Statements

Marketing is simply another word for advertising.

The main goal of marketing is to maximize the number of customers, all other goals
are not as important.
People who are successful in marketing are really creative and outgoing but are
not that good with numbers and statistics.
Marketers do not usually end up as CEOs. Most CEOs have a finance,
engineering, or legal background.
People in marketing roles tend to have little interaction with staff from other
departments (functions) within a firm.
Marketers tend to be seen as wishy-washy, because they are constantly changing
their minds.
Marketing is all about making people buy products who dont really want them.
Marketing is a highly regarded profession throughout the business community.
Many key marketing decisions within a firm are so important that the CEO (or the
senior executive team) often undertakes them (rather than the marketing
department).
Marketing tasks are fairly simple, particularly compared to complex and serious
roles/functions like finance and engineering.

Marketing vs Sales

Marketing Introduction

Marketing
Dettol
Savlon
Why do you think the market did not accept
Savlons soothing product?
Should Savlon be re-introduced as a product with
attributes similar to Dettol?
Is there any particular market segment that
Savlon should try to appeal to? Give Reasons for
your answers.

What is Marketing??
Good Marketing is no Accident
Helps introduce and gain acceptance
of new products that have eased and
benefitted people
Identifying and meeting human
needs profitably

American Marketing
Association
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

Marketing Management
The art and science of choosing
target markets and getting, keeping,
growing customers through creating,
delivering and communicating
customer value.

What is Marketed?

Who Markets?
Demands
Negative Demand
Non-Existent Demand
Latent Demand
Declining Demand
Irregular Demand
Full Demand
Over Full Demand
Unwholesome Demand

Market
Key Customer Markets
Consumer Market
Business Market
Global Market
Non Profit & Government Markets

Market Places
Market Spaces
Meta Markets
Automobile Meta market

Core Marketing Concepts

Needs
Stated
Real
Unstated
Delight
Secret

Target Markets, Positioning and

Segmentation
Offerings and Brand
Value and Satisfaction

Core Marketing Concepts

Marketing Channels
Communication Channels
Distribution Channels
Service Channels

Supply Chain
Competition
Marketing Environment
Task Environment
Broad Environment

Functions of Marketing

Components of Marketing

Product
Price
Place
Promotion
People
Process
Physical Environment

Concepts of Marketing

Production Concept
Product Oriented Concept
Selling Concept
Marketing Concept

Concepts of Marketing
Holistic Marketing Concepts
Relationship Marketing (Customers,
Employees, Marketing Partners,
Financial Community)
Integrated Marketing
Internal Marketing
Performance Marketing

Marketing Environments
Micro Environment
Publics

Financial Publics
Media Publics
Government Publics
Citizen Action Publics Mining etc.
Local Publics

Intermediaries
Customers
Competitors Facebook vs Orkut
Company
Suppliers

Marketing Environments
Macro Environment
Demographic
Economic
Cultural
Political / Legal
Technological
Natural

Techniques used in Environment

Analysis

Environmental Scanning
SWOT Analysis
PEST Analysis
Porters Five Force Model
Threat of New Entrants
Competition
Bargaining Power of Consumers
Bargaining Power of Suppliers
Threat of Substitutes

The book publishing industry in Australia

20% of books are sold via independent retailers
that tend to specialize in a particular genre or
prefer unusual (not mainstream) books
70% of books are sold via large retail chains that
only deal in mainstream books published by large
or long-established publishers who also provide
promotional dollars to support their books
10% of books are sold via the internet (e.g.
Amazon) and this is expected to dramatically
increase as they increasingly capture the timepoor or budget-conscious market segments
Book sales have been fairly stable in this mature
industry, however they are expected to decline in
the future as internet and cable-TV usage
increases
Australia has one of the highest per capita

 There has been a dramatic increase in self-publishing over the

past 10 years, however these books are typically not accepted
by retailers and tend to have print runs of less than 1,000
E-books would be in the early growth phase of their product
life cycle. They currently have relatively low sales but are
expected to steadily increase over time
There is an increased number of authors in the marketplace,
appearing to be driven by easy access to research material
(via the internet) and by the increasing popularity of blogs
Despite more authors available, there is only a small number
of brand authors (such as Bryce Courtney) who can attract
significant book sales on their name alone
Excluding self-published books, there are around 500 new
books available in the Australian market each month
(including books published internationally)
There is an increasing number of large book publishers, as the
larger ones battle for market share by acquiring smaller
publishing houses

Questions
Assess the book publishing industry using
Porters Five-forces model.
What key insights have you gained by
assessing this industry using this structured
model?
Therefore, what is your overall assessment
of the attractiveness of the industry?
How could a firm use Porters Five-forces
model in their strategy and planning
activities?

Marketing to the 21st Century

Customer

Network Information Technology

Globalization
Deregulation
Heightened Competition
Industry Convergence
Retail Transformation
Disintermediation
Consumer Buying Power
Consumer Information
Consumer Participation
Consumer Resistance

Merci..
Au Revoir..