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An Introduction to Marketing for Business Managers

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Information about An Introduction to Marketing for Business Managers
Education

Published on January 24, 2009

Author: roymogg

Source: slideshare.net

Description

This slide show covers the introductory lecture for a post graduate marketing course. Introduces the broad concepts and sets the ground for the remaining lecture series. During this series the full range of marketing concepts will be covered. They are also posted to www.1stoutsource.com
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Slide: 1 Slide 1More free downloads and templates at: 1stOutsource Research Dr. Stephanie J. Morgan Marketing Principles & Practices

Slide: 2 Slide 2More free downloads and templates at: 1stOutsource Research Marketing Principles & Practice  Overview of course content, aims and objectives  Themes  Reading and assessment  Marketing defined: the role of marketing in organizations today  Seminar – general discussion/questions

Slide: 3 Slide 3More free downloads and templates at: 1stOutsource Research Overview of course content  Lecture 1 – Marketing defined  Lecture 2 – The psychology of buyer behaviour  Lecture 3 – Segmentation, targeting and positioning  Lecture 4 – Marketing mix 1: Product  Lecture 5 – Marketing Mix 2: Price  Lecture 6 – Internet & Globalisation

Slide: 4 Slide 4More free downloads and templates at: 1stOutsource Research Course Content Cont.  Lecture 7 – Marketing Mix 3: Promotion  Lecture 8 – Marketing Mix 4: Place  Lecture 9 – Beyond the 4P’s – Services  Lecture 10 – Marketing research and information systems  Lecture 11 – Formulating and applying marketing strategy  Summer term – revision sessions  ***See Overview of course for full details of sessions, readings etc. – also available on the website***

Slide: 5 Slide 5More free downloads and templates at: 1stOutsource Research Module Aims  Aims:  Critical understanding of the basic concepts and practices of marketing and marketing management process  Overview of the operation of the marketing function within a wide range of organizations.

Slide: 6 Slide 6More free downloads and templates at: 1stOutsource Research Objectives Objectives: Able to demonstrate an understanding of importance and role of marketing in organizations, link theory and practice to:  Outline classical marketing approach and recent developments  Analyse marketing opportunities  Demonstrate an understanding of buyer behaviour  Describe the fundamental principles of market research  Discuss need for a professional approach  Evaluate the impact of new technology and globalisation

Slide: 7 Slide 7More free downloads and templates at: 1stOutsource Research Module Themes  Impact of technology and globalisation  Ethics in marketing  Shift to services  Linking theory and practice  See the Brassington & Petit website for more on all these and videos, self-tests, flashcards, research navigator etc. – you will need a password from the book.

Slide: 8 Slide 8More free downloads and templates at: 1stOutsource Research Reading & Assessment  Main Text: Brassington & Pettit (2006)  Enis, Cox & Mokwa, 1995 (or International edition)  Kotler, 2003; Solomon, Bamossy & Askegaard (2002)  Journal articles (see Reading Lists)

Slide: 9 Slide 9More free downloads and templates at: 1stOutsource Research Student Tutor Contract – I will:  Enhance learning with use of text, graphics, questioning, handouts (paper and on web), case studies, range of organisation types, build-up of knowledge etc. I will endeavour to make the module interesting, relevant and logical.  Respond to email questions and be available at set times to discuss course.  Give comprehensive, constructive, feedback to your essays.  Address the essay questions during the course.  Give examples of relevant literature and previous essays to increase your understanding of writing styles and subject matter.

Slide: 10 Slide 10More free downloads and templates at: 1stOutsource Research Student-tutor contract – student should:  Attend lectures and workshops and take an active part in discussions – enhances your learning and that of your colleagues.  Submit essays on time, written in own words, properly referenced, and in correct format. Request extensions before the deadline!  Purchase the set book and use the e-library to access journal articles – further enhancing your learning. Read the module outline and undergraduate handbook.  Ask questions and give feedback regarding the module, your learning, and marketing generally.

Slide: 11 Slide 11More free downloads and templates at: 1stOutsource Research Lecture 1: Marketing Defined Objectives: Recall in broad outline the classical marketing approach Explain in general terms the role of marketing in organizations and modern society Discuss the value of marketing planning and a customer orientation

Slide: 12 Slide 12More free downloads and templates at: 1stOutsource Research Organizations?  Private: Global, international, plc, SME, partnerships…  Public: Government, education, health, armed forces…  Charities: Global, international, national, local…

Slide: 13 Slide 13More free downloads and templates at: 1stOutsource Research Marketing Scope Consumer goods Non-profit marketing Industrial goods Service goods Small business marketing International marketing

Slide: 14 Slide 14More free downloads and templates at: 1stOutsource Research 2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition The Marketing Concept Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction Marketing concept The achievement of org. goals through meeting and exceeding customer needs better than the competition Customer orientation Activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that org. goals can be achieved through customer satisfaction

Slide: 15 Slide 15More free downloads and templates at: 1stOutsource Research Alternative views.. Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably. (CIM, 2001) Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange and satisfy individual and organisational objectives. (AMA. 1985) (Brassington & Pettit, 2006, p. 7)

Slide: 16 Slide 16More free downloads and templates at: 1stOutsource Research Some emphasise the shift to relationships  Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the parties involved are met. This is achieved by mutual exchange and fulfilment of promises (Grönroos, 1997)  Compare these views with each other and with your own concept of marketing – lets see whether your ideas change as the module progresses.

