Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach The Development Of A Marketing Concept

Introduction to MarketingIntroduction to Marketing

Bangor Transfer Abroad ProgrammeBangor Transfer Abroad Programme

Marketing As An ApproachMarketing As An Approach

The Development Of A The Development Of A Marketing ConceptMarketing Concept



DEVELOPMENT OF A DEVELOPMENT OF A MARKETING CONCEPTMARKETING CONCEPT

Lectures / Reading to coverLectures / Reading to cover

Some ideas about Marketing Some ideas about Marketing

Approaches to OrganisationsApproaches to Organisations A Marketing ApproachA Marketing Approach Core ConceptsCore Concepts



IDEAS ABOUT MARKETINGIDEAS ABOUT MARKETING An ActivityAn Activity A FunctionA Function A Management ProcessA Management Process An Orientation An Orientation A Social PhilosophyA Social Philosophy



DEVELOPMENTSDEVELOPMENTS

B R O A D E N IN G T H E M A R K E T IN G C O N C E P T

A C T IV IT Y F U N C T IO N M A N A G E M E N TP R O C E S S

O R IE N T A T IO N SO CIAL PHILIO SO PHY

1950’s 2000’s



APPROACHES TO APPROACHES TO ORGANISATIONSORGANISATIONS

PRODUCTION orientationPRODUCTION orientation SALES orientationSALES orientation MARKETING orientationMARKETING orientation



MARKETING APPROACHMARKETING APPROACH

A recognition by the organisation of A recognition by the organisation of the primacy of customer values in the primacy of customer values in exchange...exchange...

...and the focusing of the whole ...and the focusing of the whole organisation and all its activities on organisation and all its activities on mutually satisfying exchanges with mutually satisfying exchanges with customers customers



CORE CONCEPTSCORE CONCEPTS

EXCHANGEEXCHANGE VALUEVALUE THE TRANSACTIONTHE TRANSACTION THE RELATIONSHIP (1990’s)THE RELATIONSHIP (1990’s)




Exchange And ValueExchange And Value



EXCHANGEEXCHANGE

I Win, You LoseI Win, You Lose

I Win, You Might WinI Win, You Might Win

You Win, I WinYou Win, I Win



THE EXCHANGE PROCESSTHE EXCHANGE PROCESS

UNDERSTANDINGUNDERSTANDING

- customer values and behaviours- customer values and behaviours CREATINGCREATING

- customer related valuescustomer related values COMMUNICATINGCOMMUNICATING

- - to inform and persuadeto inform and persuade DELIVERINGDELIVERING



CUSTOMER VALUESCUSTOMER VALUES

FUNCTIONAL:FUNCTIONAL:

- “buying things for what they do”- “buying things for what they do” SYMBOLIC:SYMBOLIC:

- “buying things for what they mean”- “buying things for what they mean” EXPERIENTIAL:EXPERIENTIAL:

- value from the exchange process- value from the exchange process



THE MARKETING CYCLETHE MARKETING CYCLE

DeliverDeliver

CommunicateCommunicate

Organisation Organisation CustomerCustomer

CreateCreate

UnderstandUnderstand




Why Marketing?Why Marketing?



MARKETING QUESTIONS:MARKETING QUESTIONS:

Is it a “rational” idea?Is it a “rational” idea? Is it better than the alternatives?Is it better than the alternatives? Does it work?Does it work?



MARKETING: THE MARKETING: THE RATIONALERATIONALE

ALL organisations exist to perform ALL organisations exist to perform something in/with/for the world something in/with/for the world external to them.external to them.

Organisation objectives are only Organisation objectives are only achieved through achieved through EXCHANGESEXCHANGES with with external worldexternal world



RATIONALE:RATIONALE:

Within the business - customer Within the business - customer exchange relationship, it is exchange relationship, it is the the customer who has the power to customer who has the power to decide to pay or not to pay.decide to pay or not to pay.



TWO “COSMIC” FORCES:TWO “COSMIC” FORCES:

CUSTOMERSCUSTOMERS

- more market literate, demanding,- more market literate, demanding,

discriminatingdiscriminating

COMPETITIONCOMPETITION

- more direct/ indirect competition,- more direct/ indirect competition,

over-supplied marketsover-supplied markets



OTHER ORIENTATIONSOTHER ORIENTATIONS PRODUCTION orientationPRODUCTION orientation

SALES orientationSALES orientation

BothBoth are internally focused and lead are internally focused and lead to “I win, You Lose” to “I win, You Lose” exchangeexchange



FOCUS ON THE CUSTOMERFOCUS ON THE CUSTOMER Customer FocusCustomer Focus

““Smell” of the CustomerSmell” of the Customer

Total Customer ResponsivenessTotal Customer Responsiveness

Customer ObsessionCustomer Obsession




Market Led, Customer Driven Market Led, Customer Driven OrganisationsOrganisations



MARKETING ORIENTATIONMARKETING ORIENTATION

STRATEGYSTRATEGY

CULTURE THEMECULTURE THEME

LEADERSHIPLEADERSHIP



MARKET-LED, CUSTOMER MARKET-LED, CUSTOMER DRIVENDRIVENCharacterised by:Characterised by:

* * CUSTOMER FOCUSCUSTOMER FOCUS

* LONG TERM VIEW* LONG TERM VIEW

* ADEQUATE INFORMATION* ADEQUATE INFORMATION

* INTEGRATED ACTIVITIES* INTEGRATED ACTIVITIES

* OPERATIONAL EFFICIENCY* OPERATIONAL EFFICIENCY

(Kotler)(Kotler)




The Application Of A The Application Of A Marketing ApproachMarketing Approach



APPLICABILITYAPPLICABILITY

A Marketing approach to exchange is A Marketing approach to exchange is applicable in ALL exchange situationsapplicable in ALL exchange situations

How Marketing is organised and How Marketing is organised and managed will vary depending on:managed will vary depending on:



(cont)(cont)

Nature of external influencesNature of external influences

eg. constraints on exchangeeg. constraints on exchange Nature of what is being exchangedNature of what is being exchanged

eg. tangibilityeg. tangibility Nature of the parties to exchangeNature of the parties to exchange

eg. types of objectives eg. types of objectives



BROADENING BROADENING APPLICATIONSAPPLICATIONS

FMCG’s

Consumer Durables

Business to Business

Services marketing

Not for Profit

Social Marketing

1950’s

1990’s



Marketing – a short Marketing – a short definitiondefinition

Selling Products that do not Selling Products that do not come back – to Customers come back – to Customers who dowho do

Documents

Introduction to Marketing Bangor Transfer Abroad Programme Marketing As An Approach The Development Of A Marketing Concept