Week 1:

Introduction to
Marketing
EFIMM0148 – Operations and
Marketing Management

Dr Rushana Khusainova
 About me
• Senior lecturer in
Marketing
• Programme director for
executive MSc Strategy,
Change and Leadership
• Ph.D in Salesperson
Motivation
• Interests: growth mindset,
marketing skills, soft skills,
4 day week.
 Learning outcomes
• Define marketing and outline the steps in the
marketing process.
• Identify the key stages in the evolution of
marketing.
• Discuss the key elements of the marketing scope
• Understand the main premises and differences
of customer vs. consumer
• Marketing is all around
us, in good old
traditional forms and in
a host of newer forms,
from websites and
mobile apps to online
videos and social
media.
Definitions of Marketing
Times have changed
Evolution of Marketing
Evolution of Marketing
Evolution of Marketing
Evolution of Marketing
 Marketing scope

Consumer goods

Non-profit
Industrial goods
marketing

Service goods
Marketing Scope (Consumer Goods)

the exchange processes which takes

place at the end of the supply chain

companies in consumer markets see

marketing as providing a suitable
competitive edge

marketing theory owes much to the

development of theories of consumer
behaviour
Marketing Scope (Industrial Goods)

Takes place earlier in the supply chain

concerned with exchanges between

organisations: raw materials, components
and finished products

without an efficient and effective industrial

supply chain, consumer needs cannot be
met
Marketing Scope (Service Goods)

a service product is one which is

essentially intangible

examples include hairdressing, medical

services, accountancy and insurance

the service sector is, in most Western

countries, the largest proportion of the
gross national product and by far the
largest employer
Marketing Scope (Non-Profit Marketing)

concerned with those organizations

whose goals are something other than
profit
examples include charities, hospitals,
government organizations, schools and
some art organizations

success is measured by the amount of

money raised, but can also be measured
in terms of raising the profile of the issues
the charity was formed to address
 Marketing is not always the answer
• Scarcity of raw materials and components when demand of
finished products is very strong

• For organizations requiring high levels of skills amongst their

employees, being able to recruit and retain the right personnel
can be critical to business success.

• Where an organization is given a licence by government agencies

to provide a monopoly service.
The Marketing Process: Creating and
Capturing Customer Value
 Customer vs. consumer
• Customer: Actually purchases/obtains the product
• A buyer of a product
• Purchaser of a product
• A patron of a venue
• A client of a business
• Buys from a shop/website/auction/ebay

• Consumer: Uses/eats/drinks the product

• Consumes the goods bought from the supermarket
• Plays the gaming software purchased as a present
• Consumes the cup of tea being paid for by their friend

• Customer and consumer can be the same person

• Buy a pizza for yourself at the takeaway and consume it yourself at home
 Customers and Consumers (Route to market)
UK off license trade

Roles of play

Manufacturer

Seller? x
Customer?
Consumer?
 Customers and Consumers (Route to market)
UK off license trade

Roles of play
Manufacturer Retailer

Seller? x x
Customer? x
Consumer?
 Customers and Consumers (Route to market)
UK off license trade

Roles of play

Manufacturer Retailer Shopper

Seller? x x
Customer? x x
Consumer? ?
 Customers and Consumers (Route to market)
UK off license trade

Roles of play

Manufacturer Retailer Shopper End User

Seller? x x
Customer? x x ?
Consumer? ? x
Your questions
 Main references

• Chapter 1 Baines, P. et al. (2019) Marketing. Fifth edn. United

Kingdom: Oxford University Press.

• Chapter 2 Dibb, S. et al. (2019) Marketing concepts and strategies. 8Th

edition / edn. Australia: Cengage.

• 10 Marketing Trends That Will Dominate In 2024. Forbes. Available

from
https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/202
3/12/18/10-marketing-trends-that-will-dominate-in-2024/#