THE MARKETING CONCEPT Changes in commercial function Definitions of the concept and key principles Dynamics of the marketing approach Ethics of the concept

The birth of commercial function (late 19 th century ) Large companies cross a threshold The growth of commercial function comes up against two hurdles Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES According to Meuleau M. (1988), “The introduction of marketing in France: 1880 –1973” Revue French Management Review, September – October

Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES General management Production Accounting Manufacturing PurchasingSales

The conditions for the advent of marketing coincide ( ) The roaring twenties: the start of mass consumption The crisis of 1929: a trigger Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES General management Production Accounting Manufacturing Purchasing Sales preparation Sales & mktg Sales

Marketing is established in France ( ) A very different economic setting From the client to the anonymous consumer Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES General management Production Finances Research Human resources Marketing Sales & Mktg

ONE OF THE DEFINITIONS OF MARKETING in the context of companies ALL COMPANY ACTIVITIES FOR CREATING, PROMOTING AND DISTRIBUTING PRODUCTS AND SERVICES IN A COST-EFFECTIVE WAY WITH A VIEW TO MEETING THE PRESENT OR FUTURE DEMANDS OF CONSUMERS. Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

A MORE GENERAL DEFINITION: The management of commercial exchange in a competitive environment

Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES A set of vendors A set of buyers Information Commercial activity Money Goods/services According to Marion,2005 The supply/demand system Gathering and analysing the information Describing current and potential customers as well as the competition Developing an appropriate offer Establishing a marketing approach

THE KEY PRINCIPLES for managing the supply system : A rationale for analysing the environment demand: a central concept A rationale for strategic action: forewarning rather than suffering the consequences. avoid "marketing myopia" create and maintain a differential advantage spread the marketing mindset throughout the company. Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

THE DYNAMICS OF THE MARKETING APPROACH l Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES Overall design of supply: product, price, Choice of distribution chains communication: publicity, sponsorship Overall design of supply: product, price, Choice of distribution chains communication: publicity, sponsorship Incorporation of decisions into the company Knowledge of the environment: gathering of information Understanding of the environment: Analysis of the information Marketing strategy: Choice of supply/market duo Competitive positioning Commercial activity: product, price, distribution (point-of- sale management) promotion, POP, fairs, Direct marketing n Operational marketing Marketing and competitive strategy Marketing and analysis of the environment

OUTSIDE THE CONTEXT OF THE COMPANY Marketing can also be applied Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

Laurence Chérel- Catherine Madrid MARKETING TECHNIQUES Bordeaux The three-way EVOLUTION OF MARKETING To Setting Goal Consumers economic environment Product Services Associations Cultural projects Humanitarian projects Political projects Public services High tech, Fashion, Luxury Professionals Children

A more general definition can be applied to all of the areas of application: generic marketing The process by which the stakeholders - those who supply and those who demand - get what they want through an act of exchange where a value is expressed This is not necessarily a monetary value The concept of exchange is central to this definition For further details, refer to the bibliography, or contact your tutorial leader when considering your career project, Laurence Chérel- Catherine Madrid MARKETING TECHNIQUES Bordeaux

Limitations to the traditional definition of marketing The constraint of the customer as king, The need/product relationship may be interactive Requirements expressed in anticipation of latent needs The question of innovations Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

Ethical limitations In the implementation of the marketing strategy For example, the abuse of documents In the design of the product offer Inducement toward impulse buying Positioning on suggestive topics “Opportunistic” product without added quality Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

For example… products presented in a circular at an attractive price for a period of a week, which rapidly become unavailable for sale; an offer of free credit whereas the consumer is locked into revolving credit; Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES The rental company UCAR chose to be provocative in leading the charge to make the government institute a scrapping incentive to promote the replacement of old cars. May

What arbiter(s) should one use? The consumer, The marketing manager Value creation, Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES

The value associated with the offer: From marketing focused on the consumer and on personal satisfaction To marketing aiming simultaneously to provide personal satisfaction by way of an appropriate solution for the entire company The mission of the brand: to chart the way Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES Marketing 3.0 Philip Kotler, Ed de Boeck 2012 Publication may be included as reading matter

Is the company I am analysing pursuing a marketing strategy? Laurence Chérel Catherine Madrid BORDEAUX IUT MARKETING TECHNIQUES Is there a marketing department ? yes no Existence of a marketing strategy Does the company stay up-to-date on customer expectations Does the company stay up-to- date on the competition Is the company designing products suited to the markets YES