School of Business

Semester 1, 2014

The Fundamentals of Marketing

SESSION 1

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Marketing Defined

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The Five Steps in the Marketing Process

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Understanding the Marketplace and

Customer Needs

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• Needs- states of felt deprivation

• Wants – the form human needs take as shaped

by culture and individual personality

• Demands- Human wants that are backed by

buying power

Customer needs, wants and Demands

Presentation Title | 00 Month 2010 | Slide 6

Market offerings: Goods, services, and

experiences

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Customer Value and Satisfaction

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Exchanges, Transactions and Relationships

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Markets

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Designing a Customer Driven

Marketing Strategy

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Selecting Customers to Serve

Reducing demand

or demarketing is

an important aspect

of many social

marketing

programs

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Choosing a Value Proposition

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Marketing Management Orientations

• Selling Concept

• Marketing Concept

• Production Concept

• Product Concept

• Societal Marketing Concept

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The Selling and Marketing Concept

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The Production and Product Concept

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Societal Marketing Concept

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Preparing an Integrated Marketing

Plan and Program

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Building Customer Relationships

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Relationship Building Blocks:

Customer Value and Satisfaction

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The Changing Nature of Customer

Relationships

• Relating with more carefully selected customers

• Relating more deeply and interactively

• Customer managed relationships

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Partner Relationship Management

• Partners inside the organisation

• Partners outside the organisation

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Capturing Value from Customers

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Customer Relationship Groups

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The Changing Marketing Landscape

• The Uncertain world economy

• Measuring marketing’s contribution to organisational performance

• The growth of not-for-profit marketing

• The digital age

• Rapid globalisation

• Sustainable marketing

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The Uncertain World Economy

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Measuring Marketing’s Contribution to

Organisational Performance

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The Growth of Not- for- Profit Marketing

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The Digital Age

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Rapid Globalisation

• World economy has undergone radical change

• All organisations are touched by global competition

• Many domestic goods and service are ‘hybrids’

• Many companies face challenges about “ going global”

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Sustainable Marketing

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An expanded model of the

marketing process