1. Marketing Winter 20001 INTRODUCTION SESSION 1 Tuesday, March 28 2000

2. Marketing Winter 20002 SESSION OUTLINE Presentations Discussion of course outline Definitions of modern marketing Marketing and developing economies Marketing and monopolies Integrated marketing

3. Marketing Winter 20003 ASSIGNMENTS 2 short essays: personal view of marketing concepts applied to your organization situation (40%) Final exam (60%)

4. Marketing Winter 20004 COURSE STRUCTURE Market Analysis –individual analysis of buyer behavior –markets and competition –segmentation and targetting Operational Marketing –marketing mix –product life cycle and marketing strategies

5. Marketing Winter 20005 DEFINITIONS OF MODERN MARKETING Theories and literature (the science of marketing) Commercial activities of an organization (the marketing function) –Strategy –Tactics Managerial approach (marketing concept)

6. Marketing Winter 20006 DEFINITION Marketing concerns an organization’s activities which form the link with its markets, customers, final users, distributors. Marketing allows the exchange of goods, services and ideas, in a way that they satisfy user’s needs and wants and provide a reasonable profit to the company. It also means doing things better than the competition.

7. Marketing Winter 20007 EVOLUTION STAGES Production approach Sales approach Marketing Approach

8. Marketing Winter 20008 Types of Marketing Database marketing Network marketing Industrial companies High tech companies Joint or foreign-owned companies Interaction marketing RELATIONAL Companies with more sophisticated use of technology TRANSACTIONAL Transaction marketing

9. Marketing Winter 20009 MARKETING AND DEVELOPMENT Lack of infrastructure High costs Demand exceeds supply But, … –marketing is not only selling –marketing helps educating

10. Marketing Winter 200010 MARKETING AND MONOPOLIES No competition Price set by the company But, … –competition is more than direct rivals –deregulation

11. Marketing Winter 200011 INTEGRATED MARKETING Market Needs Demand Buyers Segments

12. Marketing Winter 200012 INTEGRATED MARKETING Market Data - internal - secondary - primary M.I.S. Needs Demand Buyers Segments

13. Marketing Winter 200013 INTEGRATED MARKETING Market M.I.S.Organization Analysis Objectives Planning Implementation Control Needs Demand Buyers Segments Data - internal - secondary - primary

14. Marketing Winter 200014 INTEGRATED MARKETING Market Needs Demand Buyers Segments Data - internal - secondary - primary M.I.S.Organization P P P P Marketing Mix Analysis Objectives Planning Implementation Control

15. Marketing Winter 200015 INTEGRATED MARKETING Market Needs Demand Buyers Segments Data - internal - secondary - primary M.I.S.Organization Analysis Objectives Planning Implementation Control P P P P Marketing Mix

16. Marketing Winter 200016 NEXT SESSION Individual buying behaviours Influencing variables Decision-making process The buying centre in the organizations Case discussion: « Helen Subscribes to Electricity » Readings