Phase Test 1 Revision Seminar 105MKT Marketing Essentials The marketing concept The marketing environment Understanding consumer behaviour Organizational buyer behaviour Marketing Research and Information Systems Ethics and Corporate social responsibility Segmentation, Targeting and Positioning Seminar Objectives “Because the purpose of business is to create and keep customers, it only has two central functions – marketing and innovation. The basic function of marketing is to attract and retain customers at a profit.” Peter Drucker Marketing Definitions The management process which identifies, anticipates and satisfies customers requirements profitably. (CIM) The Marketing Concept Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal Achievement The belief that corporate goals can be achieved through customer satisfaction Creating Customer Value Product benefits Service benefits Relational benefits Image benefits Monetary costs Time costs Energy costs Psychological costs Customer value Perceived benefits Perceived sacrifice Positive Negative An effective Marketing Mix: - Created a competitive advantage - Matches customer needs - Well balanced - Matches corporate resources The Marketing Mix Product Price Promotion Place The Marketing Environment Company Microenvironment Macroenvironment Ecological Political/Legal Technological Social Economic Suppliers Customers Distributors Competitors Customers Competition Distributors Suppliers The Microenvironment These have an impact on the opportunities and threats facing an organisation. Customers – centre of marketing effort – must be monitored and needs must be served, these can change Competition - must be aware of what they are doing, also be aware of new entrants etc. Distributors – if distributors are used they also need to be offering the customers the same service. They need to match a companies business need. Suppliers – need to match the needs of the business and be able to supply on time. This will have an impact on customer satisfaction ect. Decision Making Unit (DMU) Influencer Financier/Decider Initiator Buyer User Decision Making Process (DMP) Need Recognition/ Problem Awareness Information Search Evaluation of Alternatives Purchase Post-purchase evaluation Levels of involvement StageLow InvolvementHigh InvolvementNeed recognition/ problem awarenessMinorMajor, personally importantInformation searchLimited searchExtensive searchEvaluation of alternatives and the purchaseFew alternatives evaluated on few choice criteriaMany alternatives evaluated on many choice criteriaPost-purchase evaluation of the decisionL.

1. Phase Test 1
Revision Seminar
105MKT Marketing Essentials
The marketing concept
The marketing environment
Understanding consumer behaviour
Organizational buyer behaviour
Marketing Research and Information Systems
Ethics and Corporate social responsibility
Segmentation, Targeting and Positioning
Seminar Objectives
“Because the purpose of business is to create and keep
customers, it only has two central functions – marketing and
innovation. The basic function of marketing is to attract and
retain customers at a profit.”
Peter Drucker

2. Marketing Definitions
The management process which identifies, anticipates and
satisfies customers requirements profitably.
(CIM)
The Marketing Concept
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
Customer orientation
Corporate activities
are focused upon
providing customer
satisfaction
Integrated effort
All staff accept the
responsibility for
creating customer
satisfaction
Goal Achievement
The belief that
corporate goals can
be achieved through
customer satisfaction

3. Creating Customer Value
Product benefits
Service benefits
Relational benefits
Image benefits
Monetary costs
Time costs
Energy costs
Psychological costs
Customer value
Perceived benefits
Perceived sacrifice
Positive
Negative
An effective Marketing Mix:
- Created a competitive advantage

4. - Matches customer needs
- Well balanced
- Matches corporate resources
The Marketing Mix
Product
Price
Promotion
Place
The Marketing Environment
Company
Microenvironment
Macroenvironment
Ecological
Political/Legal
Technological
Social
Economic
Suppliers
Customers
Distributors
Competitors

5. Customers
Competition
Distributors
Suppliers
The Microenvironment
These have an impact on the opportunities and threats facing an
organisation.
Customers – centre of marketing effort – must be monitored and
needs must be served, these can change
Competition - must be aware of what they are doing, also be
aware of new entrants etc.
Distributors – if distributors are used they also need to be
offering the customers the same service. They need to match a
companies business need.
Suppliers – need to match the needs of the business and be able
to supply on time. This will have an impact on customer
satisfaction ect.
Decision Making Unit (DMU)

6. Influencer
Financier/Decider
Initiator
Buyer
User
Decision Making Process (DMP)
Need Recognition/
Problem Awareness
Information Search
Evaluation of
Alternatives
Purchase
Post-purchase
evaluation

7. Levels of involvement
StageLow InvolvementHigh InvolvementNeed recognition/
problem awarenessMinorMajor, personally
importantInformation searchLimited searchExtensive
searchEvaluation of alternatives and the purchaseFew
alternatives evaluated on few choice criteriaMany alternatives
evaluated on many choice criteriaPost-purchase evaluation of
the decisionLimited evaluationExtensive evaluation including
media search
Organizational Buying Behaviour
Decision Making Unit
User
Influencer
Decider
Buyer
Initiator
Financier
Gatekeeper

