Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach The Development Of A Marketing Concept

Introduction to Marketing Bangor Transfer Abroad Programme DEVELOPMENT OF A MARKETING CONCEPT Lectures / Reading to cover Some ideas about Marketing Some ideas about Marketing Approaches to Organisations Approaches to Organisations A Marketing Approach A Marketing Approach Core Concepts Core Concepts

Introduction to Marketing Bangor Transfer Abroad Programme IDEAS ABOUT MARKETING An Activity An Activity A Function A Function A Management Process A Management Process An Orientation An Orientation A Social Philosophy A Social Philosophy

Introduction to Marketing Bangor Transfer Abroad Programme DEVELOPMENTS 1950’s 2000’s

Introduction to Marketing Bangor Transfer Abroad Programme APPROACHES TO ORGANISATIONS PRODUCTION orientation PRODUCTION orientation SALES orientation SALES orientation MARKETING orientation MARKETING orientation

Introduction to Marketing Bangor Transfer Abroad Programme MARKETING APPROACH A recognition by the organisation of the primacy of customer values in exchange... A recognition by the organisation of the primacy of customer values in exchange......and the focusing of the whole organisation and all its activities on mutually satisfying exchanges with customers...and the focusing of the whole organisation and all its activities on mutually satisfying exchanges with customers

Introduction to Marketing Bangor Transfer Abroad Programme CORE CONCEPTS EXCHANGE EXCHANGE VALUE VALUE THE TRANSACTION THE TRANSACTION THE RELATIONSHIP (1990’s) THE RELATIONSHIP (1990’s)

Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach Exchange And Value

Introduction to Marketing Bangor Transfer Abroad Programme EXCHANGE I Win, You Lose I Win, You Lose I Win, You Might Win I Win, You Might Win You Win, I Win You Win, I Win

Introduction to Marketing Bangor Transfer Abroad Programme THE EXCHANGE PROCESS UNDERSTANDING UNDERSTANDING - customer values and behaviours CREATING CREATING - customer related values COMMUNICATING COMMUNICATING - to inform and persuade DELIVERING DELIVERING

Introduction to Marketing Bangor Transfer Abroad Programme CUSTOMER VALUES FUNCTIONAL: FUNCTIONAL: - “buying things for what they do” - “buying things for what they do” SYMBOLIC: SYMBOLIC: - “buying things for what they mean” - “buying things for what they mean” EXPERIENTIAL: EXPERIENTIAL: - value from the exchange process - value from the exchange process

Introduction to Marketing Bangor Transfer Abroad Programme THE MARKETING CYCLE Deliver Deliver Communicate Communicate Organisation Customer Create Create Understand Understand

Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach Why Marketing?

Introduction to Marketing Bangor Transfer Abroad Programme MARKETING QUESTIONS: Is it a “rational” idea? Is it a “rational” idea? Is it better than the alternatives? Is it better than the alternatives? Does it work? Does it work?

Introduction to Marketing Bangor Transfer Abroad Programme MARKETING: THE RATIONALE ALL organisations exist to perform something in/with/for the world external to them. ALL organisations exist to perform something in/with/for the world external to them. Organisation objectives are only achieved through EXCHANGES with external world Organisation objectives are only achieved through EXCHANGES with external world

Introduction to Marketing Bangor Transfer Abroad Programme RATIONALE: Within the business - customer exchange relationship, it is the customer who has the power to decide to pay or not to pay.

Introduction to Marketing Bangor Transfer Abroad Programme TWO “COSMIC” FORCES: CUSTOMERS CUSTOMERS - more market literate, demanding, - more market literate, demanding, discriminating discriminating COMPETITION COMPETITION - more direct/ indirect competition, - more direct/ indirect competition, over-supplied markets over-supplied markets

Introduction to Marketing Bangor Transfer Abroad Programme OTHER ORIENTATIONS OTHER ORIENTATIONS PRODUCTION orientation PRODUCTION orientation SALES orientation SALES orientation Both are internally focused and lead to “I win, You Lose” exchange Both are internally focused and lead to “I win, You Lose” exchange

Introduction to Marketing Bangor Transfer Abroad Programme FOCUS ON THE CUSTOMER Customer Focus Customer Focus “Smell” of the Customer “Smell” of the Customer Total Customer Responsiveness Total Customer Responsiveness Customer Obsession Customer Obsession

Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach Market Led, Customer Driven Organisations

Introduction to Marketing Bangor Transfer Abroad Programme MARKETING ORIENTATION STRATEGY STRATEGY CULTURE THEME CULTURE THEME LEADERSHIP LEADERSHIP

Introduction to Marketing Bangor Transfer Abroad Programme MARKET-LED, CUSTOMER DRIVEN Characterised by: * CUSTOMER FOCUS * CUSTOMER FOCUS * LONG TERM VIEW * LONG TERM VIEW * ADEQUATE INFORMATION * ADEQUATE INFORMATION * INTEGRATED ACTIVITIES * INTEGRATED ACTIVITIES * OPERATIONAL EFFICIENCY * OPERATIONAL EFFICIENCY (Kotler) (Kotler)

Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach The Application Of A Marketing Approach

Introduction to Marketing Bangor Transfer Abroad Programme APPLICABILITY A Marketing approach to exchange is applicable in ALL exchange situations A Marketing approach to exchange is applicable in ALL exchange situations How Marketing is organised and managed will vary depending on: How Marketing is organised and managed will vary depending on:

Introduction to Marketing Bangor Transfer Abroad Programme (cont) Nature of external influences Nature of external influences eg. constraints on exchange eg. constraints on exchange Nature of what is being exchanged Nature of what is being exchanged eg. tangibility eg. tangibility Nature of the parties to exchange Nature of the parties to exchange eg. types of objectives eg. types of objectives

Introduction to Marketing Bangor Transfer Abroad Programme BROADENING APPLICATIONS FMCG’s Consumer Durables Business to Business Services marketing Not for Profit Social Marketing 1950’s 1990’s

Introduction to Marketing Bangor Transfer Abroad Programme Marketing – a short definition Selling Products that do not come back – to Customers who do Selling Products that do not come back – to Customers who do