MKTG 101 MARKETING FUNDAMENTALS 麦考瑞 assignment 代写
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MKTG 101 MARKETING FUNDAMENTALS 麦考瑞 assignment 代写
MKTG 101 MARKETING FUNDAMENTALS
THURSDAY 6PM
LECTURE 1
Kay Naumann
kay.naumann@mq.edu.au
WHAT’S BEEN PLANNED FOR TODAY?
Brief overview of MKTG101 and Assessment
Components
Session 1: Introduction to Marketing
BRIEF OVERVIEW: LEARNING
OUTCOMES
• Develop an informed understanding of marketing theory and
practice.
• Review the external factors influencing an organisation's
marketing strategies.
• Explain and analyse key marketing objectives and strategies.
• Identify the role of marketing as an organisation-wide
philosophy.
• Recognise marketing's role in business and in society
UNIT CONVENOR
Associate Professor Ross Gordon
Associate Professor in Marketing at Macquarie – joined in 2014.
Used to work at University of Wollongong, London School of Economics, The Open University (UK), University of Stirling
(UK).
Teach Marketing Fundamentals, Consumer Behaviour, Social Marketing.
Specialise in Social Marketing
President of the Australian Association of Social Marketing
Very active social marketing researcher – projects DOING social marketing
Current work on sustainability (energy efficiency), gambling, alcohol
WHO AM I?
Tutor since 2013- mktg fundamentals and consumer behaviour
Studied undergraduate & honours at MQ (Marketing)
Submitted PhD in July - Customer Engagement
Area of interest/publications on Customer Engagement, Disengagement and Negative
Engagement
Worked in digital marketing at legal start-up (LawPath) in 2015.
Also worked in fashion production field on/off since 2009
A few things I love….
SAY HI TO SOMEONE…
Don’t be shy! Life is full of
uncomfortable moments…
Say hi to the person next to
you.
If you’re sitting by yourself,
scootch across to nearest person
Be like Snoop Dogg, make
some friends!
BREAKDOWN OF LECTURES
Attention spans are short- I
understand!!
We will go for a full 50 minutes, then
have a 10 min break to check phones,
Facebook, Insta, Snap chat, email …..
Etc. Have a snack. Background music
optional???
Then do 2 x 20 minutes bursts
depending on amount of content left to
cover and how the room is feeling.
Fewer breaks= earlier finish time.
LECTURE STYLE
I will aim to make these lectures as
interactive as possible – no one wants to
hear me talk for 2 hours…
Courtesy of my supervisor, we will be doing
Bee Hives throughout the lectures.
I will pose a question for you to discuss with
the person next to you.
As the conversations grow- the buzzzzz
loudens (like a hive of marketing learning
activity)
The brave ones will then offer their opinions
to me and the room
Bribes may be resorted to…
A NOTE ABOUT LECTURES AND TUTORIALS…
Why do you NOT ATTEND
lectures?
Why should we ATTEND?
Lectures are tooooo long…and
slowwwww
We learn the THEORY on which
your assignments/exams are based
I need to work Get your money's worth????
I can’t be bothered Be social & meet people
I’d rather do something fun Ask questions
Attendance is not counted so what’s
the point ??????
Be rewarded just for LEARNING!!!
This will end after uni…..
AT THE END OF THE DAY…
You are adults, it’s up to you, but please note…
University can be lonely and isolating. Loneliness is rising
for Generation Y
There is no group work for this unit- so take these
opportunities to just be around other people/meet new
friends
Try to get the most out of this time- it won’t last forever
If you don’t attend lectures or tutorials expect to struggle
greatly with passing the unit.
