MKG100 Introduction to Marketing · • Course management • Text and readings Introduction ... Chapter 1 –Introduction to Marketing. ... with your major group project and you

MKG100 Introduction to

Marketing

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Week 1 - Introduction

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• Welcome

• Housekeeping

• Learning outcomes

• Assessment

• Course management

• Text and readings

Introduction

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Housekeeping

Subject Lecturer:

• Mr./Ms. ???????

• Room number: ??????

• Phone: ?????????

• Email: ????????????

Subject Co-ordinator

• Mr./Ms. ???????

• Room number: ??????

• Phone: ?????????

• Email: ????????????

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Lecture Staff:

Tutorial Staff

Support Staff

Housekeeping

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On completion of this subject, you should be able to:

• describe and discuss the role of marketing in modern society

• explain the key theories and principles of contemporary marketing

practice

• describe and discuss the key elements and functions of consumer

behaviour and marketing research

• demonstrate an understanding of the marketing mix and the four Ps of

marketing: price, product, promotion and placement

• apply marketing solutions to identified marketing problems through case

study analysis.

Learning Outcomes

Online Quizzes

Marketing Plan Development Report

Final Examination

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Assessments

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Changes to the subject outline

Tutorial Staff Consultation – 1 hour per week

Lecture and tutorial absences – medical certificate only

Problems/Issues – See Lecturer or Subject Coordinator

Deadlines – Extensions – medical certificate only

Room Changes

Emails on weekdays only

Course management

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Elliot, G., Rundle-Thiele, S., and Waller, D. (2013) Marketing, Third Edition,

John Wiley, Milton, Queensland.

Text and Readings

Lynda.com

Note that students will be directed to the Lynda.com website for access

and use of various learning resources and materials during this subject.

Student should ensure they have access to the Lynda.com website to

view and study the relevant online content.

Note that unless otherwise informed, students will not be assessed on

learning or content derived from Lynda.com web resources.

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Week 1 – Introduction to Marketing

Chapter 1 – Introduction to Marketing

Learning Outcomes

On completion of this session, you should be able to:

• Identify the role that marketing plays in both business and society.

• Identify key marketing concepts and discuss their relevance to organisation

problems.

• Explain the importance of sound marketing research.

• Analyse and interpret marketing mix elements.

• Explain how new marketing offerings are established.

Generic Graduate Skills

• Effective written and oral communication skills

• Interpersonal communication skills, including collaboration and

teamwork

• Research and information literacy

• Critical evaluation and assessment of information

• Creativity and independent thought

• Problem solving and analytical skills

• Ethical conduct

General Information

Study Smart Resources:

• Student marks (grade book)

• Unit Outline

• Lecture Slides

• Text support materials

• Additional materials section

• Go to http://studysmart.au.studygroup.com/login.php

Prescribed Text

Prescribed Text:

Elliott, G., Rundle-Thiele, S., and

Waller, D. (2010) Marketing (2nd ed).

Australia: John Wiley & Sons. ISBN

978174246721

An online version can be

purchased for a reduced price.

www.buywiley.com.au

Unit Content – Three Core Modules

1. Creating the Marketing Offering

2. Knowing the Customer

3. Launching the Marketing Offering

Philosophy Of The Unit

1. Lectures are interactive between myself and you the

student.

- Content

- Apply the content

- Exam Revision

2. Tutorials are predominantly where the tutor helps you

with your major group project and you learn about how

different markets treat marketing via the different

products that each group is assessing.

3. Take a group mentality to completing the unit.

Video: Major Responsibilities of

a Director of Marketing

Jason Haynes, Director of Marketing Quiksilver Australasia

Click the button to play this video online.

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)

Core Marketing Concepts

Productoffering

Needs, wants,and demands

Exchange, transactions,and relationships

Markets

CoreMarketingConcepts

Value, satisfaction,and quality

Innate Needs• Physiological (or biogenic) needs that are considered primary needs.• Such as food, water, air, clothing, shelter, and sex.

Acquired needs• Generally psychological (or psychogenic) needs that are considered

secondary needs.• Needs that are learned in response to one’s culture or environment

(such as the need for esteem, prestige, affection, or power).

