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THE PURPOSE OF THE COURSE & THE PURPOSE OF THE TEXT TO SHOW THAT MARKETING IS ESSENTIAL PROVIDE AN UNDERSTANDING OF THE BASIC MARKETING CONCEPTS. Marketing is for Everybody. All Business is International Business.

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Marketing is for everybody

THE PURPOSE OF THE COURSE & THE PURPOSE OF THE TEXT

TO SHOW THAT MARKETING IS ESSENTIAL

PROVIDE AN UNDERSTANDING OF THE BASIC MARKETING CONCEPTS

Marketing is for Everybody


All Business is

International Business


Canada has a very high amount of imports and exports per capita - therefore a lot of our business/marketing has to involve international aspects

Therefore a “Global-Marketing Approach” is indeed a very appropriate sub-title for the text


The good life

We have a very high standard of living in Canada, according to the United Nations, we have the #1 most desirable place to live

“Canada’s ability to retain its high standard of living depends on our skills at competing efficiently on a global and local scale”

The Good Life


So, if we want to keep things good to the United Nations, we have the #1 most desirable place to live We have to have a good understanding of marketing, here locally, and globally


What is marketing

Selling ? to the United Nations, we have the #1 most desirable place to live

Advertising ?

What is Marketing ?

Page 4


What is marketing1

We use the word Marketing to describe such things as to the United Nations, we have the #1 most desirable place to live

analyzing the needs of the people

trying to guess what types of products they want

estimate how much they will buy

predict when they will want to buy

determine where they go to buy the stuff

What is Marketing ?

Page 5


What is marketing2

…. And, to the United Nations, we have the #1 most desirable place to live

figure out the best price to sell it at - and can you still make a profit selling it at that price

decide on promotional things to create awareness about the product

look at the competition to see what they are doing with pricing, features etc.

What is Marketing ?


Introduction to the United Nations, we have the #1 most desirable place to live

“Marketing is concerned with anticipating customer demand and directing the flow of goods from producers to consumers”

Marketing has to do with matching producer’s outputs to consumer’s activities (wants, needs)


Serving to the United Nations, we have the #1 most desirable place to livethe needs of customers is what business should be all about … Marketing is the business function that interprets customer needs to the rest of the organization.

Marketing should begin with the customer needs - NOT with the production process. Mktg should anticipate needs.


Marketing - the to the United Nations, we have the #1 most desirable place to liveformal definition

Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives.

This Formal Definition is used by other texts


Process of ……………. to the United Nations, we have the #1 most desirable place to live

Planning and executing N= carrying out actions

the conception, = (creation of the idea)

pricing, promotion, and

distribution of “STUFF” stuff = ideas, goods, and services

to create exchanges = customer gets the product, mfg. gets the $$

that satisfy J people

people = individuals and organizational objectives.

Marketing - the formal definition

This Formal Definition is used by other texts


Why should we know about mktg

Cause,,,,,,,,,,,,,,,,,, it effects a lot of what you do to the United Nations, we have the #1 most desirable place to live

In some cases, the COST of marketing a product makes it very expensive, soooooo, if you know where to buy it without the marketing costs included (ie. Wholesale) you can save a lot of money

Why should we know about Mktg

Page 8


Why should we know about mktg1

Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a company to the United Nations, we have the #1 most desirable place to livebring in the money - so their jobs are important, so they get paid a lot.

If you get involved in the marketing side, you are being involved in the INCOME side of the company and your job is very critical (ie. - hard to ever fire you or lay you off)

Why should we know about Mktg


The importance of marketing

Why study Marketing - to the United Nations, we have the #1 most desirable place to live‘cause you can get a JOB in Marketing !!

Canada is a very multi-cultural country

We can buy products from all over the world

Selling new products to Canadians requires new marketing approaches - THEREFORE there will be many new job opportunities

The Importance of Marketing


The importance of marketing1

Marketing is a to the United Nations, we have the #1 most desirable place to livecore business discipline

The study of marketing is important to the basics of running a business, big or small

When you buy a product - the cost of marketing amounts to 40 ~ 60% of the totaleg. If we buy shoes for $70, $35 of that 70 has been spent on marketing (including advertising, market research, development etc.)

