866 Field transatlantic
cable
1876 Bell telephone
1879 Edison indandescent
light bulb
1892 Diesel diesel engine
1899 Marconi wireless
1903 Wright Brothers
airplane flight
2nd IR 1830-1950
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull IR Focus on
Production
bull Americans can have
their Model T painted
in any color as long
as itrsquos black -- Henry
Ford (1920s)
ndash [color in 1925]
12
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull Late 1800s the focus shifted to Distribution
(Placement)
13
May 10th 1869 the Central
Pacific and Union Pacific met
at Promontory Point Utah
where their tracks were
joined and the last tie laid
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull The Age of
Regulation
ndash Caveat emptor
ndash Classical Liberalism
ndash Laissez-faire markets
bull Effect of the industrial
revolution
14
Adam Smith
1723-1790
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Insect Parts Allowed in Your Food
bull FDAs Food Defect Action Level list CHOCOLATE AND CHOCOLATE LIQUORndash Insect filth Average is
60 or more insect fragments per 100 grams when six 100-gram subsamples are examined OR any 1 subsample contains 90 or more insect fragments
ndash Happy Valentinersquos Day
15
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Wacky Warning Labels
16
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull What happened in marketing from 1929-
1945
17
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull Post-WW II
ndash Shift from military
production to
consumer goods
ndash The Sales era Build a
better mousetrap and
the world will beat a
path to your door
bull Marketing Mix 1956
18
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Traditional Marketing Mix
19
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
Product
Placement
Price
Promotion
Planning
Product People Perception
Politics
Services People Physical
evidence Process
Ideas Partnership Purse
strings Policies
Marketing = f (Product + Place + Price + Promotion)
Marketing
Lens
Traditional
Marketing Mix
Expanded Marketing Mix
Market Focus = f (Acceptability + Availability + Affordability +
Awareness)
Affiliation
Attitude
Accommodation
Acceptability
Availability
Affordability
Awareness
Market Focus
Mix
Attentiveness
20
The 4 Ps
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull 1980s ndash Porter
ndash 5 Forces of
Competition
ndash Competitive Stragegy
21
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
bull 1935 -- Marketing is the performance of
business activities that direct the flow of
goods and services from producers to
consumers
bull 1985 -- Marketing is the process of planning
and executing the conception pricing
promotion and distribution of ideas goods
and services to create exchanges that satisfy
individual and organizational objectives
22
American Marketing Association Definition
1985 AMA Redefines Marketing
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
More Revisionist History
bull 1990s Relationship
Marketing
ndash Salestransaction
focused replaced by
outside-in customer
focus
ndash Canrsquot build a better
mousetrap and expect
the world to beat a
path to your door
23
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
bull Marketing is an organizational function
and a set of processes for creating
communicating and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders
24
American Marketing Association Definition 2004
2004 AMA Redefines Marketing
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
bull Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large
ndash Marketing is regarded as an activity instead of a function and positions marketing as a broader activity in a companyorganization and not just a department
ndash The new definition also positions marketing as providing long term value rather than narrowly as an exchange of money (short-term) for the benefit of the shareholderorganization
25
American Marketing Association Definition 2007
2007 AMA Redefines Marketing
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
bull Barter Pre-IR
bull Production Era post IR
bull Distribution Era
bull Sales Era early 1900s-1929
bull Marketing Concept 1956
bull Customer Relationship Era 1990s
ndash Market orientation
ndash CRM (customer relationship management)
ndash Customer experience
bull 21st Century ndash 4 Cs
ndash Customer Competencies Competition Conditions
Review Marketing Evolution
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