chapter 1 marketing today n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Chapter 1 Marketing today PowerPoint Presentation
Download Presentation
Chapter 1 Marketing today

Loading in 2 Seconds...

play fullscreen
1 / 28

Chapter 1 Marketing today - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

part one: this is marketing. Chapter 1 Marketing today. an opening challenge. You tell friends who are studying sciences that you are doing a marketing course. One says, ‘You’re studying advertising, what fun.’ Is he right – is marketing just another name for advertising?. agenda.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Chapter 1 Marketing today' - tierra


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
an opening challenge
an opening challenge

You tell friends who are studying sciences that you are doing a marketing course. One says, ‘You’re studying advertising, what fun.’

Is he right – is marketing just another name for advertising?

agenda
agenda
  • marketing defined
  • origins of marketing
  • demand and supply theory
  • the concept of exchanges
    • types of exchange
  • strategic orientations
  • customers or consumers?
  • modern marketing
marketing definitions
marketing definitions

‘The management process which identifies, anticipates and satisfies customer requirements efficiently and profitably.’ (The Chartered Institute of Marketing, n.d.)

marketing definitions 2
marketing definitions 2

‘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.’ (The American Marketing Association, 2007)

what is a market
what is a market?

a place where buyers and sellers meet

photo courtesy of Dave Pickton

the marketing process
the marketing process

market research & analysis

marketing

objectives

feedback

& control

marketing tasks

market research and analysis where and who we are now
market research and analysis where and who we are now
  • market research
  • competitive research
    • what is our position in the market?
  • organisation research
    • what are we good at?
    • what are we bad at?
  • what worked well in the past?
  • are we risk takers?
marketing objectives where and who we want to be
marketing objectiveswhere and who we want to be
  • aims
  • targets
    • e.g. market share, sales, brand image, brand awareness, number of sales outlets, new product launches, customer satisfaction levels, etc.
marketing tasks how we are going to make it happen
marketing taskshow we are going to make it happen
  • planning
  • staffing
  • budgets
  • promotion
  • sales
  • pricing
  • distribution
  • product management
  • branding
  • market entry
  • customer service
  • customer management
f eedback and control how we will keep track of things
feedback and controlhow we will keep track of things
  • objectives
  • customer feedback
  • checklists and deadlines
  • market position
why marketing

excess supply

urban development

competition

middlemen

why marketing?

mass production

the theory of demand and supply
the theory of demand and supply

demand

for goods

supply

of goods

price

quantity demanded, i.e. sales volume

the equilibrium point
the equilibrium point

demand

for goods

supply

of goods

X

price

quantity demanded, i.e. sales volume

the relationship between price and sales
the relationship between price and sales

sales volume

goes down

as price

goes up

and vice versa:

as price goes down, sales volume (demand) goes up

exchanges
exchanges

products/services

value

seller

customer

payment

market orientation
market orientation
  • focus on customers and competitors
  • coordination of all business functions
    • marketing, HR, finance, operations, R&D
  • taking marketing research seriously
  • long-term view of markets and products
focus on customers
focus on customers
  • ‘the customer is king’
  • importance of customer service
  • employee priorities
  • customer or consumer?
    • how influential are consumers?
    • depends on purchase type and occasion
advantages of a market orientation
advantages of a market orientation
  • better understanding of customer needs
  • better customer relations
  • a better reputation in the marketplace
  • more new customers
  • more repeat purchases
  • improved customer loyalty
  • more motivated staff
  • competitive edge
modern marketing
modern marketing

transaction

marketing

relationship

marketing

  • one-off sales
  • short-term view
  • hard sell
  • repeat sales
  • long-term view
  • ongoing relationship
the marketing mix the 4ps
the marketing mixthe 4Ps

Product

Promotion

Price

Place

marketing today and tomorrow
marketing today and tomorrow
  • digital technologies
  • social change
  • social networking media
  • communications overload
  • marketing metrics
  • lifestyle branding
  • consumerism
  • eco-consumers
summary
summary
  • what marketing is, and is not
    • definitions and scope
  • exchanges of value
  • importance of long-term relationships
  • demand and supply theory
  • strategic orientations
    • the importance of a customer focus
  • the fast-changing world of marketing
references
references
  • American Marketing Association (AMA) (2008) ‘AMA releases new definition for marketing’. Available at: http://www.marketingpower.com/AboutAMA (accessed 03/08/13).
  • Chartered Institute of Marketing (CIM) (n.d.) Marketing Glossary. Available at: http://www.cim.co.uk/cim/ (accessed 11/06/07).