Slide: 17 Slide 17More free downloads and templates at: 1stOutsource Research Marketing is not ‘just’ advertising

Slide: 18 Slide 18More free downloads and templates at: 1stOutsource Research There are different forms of exchange

Slide: 19 Slide 19More free downloads and templates at: 1stOutsource Research Evolution of the Marketing Concept D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill 6 Production Selling Marketing Product Ethical and Sustainable Marketing

Slide: 20 Slide 20More free downloads and templates at: 1stOutsource Research Ethics are becoming more important – due to consumer demand… Sustainable marketing is the establishment, maintenance and enhancement of customer relationships so that the objectives of the parties involved are met without compromising the ability of future generations to achieve their own objectives Brassington & Pettit, 2006.

Slide: 21 Slide 21More free downloads and templates at: 1stOutsource Research Organisations appear to be taking CR seriously…

Slide: 22 Slide 22More free downloads and templates at: 1stOutsource Research 2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Company Microenvironment Macroenvironment Legal Physical Technological Social Economic Suppliers Customers Distributors Competitors Political The Marketing Environment

Slide: 23 Slide 23More free downloads and templates at: 1stOutsource Research The Context – the New Economy  Increase in buying power,  Increased expectations,  Greater increase in easily available information  Greater variety of goods and services, increased competition  Greater ease in placing and receiving orders 24/7  Increased globalisation  Increased attention to societal and environmental issues?

Slide: 24 Slide 24More free downloads and templates at: 1stOutsource Research Company & Marketer Responses? Re-engineering, outsourcing, e-commerce, benchmarking, alliances etc., Customer relationship marketing, customer lifetime value, target marketing, customisation, customer database, knowledge systems, employee as marketer, model-based decision making.

Slide: 25 Slide 25More free downloads and templates at: 1stOutsource Research Figure 1.4 Marketing as an Interface

Slide: 26 Slide 26More free downloads and templates at: 1stOutsource Research Marketing Scope Types of Demand: Goods, services, experiences, events, persons, places, properties, organizations, information, ideas Demand States: Negative, no demand, latent demand, declining demand, irregular, full, overfull, unwholesome… Marketing Orientation? Production, product, selling, marketing, customer, societal, ethical… Distinction external and internal marketing.

Slide: 27 Slide 27More free downloads and templates at: 1stOutsource Research 7D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Shared values and beliefs Customer focus Market-led strategy Structure and systems Implementation Market intelligence Shared values and beliefs  customer first Market intelligence Skills in understanding and responding to customers Structure and systems  structure based on strategy  team work Market-led strategy  Linking distinctive competencies to market opportunities  Competitive advantage the driving force Implementation  people  incentives  communications  persuasion Market-driven Management

Slide: 28 Slide 28More free downloads and templates at: 1stOutsource Research Integrating Marketing, Effects on Organization Marketing Strategy Production Finance Distribution And Storage Service and Support Human Resources Product, Price, Place Promotion, People, Physical Evidence,Processes Systems and Procedures

Slide: 29 Slide 29More free downloads and templates at: 1stOutsource Research 14D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing Mix and Customer Needs Customer needs Key customer requirements Competitive advantage Marketing mix Product  Price  Promotion  Place Marketing mix

Slide: 30 Slide 30More free downloads and templates at: 1stOutsource Research 13D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing Mix and Customer Needs Customer needs Key customer requirements Competitive advantage Marketing mix PsychologicalEconomic Customer needs  Performance  Availability  Reliability  Durability  Productivity  Self-image  Quiet life  Pleasure  Convenience  Risk reduction

Slide: 31 Slide 31More free downloads and templates at: 1stOutsource Research 11D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill An Effective Marketing Mix Effective marketing mix Matches customer needs Creates a competitive advantage Well balanced Matches corporate resources

Slide: 32 Slide 32More free downloads and templates at: 1stOutsource Research Criticisms of the 4P’s Approach  Oversimplifies reality of marketing management  Services require 7-P’s (add people, process and physical evidence)  Insufficient attention to long-term relationships in industrial marketing.  Danger of missing the two c’s – customer and competition  But – is useful, memorable heuristic – tools are reliant on how well understood, used, and implemented.