BRIEF OVERVIEW: KEY RESOURCES
Unit Guide
Assessments
Teaching Team’s Contact Details
Announcements
Online Quiz
Course materials
Discussion Forums
Your own research-
news, current affairs,
Blogs, etc
ASSESSMENT TASKS
http://unitguides.mq.edu.au/unit_offerings/73014/unit_guide#assessment-tasks-section
ASSESSMENT OVERVIEW
Mini essay
15%
Exam
40%
Why are you thinking
about exams now?? Ages away
Essay
35%
Marketing portfolio Monday
October 9 th , 9am Week 9
20%
30%
50%
ASSIGNMENT BREAKDOWN
ONLINE QUIZ
MARKETING PORTFOLIO
EXAM
Online quiz week 7
WEEK 7 ONLINE QUIZ – 20%
YOU WILL BE DOING THIS ONLINE QUIZ IN CLASS IN WEEK 7 (WEEK
STARTING SEP 11)
It is imperative that you come to your correct tutorial ON TIME
You will need to provide your own device: Laptop, Tablet or Smart Phone
BRING YOUR CHARGERS
If you do not have any of these devices available to you please email YOUR
TUTOR immediately. This must be done by week 2.
It is your responsibility to organise your device.
Quiz is on textbook chpts 1,2,3,4,6, & 14- if you’re absent you get 0
30 multiple choice questions
WHAT IS EXPECTED OF THE
STUDENTS?
• Read the textbook (and understand) - including the ‘detail’
• Prepare for, attend and participate in tutorials
• Submit written answers as part of Marketing Portfolio assessment
• Complete the Mid-session Quiz
• Attend lectures and tutorials – participate/engage/reflect
• Contribute to the unit (in tutorials, discussion board)
• Prepare thoroughly for the final exam
• Be aware of business issues in the press, especially those with a marketing context
• Work hard, enjoy and succeed!
HOW TO GET VALUE FROM THIS COURSE:
YOUR ROLE AS STUDENT
Read chapters in the text, academic/practitioner articles, and other
materials (magazines, etc).
Look for marketing examples: newspapers, current affairs TV, movies
Think about your own and others’ role as a customer
Make connections between what you learn and what is happening
around you. Be prepared to discuss your experiences in lectures and
tutorials.
APPRECIATE THIS UNIT FOR WHAT IT IS
MKTG 101 is not highly abstract or technical (unlike
stats, economics, accounting…)
You are all CONSUMERS- we buy and consume things
daily
THEREFORE you can apply the content we learn about
TO YOUR OWN EXPERIENCES AND LIFE
YES- there will be jargon and theoretical models
But this unit is also FUN!
SESSION 1: INTRODUCTION TO MARKETING
Learning objectives:
• provide a marketing overview
• recognise marketing involves a mutually beneficial
exchange
• discuss the importance of ethics and corporate social
responsibility
• explain the elements of the marketing mix
• discuss how marketing improves business performance,
quality of life and benefits society.
DEFINITION OF MARKETING
“… 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.”
(American Marketing Association)
https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
DEFINITION OF MARKETING- BREAKDOWN
Figure 1.1
Organisation wide- no longer
‘department specific’
Your product can be great! But no
one cares unless it’s communicated
well
Both parties must have value.. But
that value can be ‘created’ by the
marketer
It’s not only brand
customer, but how
marketing can benefit ALL
parties in the mix
The Marketing Concept:
A customer orientation, backed up by
integrated marketing activities aimed at
generating customer satisfaction as the key to
satisfying organisational goals.
But is satisfaction enough…
THE IMPORTANCE OF ENGAGEMENT
Customers can be satisfied without being truly engaged with and loyal to a
brand.
Satisfaction = cognitive appraisal that a good/service fulfils expectations.
E.g. I’m satisfied with my toothpaste, but that doesn’t mean I won’t buy a
different brand in response to:
Scarcity
Promotion
Convenience
SO as marketers you need to look BEYOND satisfaction and create a sense of
engagement with your customers.
A big part of this is creating strong, positive emotions between the customer
and the brand.
