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1、From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 1Marketing is for EverybodyTHE PURPOSE OF THE COURSE & THE PURPOSE OF THE TEXTTO SHOW THAT MARKETING IS ESSENTIALPROVIDE AN UNDERSTANDING OF THE BASIC MARKETING CONCEPTSFrom Basic Marketin
2、g, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 2From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 3Canada has a very high amount of imports and exports per capita - therefore a lot of our busi
3、ness/marketing has to involve international aspectsTherefore a “Global-Marketing Approach is indeed a very appropriate sub-title for the textFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 4The Good LifeWe have a very high standard of l
4、iving 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 scaleFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Ric
5、hardsonAn intro to MarketingSlide 5So, if we want to keep things good We have to have a good understanding of marketing, here locally, and globallyFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 6What is Marketing ?Selling ?Advertising
6、?Page 4From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 7What is Marketing ?We use the word Marketing to describe such things asanalyzing the needs of the peopletrying to guess what types of products they wantestimate how much they will
7、buypredict when they will want to buydetermine where they go to buy the stuffPage 5From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 8What is Marketing ?. And,figure out the best price to sell it at - and can you still make a profit selli
8、ng it at that pricedecide on promotional things to create awareness about the productlook at the competition to see what they are doing with pricing, features etc.From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 9Introduction“Marketing i
9、s concerned with anticipating customer demand and directing the flow of goods from producers to consumersMarketing has to do with matching producers outputs to consumers activities (wants, needs)From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to Marketin
10、gSlide 10Serving 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. From Basic Ma
11、rketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 11Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives.Marketi
12、ng - the formal definitionThis Formal Definition is used by other textsFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 12Process of .Planning and executing N = carrying out actionsthe conception, = (creation of the idea)pricing, promoti
13、on, and distribution of “STUFF stuff = ideas, goods, and servicesto create exchanges = customer gets the product, mfg. gets the $that satisfy J peoplepeople = individuals and organizational objectives.Marketing - the formal definitionThis Formal Definition is used by other textsFrom Basic Marketing,
14、 Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 13Why should we know about MktgCause, it effects a lot of what you doIn some cases, the COST of marketing a product makes it very expensive, soooooo, if you know where to buy it without the marketing costs inc
15、luded (ie. Wholesale) you can save a lot of moneyPage 8From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 14Why should we know about MktgAlso, Cause, marketing people in a company bring in the money - so their jobs are important, so they g
16、et 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)From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide
17、15The Importance of MarketingWhy study Marketing - cause you can get a JOB in Marketing !Canada is a very multi-cultural countryWe can buy products from all over the worldSelling new products to Canadians requires new marketing approaches - THEREFORE there will be many new job opportunitiesFrom Basi
18、c Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 16The Importance of MarketingMarketing is a core business disciplineThe study of marketing is important to the basics of running a business, big or smallWhen you buy a product - the cost of marketi
19、ng 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.)From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 17The Importance of Marke
20、tingGetting a JOB in Marketing !Personal sellingAdvertisingPackage DesignTransportationStorageMarketing ResearchProduct DevelopmentWholesalingRetailingFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 18The Importance of MarketingImportan
21、ce to CompaniesWhen you work in the marketing department of a company you are part of LINE personnelLINE personnel are always more critical than STAFF personnel because LINE personnel “bring in the money - therefore your job is revenue earning, not revenue spendingFrom Basic Marketing, Shapiro, 9th
22、Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 19Why should we know about MktgYou 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 R
23、elationsFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 20The Importance of MarketingGetting a JOB in Marketing !In addition, many people working with NPOs also do marketingPromoting political partiesCultural groupsReligious organizatio
24、nsCivic organizations eg. Kiwanas, ShrinersCharitable organizations eg. Red Cross, Salvation ArmyFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 21MarketingMarketing is something companies do, and it is also a characteristic of our soci
25、ety“It is both a set of activities performed by organizations, and a social processFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 22Page 9From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to
26、MarketingSlide 23Page9Micro - marketing for a companyMacro - the whole economyFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 24Micro - marketing for a company, things you do to accomplish the organizations objectives (companies and NPO
27、s)Macro - the whole economy and its flow of goods and services from producers to consumersPage 10From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 25Micro - Its not just selling stuff, but also looking at what the customers wantMacro - Lo
28、oking at how everybody in the country can have access to things they need. Government has to make sure everybody has fair access. Page 10From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 26From Basic Marketing, Shapiro, 9th Cdn Ed. ppt sl
29、ides created by Prof. Tim RichardsonAn intro to MarketingSlide 27Micro-Macro DilemmaGovernment has to step in cause not everything would be produced fairly by companies - so regulation neededeg. It would be cheaper to make cars without airbags and seatbelts - but govt insists they must - so it has t
30、o be donFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 28Micro-Macro DilemmaGovernment has to step in cause not everything would be produced fairly by companies - so regulation neededeg #2. It would be cheaper to make beer cans from ra
31、w material cause the price of mineral ore is low - but the govt insists a certain % must be recycled to reduce waste and pollutionFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 29The 8 Marketing Functions BuyingSellingTransportingStori
32、ngGradingFinancingRisk TakingMarket Information Page 26From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 30The 8 Marketing Functions These 8 functions are the same in several textbooks, and important for you to learnFrom Basic Marketing,
33、Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 31The Marketing FunctionsBuyingBuyingSellingSellingTransportingTransportationStoringStorageGradingStandardizationFinancingFinance (Credit)Risk TakingRisk BearingInformation Collection ResearchBeckman, Kurtz & B
34、ooneFoundations of Marketing 6th Edition as used in MKTG 116Nickels, McHugh & BermanUnderstanding Canadian Business 2nd Edition as used in GNED 119From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 32WHO does the marketing functions ?From
35、a Macro-point of viewCentrally planned economy (communism)- its done mostly by the governmentMarket-direct economy (capitalism)- its done by various companies, middlemen, brokers etc. Page 27From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSli
36、de 33Innovation 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.
37、In a capitalist economy, people are always trying think of new ways to satisfy un-met needs, and, this encourage new thinkingPage 29From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 34Advocacy AdvertisingYou are not trying to sell a produ
38、ct, 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 gasFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 35One of the big compl
39、aints 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 La
40、tin America, but unacceptable in USA and Canada page 22From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 36Marketing Concept - Social Responsibility- “improve positive effects on Society and reduce negative effects- environmental problems
41、- social responsibility conflicts with profit objective(raises ?, is mktg concept desirable)From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 37Marketing Concept - Social Responsibility-? Of social responsibility cutting into profits- som
42、e companies have been very successful at dealing with this eg. BODY SHOP- they realize it is a way to endear themselves to trendy customersFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 38Marketing Concept - Social Responsibility-? Wha
43、t if it cuts into profitsAnswer - 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 loyaltyFrom Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim RichardsonAn intro to MarketingSlide 39Marketing Concept - Social ResponsibilityWritten Codes of Ethicspage 25 AMA
