2. WHAT IS MARKETING?
Marketing is not only much broader than selling,
it is not a specialized activity at all It
encompasses the entire business. It is the whole
business seen from the point of view of the final
result, that is, from the customer's point of view.
Concern and responsibility for marketing must
therefore permeate all areas of the enterprise.
(Drucker)
3. MARKETING…
…is a management process
…is about giving customers what they want
…identifies and anticipates customer requirements
…fulfils customer requirements profitably (but not
always!)
…offers and exchanges ideas, goods and services
4. BUSINESS ORIENTATIONS
What are the different business orientations?
Explain using examples...
5. MARKETING MANAGEMENT PHILOSOPHIES
•Consumers favour products that are
Production Orientation available and highly affordable.
•Improve production and distribution.
Product Orientation Consumers favour products that offer
the most quality, performance, and
innovative features.
Sales Orientation •Consumers will buy products only if
the company promotes/ sells these
products.
Marketing Orientation Focuses on needs/ wants of target
markets & delivering satisfaction
better than competitors.
Societal Marketing Concept
5
•Focuses on needs/ wants of target
markets & delivering superior value.
6. Cash
Slake thirst
Individual PepsiCo
Insurance premiums
Medical treatment
Patient Private
hospital
Fees
Education
Student University
Time
Sense of community service
Volunteer Non-profit youth group
Vote
Sense of economic/social progress
Voter Political party
Taxes
A good read
Reader Public library
8. STAGE 4: RESEARCHING CUSTOMERS
METHODOLOGIES
Internal
Sources
Secondary
External
Research Sources
Process
Range of
Primary
Methods
8
8
9. PRIMARY RESEARCH METHODOLOGIES
Qualitative Quantitative Observation
Info on Attitudes Info on Numbers Categories:
In-depth Interviews Questionnaires Secretive (CCTV)
Focus Groups Participatory
Mystery Shoppers
11. THE ORGANISATION’S MARKETING
ENVIRONMENT
MACRO
The economy
Cultural Demography
forces Suppliers MICRO
Distributors
The & dealers
public The
Social organisation
factors
INTERNAL Customers
Competitors
Legal
Political structures
structures
Technology
11
What tools can you use to analuyse these environments?
12. STP
Segmentation – dividing the market into distinctive
groups
Targeting – selecting a segment to target
Positioning – developing a marketing strategy
which positions the product in relation to rivals in
order to appeal to target segments
13. SEGMENTATION
The segment must be:
Relatively homogeneous group
Distinctive and identifiable
Accessible
Actionable
Measureable
Sufficiently large to be profitable
15. Consumer segmentation methods
Variable Examples
Behavioural
Benefits sought Convenience, status/image, performance
Purchase occasion Emergency purchase, gift purchase, regular purchase
Purchase behaviour Innovators, solus buyers (usually brand loyal), brand switchers
Usage Heavy / light / or non users of a product / service
Perceptions, beliefs Views of women towards beauty market
Psychographic
Lifestyle Trendsetters, conservatives, sophisticates
Personality Extrovert consumers vs. introverts
Profile
Age Under 12s, 12-18, 65+, teenagers, 30 somethings
Gender Female, male
Life cycle Young single, young couples, young parents, empty nesters, retired
Social class Upper / professional, middle, skilled working, unskilled, unemployed
Final education age 16, 18 or 21 years
Income Income breakdown according to segmentation objectives
Geographic North vs. south, urban vs. rural, region or country
16. EXAMPLE QUESTIONS
“Customers are at the centre of everything the
company does, with marketing acting as the
mediating function between customers and other
functions.” Critically examine this statement and
support your answer with examples from your own
working environment and also more generally.
17. SOLUTION
Introduction
Definition of marketing
Role of marketing management
Demonstrate how all parts / functions of the
organisation are linked to and work together within
this marketing orientation to
understand, create, communicate and deliver
customer value and satisfaction.
Application – use examples of companies to
answer the questions.
18. EXAMPLE QUESTION
“Branding means more than just the labelling of
products to distinguish one from another.
Successful branding has other aspects that make it
one of the most powerful tools of modern
marketing.” Critically examine this statement, using
examples to support your answer.
19. TYPICAL ANSWER
Requires you to consider the role and value of branding
in today’s competitive markets.
Start by defining what a ‘brand’ is, considering the core
and augmented product, then to discuss the importance
of branding for organisations.
What about the value of brand positioning and brand
equity, importance of brand names, and creation of
brand awareness – using relevant examples to illustrate
points.
Better answers will also evaluate in the context of global
markets, again using relevant examples.
20. EXAMPLE QUESTION
You work as Head of Marketing Research for a
manufacturer of laundry detergent who distributes
its brand internationally. Critically examine how
marketing research can help this company to make
effective business decisions.
21. TYPICAL ANSWER
The question requires you to answer within the specific
context of the laundry detergent market.
You would be expected to define what marketing
research is and discuss the role / value of such activity
for this organisation, in terms of helping the company
make effective marketing decisions in highly competitive
markets – considering issues such as:
language, culture, consumption behaviour / patterns,
You should also refer to the need for
relevant, accurate, reliable, valid and current
information; the use of primary and secondary data;
issues / complexities of conducting consumer and
competitor research; etc.
23. EXAM TECHNIQUE
Don’t be tired
Natural to feel nervous
Get there early
Come equipped
Bring water
Read the question!
Don’t forget to apply to example organisations
Plan your answer
Plan time in relation to mark allocation
Write neatly
Don’t get stuck...move on!
