Unit 4.1 The Role of Marketing
Lesson 1: The Market
pp. 439-443
Definitions
“Marketing is the management process which
identifies, anticipates and supplies customer
requirements efficiently and profitably.”
The Chartered institute of Marketing.
 ‘Marketing makes selling superfluous’
2a.
An
overview…
 Remember back in Unit 1.1 and Unit 1.2, when we talked
about NEEDS and WANTS?
 Needs are?
 Necessities you must have to survive: food, shelter, water, NOT your
cell phone!
 Wants are?
 The desires you have: nice car, cell phone, new computer, etc.
 Marketing addresses people’s needs and wants.
 It is about making customers want to buy a product.
 Looks at the reasons why people decide to buy
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The price, color, size, special feature of the product.
 Marketing takes a want and turns it into a need.
…
2b. An overview…
 Remember the activity we did? To create a product based on a person’s need.
 Think about this:
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Do you know this man?
Bob Marley (1945-1981)
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Once said that he did not NEED a BMW.
 So, you are in the marketing department…
How are you going to turn this product into
a need?
 The 4 P’s of marketing and your departments main objectives are:
 Products
 Price
 Place
 Promotion
 …
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3a. The Market
 What is it and why is it important?
 It is a place where customers and suppliers trade.
 It exists where there is a demand for a product and business try to
satisfy that demand.
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Two kinds of markets:
 Consumer markets: the general public
 Industrial / Commercial markets: business and governments
 Within each market there will be rival products and suppliers.
 Each business will be interested in three things:
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1. the size of the market
2. the growth rate within the market
3. the firm’s share of the market.
 Lets take a closer look at each one….
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3b.
The
Market:
Market
Size
Markets will differ in size.
 For example let’s look at the fast food industry…
Is there room for growth? Why do you think so?
 What about the car industry?
 What about the market for horse saddle’s?
 Now, the market size can be measured in a number of ways:
 A. Customer base:
 The total number of potential customers:
 Think about expanding into China…how many people live there? How
many are between the ages of 22-29?
 Think about an online business and the internet. How many people
does the internet serve?
 …
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3c. The Market: Market Size
 B. Barriers to entry:
The total number of suppliers in the market.
 The kind of industry, think about entering the oil and aircraft industry…easy to
do? Huge set up costs….
 With low barriers to entry there will be a lot more firms operating there on a
smaller scale.
 C. Location, Location, Location :
 Some markets focus on certain countries / regions.
 Do you know Adidas?

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They are the market leader in Tae Kwon Do equipment.

3d.
The
Market:
Market
Growth
Refers to an increase in the size of the market over a period of time.
 This is measured by an increase in the value or volume of sales in the
market.
 For example:
 If sales revenue in a market rises from $200 million to 220 million, the
market is to have grown by 10%.

…
3e. The Market: Market Share
 There are many rival products and firms in the market within any given market.
 Your business also contributes to this market share. But how by how much?
 Market share = sales revenue of firm x 100
total sales revenue in market
 If you increase your market share you will increase your profits.
 But having the largest market share might not be the most profitable. Think about your costs 
 Other benefits to having a larger market share:
 Status being number one; a market leader.
 Economies of scale
 Pricing power
 So how do you increase your market share?
 Promotion of brands (Unit 4.3)
 Product development (Unit 5.6)
 Motivation / training (Unit 2.5)
 Establish property rights (Unit 3.5 and 5.6)
 Use more efficient channels of distribution (Unit 5.6)…
4a. The Nature of Marketing
 There is no single, set definition of the term marketing:
 Marketing objectives of each and every firm differ.
 The Chartered Institute of Marketing defines it as “the management process
involved in identifying, anticipating and satisfying consumer requirements
profitably.” Wow! That’s a mouth full.
 Al Reis and Jack Trout believe it is “the battle for your mind.”
 Your textbook gives more definitions please read them. Get on the internet and see
what is out there as well.
 But most importantly get this book and read it:
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It is all about being FIRST in the mind of the consumer.
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
…
Don’t believe me? Think about it,
 Who was the second man to walk on the moon?
 Who was first to invent the car? Who was second?
 Who was the second person to fly across the Atlantic?
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4b.
The
Nature
of
Marketing
Marketing will either make or break a company.
 It will affect the sales and profits of the organization.
 Marketing alone will not guarantee success either; marketing must work
along side of other functional areas within a business such as:
 Operational management:
 The production department will work very closely with the marketing
department. Why?
 Finance:
 Together they will set appropriate budgets. Why is this important?
 Human resource management:
 Marketing data can help this department to identify staffing needs.
…
Unit 4.1 The Role of Marketing
Lesson 2: Market & Product Orientation
pp. 444-450
1. Product Orientation
 Marketing has changed over the years from:
 product-orientated (getting customers to buy the product) to
 market-orientated marketing (meeting actual needs or desires of customers).
 Product orientation:
 It is inward looking.
 The focus is on selling products that a company makes, rather than making products
they can sell.
 Businesses hope the customers will buy their product.
 Say’s Law: Supply creates its own demand.
 Concept today is customers will pay higher prices for a higher quality good.
 These companies assume to know what you, the customer wants.
 This is a very risky strategy to employ.
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You will find out very quickly that you will need, when developing products, to take the
customer into consideration.
…
2. Market Orientation
 Also called Consumer orientation.
 This approach is an outward looking one.
 The focus is on making products that a business can sell, rather than selling products that they can
make.
 Main focus is on the consumer in order to:
 Identify
 Design
 Develop and
 Supply products to meet their needs and wants of customers.
 If you ignore your customer, you will lose competitiveness.
 Two main advantages to using this approach:
 Flexibility: respond quicker to changes
 Less risk: by conducting market research, you will have a greater success meeting the wants and
needs of your customers.
 Market orientation approach tend to be expensive because of the market research.
 So how can you decide which approach to use? It will depend upon:
 The market: highly technical products vs. mass consumer market products.
 Organizational culture: “the customer is always right” – market oriented.
 Nature of barriers to entry: not much competition – less customer focused.
 …
3a. Marketing of Goods & Services
 What is a service?
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Is an intangible product such as a train ride, getting a hair cut.
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There is no ownership of the product and it is perishable.
Customers pay for services in order to fulfill wants and needs.

