Introduction to Marketing Analysis

Slides:

Advertisements

Similar presentations

Introduction to Marketing

Advertisements

Misconceptions of Marketing Marketing Concept

11/11/08 Developing a Successful Marketing Strategy and Plan Transition to Value Added Products.

©2000 Prentice Hall Objectives ä Course Organization ä Tasks of Marketing ä Major Concepts & Tools of Marketing ä Marketplace Orientations ä Marketing’s.

Marketing Management in A Tourism Destination Pertemuan 17-18

©2004 Prentice Hall16-1 Marketing Process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services.

Copyright Atomic Dog Publishing, 2007 Chapter 1: “Marketing Today” Joel R. Evans & Barry Berman Marketing, 10e: Marketing in the 21st Century.

Marketing Today Evans & Berman Chapter 1.

Introduction to Consumer Behavior. Overview of the Course Syllabus and course expectations –On the web at –

PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.

TRIHADI PUDIAWAN ERHAN Universitas Pembangunan Jaya

1 The syllabus of Principles of Marketing. 2 Principles of Marketing,11 edition, （影印版）清华大学出版社， 2007 年 6 月.

Copyright © Houghton Mifflin Company. All rights reserved. 1–11–1 Marketing Deals with Products, Price, Distribution, and Promotion The Marketing Mix –Four.

Unit Two Business Management.  Learning Intentions: We will be able to :  Outline the marketing function and its relationship to business objectives.

Strategic Marketing WELCOME Dos & Don’ts Ask Questions.

4 P’s and Small ‘m’ Marketing Ted Mitchell. Big and Small ‘m’ Marketing Big M marketing is Strategic Marketing – Focus on Market Creation, goals and long.

Chapter 1 marketing dynamics.

Building Customer Relationships Through Effective Marketing

Business / Marketing Minor Marketing Fundamentals M21439 Session 3: Operational Objectives & The Marketing Mix.

Business / Marketing Minor Marketing Fundamentals M21439 Session 5: Appropriate Mixes & Stakeholder Relationships.

Marketing 420 MKT Contemporary Issues in Marketing.

one Marketing now PART Chapter 1: Marketing

NETA PowerPoint Presentations to accompany The Future of Business Fourth Edition Adapted by Norm Althouse, University of Calgary Copyright © 2014 by Nelson.

Understanding Principles Of Marketing Pertemuan 09 Matakuliah: J Pengantar Bisnis Tahun: 2009.

MGT-519 STRATEGIC MARKETING AAMER SIDDIQI. LECTURE 01 INTRODUCTION.

Lecture 19. Part Three: Understanding Principles of Marketing 10.Understanding Market Processes And Consumer Behavior 11.Developing And Pricing Products.

Chapter 12 Building Customer Relationships Through Effective Marketing.

Chapter 12 1 Understanding the Customer Prepared by Norm Althouse University of Calgary Prepared by Norm Althouse University of Calgary Copyright © 2011.

Chapter 3 Advertising and the Marketing Process Outline What is marketing? The marketing concept and relationship marketing The four tools of marketing.

© Prentice Hall, 2005Excellence in Business, Revised Edition Chapter Fundamentals of Marketing, Customers, and Strategic Marketing Planning.

Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. Introduction to Marketing.

Seafood Marketing One definition of marketing is: Individuals and organizational activities that facilitate and expedite satisfying exchange relationships.

Marketing 333 Introduction to Marketing Chapter 18 Developing Innovative Marketing Plans.

Near East University Faculty Of Economics & Administrative Sciences MAN Introduction To Business Week 6 - Marketing Tuğberk KAYA 

Defining markets and marketing environment Adapting to the new market economy.

D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.

Fashion MARKETING.

Marketing Basics. What is Marketing?  Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,

MARKETING I Introduction to Marketing. LEARNING OBJECTIVES …to understand the general meaning of Marketing …to recognise the importance of Marketing.