THE IMPORTANCE OF ENGAGEMENT
Think about how most generic, uninteresting, domestic or utilitarian
products are sold…
FUNCTIONALITY IS NOT ENOUGH
Most use some sort of emotional appeal in order to attract and
maintain their customer base
https://www.youtube.com/watch?v=0J0unWoAfpM
Components of the Marketing Concept
2
INTEGRATED
MARKETING
EFFORTS
3
PROFITABILITY
Rest of the
Organisation
Return on
Investment
( ROI )
Financial Measures
Market
Information
Marketing
Offering
1 CUSTOMER
ORIENTATION
TARGET
MARKET
CUSTOMER
NEEDS
Challenge:
Measuring
Profitability
of marketing
programs
Challenge:
Mass market,
segment or “one to
one”?
Challenge:
“Marketing is
everybody’s
business
THE MARKETING EVOLUTION
Over the past 100 years marketing has evolved through the following
stages:
• Trade (product orientation)- pre 1800’s
• Production orientation- late 1800’s- early 1900’s
• Sales orientation – 1930’s
• Marketing orientation- mid-late 1900’s
• Societal marketing orientation – today
• Marketing and Society? – Ethics, critical marketing, social marketing
A marketing orientation is necessary:
A Production Orientation holds that:
the major task of an organisation is to pursue efficiency in production and
distribution.
A Sales Orientation holds that:
the main task of the organisation is to stimulate the interests of potential
clients in the organisation's existing offerings.
A Marketing Orientation holds that:
the main task of the organisation is to determine the needs and wants of
target markets and to satisfy them through the design, communication,
pricing and delivery of appropriate and competitively viable offerings.
Contrasting management philosophies
CONSUMERS
CONSUMERS
CONSUMERS
Production
Orientation
Sales
Orientation
Marketing
Orientation
Produce
it
Sell
it
Produce
it
Sell
it
Practicality
sells itself
Aggressive sales will
sell it
Produce
it
Market it
(product
development)
Learn what
they want
(market research)
Sell them what
they want
PASSIVE
PASSIVE
ACTIVE
THE SOCIETAL MARKETING
CONCEPT
The societal marketing concept holds that
the organisation’s task is to determine the
needs, wants and interests of target
markets and to deliver the desired
satisfactions more effectively and efficiently
than competitors in a way that preserves or
enhances the consumer’s and the society’s
well-being.
FIRST BEE HIVE
WHAT BRANDS CAN YOU THINK OF THAT TRY TO
PRESERVE AND ENHANCE THE WELL-BEING OF
CONSUMERS AND SOCIETY?
MARKETING AND SOCIETY…?
Marketing is often used as a pejorative..
Been attacked for:
promoting overconsumption (junk food, booze)
focused on shareholder value
being unethical
promoting harmful products (e.g. energy drinks)
treating us as consumers of things rather than
as people/human beings
fostering inequality- your worth is your
possessions
harming the environment Fast fashion
Marketing ethics, critical marketing, and social
marketing seek to address some of these
problems and criticisms.
https://www.youtube.com/watch?v=xa3wyaEe9vE
STAKEHOLDERS
Individuals, organisations and other groups that have a rightful interest in the
activities of a business, including:
• Owners (business must be profitable and sustainable)
• Employees (wealth is shared among members of society with creation of
jobs, reasonable working conditions)
• ****QUESTION FOR HR MAJORS- How can EMPLOYEES affect a brand?****
• Customers (and clients) (business must attract and retain customers by
offering products of value)
• Partners (all objectives met through CSR)
• Government (business must abide by laws and regulations)
MARKETING – A WAY OF DOING BUSINESS
Marketing is used by:
• Small businesses and large multinational corporations
• Businesses selling goods and businesses selling services
• For-profit and not-for-profit organisations
• Private and public organisations, including governments.
Marketing is a philosophy or way of doing business that puts
the customer, client, partner and society at the heart of all
business decisions.
