Unit 1 i Int roduct ion t o Market ing Int roduct ion t o Market - PowerPoint PPT Presentation

Unit 1 – i Int roduct ion t o Market ing Int roduct ion t o Market ing 1 CuuDuongThanCong.com https://fb.com/tailieudientucntt

About Me… b  Professor Mark Runge   markrunge.rmit@ k it@ gmail.com il  Cell # by request  Office hours are by appointment 2 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Class S t ruct ure  The course will be structured as follows –  I will lecture for the first part of class  I will then assign discussion questions for groups to answer. You will have 20min to formulate your answers. You will then share these answers with answers. You will then share these answers with the class. 3 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Assessment  Assignment 1 : A mid-term closed book exam  Assignment 1 : A mid term closed book exam of 1.5 hours (40% ) March 19 & 20 2013  Assignment 2 : One group presentation and written report (60% )  Presentations are to be 15 minutes in length with use of PPT slides I will provide each group the use of PPT slides. I will provide each group the topic. Presented April 30 & May 1, 7 & 8 2013  I will provide the topic and guidelines after the Tet holiday. 4 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Unit 1: Obj ect ives b  Understand the role of marketing  Describe key organizational orientations  U d  Understand key marketing concepts and t d k k ti t d definitions  Analyze the impact of maj or environmental forces y p j like technology, globalization and de-regulation on organizations and their approach to marketing.  Discuss the sources of competitive advantage and  Discuss the sources of competitive advantage and the bases from which organizations compete.  Understanding the difference between marketing of goods and the marketing of services. f d d h k f 5 CuuDuongThanCong.com https://fb.com/tailieudientucntt

How does Market ing fit in? d k f  There are four key management  There are four key management disciplines  Finance/ Accounting Fi / A ti  Information Technology  Human Resources Management  Marketing 6 CuuDuongThanCong.com https://fb.com/tailieudientucntt

What is Market ing? What is Market ing? 7 CuuDuongThanCong.com https://fb.com/tailieudientucntt

What is Market ing? h k S imply put: Marketing is the delivery of customer satisfaction d li f t ti f ti at a profit. Goals: Attract new customers by Goals: Attract ne c stomers b promising superior value and keep and grow current customers keep and grow current customers by delivering satisfaction. 8 CuuDuongThanCong.com https://fb.com/tailieudientucntt

The Role of Market ing  “ Marketing is so basic that it cannot be considered a separate function. It is the whole p business seen from the point of view of its final result, that is, from the customer’ s point of view… view… Business success is not determined by the Business success is not determined by the producer but by the consumer” (Drucker 1973)  “ Marketing is the delivery of customer value and satisfaction at a profit. The goal of marketing is ti f ti t fit Th l f k ti i to attract new customers by promising superior value, and to keep customers by delivering p y g satisfaction” (Kotler et al. 2001) 9 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Market ing Defined k f d Process by which individuals and groups obtain what they need need and want through creating and want h h d exchanging products exchanging products and value with others. h h 10 CuuDuongThanCong.com https://fb.com/tailieudientucntt

What are Consumers Needs, What are Consumers’ Needs, Want s, and Demands? Needs Needs - state of felt deprivation including physical, social, and individual needs i.e hunger Wants Wants - form that a human Wants Wants form that a human need takes as shaped by culture and individual personality i.e. bread Demands Demands - human wants backed by buying power backed by buying power i.e. money 11 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Example: Maslow’ s Hierarchy Of Needs Self Actualisation Self Esteem Social and Belonging Safety Physiological 12 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Wh What Will S Will S at isfy Consumers’ i f C ’ Needs and Want s? Needs and Want s? Products Anything that can be Offered to a Market to Satisfy a Need or Want y g y Experiences Persons Places Organizations Activities Ideas 13 CuuDuongThanCong.com https://fb.com/tailieudientucntt

14 yst em https://fb.com/tailieudientucntt Modern Market ing S k CuuDuongThanCong.com d

Market ing Management k Involves managing demand, which involves managing Marketing customer relationships Management Management Finding and increasing Demand Demand demand, also changing or demand also changing or Management reducing demand such as in Demarketing Profitable P fit bl Attracting new customers and Att ti t d retaining and building Customer relationships with current Relationships customers customers 15 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Market ing Management Philosophies Production Concept Production Concept Product Concept Product Concept Selling Concept Selling Concept g g p p Marketing Concept Marketing Concept Societal Marketing Concept Societal Marketing Concept 16 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Market ing and S Market ing and S ales Concept s ales Concept s Cont rast ed 17 CuuDuongThanCong.com https://fb.com/tailieudientucntt

ociet al Market ing g 18 Concept https://fb.com/tailieudientucntt S CuuDuongThanCong.com

What are t he maj or What are t he maj or differences bet ween t he Market ing Concept and t he S S ociet al Market ing Concept ? ociet al Market ing Concept ? 19 CuuDuongThanCong.com https://fb.com/tailieudientucntt

What is a Product ?  A PRODUCT is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.  Includes:  Physical Obj ects  S ervices  Events  Persons  Places  Organisations  Ideas  Combinations of the above C bi i f h b 20 CuuDuongThanCong.com https://fb.com/tailieudientucntt

What is a S ervice?  A S ERVICE is a form of product that consist of p activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything the ownership of anything.  Examples include:  Banking  Hotels  Tax preparation  Home repair services  Home repair services 21 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Product s, S Product s, S ervices, and Experiences ervices, and Experiences Service Tangible Good With With Pure Pure Hybrid Hybrid With With Pure Accompanying Tangible Offer Accompanying Service Minor Goods Good Services Auto With Auto With Airline Trip Airline Trip Accompanying With Soap Restaurant Doctor’s Repair Accompanying Exam Services Services Snacks Snacks 22 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Nat ure and Charact erist ic of Nat ure and Charact erist ic of a S ervice 23 CuuDuongThanCong.com https://fb.com/tailieudientucntt

Reviewing t he Concept s  Define what marketing is and discuss its core concepts.  Explain the relationships between customer value, satisfaction, and quality.  Define marketing management and examine how marketers manage demand and build profitable customer relationships. l i hi  Compare the five marketing management philosophies. hil hi 24 CuuDuongThanCong.com https://fb.com/tailieudientucntt