The Purpose of The Course & The Purpose of The Text

An intro to Marketing
Slide 1
Marketing is for Everybody

THE PURPOSE OF THE COURSE & THE PURPOSE OF THE TEXT TO SHOW THAT MARKETING IS ESSENTIAL PROVIDE AN UNDERSTANDING OF THE BASIC MARKETING CONCEPTS
From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
Slide 2
From Basic Marketing, Shapiro, 9th Cdn Ed.
ppt slides created by Prof. Tim Richardson
Slide 3
Canada has a very high amount of imports and exports per capita therefore a lot of our business/marketing has to involve international aspects Therefore a Global-Marketing Approach is indeed a very appropriate sub-title for the text
Slide 4
The Good Life

We have a very high standard of living in Canada, according to the United Nations, we have the #1 most desirable place to live Canadas ability to retain its high standard of living depends on our skills at competing efficiently on a global and local scale
Slide 5
So, if we want to keep things good We have to have a good understanding of marketing, here locally, and globally
Slide 6
What is Marketing ?
Selling ? Advertising ?
Page 4
Slide 7
What is Marketing ?
We use the word Marketing to describe such things as analyzing the needs of the people trying to guess what types of products they want estimate how much they will buy predict when they will want to buy Page 5 determine where they go to buy the stuff
Slide 8
What is Marketing ?
. And, figure out the best price to sell it at - and can you still make a profit selling it at that price decide on promotional things to create awareness about the product look at the competition to see what they are doing with pricing, features etc.
Slide 9
Introduction
Marketing is concerned with anticipating customer demand and directing the flow of goods from producers to consumers Marketing has to do with matching producers outputs to consumers activities (wants, needs)
Slide 10
Serving the needs of customers is what business should be all about Marketing is the business function that interprets customer needs to the rest of the organization. Marketing should begin with the customer needs - NOT with the production process. Mktg should anticipate needs.
Slide 11
Marketing - the formal definition
Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives.
Slide 12
Process of . Marketing - the formal definition Planning and executing

= carrying out actions
the conception, = (creation of the idea) pricing, promotion, and distribution of STUFF
stuff = ideas, goods, and services
to create exchanges = customer gets the product, mfg. gets the $$ that satisfy people
people = individuals and organizational objectives.

Slide 13
Why should we know about Mktg

Cause,,,,,,,,,,,,,,,,,, it effects a lot of what you do
Page 8
In 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
Slide 14

Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a company bring in the money - so their jobs are important, so they get paid a lot. If you get involved in the marketing side, you are being involved in the INCOME side of the company and your job is very critical (ie. hard to ever fire you or lay you off)
Slide 15
The Importance of Marketing

Why study Marketing - cause you can get a JOB in Marketing !! Canada is a very multi-cultural country We can buy products from all over the world Selling new products to Canadians requires new marketing approaches - THEREFORE there will be many new job opportunities
Slide 16

Marketing is a core business discipline The study of marketing is important to the basics of running a business, big or small
When you buy a product - the cost of marketing amounts to 40 ~ 60% of the total eg. If we buy shoes for $70, $35 of that 70 has been spent on marketing (including advertising, market research, development etc.)
Slide 17

Getting a JOB in Marketing !!
Personal selling Advertising Package Design Transportation Storage Marketing Research Product Development Wholesaling Retailing
Slide 18

Importance to Companies When you work in the marketing department of a company you are part of LINE personnel LINE personnel are always more critical than STAFF personnel because LINE personnel bring in the money therefore your job is revenue earning, not revenue spending
Slide 19

You can get to be C.E.O. and Chairman of the Board Marketing is often the route to the top Almost always the C.E.O. comes from the V.P. Marketing, not V.P. Human Resources or V.P. Government Relations
Slide 20

Getting a JOB in Marketing !!
In addition, many people working with NPOs also do marketing Promoting political parties Cultural groups Religious organizations Civic organizations eg. Kiwanas, Shriners Charitable organizations eg. Red Cross, Salvation Army
Slide 21
Marketing
Marketing is something companies do, and it is also a characteristic of our society It is both a set of activities performed by organizations, and a social process
Slide 22
Page 9
Slide 23
Micro - marketing for a company Macro - the whole economy

