典型教学案例简介案例一56.ppt

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,All Business is International Business,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,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”,So, if we want to keep things good We have to have a good understanding of marketing, here locally, and globally,What is Marketing ?,Selling ? Advertising ?,Page 4,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,Page 5,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.,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),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.,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.,Marketing - the formal definition,This Formal Definition is used by other texts,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,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,Page 8,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),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,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 total eg. If we buy shoes for $70, $35 of that 70 has been spent on marketing (including advertising, market research, development etc.),The Importance of Marketing,Getting a JOB in Marketing ! Personal selling Advertising Package Design Transportation Storage Marketing Research Product Development Wholesaling Retailing,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,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,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,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”,Micro Marketing Macro Marketing,Page 9,Micro Marketing Macro Marketing,Page9,Micro - marketing for a company Macro - the whole economy,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,Page 10,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.,Page 10,Micro Marketing Macro Marketing,Micro Mktg is the main focus of this text,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,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,The 8 Marketing Functions,Buying Selling Transporting Storing Grading Financing Risk Taking Market Information,Page 26,The 8 Marketing Functions,These 8 functions are the same in several textbooks, and important for you to learn,The Marketing Functions,Buying Buying Selling Selling Transporting Transportation Storing Storage Grading Standardization Financing Finance (Credit) Risk Taking Risk Bearing Information Collection Research,Beckman, Kurtz & Boone Foundations of Marketing 6th Edition as used in MKTG 116,Nickels, McHugh & Berman Understanding Canadian Business 2nd Edition as used in GNED 119,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,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,Page 29,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 way eg. - Dont drink and drive - Canadian Cancer Society - recycle - use the TTC, save gas,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,Marketing Concept - Social Responsibility,- “im