Marketing Principles: Discussion & Critical Thinking Report
Prepared for: Marketing Chapter 1 - Creating Customer Value
and Engagement
Case Study Company: Unilever PLC (FTSE 100)
Part 1: Discussion Questions
1-1: Marketing and Marketing Myopia
* Definition of Marketing: Marketing is the process by which
companies create value for customers and build strong
customer relationships in order to capture value from
customers in return.
* Marketing Myopia: This occurs when a company focuses too
much on its specific products rather than the underlying
benefits and experiences produced by those products.
* How to Avoid It: Companies should focus on "customer needs"
rather than "product features." For example, a brand should see
itself in the "beauty and self-esteem" business rather than just
the "soap" business.
1-2: Needs, Wants, and Demands
* Needs: Basic human requirements (food, safety, social
belonging).
* Wants: The form human needs take as they are shaped by
culture and individual personality.
* Demands: Human wants that are backed by buying power.
* Impact: These concepts frame all marketing activities by
helping firms decide which products to develop and how to price
them based on what customers can and will buy.
1-3: The Five Marketing Management Orientations
* Production Concept: Consumers favor products that are
available and affordable.
* Product Concept: Consumers favor products that offer the
most quality and performance.
* Selling Concept: Consumers will buy only if the firm
undertakes large-scale selling and promotion.
* Marketing Concept: Achieving goals depends on knowing the
needs of target markets and delivering satisfaction.
* Societal Marketing Concept: Focuses on delivering value in a
way that maintains or improves both the consumer’s and
society’s well-being.
1-4: Building Customer Relationships
Marketers build relationships through Customer Relationship
Management (CRM). This involves creating superior customer
value and satisfaction. Strategies include loyalty programs,
personalized digital engagement, and ensuring the product's
performance exceeds customer expectations.
1-5: The Logic of Fewer Customers
A business might desire fewer customers if it wants to focus
only on profitable customers. Not all customers are equal; some
cost more to serve than the profit they generate. By selecting
high-value segments, a company can ensure long-term
sustainability instead of wasting resources on "loss-making"
accounts.
Part 2: Critical Thinking Exercises
1-6: Financial Analysis (Unilever PLC)
* Recent Marketing Spend: In 2024, Unilever invested
approximately €9.4 billion in Brand & Marketing Investment
(BMI).
* Sales Percentage: This represents roughly 15.5% of its total
turnover.
* Expenditure Trend: Over the past five years, Unilever has
increased its marketing spend significantly, focusing on its
"Power Brands" to drive higher growth and market share
despite global inflation.
1-7: Social Marketing Evaluation (Local Business)
* Effectiveness: A local artisanal bakery was evaluated. It is
highly effective because it uses real-time social media
(Instagram/TikTok) to show daily fresh products.
* Content Management: The business manages content by
engaging directly with the local community through comments
and polls, making the content highly relevant and authentic.
* Conclusion: Social marketing is effective for small businesses
because it allows for a personal connection that global
corporations often struggle to replicate.
1-8: Marketing Salary Report (UK Region - 2025/2026)
* National Averages:
* Marketing Executive: £35,000
* Social Media Manager: £42,000
* Marketing Manager: £56,000
* Data Analyst (Marketing): £62,000
* Marketing Director: £110,000
* Regional Differences: Salaries in London are 20% higher than
the national average due to the high concentration of global
firms. However, northern regions are seeing growth in digital
and remote marketing roles.