Agenda IKEA Case study answers Advertising v marketing Flexible numbers Official course kick off

Nature And Role Of Markets And Marketing Stage 6 Business Studies Syllabus Prepared by K. Giveen October, 2010

Agenda The role of marketing in the firm and in society Ethics Types of markets — resource, industrial, intermediate, consumer, mass, niche Production–selling–marketing orientation The marketing concept — customer orientation, relationship marketing Marketing planning process

The Role Of Marketing 1.To find out what customers want 2.To develop products that will meet that want through: Understanding the target market better than competitors Servicing the customers better than competitors

Typical Organisation Chart Managing Director Human Resources Consultants Operations Director Heads of Business CFOAccountantsCIO Technology Managers Marketing Director Product Managers Sales

Marketing In The Firm

Marketing In Society To provide goods and services that society needs

Ethics What do you think about the following exchange: “Excuse me,” said the young man in a suit to the mother with two children who was walking through the shopping Mall. “Would you mind answering some questions for a survey we are conducting on the importance of education?” “Certainly,” she said. “Do you think education is important?” he asked. Following the answer, “Yes,” he asked if she wanted her own children to get the best education available and eventually sold her a set of encyclopedias' for $ It was a clever sales pitch but do you think it was ethical behaviour?

Classifying Ethical Behaviours

Ethical Behaviour?

Types of Markets Resource Industrial Intermediate Consumer Mass Niche

Production Selling Market Orientation

The Marketing Concept Customer Orientation Relationship Marketing

Marketing Planning Process