AgendaIKEA Case study answers

Advertising v marketing

Flexible numbers

Official course kick off

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Nature And Role Of Markets And Marketing Stage 6 Business Studies Syllabus

Prepared by K. Giveen October, 2010

AgendaThe role of marketing in the firm and in society

Ethics

Types of markets — resource, industrial, intermediate, consumer, mass, niche

Production–selling–marketing orientation

The marketing concept — customer orientation, relationship marketing

Marketing planning process

The Role Of Marketing1. To find out what customers want

2. To develop products that will meet that want through:

Understanding the target market better than competitors

Servicing the customers better than competitors

Typical Organisation Chart

Marketing In The Firm

Marketing In SocietyTo provide goods and services that society needs

EthicsWhat do you think about the following exchange:

“Excuse me,” said the young man in a suit to the mother with two children who was walking through the shopping Mall. “Would you mind answering some questions for a survey we are conducting on the importance of education?” “Certainly,” she said. “Do you think education is important?” he asked. Following the answer, “Yes,” he asked if she wanted her own children to get the best education available and eventually sold her a set of encyclopedias' for $3 000. It was a clever sales pitch but do you think it was ethical behaviour?

Classifying Ethical Behaviours

Ethical Behaviour?

Types of Markets Resource

Industrial

Intermediate

Consumer

Mass

Niche

ProductionSelling

Market Orientation

The Marketing Concept Customer Orientation

Relationship Marketing

Marketing Planning Process