Chapter One The field of marketing. What is marketing? n Societal definition: Any exchange activity intended to satisfy human wants. n Business definition:

© 2000 South-Western College Publishing Slide #1 Marketing Management 2nd Edition Chapter 1: Overview of Marketing Michael R. Czinkota and Masaaki Kotabe.

D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.

MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,

D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.

Target Market - Review What is a market? ◦ People who share similar needs and wants and have the ability to purchase a given product are a market What.

MARKETING UNIT 12. WHAT IS MARKETING? CHOOSE THE BEST DEFINITION. ‘ The aim of marketing is to make selling superfluous.’- Peter Drucker (i.e. you must.

Marketing September 16, Notes - Marketing Mix Marketing Mix Activity.

INTRODUCTION TO MARKETING SHAH KEVAL En. No.:

MARKETING MIX. What is Marketing Mix? The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet.

Marketing mix  “The set of marketing tools that the firm uses to pursue its marketing objectives in the target market” [Kotler]  It is often referred.

THE ROLE OF ADVERTISING IN MARKETING Topic 1 Introduction to Advertising.

INTRODUCTION TO PRINCIPLES OF MARKETING

D. Marketing a Small Business

Marketing Strategy.

INTRODUCTION TO MARKETING

MGT358 Marketing Communications

MARKETING UNIT 12.

RETAILING AND MARKETING

MARKETING IN BANKING AND INSURANCE

Chapter 16: International Marketing

International Marketing

Part 1 Marketing Strategy and Customer Relationships

WHAT IS MARKETING ? Marketing is the basic function of all business firms. The organization starts marketing before the production of goods and it continues.

19 Tourism Marketing. 19 Tourism Marketing Learning Objectives Appreciate the Internet’s impact on tourism marketing. Become familiar with the marketing.

MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,

D. Marketing a Small Business

Chapter 1 Marketing in the Twenty-first Century Marketing Management

The International Marketing Mix

Chapter 1 Marketing in the Twenty-first Century Marketing Management

Introduction to Marketing Miss Mary Lynn Mundell.

Presentation transcript:

Introduction to Marketing Analysis David C Arnott Marketing & Strategic Management Group Warwick Business School

Marketing Analysis: Course Overview Format: 1x1hr lecture + 1x1hr seminar per week Assessment: 1x3hr exam (70%) + 1x3000 word essay (30%) Syllabus covers: Marketing Fundamentals: Understanding the customer Strategic Analysis: Understanding the environment The Marketing Mix: The controllable elements Variations on a Theme: Marketing in different contexts Course Texts: Dibb, Simkin, Pride & Ferrell, Marketing: Concepts and Strategies, 4th European Edition, Houghton Mifflin, 2000 Kotler, Armstrong, Saunders & Wong, Principles of Marketing, European Edition, Prentice Hall

Defn: Marketing Chartered Institute of Marketing “... a management process responsible for identifying, anticipating and satisfying customer requirements profitably ...” Dibb, Simkin, Pride & Ferrell, 1997 “... individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through the creation, distribution, promotion and pricing of goods, services and ideas ...”

Sales vs Marketing Philosophy Customer needs to be sold One-way process Low adaptation to environment Narrow view of customers needs Individual customer Produce then sell Short termism Volume oriented Informal feedback Customer is “king” Two-way process Appropriate adaptation to environment Broad view of customer needs Groups of customers Research then produce Long termism Market share oriented Integrated feedback

The Marketing Environment, inter alia Demographic Market Segmentation Socio- cultural Economic Product Price Place Target market selection Customer Product/ brand positioning People Promotion Politico- legal Differential advantage/ Competitive edge Physical Technological 6 6 6 6 6

The Marketing Mix PLACE PRICE PROMOTION PRODUCT PR Sales promotion Advertising Personal selling etc., etc.. Features Quality Packaging Branding etc., etc.. Channel Location Transport Storage etc., etc.. Level Terms Discounts Allowances etc., etc. PEOPLE PROCESS PHYSICAL EVIDENCE Employees Customers Intermediaries Culture & values etc., etc.. Activity flow Complexity Number of steps Customer involvement etc., etc.. Facility design Ambience Equipment Dress etc., etc..