,4. Marketing
4.1 The role of marketing
Goods :
tangible
The 4 P's
price product promotion place
service :
intangible
The 3 additional P 's
people process physical evidence
Market orientation : R&D -
meet consumer demand
↳
reducing risk of failure ↳ costly
↳
respond quickly to changes ↳ consumer tastes change
Product orientation product first
:
making the
↳ high quality ↳ failure or closure
↳ succeed when slow
changes ↳ not
yield promising results
↳ full control
Commercial
Marketing :
creating developing
.
and
exchanging
products customers need and want .
↳ billboards .TV ads
,
online
marketing
Social
marketing help bring changes
: in behaviour that
benefit
society ↳ public health
.
campaigns ,
anti-smoking campaigns
{
difficult
↳
competitive advantage ↳ to
change behaviour
↳
charge higher prices
Social media
marketing
business
technological techniques
:
different
with the aim
of growing a
through a media
↳
get direct feedback ↳ difficult to stand out
↳ low cost ↳
rely on marketing techniques
↳ enhance the brand
,Market in which an
organisation operates :
Market Where people
:
willing and able to purchase a
good ,
service or resource
carry
with those who provide that
out an
exchange are
willing and able to same
It always physical local, national
good service resource is no international
-
or
.
; ,
,
.
↳ Market size
:
total sales .
volume
↳
By :
numbers bought 1 quantitative units)
↳ By value :
spent on the total numbers sold 1€ , $1
↳ Market growth percentage change :
in the market size over
a
given period of time .
↳ Market share percentage of : one firm 's share
of the total
sales in the market .
film 's sales
Market share % =
✗ 100
total sales in the market
↳ increased sales ↳
change in time influence
can
↳ economies of scale ↳
type of products can influence
↳ brand leader ↳ different results obtained
↳ Market leader :
a firm with the highest market share in a
given market
Marketing objectives of for-profit organisations and non
profit
-
organisations
'
:
profit organisations develop market state
↳ For -
:
identify design ,
and rgies
that will be I profitable .
focus on needs and
wants
↳ Non-profit organisations :
social
marketing reasons to
( enhance image influence
encourage donations .
and reputation to behavioural change )
{
↳ attract potential customers ↳ limited
financing
↳ internet marketing
How innovation , ethical considerations and cultural differences influence
marketing
Innovation technology industry
-
↳
-
↳ Ethical considerations -
-
corporate image
↳ Cultural differences :
consumer
lifestyle
, 4.2
Marketing planning ( including the introduction to the four P's)
Marketing plan : document with marketing strategies to achieve the
marketing objectives
The elements of marketing plan :
↳ market objectives Spdiuic Measurable Achievable Relevant Time specific
:
-
, .
, ,
achieve
↳
key strategic plan : to
marketing objectives
information
↳ detailed
marketing actions :
↳ market
budget to fund marketing strategy
:
↳
identify problems ↳ outdated
↳ SMART ↳ consume
↳
improves coordination ↳
marketing priorities
↳ set a
budget
↳
improve motivation
" "
The four Ps of the marketing mix
↳
product good :
or service in the market
amount
charged for
product
↳
price , a
↳
promotion :
informed and persuaded
↳
place : location and distribution channels
Appropriate marketing mix :
produce the
right product at the right
price available at
,
the right place and communicated
through the
right
promotion channel
To achieve marketing objectives :
↳ well coordination
↳ focus and clearance
↳
degree of competition
audience
↳
target
4.1 The role of marketing
Goods :
tangible
The 4 P's
price product promotion place
service :
intangible
The 3 additional P 's
people process physical evidence
Market orientation : R&D -
meet consumer demand
↳
reducing risk of failure ↳ costly
↳
respond quickly to changes ↳ consumer tastes change
Product orientation product first
:
making the
↳ high quality ↳ failure or closure
↳ succeed when slow
changes ↳ not
yield promising results
↳ full control
Commercial
Marketing :
creating developing
.
and
exchanging
products customers need and want .
↳ billboards .TV ads
,
online
marketing
Social
marketing help bring changes
: in behaviour that
benefit
society ↳ public health
.
campaigns ,
anti-smoking campaigns
{
difficult
↳
competitive advantage ↳ to
change behaviour
↳
charge higher prices
Social media
marketing
business
technological techniques
:
different
with the aim
of growing a
through a media
↳
get direct feedback ↳ difficult to stand out
↳ low cost ↳
rely on marketing techniques
↳ enhance the brand
,Market in which an
organisation operates :
Market Where people
:
willing and able to purchase a
good ,
service or resource
carry
with those who provide that
out an
exchange are
willing and able to same
It always physical local, national
good service resource is no international
-
or
.
; ,
,
.
↳ Market size
:
total sales .
volume
↳
By :
numbers bought 1 quantitative units)
↳ By value :
spent on the total numbers sold 1€ , $1
↳ Market growth percentage change :
in the market size over
a
given period of time .
↳ Market share percentage of : one firm 's share
of the total
sales in the market .
film 's sales
Market share % =
✗ 100
total sales in the market
↳ increased sales ↳
change in time influence
can
↳ economies of scale ↳
type of products can influence
↳ brand leader ↳ different results obtained
↳ Market leader :
a firm with the highest market share in a
given market
Marketing objectives of for-profit organisations and non
profit
-
organisations
'
:
profit organisations develop market state
↳ For -
:
identify design ,
and rgies
that will be I profitable .
focus on needs and
wants
↳ Non-profit organisations :
social
marketing reasons to
( enhance image influence
encourage donations .
and reputation to behavioural change )
{
↳ attract potential customers ↳ limited
financing
↳ internet marketing
How innovation , ethical considerations and cultural differences influence
marketing
Innovation technology industry
-
↳
-
↳ Ethical considerations -
-
corporate image
↳ Cultural differences :
consumer
lifestyle
, 4.2
Marketing planning ( including the introduction to the four P's)
Marketing plan : document with marketing strategies to achieve the
marketing objectives
The elements of marketing plan :
↳ market objectives Spdiuic Measurable Achievable Relevant Time specific
:
-
, .
, ,
achieve
↳
key strategic plan : to
marketing objectives
information
↳ detailed
marketing actions :
↳ market
budget to fund marketing strategy
:
↳
identify problems ↳ outdated
↳ SMART ↳ consume
↳
improves coordination ↳
marketing priorities
↳ set a
budget
↳
improve motivation
" "
The four Ps of the marketing mix
↳
product good :
or service in the market
amount
charged for
product
↳
price , a
↳
promotion :
informed and persuaded
↳
place : location and distribution channels
Appropriate marketing mix :
produce the
right product at the right
price available at
,
the right place and communicated
through the
right
promotion channel
To achieve marketing objectives :
↳ well coordination
↳ focus and clearance
↳
degree of competition
audience
↳
target
