The document discusses definitions of marketing from various experts such as Philip Kotler and the Chartered Institute of Marketing, who see marketing as a process of satisfying customer needs through exchange and identifying customer requirements profitably. It also examines key aspects of marketing like the marketing mix, also known as the four P's of product, price, place and promotion, as well as an extended version including people, physical evidence and processes.

1. Marketing
Unit 7

2. What is Marketing?

3. Definitions
Marketing is the human activity directed at satisfying
human needs and wants through an exchange
process
Phillp Kotler 1980
Marketing is a social and managerial process by
which individuals and groups obtain what they want
and need through creating, offering and exchanging
products of value with others
Phillp Kotler 1991

4. Marketing is the management process that identifies, anticipates
and satisfies customer requirements profitably.
The Chartered Institute of Marketing (CIM).
Marketing is the process used to determine what products or
services may be of interest to customers, and the strategy to use
in sales, communications and business development. It
generates the strategy that underlies sales techniques, business
communication, and business developments. It is an integrated
process through which companies build strong customer
relationships and create value for their customers and for
themselves.
Wikipedia

5. Peter Drucker
The goal of marketing is to generate and maintain consumers by
providing goods and/or services that satisfy their needs and wants. So, if
the primary responsibility of a company is to serve its customers, marketing
is the avenue by which that can be accomplished.

6. Peter Drucker
• Drucker explained, "The aim of marketing is to make selling
superfluous. It is to know and understand the customer so well that
the product or service fits him and sells itself. Ideally, marketing should
result in a customer who is ready to buy."
• Drucker's message was simple: ―if marketers do their jobs correctly,
meaning that they focus on their consumer and incessantly innovate,
then all other aspects of the business should fall conveniently into
place.‖
• Drucker elaborated, "Because the purpose of business is to create a
customer, the business enterprise has two—and only two—basic
functions: marketing and innovation. Marketing and innovation
produce results; all the rest are costs. Marketing is the distinguishing,
unique function of the business."

7. The marketing mix
deals with the way in which a business uses price,
product, distribution and promotion to market and sell
its product.
It is known as a “mix” because each ingredient
affects the other and the mix must overall be suitable
to the target customer. These can be adjusted in
diferent ways for different products for different
customers.

8. Four P’s
The marketing mix is often referred to as the “Four P’s‖
•Product - the product (or service) that the we are going
to sell
•Price - how much the customer pays for the product
•Place – how the product is distributed to the customer
•Promotion - how the customer is found and persuaded
to buy the product

10. Extended Marketing Mix

11. Extended (7Ps)
People: All people that are directly or indirectly involved in the
consumption of a service are an important part of the Extended
Marketing Mix. Knowledge workers, employees, management
and consumers often add significant value to the total product
or service offering.
Process: Procedure, mechanisms and flow of activities by which
services are consumed (customer management processes) are
an essential element of the marketing strategy.
Physical Evidence: The ability and environment in which the
service is delivered. Both tangible goods that help to
communicate and perform the service, and the intangible
experience of existing customers and the ability of the business to
relay that customer satisfaction to potential customers.

13. What makes for an effective
marketing mix?
An effective marketing mix is one which:
•Meets customer needs
•Achieves marketing objectives
•Is balanced and consistent
•Creates a competitive advantage for the
business
The marketing mix for each business and
industry will vary; it will also vary over time.

14. Keys to successful
Marketing
http://www.youtube.com/watch?v=c2cDQw-Cmd4
http://www.youtube.com/watch?v=ROBZGM2LhRc

15. Building Blocks to
Successful Marketing
1. Defining your product or service
2. Identifying your target market
3. Knowing your competition
4. Finding a niche
5. Developing awareness
6. Building credibility
7. Being Consistent
8. Maintaining Focus

16. Reading page 65
http://www.youtube.com/watch?v=yTO4
FHf8MBs

17. Selling Dreams
• Promotional Advertising
http://www.youtube.com/watch?v=MmQndanKkRI&feature=related
Local
http://www.youtube.com/watch?v=1-n8tqsISps&feature=related
• Product Placement
http://www.youtube.com/watch?v=fBjK_oavReU
• Celebrity endorsement
http://www.youtube.com/watch?v=uDO9hP-xKL8

18. Skills: Telephoning
Exchanging Information
Useful Information: Page 67 Exercise G
http://www.youtube.com/watch?v=Qsk2scX3wjo
http://www.youtube.com/watch?v=m-W6dXfm7YE

19. References
• 7Ps of Marketing
http://www.cim.co.uk/filestore/resources/10minguides
/7ps.pdf
• Phone ettiquette
http://www.youtube.com/watch?v=Sizse4t4Su4&feat
ure=related

20. Language Review:
Asking Questions
Reference page 124
•When the answer to the question is yes or no we use Auxilary
verbs (Are/ May/ Will/ Do / Did/ Can /Are /Is /Have) before the
subject.
•For open questions we use questions words (6 W’s and how)
Who
What
Where
When
Why
Which
How

21. exercises
• Page 62 exercise A
• Page 63 exercise A
• Page 64 exercise B

22. Vocabulary Words
• Research • Campaign
• Sales • Market research
• Forecast • Consumer goods
• Goods • Sales forecast
• Budget • Advertising
• Market segment • Market share