Intro tomarketing

From Basic Marketing, Shapiro, 9th
Cdn Ed. ppt slides created by Prof. Tim Richardson
An intro to Marketing Slide 1
Marketing is for Everybody
THE PURPOSE OF THE COURSE &
THE PURPOSE OF THE TEXT
• TO SHOW THAT MARKETING IS
ESSENTIAL
• PROVIDE AN UNDERSTANDING OF
THE BASIC MARKETING CONCEPTS

• Canada has a very high amount of
imports and exports per capita -
therefore a lot of our
business/marketing has to involve
international aspects
• Therefore a “Global-Marketing
Approach” is indeed a very appropriate
sub-title for the text

The Good Life
• We have a very high standard of living
in Canada, according to the United
Nations, we have the #1 most desirable
place to live
• “Canada’s ability to retain its high
standard of living depends on our
skills at competing efficiently on a
global and local scale”

So, if we want to keep things
good
We have to have a good
understanding of marketing,
here locally, and globally

What is Marketing ?
Selling ?
Advertising ?
Page 4

What is Marketing ?
We use the word Marketing to describe
such things as
• analyzing the needs of the people
• trying to guess what types of products
they want
• estimate how much they will buy
• predict when they will want to buy
• determine where they go to buy the
stuff
Page 5

What is Marketing ?
…. And,
• figure out the best price to sell it at - and
can you still make a profit selling it at
that price
• decide on promotional things to create
awareness about the product
• look at the competition to see what they
are doing with pricing, features etc.

Introduction
• “Marketing is concerned with
anticipating customer demand and
directing the flow of goods from
producers to consumers”
• Marketing has to do with matching
producer’s outputs to consumer’s
activities (wants, needs)

Serving the needs of customers is what
business should be all about …
Marketing is the business function that
interprets customer needs to the rest of
the organization.
Marketing should begin with the customer
needs - NOT with the production process.
Mktg should anticipate needs.

Process of planning and executing
the conception, pricing, promotion,
and distribution of ideas, goods,
and services to create exchanges
that satisfy individuals and
organizational objectives.
Marketing - the formal definition
This
Form
al D
efinition
is
used
by
other texts

Process of …………….
Planning and executing  = carrying out actions
the conception, = (creation of the idea)
pricing, promotion, and
distribution of “STUFF” stuff = ideas, goods, and services
to create exchanges = customer gets the product, mfg. gets the $$
that satisfy  people
people = individuals and organizational objectives.
Marketing - the formal definition
This Formal Definition is used by other texts

Why should we know about Mktg
• Cause,,,,,,,,,,,,,,,,,, it effects a lot of what
you do
• In some cases, the COST of marketing
a product makes it very expensive,
soooooo, if you know where to buy it
without the marketing costs included (ie.
Wholesale) you can save a lot of money
Page 8

• Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a
company bring in the moneybring in the money - so their jobs
are important, so they get paid a lot.
• If you get involved in the marketing side, you
are being involved in the INCOME side of the
company and your job is very critical (ie. -
hard to ever fire you or lay you off)

The Importance of Marketing
• Why study Marketing - ‘cause you can get a
JOB in Marketing !!
• Canada is a very multi-cultural country
• We can buy products from all over the world
• Selling new products to Canadians requires
new marketing approaches - THEREFORE
there will be many new job opportunities

• Marketing is a core business discipline
• The study of marketing is important to
the basics of running a business, big or
small
• When you buy a product - the cost of marketing amounts to
40 ~ 60% of the total
eg. If we buy shoes for $70,
$35 of that 70 has been spent on marketing (including
advertising, market research, development etc.)

