2. Overview
Marketing plays a fundamentally important role within
the organisation, helping to understand consumers
better, develop products that meet their needs and
communicate to them. It also helps formulate an
organisation’s mission, vision and strategy for the
future.
In this introductory lecture, we will explore the role of
marketing within an organisation and society at large.
We will also determine the marketing approach to
understanding a target audience’s needs and
thereafter build a strategy through the marketing mix.
Finally, we will look at the different types of marketing
approaches and gain an understanding of the planning
process.
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3. Learning Outcomes
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• Define marketing and explain its role in society
• Be able to articulate the marketing concept
• Describe the main components of the marketing
mix
• Be able to describe the different types of
marketing
• Critically evaluate and communicate the
marketing planning process
4. What is marketing?
The aim of marketing is to
know and understand the
customer so well the product
or service fits him and sells
itself.
Peter Drucker
Marketing is a contest for
people’s attention.
Seth Godin
13. Different Orientations Explained
View video: http://education-portal.com/academy/lesson/marketing-production-sales-
societal-marketing-orientation.html#lesson
14. So what is the marketing process?
Understanding
what your
customers
needs and
wants.
Giving it to
them in a way
they want it.
Telling them in
a way and
place that they
will listen and
act.
15. Understanding your customers needs, wants
and desires
Needs
Differences between a
person’s actual state
and his or her ideal
state; they provide the
basic motivation to
make a purchase.
Wants
Specific goods,
services, experiences,
or other entities that
are desirable in light of
a person’s
experiences, culture,
and personality.
Putting yourself in the
customers shoes
21. What is the role of marketing in society?
View video: https://www.youtube.com/watch?v=ZobiigxgCzg
22. Foster the Exchange Process & Utility
Exchange Process
The act of obtaining a desired
object or service from another
party by offering something of
value in return.
Transaction
An exchange of value between
parties.
Source: Bovee, et al (2013)
23. But it has a wider societal responsibility:
Highlight Social Issues
Analyse these adverts and their call to action.
27. Business to Consumer
Business or transactions conducted directly between a
company and consumers who are the end-users of its products
or services.
Source: Bovee, et al (2013)
29. Business to Business
A type of commerce transaction that exists between
businesses, such as those involving a manufacturer and
wholesaler, or a wholesaler and a retailer. Business to
business refers to business that is conducted between
companies, rather than between a company and individual
consumers.
Consider:
Source: Wikipedia
30. Consumer to Consumer
Consumer-to-consumer (C2C) marketing is the creation of a
product or service with the specific promotional strategy
being for consumers to share that product or service with
others as brand advocates based on the value of the product.
Source: Wikipedia
31. Essential work for next week
• Please consult the OLE for details of:
– Essential readings*
– Seminar/workshop preparation work*
– Recommended further readings
– Any additional learning
* Essential readings and preparation work must always be completed in time
for the next session.
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