1. chapter 1
marketing
dynamics

2. learning objectives_1 Define what marketing is
Trace the development of marketing as a way of doing business and consider the ways in which marketing is changing
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3. learning objectives_2
Appreciate the importance and contribution of marketing as both a business function and an interface between the organisation and its customers
Understand the scope of tasks undertaken in marketing, and the range of different organisational situations in which marketing is applied
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4. Marketing Defined
Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange and satisfy individual and organisational objectives
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5. Shared Points Marketing is a management process
Marketing is about giving customers what they want
Marketing identifies and anticipates customer requirements
Marketing fulfills customer requirements profitably
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6. eg Napolina
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7. Other Aspects Exchange of ideas, goods, and services
Pricing, promotion, and distribution of ideas, goods, and services
Relationship marketing
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8. Figure 1.1 Exchange Transactions
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9. Wider Definition of Marketing
Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the parties involved are met. This is achieved by mutual exchange and fulfillment of promises.
(Grönroos, 1997)
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10. Marketing History and Business Orientations
Production
Product
Selling
Marketing
Ethical and Sustainable
Marketing
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11. eg Tetra Pak suffered from a production orientation
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12. Figure 1.2 Marketing approaches
FUNCTION
Primarily sales and
promotional support
Sales
supporters
A guiding
philosophy
for the whole
organisation
Confined to what
the marketing
department does
Unsures
Departmental
marketers
Marketing
philosophers
Identifying and meeting
customer needs
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13. Success Factors Interfunctional orientation Competitor orientation
Customer orientation
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14. Sustainable Marketing Defined
Sustainable marketing is the establishment, maintenance, and enhancement of customer relationships so that the objectives of the parties involved are met without compromising the ability of future generations to achieve their own objectives.
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15. Figure 1.3 The Organisation’s Environment
Suppliers
Our organisation
Competition
Intermediaries
Customers
The Marketing Environment
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16. The Internal Organisation
Finance
R & D,
Engineering
Purchasing
Organisation
Production
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17. Figure 1.4 Marketing as an Interface
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18. Marketing Management Responsibilities
Identifying customer needs
Satisfying customer needs
Strategic vision
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19. The Marketing Mix: Product and Promotion
Development
Management
Features/benefits
Branding
Packaging
After-sales service
Promotion
Communication mix
Advertising
Sales promotion
Sales
Public relations
Direct marketing
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20. The Marketing Mix: Price and Place
Costs
Profitability
Value for money
Competitiveness
Incentives
Place
Access to market
Channel structure
Channel management
Retailer image
Logistics
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21. Additional Ps People Processes Physical evidence 1-21
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22. Marketing Scope Consumer goods Non-profit Industrial goods marketing
Service goods
Small business
marketing
International
marketing
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23. Key Terms_1
_____ are goods that are sold to organisations for: (a) incorporation into producing other products; or (b) supporting the production of other products directly or indirectly; or (c) resale.
B2B goods
The nature and quality of the social and economic interaction between two parties is referred to as the _____.
Buyer-seller relationship
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24. Key Terms_2
When a firm has a clear advantage over the competition in terms of one or more elements of the marketing mix that is valued by potential customers, it has a _____.
Competitive edge
_____ are goods that are sold to individuals for their own or their families' use.
Consumer goods
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25. Key Terms_3
What term describes the need for organisations to consider the good of the wider communities, within which they exist in terms of the impact of their way of conducting business and the activities they undertake?
Corporate social responsibility
Another term for competitive edge is _____.
Differential advantage
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26. Key Terms_4
The _____ is the interaction between buyer and seller in which each party gives the other something of value.
Exchange process
What does the acronym, fmcg, stand for?
Fast moving consumer goods
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27. Key Terms_5
In services markets, the encounter and interaction between the service provider and the customer is referred to as _____.
Interactive marketing
What application of marketing is concerned with developing and managing trade across international boundaries?
International marketing
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28. Key Terms_6
The term _____ refers to use of the internet to communicate with the marketplace, promote, sell and/or distribute products.
Internet marketing
_____ is creating and holding customers by producing goods or services that are needed, communicating the product benefits, ensuring products are accessible and available at a price that customers are prepared to pay.
Marketing
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29. Key Terms_7 The _____ refers to a philosophy of business.
Marketing concept
Organisation’s make decisions in the context of an external world, called the _____.
Marketing environment
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30. Key Terms_8
The combination of the 4Ps that creates an offering to potential customers is called the _____.
Marketing mix
A _____ is an approach to business that centres its activities on satisfying the needs and wants of its customers.
Marketing orientation
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31. Key Terms_9
When marketing activities are undertaken by organisations which do not have profit generation as a prime corporate objective, they are called _____.
Non-profit marketing
What approach to business centres its activities on the assumption that customers simply want the best possible quality for their money?
Product orientation
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32. Key Terms_10
What approach to business centres its activities on producing goods more efficiently and cost effectively?
Production orientation
_____ puts particular emphasis on building a longer-term, more intimate bond between an organisation and its individual customers.
Relationship marketing
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33. Key Terms_11
What approach to business centres its activities on selling whatever it can produce?
Sales orientation
The treatment of relationships so that the objectives are met without compromising the ability of future generations to achieve their own objectives is called _____.
Sustainable marketing
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34. Key Terms_12 What are the 4 Ps? Product, place, price, and promotion
What are the additional 3 Ps reflected in the 7Ps?
People, processes, and physical evidence
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