Marketing is for Everybody

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Marketing is for Everybody

• THE PURPOSE OF THE COURSE THE PURPOSE OF THE
  TEXT
• TO SHOW THAT MARKETING IS ESSENTIAL
• PROVIDE AN UNDERSTANDING OF THE BASIC MARKETING
  CONCEPTS

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• All Business is
• International Business

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• Canada has a very high amount of imports and
  exports per capita - therefore a lot of our
  business/marketing has to involve international
  aspects
• Therefore a Global-Marketing Approach is indeed
  a very appropriate sub-title for the text

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The Good Life

• We have a very high standard of living in Canada,
  according to the United Nations, we have the 1
  most desirable place to live
• Canadas ability to retain its high standard of
  living depends on our skills at competing
  efficiently on a global and local scale

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So, if we want to keep things good We have to
have a good understanding of marketing, here
locally, and globally
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What is Marketing ?

• Selling ?
• Advertising ?

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What is Marketing ?

• We use the word Marketing to describe such things
  as
• analyzing the needs of the people
• trying to guess what types of products they want
• estimate how much they will buy
• predict when they will want to buy
• determine where they go to buy the stuff

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What is Marketing ?

• . And,
• figure out the best price to sell it at - and can
  you still make a profit selling it at that price
• decide on promotional things to create awareness
  about the product
• look at the competition to see what they are
  doing with pricing, features etc.

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• Introduction
• Marketing is concerned with anticipating
  customer demand and directing the flow of goods
  from producers to consumers
• Marketing has to do with matching producers
  outputs to consumers activities (wants, needs)

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• Serving the needs of customers is what business
  should be all about Marketing is the business
  function that interprets customer needs to the
  rest of the organization.
• Marketing should begin with the customer needs -
  NOT with the production process. Mktg should
  anticipate needs.

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Marketing - the formal definition
Process of planning and executing the conception,
pricing, promotion, and distribution of ideas,
goods, and services to create exchanges that
satisfy individuals and organizational objectives.
This Formal Definition is used by other texts
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Process of . Planning and executing N
carrying out actions the conception, (creation
of the idea) pricing, promotion, and
distribution of STUFF stuff ideas, goods,
and services to create exchanges customer gets
the product, mfg. gets the that satisfy J
people people individuals and organizational
objectives.
Marketing - the formal definition
This Formal Definition is used by other texts
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Why should we know about Mktg

• Cause,,,,,,,,,,,,,,,,,, it effects a lot of what
  you do
• In some cases, the COST of marketing a product
  makes it very expensive, soooooo, if you know
  where to buy it without the marketing costs
  included (ie. Wholesale) you can save a lot of
  money

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Why should we know about Mktg

• Also, Cause,,,,,,,,,,,,,,,,,, marketing people in
  a company bring in the money - so their jobs are
  important, so they get paid a lot.
• If you get involved in the marketing side, you
  are being involved in the INCOME side of the
  company and your job is very critical (ie. - hard
  to ever fire you or lay you off)

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The Importance of Marketing

• Why study Marketing - cause you can get a JOB in
  Marketing !!
• Canada is a very multi-cultural country
• We can buy products from all over the world
• Selling new products to Canadians requires new
  marketing approaches - THEREFORE there will be
  many new job opportunities

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The Importance of Marketing

• Marketing is a core business discipline
• The study of marketing is important to the basics
  of running a business, big or small
• When you buy a product - the cost of marketing
  amounts to 40 60 of the totaleg. If we buy
  shoes for 70, 35 of that 70 has been spent on
  marketing (including advertising, market
  research, development etc.)

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The Importance of Marketing

• Getting a JOB in Marketing !!
• Personal selling
• Advertising
• Package Design
• Transportation
• Storage
• Marketing Research
• Product Development
• Wholesaling
• Retailing

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The Importance of Marketing

• Importance to Companies
• When you work in the marketing department of a
  company you are part of LINE personnel
• LINE personnel are always more critical than
  STAFF personnel because LINE personnel bring in
  the money - therefore your job is revenue
  earning, not revenue spending

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Why should we know about Mktg

• You can get to be C.E.O. and Chairman of the
  Board
• Marketing is often the route to the top
• Almost always the C.E.O. comes from the V.P.
  Marketing, not V.P. Human Resources or V.P.
  Government Relations

