Professional Documents
Culture Documents
Learning objectives
1 Define the term marketing 2 Explain the marketing exchange conditions and their influence on marketing 3 Explain the five competing business orientations that impact on marketing strategy 4 Describe the marketing process 5 Give several reasons for studying marketing
Learning objective
1 What is marketing?
Personal selling Advertising Making products available in stores Maintaining inventories
Learning objective
Learning objective
3
Explain the five competing business orientations that impact on marketing strategy
3 Marketing orientations
Competing marketing management philosophies
production sales marketing relationship societal.
3 Marketing orientation(cont.)
3 Production orientation
Focus on the efficiency of internal operations better and cheaper products a philosophy that focuses on the internal capabilities of the organisation, rather than on the desires and needs of the marketplace.
3 Sales orientation
Focuses on aggressive techniques for overcoming customer resistance The idea that people will buy more goods and services if aggressive sales techniques are used and that high sales result in high profits.
3 Competitive advantage
The idea that a product can solve a set of customer problems better than any competitors product.
3 Customer value
The ratio of benefits to the sacrifice necessary to obtain those benefits.
3 Customer satisfaction
The feeling that a product has met or exceeded the customers expectations.
Relationship marketing
Holiday Inn building a relationship beyond selling a place to sleep
Learning objective
Environmental scan
4 Environmental scanning
Collection and interpretation of information about forces, events and relationships in the external environment that may affect the future of the organisation or the marketing plan implementation.
4 Product strategies
The starting point of the four Ps Includes physical unit, package, warranty, service, brand, image and value
4 Promotion strategies
Role is to bring about exchanges with target markets Includes integration of personal selling, advertising, sales promotion, and public relations, direct marketing and Internet marketing
4 Pricing strategies
What is given up in an exchange to acquire a good or service.
Learning objective
Class discussion
Is the term marketing ethics an oxymoron?
Questionable advertising Promotion of questionable features (air bags) Questionable WWW related promotional practices