8. Organizational Decision Making Process
Recognition of a problem (need)
Determination of specification and quantity of needed item
Search for and qualification of potential sources
Acquisition and analysis of proposals
Evaluation of proposals and selection of supplier(s)
Selection of an order routine
Performance feedback and evaluation
New Task
- First time the company have bought this product/service
- Need for a lot of information
- A number of people involved in DMU
- DMP is much longer

9. Modified Rebuy
- Regular requirement for the product but there has been a
change which requires more deliberation in the buying process
- More people involved in the DMU
Straight Rebuy
- Organisation buys previously purchased item from
existing supplier
- Routine purchase
- DMP is short
- DMU not open to influence
Types of Organizational Purchases
The Market Research Process
Determine the Research Design
Analyse and Interpret the Data
Define Research Problem
Choose Method for Collecting Primary Data
Design the Sample
Collect the Data
Prepare the Research Report

10. Primary Vs Secondary
Exploratory Vs Descriptive Vs Causal
Qualitative Vs Quantitative
Types of Marketing Research
The Sampling Process
Define the population
Search for sampling frame
Specify sampling method
Determine sample size
Select the sample
Marketing Information System

11. Internal Company Data
Marketing Intelligence
Marketing Research
Acquired Databases
Computer Hardware and Software
Information for Marketing Decisions
Ethics
Moral principles and values that govern the actions and
decisions of an individual or group.
Business Ethics
Moral principles and values that guide a firm’s behaviour.
Marketing Ethics
Moral principles and values that guide behaviour within
the field of marketing and cover issues such as product safety,
truthfulness in marketing communications, honesty in
relationships with customers and distributors, pricing issues and
the impact of marketing decisions on the environment and
society.
Ethics

12. The ethical principle that an organization should be accountable
for how its behaviour might affect society and the environment.
Corporate Social Responsibility
Internal marketing
Dimensions
Employee Relations
Supply Chain
Consumer
Social (community involvement)
Physical environment
Societal marketing/
cause-related marketing
Societal marketing
Fairtrade marketing
Sustainable marketing
Marketing response

13. Segmenting, Targeting and Positioning
Positioning
Understand consumer perceptions
Position products through communication
Design appropriate marketing mix
Segmentation
Consider variables for segmenting market
Look at profile of emerging segments
Validate segments emerging
Targeting
Decide on targeting strategy
Decide which and how many segments should be targeted
Segmenting Consumer Markets
Consumer segmentation
Behavioural

14. Benefits sought
Purchase occasion
Purchase behaviour
Usage
Perceptions and beliefs
Lifestyle
Personality
Demographic
Socio-economic
Geographic
Psychographic
Profile
Target Marketing Strategies

15. Marketing Mix
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
Marketing Mix 1
Marketing Mix 2
Marketing Mix 3
The Market
Segment 1
Segment 2
Segment 3
Customer 1
Customer 2
Customer 3
Undifferentiated
Differentiated
Customized
Marketing Mix
Single Segment
Focused
Perceptual maps can be used to gauge the position of a
product/service/company in the market place.

16. Perceptual Mapping
Coventry University
Faculty of Business and Law
Re-sit Coursework 2016 (Jan16 Starters)
Any work submitted after the deadline will receive a mark of
0%.
Deadline: Monday August 22nd 2016 at 11.55pm
IMPORTANT – PLEASE READ THIS WARNING
REGARDING PLAGIARISM
Assessments must be all your own work and must not have been
copied in part or in whole from any other source, such as books
or the internet, or from other students’ work. If you wish to use
another author’s exact words in a short quotation this must be
clearly marked up in inverted commas with the exact source
given, including page number, so that the reader can clearly see
which words have been copied and are not your own. Just
quoting references used at the end is not sufficient.
Please see your course handbook or the Faculty website for
more information on referencing and university regulations on
plagiarism.
Instructions for Submission
Students should submit their coursework on the Turnitin facility
provided on the 105MKT moodle page.

17. Please state the name of the Module Leader clearly on your
work.
Module title: Marketing Essentials
Module Number: 105MKT
Module Leader: Geoff Alcock
Word limit: 2000
RESIT COURSEWORK QUESTIONS:
Answer BOTH Section A and Section B
Section A
Identify and explain the key macro and micro environmental
factors which will impact on the marketing planning for a
consumer electronics product of your choice over the next 12
months in a defined geographical market of your choice.
Word Limit 750 words
Section B
Define segmentation, targeting and positioning.For your chosen
product, identify and define a target market segment and desired
positioning for the product, and explain how all elements of the
marketing mix can be used to achieve success in your target
segment.
Word Limit 1250 words
END
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