1. Marketing’s Role and Function in Business
Have It Your Way!

2. Why Learn About Marketing?
Have you ever…
Bought something because the price just couldn’t be beat?
Given feedback on a food sample at WalMart or Target or Sam’s?
Searched for a particular brand of jean?
Then you’ve been impacted by marketing!
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3. Marketing is all around you
Everywhere you go you encounter some form of marketing
Whether you are at school, the mall or even the doctor’s office
You’ve been personally involved if you have…
Created posters for homecoming King or Queen
Sold candy or donuts or magazines for a club, sports teams or class
Priced items for a garage sale

4. Role of Marketing
Marketing matches producers with consumers who want their products
Creates exchanges
Marketing is: The process of developing, promoting, pricing and distributing products in order to satisfy customers’ needs and wants.
In other words…ALL activities needed to get a product from the idea stage to the ultimate consumer
Impacts profitability, can raise the standard of living, impacts the economy overall

5. Marketing Activities Planning how to carry out the marketing process
Develop detailed plans
Write a clear plan of action, implement the plan, evaluate the plan
Finding out about customers
Who they are and what they want and need and where they are
Research
Offering the products customers want and need
Develop or purchase products
Have the right amounts to satisfy demand

6. Marketing Activities (con’t)
Determining how much to charge for products
Based on customer perception of value and business objective to make a profit
Prices should be low enough for customers to buy yet high enough to make a profit
Communicating with customers through
Advertising, personal selling, publicity and sales promotions
Putting products where they need to be

7. The Where and Who of Marketing
Where does marketing occur?
Wherever customers are present
Online, in an office, in a store, at school, at home etc.
Businesses devoted to marketing and activities include:
Retail stores—sell directly to customers
Advertising agencies
Marketing research companies
Travel agencies
Who takes part in marketing?
Everyday people including you
Almost everyone has marketed something at some time

8. What can be marketed? Goods (durable and nondurable) Services
Durable goods—tangible items that last a long time
Mp3 player, coffee cup, cars, computers etc.
Nondurable goods—tangible items that are consumed within a short period of time
Fruit smoothies, lipstick, gasoline etc.
Services
Intangible activities that are performed by other people for money
Haircut, dental procedures, cell phone service, dry cleaning, yard work etc.
Organizations
ASPCA, Operation Smile, American Caner Society etc.

9. What can be marketed? (con’t)
Events
State Fair, Olympics, Christmas Parade, Tri-County Chili Cook Off etc.
Places
North Carolina, California, Mexico, The Gulf Coast etc.
Ideas
“Don’t Drink and Drive” “Click it or Ticket” etc.
People
Sports figures—LeBron James, Peyton Manning etc.
Politicians—President Obama, Governor Perdue, presidential candidates etc.

10. Marketing Concept:
A philosophy of focusing ALL activities on satisfying customers while achieving company goals
Consider the customer’s point of view
Focus on meeting customer wants and needs

11. Three elements of the Marketing Concept
Customer orientation—businesses focus on building relationships with customers—do it the customer’s way
Loyalty, repeat customers, new customers
Company commitment—ALL employees are focused on the needs of the customer—do it better
Company goals—should be set to meet customer needs—do it with success in mind
Happy customers = higher profits

12. Benefits of Marketing:
Marketing makes the world go round
Encourages competition which results in:
New and improved products
Lower prices
Makes our lives better
Higher standard of living
Provides us with a variety of goods and services
Encourages trade between nations
Different countries have different resources

13. If marketing didn’t exist…
It would be difficult for producers to:
Connect with customers
Without customers businesses would suffer and possibly close
Improve existing products
Develop new products
Your life would be difficult and very different

14. Think about a local event you attended recently
What part did marketing play?
How did you find out about it?
How much did you pay to attend?
Where did you purchase your ticket?
Where did the event take place?
Did you enjoy the event?
Was the marketing concept applied?
Did the marketer for the event do his/her effectively?