Tuesday, March 28 2000

1
INTRODUCTION

• SESSION 1
• Tuesday, March 28 2000

2
SESSION OUTLINE

• Presentations
• Discussion of course outline
• Definitions of modern marketing
• Marketing and developing economies
• Marketing and monopolies
• Integrated marketing

3
ASSIGNMENTS

• 2 short essays personal view of marketing
  concepts applied to your organization situation
  (40)
• Final exam (60)

4
COURSE STRUCTURE

• Market Analysis
• individual analysis of buyer behavior
• markets and competition
• segmentation and targetting
• Operational Marketing
• marketing mix
• product life cycle and marketing strategies

5
DEFINITIONS OF MODERN MARKETING

• Theories and literature (the science of
  marketing)
• Commercial activities of an organization (the
  marketing function)
• Strategy
• Tactics
• Managerial approach (marketing concept)

6
DEFINITION
Marketing concerns an organizations activities
which form the link with its markets, customers,
final users, distributors. Marketing allows the
exchange of goods, services and ideas, in a way
that they satisfy users needs and wants and
provide a reasonable profit to the company. It
also means doing things better than the
competition.
7
EVOLUTION STAGES

• Production approach
• Sales approach
• Marketing Approach

8
Types of Marketing
Transaction marketing
TRANSACTIONAL
Companies with more sophisticated use of
technology
Database marketing
RELATIONAL
Joint or foreign-owned companies
Interaction marketing
Network marketing
Industrial companies
High tech companies
9
MARKETING AND DEVELOPMENT

• Lack of infrastructure
• High costs
• Demand exceeds supply
• But,
• marketing is not only selling
• marketing helps educating

10
MARKETING AND MONOPOLIES

• No competition
• Price set by the company
• But,
• competition is more than direct rivals
• deregulation

11
INTEGRATED MARKETING
Market
Needs Demand Buyers Segments
12
INTEGRATED MARKETING
M.I.S.
Market
Data - internal - secondary - primary
Needs Demand Buyers Segments
13
INTEGRATED MARKETING
M.I.S.
Organization
Market
Data - internal - secondary - primary
Analysis Objectives Planning Implementation Contro
l
Needs Demand Buyers Segments
14
INTEGRATED MARKETING
M.I.S.
Organization
Market
Data - internal - secondary - primary
Analysis Objectives Planning Implementation Contro
l
Needs Demand Buyers Segments
Marketing Mix
P
P
P
P
15
INTEGRATED MARKETING
M.I.S.
Organization
Market
Data - internal - secondary - primary
Analysis Objectives Planning Implementation Contro
l
Needs Demand Buyers Segments
Marketing Mix
P
P
P
P
16
NEXT SESSION

• Individual buying behaviours
• Influencing variables
• Decision-making process
• The buying centre in the organizations
• Case discussion  Helen Subscribes to
  Electricity 
• Readings