Slide: 33 Slide 33More free downloads and templates at: 1stOutsource Research Approaches to marketing Unsures Sales Supporters Departmental Marketeers Marketing Philosophers Function: Primarily sales and promotional support Identifying and meeting customer needs A guiding philosophy for the whole organization Confined to what the marketing department does

Slide: 34 Slide 34More free downloads and templates at: 1stOutsource Research 2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Re-definition The marketing planning process Business mission Marketing audit SWOT analysis Marketing objectives Core strategy Marketing mix decisions Organization and implementation Control Marketing planning at the business level Marketing planning at the product level

Slide: 35 Slide 35More free downloads and templates at: 1stOutsource Research Key Planning Questions  Where are we now?  How did we get there?  Where are we heading?  Where would we like to be?  How do we get there?  Are we on course?

Slide: 36 Slide 36More free downloads and templates at: 1stOutsource Research Problems in Making it Work  Political – is a resource allocation process, power, career, salaries etc., affected.  Opportunity-cost? Argument used by those not comfortable with intensive planning.  Reward Systems – often very short-term.  Information – finding good data, asking good questions, getting the answers!  Culture – may not ‘fit’ or challenge status quo.  Knowledge and skills lacking

Slide: 37 Slide 37More free downloads and templates at: 1stOutsource Research Gathering information is vital Environmental Scanning is the collection and evaluation of information from the wider marketing environment that might affect the organisation and its strategic marketing activities…

Slide: 38 Slide 38More free downloads and templates at: 1stOutsource Research Figure 2.1 Elements of the External Environment Technological Political/ regulatory Sociocultural Economic/ Competitive Our Firm

Slide: 39 Slide 39More free downloads and templates at: 1stOutsource Research How might societal attitudes influence marketing? Environmental issues Animal welfare Business ethics Personal ethics Marketing strategy Health and safety

Slide: 40 Slide 40More free downloads and templates at: 1stOutsource Research Environmental Issues (Precious Woods)

Slide: 41 Slide 41More free downloads and templates at: 1stOutsource Research Animal Welfare

Slide: 42 Slide 42More free downloads and templates at: 1stOutsource Research Consumer Forces in the Market

Slide: 43 Slide 43More free downloads and templates at: 1stOutsource Research You need to understand both internal and external influences - SWOT Analysis 8D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Opportunities Strengths Threats Weaknesses EXTERNAL (uncontrollable) Source INTERNAL (Controllable)

Slide: 44 Slide 44More free downloads and templates at: 1stOutsource Research The Advantages of Marketing Planning  Consistency  Encourages monitoring of change  Encourages organizational adaptation, accept inevitability of change.  Stimulates achievement – focuses on objectives, strategies and results.  Resource allocation achieved  Promotes search for competitive advantage  Some evidence increased performance (cross-sectional)

Slide: 45 Slide 45More free downloads and templates at: 1stOutsource Research 10D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Strategic marketing fit Environment Strategy Organization Fit Fit Fit Limitations/Problems include: •Balancing the above, integrating demands of business and customers •Focus on individual leads to negative impact on society •Over-focus on customer may reduce innovation

Slide: 46 Slide 46More free downloads and templates at: 1stOutsource Research Marketing Philosophy  Avoid marketing myopia (Levitt)  Consider not just economics, but sociology, politics, psychology… (Alderson)  Different types of exchange involved, of universal applicability (Bagozzi)  Go beyond product sales approach to societal considerations and the use of marketing principles for all organizations (Kotler & Levy)  Consider the issues involved, including ethics, implementation & change management,

Slide: 47 Slide 47More free downloads and templates at: 1stOutsource Research 9D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Next week – Creating Customer Satisfaction Delight Neutral Dissatisfaction Absent Fulfilled Presence of the characteristic Customersatisfaction ‘Delighters’ ‘More is better’ ‘Must be’

Slide: 48 Slide 48More free downloads and templates at: 1stOutsource Research A little test…  _____ are goods that are sold to individuals for their own or their families' use. Consumer goods  What term describes the need for organisations to consider the good of the wider communities, within which they exist in terms of the impact of their way of conducting business and the activities they undertake? Corporate social responsibility  The combination of the 4Ps that creates an offering to potential customers is called the _____. Marketing mix

Slide: 49 Slide 49More free downloads and templates at: 1stOutsource Research More questions…  When marketing activities are undertaken by organisations which do not have profit generation as a prime corporate objective, they are called _____. Non-profit marketing  The treatment of relationships so that the objectives are met without compromising the ability of future generations to achieve their own objectives is called _____. Sustainable marketing

Slide: 50 Slide 50More free downloads and templates at: 1stOutsource Research Objectives – have they been achieved?  Objectives:  Recall in broad outline the classical marketing approach  Explain in general terms the role of marketing in organizations and modern society  Discuss the value of marketing planning and a customer orientation

Slide: 51 Slide 51More free downloads and templates at: 1stOutsource Research Marketing Principles & Practices QUESTIONS! Go to: www.1stoutsource.com

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