Intro To Marketing

From Basic Marketing, Shapiro, 9
th
Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing SIide 1
Marketing is for Everybody
THE PURPOSE OF THE COURSE &
THE PURPOSE OF THE TEXT
W TO SHOW THAT MARKETNG S
ESSENTAL
W PROVDE AN UNDERSTANDNG OF
THE BASC MARKETNG CONCEPTS
th
th
W Canada has a very high amount of
imports and exports per capita -
therefore a lot of our
business/marketing has to involve
international aspects
W Therefore a "Global-Marketing
Approach is indeed a very appropriate
sub-title for the text
th
The Good LiIe
W We have a very high standard of living
in Canada, according to the United
Nations, we have the #1 most desirable
place to live
W anada's abiIity to retain its high
standard of Iiving depends on our
skiIIs at competing efficientIy on a
gIobaI and IocaI scaIe"
th
So, if we want to keep things
good
We have to have a good
understanding of marketing,
here locally, and globally
th
What is Marketing ?
Selling ?
Advertising ?
!,e 4
th
What is Marketing ?
We use the word Marketing to describe
such things as
W analyzing the needs of the people
W trying to guess what types of products
they want
W estimate how much they will buy
W predict when they will want to buy
W determine where they go to buy the stuff
!,e 5
th
What is Marketing ?
. And,
W figure out the best price to sell it at - and
can you still make a profit selling it at
that price
W decide on promotional things to create
awareness about the product
W look at the competition to see what they
are doing with pricing, features etc.
th
Introduction
W Marketing is concerned with
anticipating customer demand and
directing the fIow of goods from
producers to consumers"
W Marketing has to do with matching
producer's outputs to consumer's
activities (wants, needs)
th
Serving the needs of customers is what
business shouId be aII about .
Marketing is the business function that
interprets customer needs to the rest of
the organization.
Marketing shouId begin with the customer
needs - NOT with the production process.
Mktg shouId anticipate needs.
th
Process of pIanning and executing
the conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individuaIs and
organizationaI objectives.
Marketing - the formal definition
th
Process of ......
PIanning and executing .arryingouta.tions
the conception, .reationoftheidea)
pricing, promotion, and
distribution of STUFF" stuffideas,goods,andservi.es
to create exchanges .ustomergetsthe5rodu.t,mfg.getsthe
that satisfy peopIe
5eo5leindividualsandorganizationalobje.tives.
Marketing - the formaI definition
th
hy should we know ,-out Mkt
W Cause,,,,,,,,,,,,,,,,,, it effects a lot of what
you do
W n 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
Page 8
th
W Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a
company bring in the money bring in the money - so their jobs
are important, so they get paid a lot.
W f you get involved in the marketing side, you
are being involved in the NCOME side of the
company and your job is very critical (ie. -
hard to ever fire you or lay you off)
th
The Import,nce oI M,rketin
W Why study Marketing - cause you can get a
JOB in Marketing !!
W Canada is a very multi-cultural country
W We can buy products from all over the world
W Selling new products to Canadians requires
new marketing approaches - THEREFORE
there will be many new job opportunities
th
W Marketing is a .ore business discipline
W The study of marketing is important to
the basics of running a business, big or
small
W hen you buy a product - the cost of marketing amounts to
40 ~ 60% of the totaI
eg. If we buy shoes for $70,
$35 of that 70 has been spent on marketing (incIuding
advertising, market research, deveIopment etc.)
th
Getting a JOB in Marketing !!
W PersonaI seIIing
W Advertising
W Package Design
W Transportation
W Storage
W Marketing Research
W Product DeveIopment
W hoIesaIing
W RetaiIing
th
mportance to Companies
W When you work in the marketing
department of a company you are part
of LNE personnel
W LNE personnel are always more critical
than STAFF personnel because LNE
personnel "bring in the money -
therefore your job is revenue earning,
not revenue spending
th
W ou can get to be C.E.O. and Chairman of
the Board
W arketingisoftentheroutetotheto5
W Almost always the C.E.O. comes from the
V.P. Marketing, not V.P. Human Resources
or V.P. Government Relations
th
Getting a JOB in Marketing !!
In addition, many peopIe working with NPO's aIso
do marketing
W Promoting poIiticaI parties
W uIturaI groups
W ReIigious organizations
W ivic organizations eg. Kiwanas, Shriners
W haritabIe organizations eg. Red ross, SaIvation
Army
th
M,rketin
W Marketing is something companies do,
and it is also a characteristic of our
society
W "t is both a set of activities performed
by organizations, and a social process
th
!,e 9
th
!,e9
Micro - marketing for a company
Macro - the whoIe economy
th
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
!,e 10
th
Micro ts 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
!,e 10
th
th
MicroM,cro Dilemm,
W Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
W eg. t would be cheaper to make cars
without airbags and seatbelts - but gov't
insists they must - so it has to be don
th
MicroM,cro Dilemm,
W Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
W eg #2. t 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
th
The 8 Marketing Functions
W Buying
WSeIIing
WTransporting
WStoring
WGrading
WFinancing
WRisk Taking
WMarket Information
Page 26
th
The 8 Marketing Functions
These 8 functions are the same in
severaI textbooks, and important for
you to Iearn
th
The Harket|ng Funct|ons
Buying Buying
SeIIing SeIIing
Transporting Transportation
Storing Storage
Grading Standardization
Financing Finance (redit)
Risk Taking Risk Bearing
Information oIIection Research
Beckman, Kurtz & Boone
Foundations of Marketing
th Edition as used in MKTG 11
NickeIs, McHugh & Berman
Understanding anadian
Business 2nd Edition as used in GNED 119
th
WHO does the marketing
functions ?
From a Macro-point of view
W Centrally planned economy
(communism)
- its done mostly by the government
W Market-direct economy (capitalism)
- its done by various companies,
middlemen, brokers etc.
Page 27
th
nnovation 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. n a
communist country, government has strict controls on the
"means of production so there is a limit to what people can
manufacture.
n a capitalist economy, people are always trying think of new
ways to satisfy un-met needs, and, this encourage new
thinking
Page 29
th
dvoc,cy dvertisin
W ou are not trying to sell a product, you
are trying to get people to believe in
something, or behave in a certain way
eg.
- Don't drink and drive
- Canadian Cancer Society
- recycle
- use the TTC, save gas
th
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
th
M,rketin Concept
$oci,l Responsi-ility
- improve positive effects on Society and
reduce negative effects."
- environmentaI probIems
- sociaI responsibiIity confIicts with profit
objective
(raises ?, is mktg concept desirabIe)
th
M,rketin Concept
-? Of sociaI responsibiIity cutting into
profits
- some companies have been very
successfuI at deaIing with this eg. BODY
SHOP
- they reaIize it is a way to endear
themseIves to trendy customers
th
M,rketin Concept
-? hat if it cuts into profits
Answer - increasing quaIity may cost more in
production, but you may make this money back
in increased saIes which come about as the
customers reaIize you have a very good quaIity
product - this wiII reduce the advertising costs
and customer service/warranty costs and
ensure customer satisfaction re: brand IoyaIty
th
M,rketin Concept
Written Codes of Ethics
page 25 AMA

Intro To Marketing

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Intro To Marketing

Uploaded by

Copyright:

Available Formats

From Basic Marketing, Shapiro, 9

You might also like