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Welcome to Fleming College and Marketing 14
Kathleen Gordon Email: [email protected]
http://flemingcollege.ca/
Course Outline
Keep Course Outline handouts for reference
15 weeks
Mondays- Lecture
Wednesdays- Seminar
D2L
Always bring questions about the material, projects and
readings
Contemporary Marketing
Copyright © 2013 Pearson Canada Inc.
?
?
What
is
Marketing?
?
?
Marketing
A Philosophy…
An Attitude
A Perspective
A Management
Orientation
A Set of Activities…
Products
Distribution
(Place)
Promotion
Pricing
Marketing Defined
“The activities, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have
Value
for customers, clients, partners, and society at large.”
Copyright © 2013 Pearson Canada Inc.
1-7
Great big little thing…
What do people buy?
People don’t buy products or
services.
Great big little thing…
What do people buy?
People don’t buy products or
services.
People buy benefits.
Marketing is the heart of business
Until the marketers have done their
job – no one else has anything to
do.
If marketers do bad work the
business fails.
Great big little thing…
What do people buy?
People have needs and those needs
get satisfied by the benefits that the
product or service offers.
Those benefits come from unique
features.
People buy benefits.
The Concept of Value
•
•
•
•
A recipe between Benefit and Price
The more benefits I get…
The less I have to pay…
The better the VALUE.
•
Great big little thing…
– People don’t buy bad value. It’s all about the
benefits.
The Evolution of Marketing
Production
Orientation
An organization concentrated
on what it was capable of
producing. A quality product at
a good price would sell itself.
Selling
Orientation
Companies believed the more
they sold the more profit they
would make. The “hard sell”
was the basic philosophy of
doing business.
Copyright © 2013 Pearson Canada Inc.
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The Evolution of Marketing
The Marketing Concept:
Marketing
Orientation
“Determining the needs and
wants of a target market and
delivering a set of satisfactions
in such a way that a product is
perceived as better value than
competing products.”
“Have it your way.”
…Burger King
Copyright © 2013 Pearson Canada Inc.
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The Evolution of Marketing
Socially
Responsible
Marketing
“Conducting all operations in
an ethical manner and in the
best interests of consumers
and society.”
“An interactive
communications process where
brands and consumers engage
with each other; a phase of
Social Media
marketing where some control
Marketing
of marketing has shifted to
Copyright © 2013
Pearson Canada Inc.
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consumers.”
Socially Responsible Marketing
Copyright © 2013 Pearson Canada Inc.
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Socially Responsible Marketing
1. Programs that conserve, preserve, and protect
the environment – “sustainability”
2. Programs that support social causes (cause
marketing)
3. Products, services and practices that are
considered ethical.
P. 8 describes how Kraft
and Frito Lay implement
SRM strategies.
Copyright © 2013 Pearson Canada Inc.
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Being Socially Responsible
Toyota supports a
worthwhile cause as part
of its social responsibility
initiatives.
Copyright © 2013 Pearson Canada Inc.
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Being Socially Responsible
Green Works markets
naturally derived
cleaning products to
meet the demand for
environmentally
friendly products.
Copyright © 2013 Pearson Canada Inc.
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Concern for the Environment
Toyota has been a
leader in the
development of
environmentally
friendly
automobiles.
Copyright © 2013 Pearson Canada Inc.
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Ethical Practices
The CMA Code of Ethics and Standards of Practice (the “Code”) is
designed to establish and maintain standards for the conduct of
marketing in Canada.
Marketers acknowledge that the establishment and maintenance of
high standards of practice are a fundamental responsibility to the
public, essential to winning and holding consumer confidence, and the
foundation of a successful and independent marketing industry in
Canada.
Members of the Canadian Marketing Association recognize an
obligation – to the consumers and businesses they serve, to the
integrity of the discipline in which they operate and to each other
– to practise to the highest standards of honesty, truth, accuracy,
fairness and professionalism.
http://www.the-cma.org/regulatory/code-of-ethics
The Market
“A market is a group of people
(or organizations - or both)
Who have a similar need for products or
services,
Who have the resources to purchase the
product or service,
and the ability to purchase it.”
Copyright © 2013 Pearson Canada Inc.
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The Marketing Process
The goal of
marketing is to
attract, retain, and
maximize the value
of a customer, so that
organizational
objectives (long term
profits) are achieved.
Typical objectives: an
increase in sales, profit,
market share, image
improvement
Copyright © 2013 Pearson Canada Inc.
