21_бхмс_узб_тўлиқ_матн_план

1. Introduction to Marketing
• Define marketing
• Why the need for marketing
• Basic principles of marketing
• Marketing strategy - the main elements

2. Introduction to Marketing
Marketing is the management
process responsible for identifying,
anticipating and satisfying
consumers’ requirements
‘profitably’ [CIM]

3. Introduction to Marketing
• All kinds of organisations undertake marketing activities, not
merely businesses
• Non-profit organisations
• Public sector bodies
• Charities / pressure groups
• Thus, a wide variety of marketing methods exist

4. The Marketing Mix – 4Ps
Product
Place [Distribution]
Promotion
Price
Aim is to persuade consumers that they need a product, and through its
consumption a need will be satisfied

5. The Marketing Mix
• a 5th P?
• People i.e. consumers
• Consumers should be central to ALL marketing
activities
• Permeate decisions relating to product, place,
promotion and price

6. Littlewoods
Online catalogue seeks to raise
consumer loyalty by offering a guarantee

7. Toyota promotes the quality of its post-purchase
service by the use of slogans
‘Dealer service shouldn’t be an option’
‘Toyota quality – who could ask for anything
more?’

8. Introduction to Marketing
• Marketing takes place within a dynamic environment
• These outside forces constantly change
• This impacts on the effectiveness of marketing activities

9. Why the need for marketing?
• Creates consumer awareness [of products] – what’s available in
the market
• A business needs to SELL products to survive and grow
• Marketing helps to sell > generate funds to develop new
products > meet changing consumer demand > make profits

10. Marketing Concept
 Not simply making a product and then selling it,
but ‘helping potential customers satisfy their
needs and wants’
 Customer satisfaction is the major aim of
marketing
 Stresses the importance of the consumer
 All marketing activities should begin and end with
the consumer
 The consumer is central to all marketing activities

11. Marketing process
• Discover what will satisfy consumers
• Create products that will satisfy needs and wants of consumers
• Adapt and develop products to keep pace with changing tastes /
desires of consumers

12. Marketing Concept
• A business must not only satisfy consumers but also achieve its
own objectives i.e. increase market share, more sales, higher
profits
• Marketing concept stresses that an organisation can best
achieve its own objectives by ensuring consumer satisfaction

13. Marketing Concept
 Fairly recent; 1950s>
 Henry Ford (1920s) – ‘you can have any colour
car you like, as long as it’s black’
 Satisfying customer needs??
 Implemented by first establishing an information
system to discover the real needs of consumers
 Practical limitations – mass production > unable to
match exact needs of every consumer

14. Marketing strategy
• Segmentation – divide whole market into component parts
• Targeting – selecting and analysing one [or more] of these
component parts
• Adopting an appropriate marketing mix to serve the target
market[s]

15. Marketing Strategy
Implementing requires firm to consider:
• Marketing mix variables
[over which it has control]
• Marketing environment variables
[over which it has very little or no control]

16. Marketing opportunity analysis
• Recognising and analysing opportunities to exploit in the market
place
• Essential for long term survival of business
• Products sold today will not necessarily be popular in 5 or 10
years time
• Continuous product development therefore necessary

17. Product development
• Modify existing products
• Introduce ‘new’ products
• Delete some products from range
• Market to an increasing number, and new groups, of consumers
• Persuade existing consumers to use / buy more
• Expand to new markets / additional countries

18. Developing the marketing mix
• Meeting the needs of those who comprise the target market
• Collect up-to-date information about market trends – changing
constantly

19. Marketing management
The process of planning, organising, implementing and
controlling marketing activities
1. Effectively – how marketing helps the organisation to
achieve its objectives
2. Efficiently – minimising the use of resources in achieving
its objectives

20. Marketing management
• Continuously motivate employees
• Involves establishing performance standards
• To compare actual levels with projected levels
• This enables problems to be detected quickly - minimise any
detrimental impact
• Successful marketing strategy needs to be flexible – due to
changing circumstances

21. Football League Cup - sponsors
• Milk
• Littlewoods
• Rumbelows
• Coca-Cola
• Worthington
• Carling
• Capital One
• Carabao

22. Marketing today
• Greater need than ever
• More competition
• Technological innovation
• Global marketplace
• Greater consumer awareness

23. Summary
• Marketing = a variety of activities
• Takes place in a dynamic environment
• Undertaken by a range of organisations
• Helps to make profits – lifeblood of a firm
• Segmentation - not one size fits all
• Targeting
• Review marketing strategy regularly –internally and externally