This document provides an introduction to marketing. It defines marketing as identifying and satisfying consumer needs profitably. It discusses that marketing involves a variety of activities including determining segmentation, targeting, and utilizing the four P's (product, price, place, promotion). The key goal of marketing is customer satisfaction in order to help businesses meet their objectives and survive within a dynamic competitive environment. Regular review and adaptation of marketing strategy is important to changes in customer needs and the business landscape.

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