1. A Brief History of Marketing
Mr Kuhn

2. What is Marketing?
Professors often define "marketing" as "all the processes involved in getting a product or service from the manufacturer or seller to the ultimate consumer."
It includes creating the product or service concept, identifying who is likely to purchase it, promoting it and moving it through the proper selling channels.

3. The Importance of “The Exchange”
Extremely important to marketing is the exchange of benefits between the company and the customer.
Example:
You buy a coffee to stay awake in class
You get caffeine and Tim Hortons gets money
The main goal of marketing is to maintain the exchange of goods or services and continually grow their customers through a marketing plan

4. Marketing Vs Advertising
Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc.
Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.
Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

5. Marketing Vs Advertising
The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement.
Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal.
Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

6. The History of Marketing
Initial Emphasis: The Product
Companies who believe that a quality product at a reasonable price will sell itself
Companies often offer a small amount of variety and can lower prices due to the lack of marketing need to sell the product
Example
Henry Ford believed that if he made a single product with no variety (The Model T) he would be able to sell it at a price so low that everybody would be able to afford it. It would therefore sell itself
"They can have any colour car as long as it is black"
Today, very few companies attempt to survive by this outdated approach

7. The History of Marketing
A Change in Thought: Selling
As more businesses and products came into the market, companies had to start convincing people to buy their products
Companies began spending large amounts of money to "hard sell" their customers to buy their products
Customers at this point became increasingly harder to satisfy because of the variety of products available to them

8. The History of Marketing
Selling as a Science: Marketing
Companies began to build products based on what the customer wanted/needed
At this point, immense amounts of work went into researching what the customers wanted, what they wanted to pay, what advertising they responded to, and what was the best way to get them their product
Companies at this point focused on how to stay ahead of their competition in a variety of different ways
Example
Innovation (Sony and the Walkman)
In the late 70s Sony listened to its customers and developed the Walkman. Customers for the first time could take music with them in public and listen to it privately
Customer Base and Image (Harley Davidson)
Davidson's market share was being taken over by cheap Asian brands so it rebranded itself as a premium brand and started marketing towards professionals

9. The History of Marketing
The Modern Approach: Socially Responsible Marketing
The newest trend in marketing is to follow all the traditional rules of marketing, but to get involved in social causes such as the environment
A study in Canada found that over 70% of consumers believe big companies should be involved in improving the world. As companies are always trying to improve their market share, it is important that companies listen to the consumer
Whereas some companies create campaigns to improve the world in addition to their product (charities and fundraising) some companies use their product as a socially responsible product (eg. Electric cars)
Cause marketing is when companies create programs to benefit society such as that by TOMS shoes