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The Marketing Process
The Marketing Plan
Assess Customer
Needs
Analysis
Objective Setting
Identify and Select
a Target
Planning
Develop Marketing
Strategy
Execution and
Measurement
Develop Customer
Relationship
Strategy
Evaluation and
Control
Copyright © 2013 Pearson Canada Inc.
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Assessing Customer Needs
An organization collects information about needs
to determine if a market is worth pursuing.
Market Analysis – Marketers consider
market demand, sales potential,
production capabilities and availability
of resources.
Consumer Analysis – marketers monitor
social, demographic and behaviour
changes to detect new product
opportunities.
Copyright © 2013 Pearson Canada Inc.
Why did Coca-Cola
launch Coca-Cola Zero?
See p. 15 for details.
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Target Market Identification
and Selection
A target market is a group of people to
which a company markets its products.
The target has something in common:
age, education, lifestyle, activity.
The Think Marketing box on p.
16 describes how Carslberg
beer pursued a younger target.
Copyright © 2013 Pearson Canada Inc.
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Developing a Marketing Strategy:
The Marketing Mix
Product
Price
Marketing
Mix
Marketing
Communications
Consumer
or Business
Customer
Distribution
Copyright © 2013 Pearson Canada Inc.
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Product Strategy
A product may possess tangible and intangible
characteristics. Product decisions are numerous
and embrace:
 Quality
 Size
 Features
 Format
 Brand Name
 Service
 Image
Package Design
Copyright © 2013 Pearson Canada Inc.
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Product Differentiation
“A strategy that focuses marketing activity on the
unique attributes or differential advantages of a brand
to distinguish it from other brands.”
….Think fresh. Eat fresh.
Made from Canada
Copyright © 2013 Pearson Canada Inc.
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Price Strategy
Establishing a fair and equitable price for customers while
being profitable for the organization. Price decisions consider
the following:
 Cost of manufacturing a good
 Desired profit level
 Degree of competition
Question: Apple sets its
prices above the
competition. How is that
justified?
Copyright © 2013 Pearson Canada Inc.
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Distribution Strategy
The selection and management of marketing channels and
the physical distribution of products.
Wholesalers and Retailers
Producers
of Goods
Distributors
of Goods
Consumer
A marketing channel is a series of firms that
participate in the flow of goods and services from
producers to final users.
Copyright © 2013 Pearson Canada Inc.
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Marketing Communications Strategy
Marketers now focus on an “integrated marketing
communications” (IMC) strategy.
“The coordination of relevant forms of marketing
communications in a unified program that maximizes the
impact on consumers is referred to as integrated marketing
communications.”
Key decision areas are:
• What message to deliver
• What media or other forms of communications to deliver the
message
Copyright © 2013 Pearson Canada Inc.
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IMC Mix
The IMC Mix is comprised of:
• Media Advertising (traditional media
such as TV, radio, magazines,
newspapers, and outdoor; and
interactive media such as the Internet,
social media and mobile
communications.
• Sales Promotions which offer
incentives to encourage purchases.
• Public Relations communications to
improve brand image and reputation.
• Experiential Marketing which
engages consumers with brands in
personal ways.
Copyright © 2013 Pearson Canada Inc.
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Building Relationships and Customer
Relationship Management
Marketing today is about building relationships relationships with channel members and consumers
Relationships of loyalty and referral.
CRM refers to strategies that
optimize profitability, revenue,
customer retention, and customer
satisfaction. Successful CRM
programs rely on a strong internal
data management system.
Copyright © 2013 Pearson Canada Inc.
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Visual Model
Copyright © 2013 Pearson Canada Inc.
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Under the Influence is a
Canadian radio
documentary series,
presented by Terry
O'Reilly, about the
changing world of
marketing for CBC
Radio One.
It premiered on January
7, 2012.
http://www.cbc.ca/radio/undertheinfluence/when-brands-mock-other-brands-1.2801749
Homework
• For Monday Sept 21, 2015
• Please read Chapters 1 & 2
• Hand in the UTI #1
Dual Credit Registration
• Go to www.earndualcredits.ca
Submission Completion
• Once you have clicked on Submit, your information
goes directly to the Registrar’s Office at Fleming
College.
• It takes approximately 24 hours for this information to
be entered and you assigned a student number.
• I will email Mr. Jensen the list of student names and
corresponding student ID numbers on Friday
morning.
• Monday Sept 21st we will browse through the D2L
learning system.