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INSTRUCTOR SOLUTION MANUAL FOR
MARKETING CONCEPTS AND STRATEGIES, 9TH EDITION SALLY DIBBDR. LYNDON
SIMKINWILLIAM M. PRIDEO.C. FERREL
CHAPTER 1-24
CHAPTER 1
The marketing concept
OBJECTIVES
To define marketing.
To appreciate the context of marketing and marketing orientation.
To explain the marketing process.
To understand the importance of marketing.
To gain insight into the basic elements of the marketing concept and its implementation.
To understand how the marketing concept has evolved and some of the current ‗hot‘ themes.
To appreciate the major components of a marketing strategy and the marketing mix.
To gain a sense of general strategic marketing issues, such as marketing opportunity analysis,
target market selection and marketing mix development.
To grasp the ethos and structure of this book.
PURPOSE AND PERSPECTIVE
The purpose of this chapter is to give students an overview of what marketing is and provide a general
framework for studying the field of marketing. First, we explore several definitions of marketing and
introduce some basic terminology. Next, we show why the study of marketing is important and relevant
to students. Because we believe that an understanding of the marketing concept is fundamental, we
devote several pages to this area. Then we discuss the basic components of the marketing concept, its
evolution and its implementation. Then we provide an overview of strategic marketing management
and describe in general what a marketing strategy is. We examine four generic marketing tasks:
marketing opportunity analysis, target market selection, marketing mix development and marketing
management. Finally, we discuss how the text is organized. We point out to students that they can use
the general framework presented in Chapter 1 as an indicator of how the text is organized and as a
reference for understanding how one topic fits into the total framework. Figure 1.5 depicts this
framework, which is presented in the Postscript of each Part of the text. It shows (1) the central focus of
that Part, (2) what has already been studied and (3) what will be studied in later Parts of the text.
Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies 9e
ISBN: 9781473778580; © Cengage Learning 2023
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LECTURE OUTLINE
I. Marketing explained and defined
A. Marketing orientation
1. A marketing-oriented organization devotes resources to understanding the needs and
buying behaviours of customers, competitors‘ activities and strategies, and market
trends and external forces – now and as they may shape up in the future; inter-
functional coordination ensures that the organization‘s activities and capabilities are
aligned to this marketing intelligence.
2. Not all organizations can claim to have a marketing orientation – some are sales-led –
but a marketing orientation is of significant benefit to an organization, as it facilitates a
better understanding of customers and helps a business to prepare for external market
developments, threats and opportunities.
3. The use of some of marketing‘s concepts and an understanding of the role of marketing
in attracting and satisfying customers, are not enough on their own to establish a
marketing orientation.
a) However, failure to comprehend the core concepts of marketing will make a
marketing orientation impossible to achieve – the focus of this text is on
explaining the core concepts of marketing.
4. It is possible for an organization lacking a full marketing orientation to nevertheless
deploy aspects of the marketing toolkit as described in the following chapters.
a) The definition of marketing per se is not, therefore, the same as the definition of
marketing orientation.
B. Marketing defined
1. Various definitions are presented, including those from the Chartered Institute of
Marketing, US management guru Peter Drucker and leading US marketer Philip
Kotler. We define marketing as consisting of individual and organizational activities
that facilitate and expedite satisfying exchange relationships in a dynamic environment
through the creation, distribution, promotion and pricing of goods, services and ideas.
This is also the definition adopted by The American Marketing Association (the
AMA). We also embrace the view that marketing is an analytical process that should
add value to customers and to the organization serving these customers.
C. Understanding market trends and developments that may affect both customers‘ views and
the activities of business operating in a particular market is a core theme of effective
marketing.
1. These factors may include social trends, technological enhancements, economic
patterns and changes in the legal and regulatory area, as well as political influences and
are often termed as the marketing environment.
D. The A-S-P process (analysis, then strategy and finally programmes) focuses on providing
customer satisfaction in a manner that leads to a business‘s successful performance.
E. Marketing is not a science and there is no single definition universally in use. Irrespective of
the definition adopted, it is clear that key issues are important:
Satisfying customers
Identifying/maximising marketing opportunities
Targeting the ‗right‘ customers
Facilitating exchange relationships
Staying ahead in dynamic environments
Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies 9e
ISBN: 9781473778580; © Cengage Learning 2023
.
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Endeavouring to beat or pre-empt competitors
Utilising resources/assets effectively
Increasing market share (in core target markets)
Enhancing profitability
Satisfying the organization‘s stakeholders
These issues are further discussed in the context of our adopted definition of marketing,
which is broken down into its core components and explored in detail.
