Agenda
IKEA Case study answers
Advertising v marketing
Flexible numbers
Official course kick off
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Nature And Role Of
Markets And Marketing
Stage 6 Business Studies Syllabus
Prepared by K. Giveen October, 2010
Agenda
The role of marketing in the firm and in society
Ethics
Types of markets — resource, industrial, intermediate,
consumer, mass, niche
Production–selling–marketing orientation
The marketing concept — customer orientation, relationship
marketing
Marketing planning process
The Role Of Marketing
1. To find out what customers want
2. To develop products that will meet that want through:
Understanding the target market better than competitors
Servicing the customers better than competitors
Typical Organisation Chart
Managing Director
Human
Resources
Consultants
Operations
Director
Heads of
Business
CFO
CIO
Accountants
Technology
Managers
Marketing
Director
Product
Managers
Sales
Marketing In The Firm
Marketing In Society
To provide goods and services that society needs
Ethics
What do you think about the following exchange:
“Excuse me,” said the young man in a suit to the mother with
two children who was walking through the shopping Mall.
“Would you mind answering some questions for a survey we are
conducting on the importance of education?” “Certainly,” she
said. “Do you think education is important?” he asked. Following
the answer, “Yes,” he asked if she wanted her own children to get
the best education available and eventually sold her a set of
encyclopedias' for $3 000. It was a clever sales pitch but do you
think it was ethical behaviour?
Classifying Ethical Behaviours
Ethical Behaviour?
Types of Markets
Resource
Industrial
Intermediate
Consumer
Mass
Niche
Production
Selling
Market Orientation
The Marketing Concept
Customer Orientation
Relationship Marketing
Marketing Planning Process