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Marketing
Start up
What images spring to mind when you hear
the word ‘marketing’?
 How has the Internet changed marketing?
 How would you start marketing a product or
idea you had?
 What’s the difference between marketing
and advertising?

Marketing is
 the
process of communicating
the value of a product or service
to customers, for the purpose of
selling the product or service.
Marketing is
a
critical business function for
attracting customers.
Marketing is
 the
link between a society’s material
requirements and its economic
patterns of response.
Marketing
 satisfies
the needs and wants through
exchange processes and building long
term relationships.
Marketing is
 the
process of communicating the
value of a product or service through
positioning to customers.
Marketing

can be looked at as an organizational
function and a set of processes for
creating, delivering and communicating
value to customers, and managing
customer relationships in ways that also
benefit the organization and its
shareholders.
Marketing is
 the
science of choosing target
markets through market analysis and
market segmentation, as well as
understanding consumer buying
behavior and providing superior
customer value.
7. Marketing and Selling:
Sales and marketing are different
 Basic economics
 Marketing; Channels ; Market
Communications
 Stages in Selling
 Control and Commissions

Sales and Marketing

Sales
◦
◦
◦
◦
◦
Very Measurable
Still individualistic
Short Goal Orientated
Some computerisation
Some process

Marketing
◦
◦
◦
◦
◦
Cloudy to say the least
Behind the scenes
Strategic
Computerised
Highly processed
11
Sales and marketing are different
Marketing: What and how to sell
 Selling: Moving the product
 Relationship management

Sales techniques: listen to the customer
Needs
 Concerns
 Authority

Stages in Selling
Prospecting
 Pre-approach
 Approach
 Survey
 Proposal
 Demonstration
 Close
 Service

Channels
Direct Sales
 Distributor/Retailer

◦ Distributors are your customers
 National
 International

Chose carefully ◦ changing is expensive and difficult
◦ Key sales
◦ Opinion formers
Direct sales

Bespoke ◦ sales staff/ Customer relationship manager
◦ cash flow

Mail order requirements
◦
◦
◦
◦
◦
◦
Product
Guarantees
Stocking
Support
Key accounts
Market communications
Distribution Channel

Typical product
◦ 40% manufacturer
 development, materials, overheads, profit, research
◦ 30% distributor
 Advertising, stocking, profit
◦ 30% retailer
 Local adverts, shop front, staff, profit

International
◦ Localisation
◦ Country agent
 control/performance
◦ Trade fairs
Selecting Sales and Marketing Personnel
•
To select personnel for international marketing positions effectively,
management must choose individuals who have the following traits:
1. Maturity
4. Flexibility
2. Emotional Stability
5. Cultural Empathy
3. Breadth of Knowledge
6. Energetic and
7. Enjoy Travel
Motivating Sales Personnel
•
•
•
•
•
Motivation is especially complicated because the firm is dealing with different
cultures, different sources, and different philosophies
The social and competitive contexts still require different motivational systems.
Individual incentives that work effectively in the United States can fail in other
cultures
For example, with Japan’s emphasis on paternalism and collectivism and its
system of lifetime employment and seniority, employees seem to derive the
greatest satisfaction from being members of a group; so an offer of an
individual financial reward for outstanding individual effort may not work
Compensation in Eastern European countries typically involve a greater
emphasis on base pay than in the United States, and performance-based
incentives have been found to be less effective
Note the use of the following
sentence connectors
for the purpose of
Idioms:
 on purpose (intentionally; deliberately.
 to good purpose (with good results)
 to little/no purpose (with few or no
results)
 Marketing is the process of
communicating …, for the purpose of
selling the product or service.
As an example,

As an example, a firm may conduct
research in a target market, after selecting
a suitable market segment.
For example,

For example, a start-up car
manufacturing firm would face little
success should it attempt to rival Toyota,
Ford, Nissan, Chevrolet, or any other
large global car maker.
In contrast,
(different from)

In contrast, marketing research relates
to all research conducted within
marketing.
Thus,
(as a result or consequence of this;
therefore)
(in the manner now being indicated or
exemplified; in this way)

Thus, market research is a subset of
marketing research.

Generally speaking,

Generally speaking, an organization's
marketing planning process is derived
from its overall business strategy.
Accordingly,
(in an appropriate manner; suitably, so,
consequently, in accordance; correspondingly,
therefore; in due course)

Accordingly, a plan is required in order to
effectively manage such products.
Evidently,
(without question; clearly; undoubtedly, to
all appearances; obviously; clearly;
according to the evidence available)

Evidently, a company needs to weigh up
and ascertain how to utilize its finite
resources.
Moreover,
(beyond what has been stated; besides; in
addition to what has already been said;
furthermore)

Moreover, a product may be reaching
the end of its life-cycle.
Note the expressions

It is the process of communicating the
value of a product or service through
positioning to customers.

The process involves forging a plan for a
firm's marketing activities.
Class assignment
Divide into groups of three to four.
Summarize the text Marketing and discuss
the following:
Marketing research
 Market and marketing research
 Marketing planning
 Marketing strategy

Write three to five sentences about each item.
YOURS ONLY!!!!!!
Use the sentence connectors mentioned above
Do or Make collocation quiz:
What do you __________ for a living?
 Have you __________ your homework
yet?
 Have you __________ a decision yet?
 Amber __________ badly in her
geography exam.
 The children __________ a mess in the
kitchen.

We are having guests tonight, so please
__________ your bed.
 I __________ only one mistake in my
English test.
 I'd like to ask you to __________ me a
favour.
 My husband __________ the grocery
shopping.
 Please excuse me while I __________ a
phone call.

Comprehension
1. The purpose of marketing is to sell a product or
a service. T / F
2. According to experts, market research and
marketing research are synonyms. T / F
3. Marketing research provides management with
relevant information on how well a product is
being sold. T /F
4. The choice of a firm’s marketing strategy
depends on its overall business strategy. T / F
5. Marketing strategy and marketing tactic are
synonyms. T / F
Internet Homework Assignment
Search the Internet and find a successful
marketing campaign.
 Discuss.