II. The marketing process
A. Continual changes in the marketing environment, competitors and their activities, as well as
customer needs, expectations, perceptions and buying behaviour, mean that marketers must
undertake analyses of these market conditions to ensure that marketing strategies and their
associated marketing programmes are truly effective.
1. As changes in the marketplace occur, marketers should revise their strategies
accordingly.
B. The marketing process is the analysis of market conditions, the creation of a marketing
strategy, the development of marketing programmes designed to action the agreed strategy
and, finally, the implementation and control of the marketing strategy and its associated
marketing programmes.
1. This is required not only for existing activities and markets but also whenever an
organization contemplates entering new markets, launching new or replacement
products, modifying the brand strategy, changing customer service practices,
rethinking advertising and promotional plans, altering pricing or distribution policies
and for unexpected sales patterns.
2. Without an awareness of changes in the marketing environment it is unlikely that the
specified marketing programme will be sustainable in the longer term.
3. See figure 1.2 for details of the marketing process.
III. The importance of marketing
A. The use of marketing techniques and the development of a marketing orientation should
enable an organization to understand its customers and stakeholders better, address
competitors‘ activities and market developments and effectively harness its capabilities.
B. Marketing activities are used in many (indeed, most) organizations.
1. Between 25 and 33 per cent of all civilian workers in Europe and the United States
perform marketing activities.
2. Whether a person earns a living through marketing activities or performs them while
voluntarily participating in non-business organizations, that person is likely to need
marketing knowledge and skills.
3. Social marketing uses nudge theory to alter behaviours for the good of society and the
individual, such as anti-smoking interventions, sustainable living solutions and
healthier eating programmes, harnessing the marketing toolkit as explored later in this
course/book.
C. Marketing activities are important to businesses and the economy.
1. A business organization must sell products to survive and remain healthy, and
marketing activities directly or indirectly help sell the organization‘s products.
2. Marketing activities help produce the profits essential not only to the survival of the
individual business, but to the health and ultimate survival of the entire economy.
D. Marketing knowledge enhances consumer awareness.
Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies 9e
ISBN: 9781473778580; © Cengage Learning 2023
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1. Marketing activities affect many aspects of our everyday lives, and many of the
improvements we wish to make in the quality of our lives can be achieved through an
understanding of marketing activities.
2. Studying marketing activities helps us to weigh their costs, benefits and flaws more
effectively.
E. Marketing costs consume a sizeable portion of buyers‘ income.
1. About half of what a buyer spends on goods and services goes to pay the costs of
marketing.
2. Because the costs of marketing activities consume such a significant portion of a
buyer‘s income, it is necessary to know how this money is used.
F. Marketing relates to business performance.
1. The aim of marketing is to satisfy the ‗right‘ customers, taking account of market
trends and competitive activity.
2. A marketing-led business should have satisfied, loyal customers, with a strong
financial benefit to the business.
IIII. The marketing concept and its evolution
A. The marketing concept is not a second definition of marketing; it is a way of thinking—a
management philosophy about an organization‘s entire range of activities.
1. Basic elements of the marketing concept:
a) According to the marketing concept, an organization should try to provide
products and services that satisfy customers‘ needs through a coordinated set of
activities that also allows the organization to achieve its goals.
b) Providing customer satisfaction is the major thrust of the marketing concept.
c) In attempting to satisfy customers, a business must consider not only short run,
immediate needs but also broad, long-term desires.
d) A business‘s production, finance, accounting, personnel and marketing
departments must work together to meet consumers‘ short- and long-term desires
and needs.
2. The marketing concept stresses that a business organization can best achieve its goals
by providing customer satisfaction.
B. The evolution of the marketing concept
1. The philosophy of the marketing concept emerged in the third major era in the history
of business, preceded by the production and the sales eras.
2. The production era
a) During the second half of the nineteenth century, the Industrial Revolution came
into its own.
b) As a result of new technology and new ways of using labour, products streamed
out of factories into the marketplace, where consumer demand for the new
manufactured goods was strong.
3. The sales era
a) From the mid-1920s to the early 1950s, businesses viewed sales as the major
means of increasing profits.
b) During this era, businesspeople believed that the major marketing activities were
personal selling and advertising.
4. The marketing era
a) By the early 1950s, businesses found that they first had to determine what
customers wanted and then produce it, rather than simply making products and
then trying to change customers‘ needs to fit what they produced.
b) As more organizations realised the importance of identifying customers‘ needs,
businesses entered the marketing era—the era of customer orientation.
Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies 9e
ISBN: 9781473778580; © Cengage Learning 2023
.