The Importance of Marketing


The importance of marketing2

Getting a JOB in Marketing !! to the United Nations, we have the #1 most desirable place to live

Personal selling

Advertising

Package Design

Transportation

Storage

Marketing Research

Product Development

Wholesaling

Retailing

The Importance of Marketing


The importance of marketing3

Importance to Companies to the United Nations, we have the #1 most desirable place to live

When you work in the marketing department of a company you are part of LINE personnel

LINE personnel are always more critical than STAFF personnel because LINE personnel “bring in the money” - therefore your job is revenue earning, not revenue spending

The Importance of Marketing


Why should we know about mktg2

You can get to be C.E.O. and Chairman of the Board to the United Nations, we have the #1 most desirable place to live

“Marketing is often the route to the top”

Almost always the C.E.O. comes from the V.P. Marketing, not V.P. Human Resources or V.P. Government Relations

Why should we know about Mktg


The importance of marketing4

Getting a JOB in Marketing !! to the United Nations, we have the #1 most desirable place to live

In addition, many people working with NPO’s also do marketing

Promoting political parties

Cultural groups

Religious organizations

Civic organizations eg. Kiwanas, Shriners

Charitable organizations eg. Red Cross, Salvation Army

The Importance of Marketing


Marketing

Marketing is something companies do, and it is also a characteristic of our society

“It is both a set of activities performed by organizations, and a social process”

Marketing


Micro Marketing characteristic of our society

Macro Marketing

Page 9


Micro Marketing characteristic of our society

Macro Marketing

Micro - marketing for a company

Macro - the whole economy

Page9


Micro Marketing characteristic of our society

Macro Marketing

Micro - marketing for a company, things you do to accomplish the organizations objectives (companies and NPO’s)

Macro - the whole economy and its flow of goods and services from producers to consumers

Page 10


Micro Marketing characteristic of our society

Macro Marketing

Micro - Its not just selling stuff, but also looking at what the customers want

Macro - Looking at how everybody in the country can have access to things they need. Government has to make sure everybody has fair access.

Page 10


Micro Marketing characteristic of our society

Macro Marketing

Micro Mktg is the main focus

of this text


Micro macro dilemma

Government has to step in cause not everything would be produced fairly by companies - so regulation needed

eg. It would be cheaper to make cars without airbags and seatbelts - but gov’t insists they must - so it has to be don

Micro-Macro Dilemma


Micro macro dilemma1

Government has to step in cause not everything would be produced fairly by companies - so regulation needed

eg #2. It would be cheaper to make beer cans from raw material cause the price of mineral ore is low - but the gov’t insists a certain % must be recycled to reduce waste and pollution

Micro-Macro Dilemma


The 8 Marketing Functions produced fairly by companies - so regulation needed

Buying

Selling

Transporting

Storing

Grading

Financing

Risk Taking

Market Information

Page 26


The 8 Marketing Functions produced fairly by companies - so regulation needed

These 8 functions are the same in several textbooks, and important for you to learn


The Marketing Functions produced fairly by companies - so regulation needed

Nickels, McHugh & Berman

Understanding Canadian

Business2nd Edition as used in GNED 119

Beckman, Kurtz & Boone

Foundations of Marketing6th Edition as used in MKTG 116

BuyingBuying

Selling Selling

TransportingTransportation

Storing Storage

Grading Standardization

FinancingFinance (Credit)

Risk TakingRisk Bearing

Information CollectionResearch


Who does the marketing functions

From a Macro-point of view produced fairly by companies - so regulation needed

Centrally planned economy (communism)- its done mostly by the government

Market-direct economy (capitalism)- its done by various companies, middlemen, brokers etc. Page 27

WHO does the marketing functions ?


Innovation produced fairly by companies - so regulation needed

Innovation is encouraged by a market-directed economy (capitalism) because people who come up with new ideas are free to try and market them and make a fortune. In a communist country, government has strict controls on the “means of production” so there is a limit to what people can manufacture.

In a capitalist economy, people are always trying think of new ways to satisfy un-met needs, and, this encourage new thinking

Page 29


Advocacy advertising

You are not trying to sell a product, you are trying to get people to believe in something, or behave in a certain wayeg.- Don’t drink and drive- Canadian Cancer Society- recycle- use the TTC, save gas

Advocacy Advertising


ETHICS people to believe in something, or behave in a certain way

One of the big complaints about marketing is that ppl act unethical in order to make a sale.

Sometimes it is easy to forget that morals are based on your own cultural standards and in different cultures, people have different opinions about what is ethical.

Eg. Bribery is perfectly acceptable in some parts of Asia and Latin America, but unacceptable in USA and Canada page 22


Marketing concept social responsibility

- “improve positive effects on Society and reduce negative effects…”

- environmental problems

- social responsibility conflicts with profit objective(raises ?, is mktg concept desirable)

Marketing Concept - Social Responsibility

Ethics


Marketing concept social responsibility1

-? Of social responsibility cutting into profits effects…”

- some companies have been very successful at dealing with this eg. BODY SHOP

- they realize it is a way to endear themselves to trendy customers

Marketing Concept - Social Responsibility

Ethics


Marketing concept social responsibility2

-? What if it cuts into profits effects…”

Answer - increasing quality may cost more in production,but you may make this money back in increased sales which come about as the customers realize you have a very good quality product - this will reduce the advertising costs and customer service/warranty costs and ensure customer satisfaction re: brand loyalty

Marketing Concept - Social Responsibility

Ethics


Marketing concept social responsibility3

Written Codes of Ethics effects…”

page 25 AMA

Marketing Concept - Social Responsibility

Ethics


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