24 CHAPTER 1 INTRODUCINGMARKETING
Summary
Thisintroductorychapterdescribedmarketingasoneofthemajorstrategictoolsavailabletothebusi-
nessorganization.Itbeganwitha basicdefinitionandexpandedtoa setofpropositionsofmarket-
ing. Simply,marketingisbasedonthemiss ionstatementoftheorganization;isdependentonthe
effectivemanagementofotherfunctionalareas;containsa functionalareaguidedhyitsownphilos-
ophy;isthefunctionalareathatisconcemedwithmarketexchanges : andislikelytobesuccessful
whenthephilosophy,tasks,andmannerofimplementingavailabletechnologyarecoordinatedand
complimcntary.
ThechapteralsodiscussedsevcralcharacteristicssharedbyorganizationsthatcOlTectlyimple-
mentmarketing.ReferredtoastheCsofmarketing,theyincludeconsumercontact, companycapa-
bilities,communication,cross-functionalcontact,andcommunitycontact.Companies sharethese
characteristics;thefollowingfactorsdividemarketingintospecifictypes:macromarketingandmicro-
marketing;servicesandgoodsmarketing;for-profitandnonprofitmarketing;massanddirectmarketing:
local,regional,national, andintemationalmarketing;andconsumergoodsandbusiness- to-business
marketing.
Thechapterconcludedwitha discussionofthefourlevelsofstrategicmanagementwithcon-
siderationsapplicabletomarketing:corporate functional,marketing,andmarketingmix.Marketer'sVocabulary
Marketing Theprocessofplanningandexecutingtheconception,pricing,anddistributionofideas,
goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.
Consumer/customers Individualswhohaveneeds/wantsthatcanbesatisfied bythemarketer's
productorservice.
Transaction Anexchangebetweenthepersonwiththeneedandth e organization sellingthe
need-satisfyingthing,inherentlyeconomic-based.
Internalmarketing Attemptingtocnsurethatallemployeesarepositiveambassadorsofthe
organization.
Competitiveadvantage Convincebuyers(potentialc ustomers) thatwhatyouhavetoofferthem
comesclosesttomeetingtheirparticularwantorneedatthatpointintime.
Marketingconcept Understandingtheconsumerandworkingfromthecustomerbackrather
thanfactoryforward.DiscussionQuestions
1.Howwouldyouhavedefinedmarketingbeforeyoureadthischapter?Howdoe~;thatdefinition
differfromthedefinitionprovided?
2.Canyouthinkofanotherorganizationthatdemonstrate~thepropositionsofrnarketingaswell
asL. L.Bean?Providea similardiscussionusingthatorganization.
3.Whatarethefactorstoconsiderinmaintainingconsumercontact?Communitycontact?- Whyisit soimportanttounderstandyourcompetition?Companyfunctions?
S.Contrastmacro- andmicromarketing.Contrastservicesandgoodsmarketing.
6.Demonstratehowthecorporatemissioncandirectlyinfluencemarketing.