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The Importance of Marketing

• Getting a JOB in Marketing !!
• In addition, many people working with NPOs also
  do marketing
• Promoting political parties
• Cultural groups
• Religious organizations
• Civic organizations eg. Kiwanas, Shriners
• Charitable organizations eg. Red Cross, Salvation
  Army

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Marketing

• Marketing is something companies do, and it is
  also a characteristic of our society
• It is both a set of activities performed by
  organizations, and a social process

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• Micro Marketing
• Macro Marketing

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• Micro Marketing
• Macro Marketing

Micro - marketing for a company Macro - the
whole economy
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• Micro Marketing
• Macro Marketing

Micro - marketing for a company, things you do to
accomplish the organizations objectives
(companies and NPOs) Macro - the whole economy
and its flow of goods and services from producers
to consumers
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• Micro Marketing
• Macro Marketing

Micro - Its not just selling stuff, but also
looking at what the customers want Macro -
Looking at how everybody in the country can have
access to things they need. Government has to
make sure everybody has fair access.
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• Micro Marketing
• Macro Marketing

• Micro Mktg is the main focus
• of this text

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Micro-Macro Dilemma

• Government has to step in cause not everything
  would be produced fairly by companies - so
  regulation needed
• eg. It would be cheaper to make cars without
  airbags and seatbelts - but govt insists they
  must - so it has to be don

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Micro-Macro Dilemma

• Government has to step in cause not everything
  would be produced fairly by companies - so
  regulation needed
• eg 2. It would be cheaper to make beer cans from
  raw material cause the price of mineral ore is
  low - but the govt insists a certain must be
  recycled to reduce waste and pollution

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The 8 Marketing Functions

• Buying
• Selling
• Transporting
• Storing
• Grading
• Financing
• Risk Taking
• Market Information

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The 8 Marketing Functions
These 8 functions are the same in several
textbooks, and important for you to learn
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The Marketing Functions
Nickels, McHugh Berman Understanding Canadian
Business 2nd Edition as used in GNED 119
Beckman, Kurtz Boone Foundations of Marketing
6th Edition as used in MKTG 116
Buying Buying Selling Selling Transporting
Transportation Storing Storage Grading
Standardization Financing Finance
(Credit) Risk Taking Risk Bearing Information
Collection Research
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WHO does the marketing functions ?

• From a Macro-point of view
• Centrally planned economy (communism)- its done
  mostly by the government
• Market-direct economy (capitalism)- its done by
  various companies, middlemen, brokers etc.
  Page 27

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• Innovation

Innovation is encouraged by a market-directed
economy (capitalism) because people who come up
with new ideas are free to try and market them
and make a fortune. In a communist country,
government has strict controls on the means of
production so there is a limit to what people
can manufacture. In a capitalist economy, people
are always trying think of new ways to satisfy
un-met needs, and, this encourage new thinking
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Advocacy Advertising

• You are not trying to sell a product, you are
  trying to get people to believe in something, or
  behave in a certain wayeg.- Dont drink and
  drive- Canadian Cancer Society- recycle- use
  the TTC, save gas

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• ETHICS

One of the big complaints about marketing is that
ppl act unethical in order to make a
sale. Sometimes it is easy to forget that morals
are based on your own cultural standards and in
different cultures, people have different
opinions about what is ethical. Eg. Bribery is
perfectly acceptable in some parts of Asia and
Latin America, but unacceptable in USA and
Canada page 22
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Marketing Concept - Social Responsibility

• Ethics

• - improve positive effects on Society and reduce
  negative effects
• - environmental problems
• - social responsibility conflicts with profit
  objective(raises ?, is mktg concept desirable)

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Marketing Concept - Social Responsibility

• Ethics

• -? Of social responsibility cutting into profits
• - some companies have been very successful at
  dealing with this eg. BODY SHOP
• - they realize it is a way to endear themselves
  to trendy customers

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Marketing Concept - Social Responsibility

• Ethics

• -? What if it cuts into profits
• Answer - increasing quality may cost more in
  production, but you may make this money back in
  increased sales which come about as the customers
  realize you have a very good quality product -
  this will reduce the advertising costs and
  customer service/warranty costs and ensure
  customer satisfaction re brand loyalty

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Marketing Concept - Social Responsibility

• Ethics

• Written Codes of Ethics
• page 25 AMA