1. The Nature of Marketing

2. Individual Homework due Tuesday 24th
Read case on page 19: Marketing and Society I.I Marketing good or evil? Upload in thinkwave your reflection. Time limit: Tuesday 24th 10:30 am

3. Customer Relationship Management (CRM)
All kinds of organizations are now becoming proficient users of customer relationship management systems to get to know their customers better and to interact with them on a regular basis.

4. Alternative Business Orientations

5. Market-Oriented Businesses vs Internally Orientated Businesses
Market-orientated businesses
Internally orientated businesses
Customer concern throughout business
Convenience comes first
Know customer choice criteria and match with marketing mix
Assume price and product performance key to most sales
Segment by customer differences
Segment by product
Invest in market research (MR) and track market changes
Rely on anecdotes and received wisdom
Welcome change
Cherish status quo
Try to understand competition
Ignore competition
Marketing spend regarded as an investment
Marketing spend regarded as a luxury
Innovation rewarded
Innovation punished
Search for latent markets
Stick with the same
Be fast
Why rush?
Strive for competitive advantage
Happy to be me-too

6. Marketing Objectives
The definition of marketing objectives may be derived from the results of the marketing audit and the SWOT analysis

7. SWOT Analysis

8. The Ansoff Matrix

9. The Marketing Mix
Product
Promotion
Price
The Marketing Mix
Place

10. Marketing and Performance
Value-based marketing is where the objective of marketing is seen as contributing to the maximization of shareholder value (Doyle)
A chain of marketing productivity demonstrates how marketing investments are reflected in firm outcomes (Rust et al)

11. Marketing Metrics A key emerging area of control is marketing metrics
Two key elements of marketing metrics:
The effectiveness of operational marketing activity and
The impact of marketing on the bottom line

12. The Scope of Marketing
Marketing is used to promote important societal causes
Social marketing where marketing is used to promote important societal causes has grown dramatically

13. The Marketing Planning Process
Stages in the planning process
Business Mission
Marketing audit
SWOT analysis
Marketing objectives Strategic objectives
Strategic thrust
Core strategy Competitive advantage
Target markets
Marketing mix decisions
Organizations and implementation
Control

14. Class activity Tuesday 24th
Teams (2 p):
Identify 2 examples of organizations that you consider provide customer value, and describe how they do it.
Analyze figure 1.4 pg 14. Choose one real Company in one market and prepare a SWOT analysis as an example.

15. Remember….
Next Thursday: Quiz chapter 1
Start Reading chapter 2