PowerPoint Presentation 1-1-36 1 Session Welcome to the world of Marketing (Solomon et al. Ch. 1) Global Marketing BUS124 1-2-36 1. Explain what marketing is, the marketing mix, what can be marketed,...

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PowerPoint Presentation 1-1-36 1 Session Welcome to the world of Marketing (Solomon et al. Ch. 1) Global Marketing BUS124 1-2-36 1. Explain what marketing is, the marketing mix, what can be marketed, and the value of marketing 2. Explain the evolution of the marketing concept 3. Understand value from the perspectives of customers, producers, and society 4. Explain the basics of market planning Learning outcomes 1-3-36 Who is a typical marketer? Marketers have varying backgrounds apart from a Marketing Degree and may have qualifications to suit their particular industry Where do you find marketers? Marketers work in many areas including: • Private enterprisers • Multi-national corporations • Not-for-profit industries • Government departments The role of marketing 1-5-36 Integrated Marketing Integrated Marketing Some companies take a broader view Others take a more limited view Advertising Sales Marketing’s wider role within the business The role of marketing (cont.) 1-6-36 Official definition of Marketing (American Marketing Association) Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large Marketing is about delivering value to everyone who is affected by a transaction The value of marketing 1-7-36 Stakeholders Sellers Investors Community residents Citizens of other nations Buyers The value of marketing (cont.) • Marketing aims to meet the needs of diverse stakeholders • Stakeholders are any person or organisation that has a ‘stake’ in the outcome of the sale of goods and services 1-8-36 The Consumer The ultimate user of goods, ideas and services Needs The recognition of a difference between a consumer’s actual state, and some ideal or desired state Wants The desire to satisfy needs in specific ways that are culturally and socially influenced The value of marketing (cont.) 1-9-36 The Marketing Concept Identify consumer needs Provide products to satisfy those needs Gain long term profitability $ The value of marketing (cont.) 1-10-36 Benefit Outcome = Satisfaction Demand Desire + Resources Benefits create consumer demand Benefits – the outcome sought by a customer that motivates buying behaviour Demand – customers’ desire for products and resources to obtain them The value of marketing (cont.) 1-11-36 The Market: • all current and potential customers who share a common need that can be satisfied by a specific product • who have the resources to exchange for it • who are willing to make the exchange • and who have the authority to make the exchange The Marketplace: • any location or medium used to conduct an exchange e.g. the internet or an open-air market The value of marketing (cont.) 1-12-36 The value of marketing (cont.) Marketing creates utility which is the usefulness consumers receive from buying, owning or consuming a product • Form utility - transforms raw materials into finished products • Place utility – makes products available where customers want them • Time utility – storing products until needed • Possession utility – shifting the ownership of a product Value creation from raw product to final consumer http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.telegraph.co.uk%2Fnews%2Fearth%2Fagriculture%2F10375738%2FBritain-is-running-out-of-space-to-farm-chickens-warns-poultry-industry.html&ei=SENUVdjTC8_-8QWG9IHICw&bvm=bv.93112503,d.dGc&psig=AFQjCNHkZGUEp5x3iGfR6qBYxhOTl1akew&ust=1431671916368894 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.superline.com.au%2Fplastic-signage-manufacturing-perth.html&ei=Y0VUVZizCMzc8AXE14HwCw&bvm=bv.93112503,d.dGc&psig=AFQjCNE2-IvD2YsePoJjFJtcTToGs_CduQ&ust=1431672476801813 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.kiama.com.au%2Fdirectory%2Fred-rooster-kiama&ei=20VUVeanGc_f8AXPxYLQCw&bvm=bv.93112503,d.dGc&psig=AFQjCNF-EgT1sLgl9AwqFIAXWlzhkp_EJA&ust=1431672613587791 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.hortweek.com%2Fstate-industry-peas-regaining-ground%2Farticle%2F1073846&ei=YkdUVY_-C4bj8gWf9IK4Cw&bvm=bv.93112503,d.dGc&psig=AFQjCNGLhyL5KKnZQ9sWhqhT2HDCyX59Mw&ust=1431672808635286 https://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=https%3A%2F%2Fwww.morningagclips.com%2Fmany-respect-science-but-leery-of-gmos%2F&ei=50dUVdSbE8jX8gXx5YLgCw&bvm=bv.93112503,d.dGc&psig=AFQjCNFdlyi3pFXwsqiHtq6kVYRQkBz5CA&ust=1431673159360787 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.hallfarmfornham.com%2F&ei=h0pUVfOeMJLn8AWdpoG4CA&psig=AFQjCNEp8Mia-iLjGYMQnyfbXdgtrhbo4A&ust=1431673859515728 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.foodsafetynews.com%2F2014%2F09%2Fperdue-recalls-raw-chicken-for-possible-temperature-processing-flaw%2F&ei=5k1UVa-HBorl8gXm6YDwCw&psig=AFQjCNGabe46cHD7OZ7AH6l5NtxCEHGwuQ&ust=1431674645676344 1-14-36 Marketing develops exchange relationships • Exchange is the process where transfer of value occurs between a buyer and a seller • Involves at least 2 people who are willing to trade • Agreed value of exchange • Free to accept or reject deal • The buyer receives an object, service or idea that satisfies a need • The seller receives something