1. Marketing - The role of marketing
Topic 4

2. Learning objectives
Recognise the difference between market orientation and product orientation
Understand the distinction between consumer goods and service markets and industrial markets
Analyse the marketing of non-profit making organisations
HL – Analyse asset led marketing and social marketing

3. http://www. huhmagazine. co

4. Marketing consumer goods and services
Tangible goods are marketed in different ways to intangible consumer services
Why?

5. Marketing approaches Market orientation and product orientation
The move towards market orientation (market led) is becoming common
But, product orientation is still there
Technology becoming available and passing this onto consumers
Product orientation is based on producing high quality goods
Market Orientation
Outward looking approach basing product decisions on consumer demand, as established by market research
Product Orientation
Inward looking approach that focuses on making products that can be made – or have been made for a long time – and trying to sell them

6. Evaluation of these two approaches
Trying to cater to all consumers needs and wants and ever changing trends is reliant on resources available
Investing into R&D to create a product may prove better – Dyson vacuums

7. HL Asset – Led Marketing
Approach to marketing based on a firms strengths and assets instead of purely on what the customer wants
Uses market research too but focuses more on its own strengths (competencies)
E.G Levis only produces clothes

8. Social Marketing HL
Considers not only the demands of consumers but also the effects on all members of the public involved in some way when the firms meet these demands
Includes stakeholders
Social marketing implications
Attempts to balance three concerns: company profits, consumer wants, society’s interests
May be a difference between short term consumer wants (low prices) and long term consumer welfare
Businesses should still aim to identify consumer needs and wants but in a way that enhances consumer welfare
Gives a competitive advantage and consumers usually prefer socially responsible companies

9. Social marketing poses a question
I´m having a TOK moment
Social marketing poses a question
Is the central purpose of marketing a
management tool to help maximise profits
or should it be
a means of satisfying consumer needs profitably, but with minimum damage and cost to society?
DEBATE

10. Marketing in non-profit making organisations
Important to maintain high ethical standards
Constant feedback on the success of charity campaigns
Free publicity, fund raising etc.

11. Marketing Plans
Detailed report on an organisation’s marketing strategy
Key components include:
SMART marketing objectives
Strategic plans
Specific marketing actions
Marketing budget

12. Marketing plans Benefits Limitations Plans provide focus
Marketing strategies linked to SMART objectives will increase likelihood of success
Budget should be adequate
Plans are not revised to meet changing internal \ external changes
Constant reviewing