Lecture 1: Introduction to Marketing
Marketing is the treatment habit binding for identifying, anticipating and satisfying customers" requirements profitability.
Peter Drucker 'there is singly one cogent determination of attention meaning: to depute a customer". At its simplest, if you do not keep any customers for the consequence or employment your structure adduces, then there is no discuss for persistent being.
Consumption is the one end and meaning of all consequenceion and the attentions of the consequence ought to be consoled to singly so far as it may be requisite for promoting those of the customer.
The opejudicious functions of occupationing: sales encouragement, advertising, notorious kindred, selling, financing, buying, anticipation, pricing, scaleization, notoriousity, merchandising, occupation elimination, transporting, risk-taking, servicing and storeholding.
Elements aggravate which structures keep repress and which are used to try to swing customers to select one feature structure in purpose to another are publicly termed the occupationing mix. External eventors in the pristine occupationing mix: customer-buying tolerateing, occupation tolerateing, competitors" lie and tolerateing, legislation regulations.
Originally there are 12 P"s of occupationing but this inventory is not facile to retain and it should be patent why Jerome McCarthy laconic the 12 items in Borden"s pristine occupationing mix, into 4 superior categories popularized the '4 Ps". The interior capriciouss are for-this-deduce inadequately clustered simultaneously underneathneath the headings of: consequence, charge, establish (the adduce mix), and encouragement (the encouragemental mix).
While the '4 Ps" is a serviceable framework, a resolute ventilate has enslaved establish aggravate the conclusive decade environing the dangers of spectacle occupationing onely as the repress of the '4 Ps". In event it is a ambush that tends to depute suppliers pretermit the insufficiencys of customers as polite as the moment of a mutually salubrious deviate. There is a impulse of the adduction of three other Ps: Probe (research), Partition (segmentation) and Position.
Lecture 2. The Marketing Macro Environment.
Both of the keep-aparties making an deviate are past mitigated to judge that the deviate has been salubrious when the deviate has been made amid the texture of what is notorious as an Open Market. This is a occupation which has all of the subjoined characteristics: 1 Single congruous consequence, 2 Frequent buyers, 3 Frequent sellers, 4 Buyers and sellers keep congruous adit to all serviceable knowledge pertinent to the occupation.
All familiar societies keep congruous regulations to methodize allowable occupation. It is for-this-deduce ordinary for manufacturing and trading structures to keep to resign delay such regulations, which serviceablely depute one appearance of the environment in which an deviate takes establish. These eventors are for this discuss referred to as the environmental capriciouss of occupationing. These are ordinaryly labeled the Economic, Social, Technological and Political capriciouss (STEP).
Companies should trace to explain cheerful municipal citizenship by upholding the missive and the zeal of the law, and publicly behaving in a binding and correspondent habit. Some occupations and occupations keep familiar public intentional codes of precede and repress, cherished and advisered by a resourceste contortment matter. Medicine for crop has desire been repressled by rigorous codes of negotiative tolerateing.
Governments keep familiar a matter of parliament and enforcement frameworks in deference of assiduity and occupation. In feature, the subjoined areas of repress are of straightforward regret to attention. 1. Parliament in deference of appropriation and race scales. In the UK it"s manufactured through the Office of Fair Trading and the Monopolies and Mergers Commission. As a ample EC portion, the UK is as-well question to Community stipulations in deference of issues: in feature Article 85 of the Treaty of Rome regrets practices hindering race. 2. Measures to preserve consumers, whether as clusters, men-folks, as users of infallible consequences and employments, or featurely as targets for attention activities.
Relevant parliament has intervening the Occupation Descriptions Act 1973, the Consumer Credit Act 1974, etc. Number of these statutes introduced measures straightforwardly touching to occupationing practices such as pricing claims, warranties, consequence temper, etc.
The economic environment is a close network of interdiplomatic, peculiar and regional swings and awaitencies that model the occupation immanent confrontment companies. Audience deed itself gain await critically on the temper of provision and determination making is brought to tolerate on this immanent. The apprehension of the economic axioms is that aggravate space they gain betoken superior economic crops of straightforward attention to occupationers. Such 'economy-watching" may strengthen the energetic audience to meet in space to scenarios such as subjoined:
1.Recession. A downturn in economic apparition of capricious attention. Ordinary indicators gain be a gravitate or destructive in GNP, GDP, unamazed allowance, etc. Rises gain be narrative in measures such as store, unemployment and audience bankruptcies.
2.Recovery. The contradictory of the overhead. Marketers in some sectors gain utility from an forthcoming upturn in sales. Superior upturns in economic apparition may end in 'overheating" delay excellent costs and charges.
3.Inflation. Rising charges may be associated delay vivacious provisions, require enlargement and shortages. Economic policies are mitigated in coming to be past straightforwardly swingd by multilateral agencies and agreements (UN) and the expose of sordid occupation blocs such as the EC.
Culture amid any intercourse id the close of elements that think the intercourse"s beliefs and values, purposes and tolerateingal norms. For occupationer it is requisite to underneathstand that amelioration gain deviate amid and betwixt societies, so those cultural norms may deviate betwixt countries, regions and amelioration clusters. Factors, which establish-famous a intercourse, substitute very sloth, as they are the consequences of lineage upbringing, the direction scheme, notorious fact and political crop, faith, etc. Environmental awareness is an attentioning thinkion of how intercourse-wide regrets keep delivered a mighty notice to legislations and attention leaders.
Technology is the touchstone of economic proficiency, a regulative rise of competitive utility commercially and an expedient keep-akeep-apart of unamazed lifestyle for the late consumer. To establish-clear the competitive intensity wielded by technology, it is value observing that frequent manufactures keep been unnatural by technology crops contingent from their own ground. Superior sectors of the metalworking assiduity were past by the crops of digital electronics. Eg typewriters. Technological crops retrench the charge of consequenceion. Technologies keep as-well strengthend an extension in the multiplicity of consequences serviceable to customers.
The occupationing environment comprises the untrammelled ground upon which competitive occupationing takes establish. Companies insufficiency to adviser and determine judicious responses to substitutes in the environment in appoint to win their colors. There are three types of companies: those who depute things happen; those who contemplate things happen; and those who marvel what happened.
Lecture 3: Markets and Occupation Segmentation.
1.A occupation is an problem of crowd who as men-folks or structures keep insufficiencys for consequences in a feature consequence collocate and who keep the power, gainingness and the authority to pay.
- Consumer – where purchasing is manufactured by peculiar or cluster of men-folks.
- Industrial – consequences and employments are bought for one of 3 inequitable uses: 1- resale, 2- producing other consequences, 3- consequences used in public eg legislation, computers.
3.Differentiated occupations. – Consumer insufficiencys are not the same: - homogenous, differentiated. Undifferentiated occupation – all insufficiencys are the same
4.Criteria for serviceable segmentation - measurable, - economically capricious.
Geographic – geographic lie on the world.
Demographic – basis for the collation of frequent legislation statistics and the scale scheme used by the resources assiduity. Includes age, sex, lineage cycle, and socioeconomic segmentation.