of equivalent value – usually money The value of marketing (cont.) 1-15-36 The evolution of marketing 1900-1930s Production era Producing the product as efficiently as possible. Goal to be most efficient producer in a mass market 1930s-1960s Selling era Where marketing was primarily viewed as a sales function 1960s Consumer era A philosophy focused on satisfying customers’ wants and needs 1970s-1990s New era Segmentation and targeting. Improving products so that they meet needs better than competitors. Also sought to benefit employees, shareholders and communities Mid 1990s onwards New millennium Creating and delivering value. Building long- term bonds with customers. Total quality management (TQM) and relationships. Customers exchange two things of value: money and information Model T Ford first launched in 1908, from1914-1926 only available in black “Any customer can have a car painted any color that he wants so long as it is black” Henry Ford 1863-1947 Marketing Myopia Steve Jobs 1955-2011 1-18-36 The evolution of marketing (cont.) Focus for the future • Triple bottom line 1. Financial profits 2. Contribution to society 3. Sustainable business practices • Societal marketing concept: both company profits and customers needs are satisfied and also of benefit to society • Sustainability: products developed that won’t compromise future generations • Green marketing: supports the environment and a differential benefit in the minds of consumers Sustainable, responsible, fair trade, organic, bio degradable and natural product ranges http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.bandt.com.au%2Fmarketing%2Fnatures-organics-appoints-noisy-beast&ei=Ul5UVae2BJGk8AX66YDACw&bvm=bv.93112503,d.dGc&psig=AFQjCNEL28zHDdm7GiYhGlp-aueoUYWpxQ&ust=1431678911431733 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fshop.coles.com.au%2Fonline%2Fnational%2Fdrinks%2Fall-drinks%2Fcoffee-drinks&ei=P2NUVZqLDMv18QXWnIC4Cw&psig=AFQjCNHzJ361ufcRKXL1Ywflta-l3HTf3g&ust=1431680130056615 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.republicaorganic.com.au%2F&ei=qmNUVYuvA8Pj8AXlg4O4Cw&psig=AFQjCNHzJ361ufcRKXL1Ywflta-l3HTf3g&ust=1431680130056615 http://www.google.com.au/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRw&url=http%3A%2F%2Fwww.closeddoorsales.com.au%2Fsales%2F2014%2F10%2Fnatio-cosmetics-october-sale.html&ei=lWVUVdzAHor48QXQsoHYCw&psig=AFQjCNF6_bLFOr-rZcXdGIIsQ8_kxLGYOQ&ust=1431680742478821 1-20-36 ‘Products’ refers to both goods and services • a product is a tangible good, service, idea or some combination of these • that satisfies consumer needs through the exchange process • a bundle of attributes including features, functions, benefits and uses • products do not need to take a physical form What can be marketed? 1-21-36 1. Consumer goods - tangible goods purchased by individual consumers for personal or family use 2. Services - intangible products that are exchanged directly from the producer to the customer 3. Business-to-business - products exchanged from one organisation to another, industrial goods are bought for use in business operations and as components of the manufacturing processes What can be marketed? (cont.) 1-22-36 4. Not-for-profit - includes charities, zoos, churches, museums, also includes governments 5. Ideas, places and people ideas (e.g. don’t drink and drive) places (e.g. tourist locations and attractions) people (e.g. models, musicians, athletes and other celebrities) Splendour in the Grass festival North Byron What can be marketed? (cont.) 1-23-36 The marketing of value Value: • The tangible and intangible benefits a customer receives from buying a product or service • Value can be considered from both the buyer’s and seller’s perspective Value proposition: A marketplace offering that fairly and accurately sums up the value that will be realised if the product or service is purchased Value for buyers is different for each individual buyer and the product category • includes a bundle of benefits which the company promises to deliver as well as the product benefits 1-24-36 Value for sellers is determined by profitability and: • prestige among rivals • pride in doing what they do well • some sellers don’t make a profit e.g. not-for- profit organisations and some government departments • shift in focus – to see customers as “partners” • some companies calculate the lifetime value of a customer which is the profit they expect to make from a customer in the future • companies
Answered Same DayJan 14, 2021

Answer To: PowerPoint Presentation 1-1-36 1 Session Welcome to the world of Marketing (Solomon et al. Ch. 1)...

Arunavo answered on Jan 14 2021
143 Votes
MARKETING STARTEGY OF COCA COLA
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Discussion    3
Discussion
Coca-Cola is one of t
he oldest beverage brands, that was founded in the year 1886 by Dr. John S. Pemberton, a pharmacist by profession. Coca-Cola was created as a flavoured syrup that was mixed with carbonated water as a substitute for the French wine and it was claimed by Dr. Pemberton, that it will also help in curing headaches, it will relive exhaustion and it is also beneficial in calming down the nerves.
However, over the years the use of sweet carbonated drinks is...
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