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What is Marketing
Perspectives on Marketing
Understanding Markets and Consumers
Types of Markets
Consumer Motivation – needs & wants
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Learning Facilitator Irene Chumak
Tonight’s Agenda
• Welcome & Introductions
– Hand in student information sheet – sent to you via email
– Self introductions – over next 2 to 3 weeks
• General Issues
– How class will work (12 week course)
– Assessments – Overview & Introduction to Assessment 1
– Other Matters/ Questions
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Preliminary Schedule Marketing T3 2018 –Lecture Week, Modules & Topics
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Course Landing Page – Lecturer Area
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Additional Resource For The Course
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Resource – reference for this Topic
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Your Perception of Marketing
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The Starting Point - What is Marketing?
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The Starting Point - What is Marketing?
• Generating or managing
consumer demand with a set
of controllable, tactical tools...
The 7P’s
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A Marketing Orientation Involves....
Managing the way that an organisation ‘interacts’ with its market/ customers
7P (Extended) Marketing Mix
• Product and/
or Service
• Price and
Terms
Understanding • Place
Customers, (Access/
Market Place Matching Availability) Customer
& its • Promotion
Satisfaction
Opportunities and Selling
People
Process
Physical
Environment
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Marketing Framework
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Assessments – General Overview
Assessment 2 (40%)
The second assessment (individual) requires you to prepare – Part 2 of a marketing
plan for the same business- which covers strategy issues and marketing (7P’s)
tactics. Due end of Week 10
Assessment 3 (20%)
This requires you in groups to prepare a 10 min presentation on the theme of
issues around socially and environmentally sustainable marketing. Presentation
due Week 12 Lecture and submit PPT into grade-book after the presentation
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Introduction & Overview Assessments
Refer to hand-out
“MKT600 Marketing
Assessment T3 2018
Overview
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Understanding Markets and Consumers
B2C B2B
NFP2C
G2C
B2G
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Customer / Client Orientation & Behaviour
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Consumer Needs and Wants
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Consumer / Customer Needs and Wants
• Need & Wants are not the same thing, though often
confusing to distinguish
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Needs and Wants
Needs Wants
Most Suppliers do this well Consumer choices are mostly made on these
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Customer Value - Introduction
• Creating superior customer value is a core theme in
marketing.
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Customer Value - Introduction
• Consumers don’t often judge the offer value & price
accurately or objectively
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Customer Satisfaction- Introduction
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Next Week
– Industry Analysis
– Analysis of a Businesses’
Macro- environment
• Read materials/ resources related
to this
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