Communication in particular must tune in to the needs that affect purchase decisions.

Benefits are provided by marketers that attempt to satisfy consumer needs.

Customer Needs

External Stimuli

• TV advertising

• Magazine ad

• Radio slogan

•Stimuli in the Environment.

Internal Stimuli

• Hunger

• Thirst

• A person’s normal needs

Need RecognitionDifference between an actual state and a desired state

Need can be triggered by both internal or external stimuli

Need Recognition

Maslow’s Hierarchy of Needs

Physiological needs(hunger, thirst, communication)

Safety needs(security, protection)

Social needs(sense of belonging, love)

Esteem needs(self-esteem, recognition, status)

Self-actualization needs(self-development, realization)

Maslows Heirarchy of Needs

What need(s) are being appealed to in this

ad?

Product Offering

Refers to more than just a tangible product (A brand image, for

example, is part of the product).

Ideas (Nescafe Big Break, Quit campaigns)

People (Kylie Minogue, David Beckham, Political Candidates and

Political parties)

Services (ANZ internet banking/Qantas)

Non-profit organisations (Red Cross)

Events (Olympics/World Cup Soccer)

Value, Satisfaction and Quality

Customer Value is the difference between the values the

customer gains in owning and using a product and the

costs of obtaining the product.

Customer Satisfaction is the extent to which a product’s

perceived performance matches a buyer’s expectations.

Quality in engineering sense is “free from all defects”, in

marketing sense, is continual customer satisfaction.

Satisfaction

Relationship

Reliability Empathy Product

Assurance Tangibles Process

Responsiveness Price People

Delivers on time

Returns calls quickly

Knows my industry

Delivers by Wednesday

Returns calls in two hours

Knows strengths of my

competitors

Requirements:

Abstract

Concrete

Dig

deeper

Dig

deeper

Dig

deeper

Diagnosticity:

Low

High

General

concepts

Dimensions

(Expectations)

Behaviors

and actions

(standards)

Attributes

What Customers Expect: Getting to Actionable

Steps

Value

Solution

Provider

Overall service

quality

Zeithaml, Bitner, Gremler (2007), Services Marketing: Integrating

Customer Focus across the firm, McGraw-Hill pg.302

FactoryExisting

Products

Selling/

Promoting

Profits via

Volume

MarketCustomer

Needs

Integrated

Marketing

Profits via

Satisfaction

The Selling Concept

The Marketing Concept

StartingPoint

Focus Means Ends

Selling vs. Marketing Concept

Company Product Definition Market Definition

Missouri-Pacific Railroad We run a railroad We are a people-and-goods mover

Xerox We make copying equipment We help improve office productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We market entertainment

Encyclopaedia

Brittannica

We sell encyclopedias We distribute Information

Carrier We make air conditioners and

furnaces

We provide climate control in the

home

Product-Oriented and Market-Oriented

Organisations

Major Responsibilities of a Sales

and Marketing Director

Bruce White, Director of Sales and Marketing,

Story Bridge Adventure Climb

Click the button to play this video online.

Brands!

Communication!

YOU DON’T HAVE TO WORRY ABOUT LIFE’S

LITTLE PROBLEMS.

MEDIBANK PRIVATE WILL DO THAT FOR YOU.

www.firstwithmedibank.com.au

Source: Amanda Goh, Andrea Tickle, Meagan Chandler, Nur-Irdah Halik

Targeting New Prospects

First rental?

Broadening the appeal!

Freshening the

communication!

Segmentation!

Developing A New Category

Changing or Reinforcing Attitudes

Responsibilities of a Sales and

Marketing Director

Neil Paterson, Director of Sales and Marketing,

Sofitel Hotel, Gold Coast

Click the button to play this video online.

Summary

On completion of this session, you should be able to:

• Identify the role that marketing plays in both business and society.

• Identify key marketing concepts and discuss their relevance to organisation

problems.

• Explain the importance of sound marketing research.

• Analyse and interpret marketing mix elements.

• Explain how new marketing offerings are established.