“Año de la consolidacion de aprendizajes”

CYCLE 01

The Role Of Marketing

Session 01

Subject: Business Management – HL

Teacher: Danilo Arreategui
Assessment objective
• Analyze the difference between marketing of goods and marketing of services.
• Analyze the difference between commercial marketing and social marketing
• Evaluate the importance of market share and market leadership
• Evaluate features of non governmental organizations and charities.

Command terms
o Analyze: Think about specific topics to obtain a proper comprehension about them
o Evaluate: to regard and observe concepts and then set an opinion.
Attributes

o knowledgeable: develop and use conceptual understanding,

exploring knowledge across a range of disciplines.
o Thinker: exercise initiative in applying thinking skills critically
and creatively to recognize and approach complex problems, and
make reasoned, ethical decisions.

Values
o Commitment: Dedication to a particular organization, cause, or belief, and a
willingness to get involved.
Concepts
C U E G I S
o Ethics: To set what is moral and a proper behavior according to knowledge.
o Culture: “Efficiency and quality” need to be embedded into the culture of a
business.
What do you see in these pictures?
What are its elements?
 MARKETING – What it is?
• Marketing is the activity, set of
institutions, and processes for
creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners, and
society at large.

• The core of marketing is: identify

and anticipate and satisfy
costumers requirements in
exchange of a gain.
MARKETING TOOLS
MARKETING AND THE BUSINESS FUNCTIONS
 MARKET
CHARACTERISTICS
 MARKET GROWTH
An increase in the number of people who buy a particular product or service, or
the number of products, etc. that are sold

Can you mention any

market that is
growing?

• Technology
• Healthcare
• Food.
• Stock market
COMPETITORS – EASE OF ENTRY

Easy of entry - refers to the level of

difficulty a company has to enter into an
industry or market.

It is important because it affects the

intensity of competition and
profitability in the market.

When new entrants enter, they bring in

new capacity, increase supply, and
lower market prices. As a result, market
profitability decreases.
DIFFERENTIATED PRODUCT
SEGMENTATION

• What is a segment?

• Why is important to
establish segments?
MARKETING GOOD VS. SERVICES
MARKET AND PRODUCT ORIENTATION
SOCIAL MARKETING

Social marketing is the

use of commercial
marketing principles
and techniques to
improve the welfare of
people and the physical,
social and economic
environment in which
they live. It is a
carefully planned, long-
term approach to
changing human
behavior.
MARKET SHARE & MARKET LEADERSHIP
 CAS & TOK

Social Marketing tries to change costumer behavior to

improve their lives. Electronic cigarretes are a propose
to help smokers quit their pernicious habit, but they
still cause addiction and expose people to chemical
substances that are harmful.

To what extent should we be supporting the marketing

of E-cigarettes?
Bibliography
Stimpson, P. y Smith, A. (2015). Business Management for the IB Diploma. 2a ed.
Inglaterra: Cambridge
Muchena, M., Lomine, L., Pierce, R. (2014). IB Business Management Course Book.
2014 ed. Reino Unido: 0xford
Gutteridge, L. (2014). Business Management Study Guide. 2014 ed. Reino Unido:
0xford
“Un sueño bilingüe hecho en
grande”.