‘ Thought for the day: “Business has only two functions - marketing and innovation.”Business has only two functions - marketing and innovation.

4.1 The role of marketing Chapter 4

Homework

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

Starter: Pg 240 – Activity watch?v=N2diPZOtty0 (Supersize me)

The Market Characteristics Market Share Market growth Market Size

Marketing The process of getting customers interested in the product…. Through… Research of customer needs, promotion, selling and distribution of products.

Market Size Market size represents all the sales of companies in a market. -Volume -Value NB: helps to think about the size of the market as it helps you tell whether the market is growing or shrinking (and how fast) as well as being the basis for calculating market share data.

Market Growth -Measures how fast a given market is expanding. Business can exercise a small influence over the market size in that advertising PEPSI, for eg, might nit only get more people to drink that brand, but may also encourage people to switch t cola from other soft drinks. However, most of the growth or decline in a market size is down to external factors such as: -The state of the economy -Technology -Demographic and social change.

Market Share -measures what proportion of the total market’s sales is held by one organisation. Pg

ACTIVITY Pg 242 “China’s auto market growing rapidly”.

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

MARKET RESEARCH

TOK As long as the business is successful there is no need to do market research…. 2oQ (launch – APPLE) 2oQ

Market orientation define

Product Orientation define

Do8 Do8 Pg 245 – evaluation of two approaches Market orientation Product Orientation

HL: Social marketing Aims to influence action (like most marketing) but wants to bring about ‘social change’. Seeks to benefit target audience (society as a whole) Not benefits for marketer or business Uses to Influence/change social behaviour. Hard to change customary behaviour/behaviour. Funded through donations and grants. Uses mainstream methods of marketing. Clients – non profit organisations, companies believer in social responsibility. Market research very important Will benefits – out weigh cost. Higher Level

Activity Market orientation VS Asset Led  Level 1,2,3,4 Higher Level

TOK A firm that purses an asset-led approach to marketing basses its marketing stratgey on its fixed Assets.….…. Higher Level

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

Activity Reseach (pg 243 – 244) What is the difference between Consumer markets & industrial markets share  Level 1,2,3,4

Marketing of Goods Focuses on the features of the product (to make it easier for customers to compare).

Marketing of Services Focus on image & quality (can’t be compared as easily) Near customers. Services doesn’t just use the traditional 4 Ps. Also uses: People - service relies on employees (appearances & body language. Attitudes & attributes, efficiencies & reliability) Processes – the way the services is provided: payment methods, waiting time, customer services (attentive & polite), after sales care makes firm more competitive. Physical evidence – allows consumer to judge the organisation (hotel room clean? Seats more comfortable?). Packaging – look of the product (customer's initial reaction), how customers choose – decide if going to buy.

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

Marketing of non-Profit organsiations Pg 247 Painful Rjk8 XEo XEo

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

Market Plans A detailed report on an organisation's marketing strategy (more next powerpoint) Pg 247

TargetLearning ObjectiveOutcomeWho?Keywords  The market · Market size, · Market share -Market growth HL: Additional marketing orientations · Social marketing · Asset-led marketing Definition and nature of marketing · Market and product orientation · Examine the characteristics of the market in which the firm is immersed. Calculate market share from given information. HL: Analyse the influence of marketing orientation on the success or failure of firms. Define marketing and describe its relationship with other business activities. Describe the difference between market and product orientation. ALL 4 (AO1)  Marketing of goods/services Marketing in non-profit organizations Explain the difference between the marketing of goods and services. Analyse the marketing techniques of non-profit organizations. MOST 5 (AO2 & 3)  A marketing planDescribe the elements of a marketing plan. SOME 6-7 (A04)

Plenary Level achieved_____ What do you now know as a result of today’s lesson? What are your areas for improvement? What are you going to do about this?