Download presentation
Presentation is loading. Please wait.
Published byGregory Martin Modified over 9 years ago
1
Part 1 – The Marketing Function
2
Activity: Brainstorm / Modelling – 10 minutes - Pairs List 5 goods or services (things) you have bought or used in the past week? Did you buy or already have them? Why did you buy/use them? How did you know about them?
3
What is marketing? Marketing is a process that provides the link between producers or providers of goods & services and consumers What can marketing extend to?
4
Marketing practices 4 Stages have evolved over time 1.“Make it & it will sell” = PRODUCTION orientation (Eg: T-Model Ford) 2. Persuade existing and new customers to buy what we already produce = SALES orientation (Eg: House Car Insurance) 3.Bring all marketing activities under control of one department to achieve short term business goals = MARKETING DEPARTMENT orientation (Eg: Nike – Air Jordan) 4.Focus on the needs and wants of the consumer and develop products to meet these, also achieving business objectives = MARKET CONCEPT approach
5
Marketing Concept Approach
7
How does marketing relate to business objectives? Marketing plan outlines strategies to bring buyer and seller together Marketing Identifies for the business who, why and where product & market is Customer wants (if satisfied) should lead to repeat sales >>Marketing drives revenue Increased Market Share >> Improved profits
8
Activity – Good Marketing Alignment Product/ServiceWhy this is well marketed Possible Business Objectives Measures 1. JetstarTV Advertising features Holiday’s, sunny places Be number 1 budget/holiday airline of choice Skytrax Airline Awards 2. 3. 4. 5. 6.
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.