Getting a JOB in Marketing !!
• Personal selling
• Advertising
• Package Design
• Transportation
• Storage
• Marketing Research
• Product Development
• Wholesaling
• Retailing

Importance to Companies
• When you work in the marketing
department of a company you are part
of LINE personnel
• LINE personnel are always more critical
than STAFF personnel because LINE
personnel “bring in the money” -
therefore your job is revenue earning,
not revenue spending

• You can get to be C.E.O. and Chairman of
the Board
• “Marketing is often the route to the top”
• Almost always the C.E.O. comes from the
V.P. Marketing, not V.P. Human Resources
or V.P. Government Relations

Getting a JOB in Marketing !!
In addition, many people working with NPO’s also
do marketing
• Promoting political parties
• Cultural groups
• Religious organizations
• Civic organizations eg. Kiwanas, Shriners
• Charitable organizations eg. Red Cross, Salvation
Army

Marketing
• Marketing is something companies do,
and it is also a characteristic of our
society
• “It is both a set of activities performed
by organizations, and a social process”

Page 9

Page9
Micro - marketing for a company
Macro - the whole economy

Micro - marketing for a company, things
you do to accomplish the organizations
objectives (companies and NPO’s)
Macro - the whole economy and its flow
of goods and services from producers to
consumers
Page 10

Micro - Its not just selling stuff, but also
looking at what the customers want
Macro - Looking at how everybody in
the country can have access to things
they need. Government has to make
sure everybody has fair access. Page 10

Micro-Macro Dilemma
• Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
• eg. It would be cheaper to make cars
without airbags and seatbelts - but gov’t
insists they must - so it has to be don

Micro-Macro Dilemma
• Government has to step in cause not
everything would be produced fairly by
companies - so regulation needed
• eg #2. It would be cheaper to make
beer cans from raw material cause the
price of mineral ore is low - but the gov’t
insists a certain % must be recycled to
reduce waste and pollution

The 8 Marketing Functions
• Buying
•Selling
•Transporting
•Storing
•Grading
•Financing
•Risk Taking
•Market Information
Page 26

The 8 Marketing Functions
These 8 functions are the same in
several textbooks, and important for
you to learn

An intro to Marketing Slide 31The Marketing Functions
Buying Buying
Selling Selling
Transporting Transportation
Storing Storage
Grading Standardization
Financing Finance (Credit)
Risk Taking Risk Bearing
Information Collection Research
Beckman, Kurtz & Boone
Foundations of Marketing
6th Edition as used in MKTG 116
Nickels, McHugh & Berman
Understanding Canadian
Business 2nd Edition as used in GNED 119

WHO does the marketing
functions ?
From a Macro-point of view
• Centrally planned economy
(communism)
- its done mostly by the government
• Market-direct economy (capitalism)
- its done by various companies,
middlemen, brokers etc.
Page 27

Innovation is encouraged by a market-directed economy
(capitalism) because people who come up with new ideas are
free to try and market them and make a fortune. In a
communist country, government has strict controls on the
“means of production” so there is a limit to what people can
manufacture.
In a capitalist economy, people are always trying think of new
ways to satisfy un-met needs, and, this encourage new
thinking
Page 29

Advocacy Advertising
• You are not trying to sell a product, you
are trying to get people to believe in
something, or behave in a certain way
eg.
- Don’t drink and drive
- Canadian Cancer Society
- recycle
- use the TTC, save gas

One of the big complaints about marketing is that ppl
act unethical in order to make a sale.
Sometimes it is easy to forget that morals are based
on your own cultural standards and in different
cultures, people have different opinions about what is
ethical.
Eg. Bribery is perfectly acceptable in some parts of
Asia and Latin America, but unacceptable in USA and
Canada
page 22

Marketing Concept
- Social Responsibility
- “improve positive effects on Society and
reduce negative effects…”
- environmental problems
- social responsibility conflicts with profit
objective
(raises ?, is mktg concept desirable)

Marketing Concept
-? Of social responsibility cutting into
profits
- some companies have been very
successful at dealing with this eg. BODY
SHOP
- they realize it is a way to endear
themselves to trendy customers

Marketing Concept
-? What if it cuts into profits
Answer - increasing quality may cost more in
production, but you may make this money back
in increased sales which come about as the
customers realize you have a very good quality
product - this will reduce the advertising costs
and customer service/warranty costs and
ensure customer satisfaction re: brand loyalty

Marketing Concept
Written Codes of Ethics
page 25 AMA

Intro tomarketing

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