VIDEO: “HIGH RISE”, LAND TRANSPORT
NZ COMMERCIAL
MARKETING – A SCIENCE AND AN ART
• Marketers need to learn what customers, clients,
partners and society want
• This is ongoing - customer preferences
continually evolve [influenced by product
experience, promotional messages –
magazines, t.v. , WOM]
• Marketers use information to maintain their
understanding
• Marketers are creative to develop new ideas
• The best marketers offer something that is
unique or special to consumers [markets are
cluttered e.g. VOSS
Remember- One goal of marketing is to create a need the customer didn’t know
they even had…..and then fulfil that need through product or service
THE MARKETING PROCESS
Understanding the market to create, communicate and
deliver an offering for exchange.
Figure 1.3
MARKETING EXCHANGE
Exchange: the mutually beneficial transfer of offerings of value
between the buyer and seller.
[this can occur for all different types of organisations]
A successful marketing exchange involves:
two or more parties, each with something of value desired by the other
party
all parties must benefit from the transaction
the exchange must meet both parties’ expectations (e.g. quality, price).
Note* you can also market goods and service for which these
conditions are not involved: like monopoly, forced, social, non-profIt
and compulsory services
VALUE – A PERCEPTION
A customer’s assessment of the utility of an offering based on
perceptions of what is received and what is given.
Value = Quality / Price
= Benefits expected / Benefits received
Value refers to the ‘total offering’. [Includes reputation of the
organisation, how employees act, product features, after sales
service in addition to the quality and price]
Value means different things to different people.
Customer values are the basis for developing a specific
product/service- what values guide these products?
Values:
Freedom?
Self-expression?
THE MARKET
•A market is a group of customers with heterogeneous (different)
needs and wants.
Examples include:
•Geographic markets (e.g. Singapore market)
•Product markets (e.g. Smartphone market)
•Demographic markets (e.g. seniors, gen Y, baby boomers)
•B2C; B2B; social marketing
THE MARKET- KEY PLAYERS
Customers purchase goods and services for their own or other people’s use-
the customer isn’t always the consumer…Example?
Consumers use the good or service.
Clients are ‘customers’ of the products of not-for-profit organisations (e.g.
Centrelink, Medicare). This requires marketing too!!
Partners are all organisations or individuals who are involved in the activities
of the exchange process (including suppliers and retailers).
Society is a body of individuals living as members of a community.
Different players have varying levels of power and control over their place
in the market (e.g. wealth, education, social networks, political power)
CORPORATE SOCIAL RESPONSIBILITY
Businesses have an obligation to act in the
interests of the societies that sustain them.
For example, the use of the earth’s
resources, in particular the natural
environment, has emerged as a major
consideration for businesses trying to meet
corporate social responsibility requirements.
THE SOCIAL AND CULTURAL ENVIRONMENT IMPACTS BRANDS & VICE
VERSA
Mattel’s barbie has reflected idealised versions of the woman’s
form throughout the years.
2016 “fashionistas” range represent ‘everyday’ people.
In 2017 they introduced new Ken dolls too! Man Bun Ken, Dad
Bod Ken
Reflecting the more diverse beauty standards in society that
includes different types of people e.g. ethnicities, ages, race,
sexuality and conditions.
http://www.theguardian.
com/fashion/2016/jan/
28/curvy-barbie-is-it-
the-end-of-the-road-for-
the-thigh-gap
SECOND BEE HIVE
IS CORPORATE SOCIAL
RESPONSIBILITY ULTIMATELY A
ANOTHER MARKETING TOOL
USED TO GAIN PROFIT? OR DO
COMPANIES REALLY CARE…?
ETHICS
A set of moral principles that
guide attitudes and behaviour.
Responsible companies implement their
own codes of conduct.
Laws and regulatory bodies govern the
conduct of individuals and organisational
behaviour, ensuring actions are beneficial
or at least acceptable to society.
Week 3 will discuss this in more detail
Part 6 of you Marketing Portfolio requires you
to identify an ethical problem in marketing
MOST BUSINESSES HAVE A CODE OF CONDUCT
VIDEO: MCDONALD’S RAINFOREST ALLIANCE COMMERCIAL
SUSTAINABILITY
Sustainable Development – meeting the needs of today without
compromising tomorrow (sustainable fishing; sustainable forestry,
etc.).
