Part 1 – The Marketing Function

Activity: Brainstorm / Modelling – 10 minutes - Pairs

•List 5 goods or services (things) you have bought or used in the past week?•Did you buy or already have them?•Why did you buy/use them?•How did you know about them?

What is marketing?

• Marketing is a process that provides the link between producers or providers of goods & services and consumers

• What can marketing extend to?

Marketing practices4 Stages have evolved over time1.“Make it & it will sell” = PRODUCTION orientation (Eg: T-Model Ford)

2. Persuade existing and new customers to buy what we already produce = SALES orientation(Eg: House Car Insurance)

3.Bring all marketing activities under control of one department to achieve short term business goals = MARKETING DEPARTMENT orientation(Eg: Nike – Air Jordan)

4.Focus on the needs and wants of the consumer and develop products to meet these, also achieving business objectives = MARKET CONCEPT approach

Marketing Concept Approach

How does marketing relate to business objectives?

• Marketing plan outlines strategies to bring buyer and seller together

• Marketing Identifies for the business who, why and where product & market is

• Customer wants (if satisfied) should lead to repeat sales >>Marketing drives revenue

• Increased Market Share >> Improved profits

Activity – Good Marketing Alignment

Product/Service Why this is well marketed

Possible Business Objectives

Measures

1. Jetstar TV Advertising features Holiday’s, sunny places

Be number 1 budget/holiday airline of choice

Skytrax Airline Awards

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