Page9
Slide 24
Micro - marketing for a company, things you do to accomplish the organizations objectives (companies and NPOs) Macro - the whole economy and its flow of goods and services from producers to consumers
Page 10
Slide 25
Micro - Its 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. Page 10
Slide 26
Slide 27
Micro-Macro Dilemma
Government has to step in cause not everything would be produced fairly by companies - so regulation needed eg. It would be cheaper to make cars without airbags and seatbelts - but govt insists they must - so it has to be don
Slide 28
Micro-Macro Dilemma
Government has to step in cause not everything would be produced fairly by companies - so regulation needed eg #2. It would be cheaper to make beer cans from raw material cause the price of mineral ore is low - but the govt insists a certain % must be recycled to reduce waste and pollution
Slide 29
The 8 Marketing Functions

Buying
Selling Transporting Storing Grading Financing Risk Taking Market Information

Page 26
Slide 30
The 8 Marketing Functions
These 8 functions are the same in several textbooks, and important for you to learn
An intro to Marketing Marketing Functions Slide 31 The Beckman, Kurtz & Boone Foundations of Marketing
6th Edition as used in MKTG 116
Nickels, McHugh & Berman Understanding Canadian Business 2nd Edition as used in GNED 119
Buying Selling Transporting Storing Grading Financing Risk Taking Information Collection
Buying Selling Transportation Storage Standardization Finance (Credit) Risk Bearing Research
Slide 32
WHO does the marketing functions ?

From a Macro-point of view Centrally planned economy (communism) - its done mostly by the government Market-direct economy (capitalism) - its done by various companies, middlemen, brokers etc. Page 27
Slide 33
Innovation 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. In a communist country, government has strict controls on the means of production so there is a limit to what people can manufacture. In a capitalist economy, people are always trying think of new ways to satisfy un-met needs, and, this encourage new thinking Page 29
Slide 34
Advocacy Advertising
You are not trying to sell a product, you are trying to get people to believe in something, or behave in a certain way eg. - Dont drink and drive - Canadian Cancer Society - recycle - use the TTC, save gas
Slide 35
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
Slide 36
Marketing Concept - Social Responsibility

- improve positive effects on Society and reduce negative effects - environmental problems - social responsibility conflicts with profit objective (raises ?, is mktg concept desirable)
Slide 37
-? Of social responsibility cutting into profits - some companies have been very successful at dealing with this eg. BODY SHOP - they realize it is a way to endear themselves to trendy customers
Slide 38
-? What if it cuts into profits Answer - increasing quality may cost more in production, but you may make this money back in increased sales which come about as the customers realize you have a very good quality product - this will reduce the advertising costs and customer service/warranty costs and ensure customer satisfaction re: brand loyalty
Slide 39
Written Codes of Ethics page 25 AMA

The Purpose of The Course & The Purpose of The Text

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An intro to Marketing

Marketing is for Everybody

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

The Good Life

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

Marketing - the formal definition

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

Process of . Marketing - the formal definition Planning and executing

people = individuals and organizational objectives.

Why should we know about Mktg

Why should we know about Mktg

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

The Importance of Marketing

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

The Importance of Marketing

The Importance of Marketing

From Basic Marketing, Shapiro, 9th Cdn Ed.

The Importance of Marketing

Why should we know about Mktg

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

The Importance of Marketing

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

Micro - marketing for a company Macro - the whole economy

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

The 8 Marketing Functions

Selling Transporting Storing Grading Financing Risk Taking Market Information

The 8 Marketing Functions

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

WHO does the marketing functions ?

Marketing Concept - Social Responsibility

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

Marketing Concept - Social Responsibility

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

Marketing Concept - Social Responsibility

Marketing Concept - Social Responsibility

Written Codes of Ethics page 25 AMA

From Basic Marketing, Shapiro, 9th Cdn Ed.

ppt slides created by Prof. Tim Richardson

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