Sustainable Marketing – combining economic and ecological
elements in business practices (recycling; paper instead of plastic,
etc.).
E.g. Banning the plastic bag!!
http://www.news.com.au/finance/business/retail/how-nudge-
theory-can-help-shops-avoid-a-backlash-over-plastic-bag-
bans/news-story/261d51b0fa0bee74bf34beda6805563f
THE TRIPLE BOTTOM LINE
Figure 1.5
THE MARKETING MIX
A set of variables that a marketer can exercise control over in
creating an offering for exchange.
Traditionally known as the 4 P’s
• Product
• Price
• Promotion
• Place (distribution)
MKTG 101 MARKETING FUNDAMENTALS 麦考瑞 assignment 代写
REEEMIIIX: people, process, physical evidence (services
marketing – now known as 7 P’s)
PRODUCT
• Product – A good, service or idea offered for exchange.
(Bundle of attributes)
• Brand – A collection of symbols creating a differentiated
image in the customer’s mind (ipad).
• Good – a physical (tangible) offering capable of being
delivered to a customer. Purchase and consumption are
separate – you can store a Kit Kat- but why would you?
• Service – an intangible offering that does not involve
ownership. Purchase and consumption are together – you
can’t ‘store’ a haircut
It is the job of marketers to
continually add new value
to their products that reflect
consumers’ need, values and
wants …
Beehive #3
How have
marketers
added value
to oats?
PRICE
• Price – the amount of money a business demands in exchange for its offerings.
• Willingness to pay – what customers are prepared to give in return for what
they get- doesn’t always align with consumers’ willingness
• E.g. bananas, Uber, Petrol
• Pricing decisions must also consider:
- Production, communication and distribution costs
- Required profitability
- Partners’ requirements
- Competitors’ prices.
- Marketers need to understand what customers would like to get and what they
are prepared to give in return.
PROMOTION
The marketing activities that make potential customers,
partners and society aware of and attracted to the
business’s offering.
Products may be already established, modified, new, or a
form of information or education (social marketing – drink
drive, slip slop, smoking, etc.).
Examples of promotion include: advertising, loyalty
schemes, sales promotions, product trials, public relations
campaigns, and personal selling efforts.
DISTRIBUTION - PLACE
The means of making the offering available to the customer at the
right time and place (while managing the costs of making the
products available – inventory, storage and transport).
Logistics
That part of the marketing process concerned with supply and
transport. (Right place and right quantity)- Must consider seasonal
demands, perishability etc.
Supply chain
The parties involved in providing all of the raw materials and
services that go into getting a product to the market.
PEOPLE AND PHYSICAL EVIDENCE
People
Anyone coming into contact with customers who can affect value
for customers. This includes employees and other customers.
(Highly motivated staff important as they are inseparable from
the total service)
Airline staff; hotel staff; utility companies; banks; credit card companies;
internet service providers; education
Physical evidence- Including Servicescape
Tangible cues that can be used as a means to evaluate service
quality prior to purchase.
PROCESS
The systems used to create, communicate, deliver
and exchange the offering.
Everything from the way a product is conceived
and designed to the way it is delivered including
post-sales services – Mazda example
Customer value is at the heart of all stages
http://www.youtube.com/watch?v=i1xz5Kv-7VY
To recap
SUMMARY
• Provide a marketing overview
• Recognise marketing involves a mutually beneficial
exchange
• Discuss the importance of ethics and corporate social
responsibility
• Explain the elements of the marketing mix
• Discuss how marketing improves business performance,
quality of life and benefits society.
HAVE A GREAT WEEKEND AND SEE YOU NEXT
THURSDAY!
MKTG 101 MARKETING FUNDAMENTALS 麦考瑞 assignment 代写
