Chapter 1: An Overview of Marketing

1Copyright ©2012 Nelson Education Limited. All rights reserved.

What is Marketing?

Marketing is 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.

(Source: AMA 2012 http://www.marketingpower.com/_layouts/Dictionary.aspx?source=footer)LO1 2Copyright ©2012 Nelson Education Limited. All rights

reserved.

Review Learning Outcome What is Marketing?

Product

Price

Place

Promo

tion

ExchangeExchangeA BA B

CreatingValueCustomer value

and beneficial relationships

LO1

3Copyright ©2012 Nelson Education Limited. All rights reserved.

Review Learning Outcome The Four Marketing Management Philosophies

Production

Sales

Marketing

Societal

What can we make or do best?

How can we sell more aggressively?

What do customerswant and need?

What do customers want and need, and how can we benefit

society?

Orientation Focus

LO2

4Copyright ©2012 Nelson Education Limited. All rights reserved.

Review Learning OutcomeSales vs. Marketing Orientations

Organization’sFocus

Firm’sBusiness

ForWhom?

Primary Profit Goal?

Tools to Achieve

Selling goods and services

Everybody Maximum sales volume

Primarily promotion

InwardSales

Orientation:

Market Orientation

:

Outward Coordinated use of all marketing activities

Customer satisfaction

Specific groups of people

Satisfying wants and needs

LO3

5Copyright ©2012 Nelson Education Limited. All rights reserved.

Review Learning OutcomeReasons for Studying Marketing

Why Study Marketing?

Importantto

Society

Importantto

Business

GoodCareer

Opportunities

+Marketing affects you every day!

LO4

6Copyright ©2012 Nelson Education Limited. All rights reserved.

MARKETING CAREERS &SALARIES

2013

CAREERS IN MARKETINGWhy???

• Non routine• Deal with people• Independence, especially in sales• Travel – see the world. Don’t have to

join the navy!• Huge networking opportunity

CAREERS IN MARKETINGWhy???

• Relatively job secure• Flexible hours – not 8:00 – 4:30 job• Compensation attractive– Base salary– Bonus/commission– Company car

CAREERS IN MARKETINGDisadvantages

• Travel• Strain on marriages• Highly performance oriented• Many temptations– Food and liquor– Night life– Free time

SOURCE• http://www.canadavisa.com/canada-s

alary-wizard.html• Based upon salaries in Windsor• As of August 2013• Shows two levels– Base– Base plus Bonus

SALARIES IN MARKETINGPosition: Advertising Manager

Percentile

25th Median 75th

Base $80.7 $96.2 $116.7

w/Bonus $86.1 $103.7 $132.3

SALARIES IN MARKETINGPosition: Marketing Assistant I

Percentile

25th Median 75th

Base $41.3 $46.2 $50.7

w/Bonus $41.7 $47.0 $51.6

SALARIES IN MARKETINGPosition: eCommerce Marketing

ManagerPercenti

le25th Median 75th

Base $83.9 $97.0 $115.5

w/Bonus $88.8 $104.2 $125.6

SALARIES IN MARKETINGPosition: Product/Brand Manager

Percentile

25th Median 75th

Base $83.4 $94.7 $108.0

w/Bonus $89.7 $104.1 $122.2

SALARIES IN MARKETINGPosition: Customer Service Director

Percentile

25th Median 75th

Base $105.9 $120.3 $138.5

w/Bonus $117.3 $136.4 $163.4

SALARIES IN MARKETINGPosition: Account Representative

Percentile

25th Median 75th

Base $41.1 $46.6 $58.4

w/Bonus $42.2 $49.3 $59.8

SALARIES IN MARKETINGPosition: Market Research Analyst I

Percentile

25th Median 75th

Base $51.9 $57.8 $65.7

w/Bonus $53.4 $59.9 $69.1

SALARIES IN MARKETINGPosition: Market Research Manager

Percentile

25th Median 75th

Base $85.7 $97.8 $112.3

w/Bonus $93.3 $109.0 $125.2

SALARIES IN MARKETINGPosition: Marketing Manager

Percentile

25th Median 75th

Base $82.3 $94.6 $109.4

w/Bonus $88.5 $103.7 $120.5

SALARIES IN MARKETINGPosition: Sales Director

Percentile

25th Median 75th

Base $128.7 $150.9 $175.3

w/Bonus $151.3 $184.0 $229.9

SALARIES IN MARKETINGPosition: Order Clerk

Percentile

25th Median 75th

Base $33.9 $37.8 $42.0

w/Bonus $35.8 $39.8 $44.8

SALARIES IN MARKETINGPosition: Public Relations Director

Percentile

25th Median 75th

Base $137.5 $158.5 $182.1

w/Bonus $153.9 $185.6 $226.9

SALARIES IN MARKETINGPosition: Top Marketing Executive

Percentile

25th Median 75th

Base $172.1 $207.3 $257.5

w/Bonus $202.3 $259.6 $343.8

SALARIES IN MARKETINGPosition: Top Sales Executive

Percentile

25th Median 75th

Base $140.4 $170.0 $195.5

w/Bonus $167.0 $200.6 $254.8

SALARIES IN MARKETINGPosition: Financial Analysis Manager

Percentile

25th Median 75th

Base $97.8 $111.7 $127.3

w/Bonus $105.9 $121.5 $141.3

SALARIES IN MARKETINGPosition: Top Division Controller

Percentile

25th Median 75th

Base $114.2 $132.3 $151.3

w/Bonus $125.6 $148.3 $175.8

SALARIES IN MARKETINGPosition: Human Resources Director

Percentile

25th Median 75th

Base $120.8 $142.2 $161.6

w/Bonus $137.9 $166.0 $196.0

SALARIES IN MARKETINGPosition: I.T. Director

Percentile

25th Median 75th

Base $141.6 $162.7 $185.4

w/Bonus $157.5 $187.1 $221.1

SALARIES IN MARKETINGPosition: Chief Operating Officer

Percentile

25th Median 75th

Base $266.8 $345.0 $449.5

w/Bonus $320.9 $447.5 $677.5

SALARIES IN MARKETINGPosition: CEO (Chief Executive Officer)

Percentile

25th Median 75th

Base $337.4 $446.4 $635.4

w/Bonus $412.1 $623.4 $1,037.2