mar01 lesson 1 - ch01
TRANSCRIPT
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8/6/2019 MAR01 Lesson 1 - Ch01
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Pearson Education Limited 2003Morrissette 2006
OHT 1.1
Brassington and Pettitt: Principles of Marketing, 3rd Edition
MASTERING
Marketing dynamics
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Pearson Education Limited 2003Morrissette 2006
OHT 1.2
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing (defined)
Marketing is the management process responsible for
identifying, anticipating, and satisfying customerrequirements 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)
Marketing is the art of making optimal use of available
resources and forces in order to harness and capitalizeupon market opportunities. (Morrissette, 2006)
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Pearson Education Limited 2003Morrissette 2006
OHT 1.3
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing - points of agreement
(CIB & AMA)
Management process
Manage resources: people, time & money
Giving customers what they want
Meet needs in competitive environment
Identifies and anticipates customer requirements
Use of history, research, projections, holographic, JIT
Fulfils customers requirements profitably
Return On Investment (ROI)
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Pearson Education Limited 2003Morrissette 2006
OHT 1.4
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing - American Style
Offers and exchanges ideas, goods and services
Relationship marketing = feedback loop
Assumption that both parties value
what the other has to offer(mutual value/respect)
Repeat business, Pareto 80
Proactive selling and willing buyers
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Pearson Education Limited 2003Morrissette 2006
OHT 1.5
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Value of the CIM and AMA
Popular definitions
Do they reflect the role and reality of marketing in the
21st Century?
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Pearson Education Limited 2003Morrissette 2006
OHT 1.6
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing defined
Marketing is to establish, maintain and enhance
relationships with customers and other partners, at a profit,
so that the objectives of the parties involved are met.
This is achieved by mutual exchange and fulfilment ofpromises.
Grnroos 1997
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Pearson Education Limited 2003Morrissette 2006
OHT 1.7
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing Outputs
Products/services that meet consumers needs
Advertising
Promotions
News reports and information about companies and itssuccesses/failures
Attractive retail outlets
Attractive prices
Strategic Alliances
Product Placement
Sponsorships On-site & Perihperal
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Pearson Education Limited 2003Morrissette 2006
OHT 1.8
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing activities/tasks
Identifying customer needs and motives - bringing youproducts/services you want now and in the future
Offering products at prices you can afford
Providing information to make informed choices
Satisfying consumer choices and giving value
Inducing trial switching and referral
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Pearson Education Limited 2003Morrissette 2006
OHT 1.9
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Business Orientations
Production
Optimization of manufacturing resources & process
Product
Design/configuration to best fit marketIt terms ofConsumer preferences & Competition
Selling
Distribution channel [pipeline] management
Marketing
Market intelligence & intervention, loop back to R&D start
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Pearson Education Limited 2003Morrissette 2006
OHT 1.10
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Production & Product Orientation
Table 1.1
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Pearson Education Limited 2003Morrissette 2006
OHT 1.11
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Selling & Marketing Orientation
Table 1.1 cont.
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Pearson Education Limited 2003Morrissette 2006
OHT 1.12
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Corporate & Social Responsibility (CSR)
Societal and ethical marketing
An emergent and growing marketing philosophy
As companies continually strive to find effective ways to
attract and retain customers
Importance of handling marketing responsibly in a way
that contributes to the well being of society
Links between good ethics, market share and
profitability
Companies not only consider its customers and itsprofitability but also the good of the wider community
(local and globally)
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Pearson Education Limited 2003Morrissette 2006
OHT 1.13
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Who are the Ethical consumers?(RogerCowe and Co-operative Banks head of corporate affairs)
as quoted by Mason, 2000 UK report
The potential for ethical products and services in the UK
could be as high as 30% of consumer markets.
52% of consumers had recommended companies because
of the companies responsible reputation.
44% of consumers had avoided a product or service
because of a companys behaviour.
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Pearson Education Limited 2003Morrissette 2006
OHT 1.14
Brassington and Pettitt: Principles of Marketing, 3rd Edition
CSR and its Impact
on the Marketing Process
Internalisation of costs (making the polluters pay)
Green taxes
Legislation
Support for cleaner technology
Redesigned products for recycling
Reverse distribution channels to receive products forrecycling
Consumer education on sustainability
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Pearson Education Limited 2003Morrissette 2006
OHT 1.15
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Sustainable marketing
The establishment, maintenance and enhancement ofcustomer relationships,
so that the objectives of the parties involved are met,
without compromising the ability of future generations toachieve their own objectives.
Brassington & Pettitt, 2002
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Pearson Education Limited 2003Morrissette 2006
OHT 1.16
Brassington and Pettitt: Principles of Marketing, 3rd Edition
The External Organisational Environment
Figure 1.3
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Pearson Education Limited 2003Morrissette 2006
OHT 1.17
Brassington and Pettitt: Principles of Marketing, 3rd Edition
Marketing as an interface
Figure 1.4
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Pearson Education Limited 2003Morrissette 2006
OHT 1.18
Brassington and Pettitt: Principles of Marketing, 3rd Edition
The basic marketing mix (4Ps)
Figure1.5
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Pearson Education Limited 2003Morrissette 2006
OHT 1.19
Brassington and Pettitt: Principles of Marketing, 3rd Edition
The extended marketing mix (7Ps)
Price
Product
Place
Promotion
People
Processes
Physical evidence
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Pearson Education Limited 2003Morrissette 2006
OHT 1.20
Brassington and Pettitt: Principles of Marketing, 3rd Edition
AssignmentEmail to [email protected]
before 20h00 September 13
Your picture
Your name in Chinese, pinyin, English
Your student number
One paragraph [3 to 6 sentences] describing what typeof career you would like to have after you finish uni and
how you think marketing will help you do a better job.
Email to [email protected] BEFORE
September 13th 20h00