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

2. 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

3. 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 ...”

4. 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

5. 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

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..