2. Agenda IKEA Case study answers Advertising v marketing Flexible numbers Official course kick off www.studyismybuddy.com

3. Nature And Role Of Markets And Marketing Stage 6 Business Studies Syllabus Prepared by K. Giveen October, 2010

4. Agenda The role of marketing in the firm and in society Ethics Types of markets — resource, industrial, intermediate, consumer, mass, niche Production–selling–marketing orientation The marketing concept — customer orientation, relationship marketing Marketing planning process

5. The Role Of Marketing 1.To find out what customers want 2.To develop products that will meet that want through: Understanding the target market better than competitors Servicing the customers better than competitors

6. Typical Organisation Chart Managing Director Human Resources Consultants Operations Director Heads of Business CFOAccountantsCIO Technology Managers Marketing Director Product Managers Sales

7. Marketing In The Firm

8. Marketing In Society To provide goods and services that society needs

9. Ethics What do you think about the following exchange: “Excuse me,” said the young man in a suit to the mother with two children who was walking through the shopping Mall. “Would you mind answering some questions for a survey we are conducting on the importance of education?” “Certainly,” she said. “Do you think education is important?” he asked. Following the answer, “Yes,” he asked if she wanted her own children to get the best education available and eventually sold her a set of encyclopedias' for $3 000. It was a clever sales pitch but do you think it was ethical behaviour?

10. Classifying Ethical Behaviours

11. Ethical Behaviour?

12. Types of Markets Resource Industrial Intermediate Consumer Mass Niche

13. Production Selling Market Orientation

14. The Marketing Concept Customer Orientation Relationship Marketing

15. Marketing Planning Process