Can you think of any services that would fulfill a want or a need?
 Marketers will use the 4P’s (marketing mix) for goods; the marketing of services includes three
additional elements:
1. People
 2. Processes
 3. Physical evidence.
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 Together these form the 7 P’s in the marketing mix.
 Let‘s take a closer look…
3b. Marketing of Goods &
Services
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People:
 Remember services depends on the goodwill of all employees.
 How can you ensure good service:
 Appearance and body language
 Aptitudes and attitudes
 Feedback
 Efficiency
Processes:
 Refers to the way in which a service is provided and delivered.
 If you are selling a service how do you demonstrate to customers the benefits of services?
 Payment methods
 Waiting time
 Customer service
 After-sales care
Physical Evidence or environment:
 Refers to the tangible aspects of a service.
 What’s in a 5-star hotel? What do you see when you first walk into a place like this?
Challenges facing you as a manager in delivering quality customer service:
 Correcting mistakes
 Measuring productivity
 People management
 …
SOCIAL MARKETING (p183)
 Social marketing is apply the concepts of commercial
marketing to the benefit of society or the social good.
 The most common examples are public health
campaigns. Eg: discouraging smoking or drinking.
 These have increasingly used “shock tactics” such as
the recent EU anti-smoking campaign featured in the
case study.
Unit 4.1 The Role of Marketing
Lesson 3: Marketing in NPO
pp. 450-454
Marketing
Asset-Led
Asset-Led
 An asset-led business aims to use the core-competence
of a business in developing new products and services
 Those assets may be human, physical or intangible
assets
Strengths of the Business
 Physical Assets
 Distribution
 Manufacturing base
 Global reach
 Intangible Assets
 Brand name
 Image
 Personnel
 Core Competence – what the business sees itself as being ‘good
at’
Market-Led
Market-Led
 A market–led business has its focus purely on the
needs of the customer
 The business is highly responsive to the needs of
consumers – it has a focus on market research as a
means of identifying those needs
Market-Led
 Basic principles:
 The customer is king!
 Customer service is paramount
 Needs of consumers uppermost in new product development
 Customer servility – being a ‘slave’ to the customer
 Do not contemplate the cost of doing something to meet
customer needs, contemplate the cost of not doing it!
Building Relationships
 Importance of building relationships to meet customers’ needs and
expectations
 Suppliers – good relationship with suppliers means that goods are
available when the consumer needs them and that the business is
able to respond flexibly to change
 Customers – knowing who your customers are, what their needs are
and how the market is changing
1. NPO’s
 Marketing in NPO’s is somewhat different than the market-led strategies by profit seeking
companies.
 Tends to be more informative
 They use social marketing strategies:
main aim is not to make a profit, but for the public to take action.
 Donating money…
 Governments and other departments are opting to use this strategy.
They will also use catchphrases or slogans as a strategy.
 “Your Country Needs You”, a slogan during WWI in England.
Kotler, a marketing guru, coined the term de-marketing:
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the use of marketing to reduce the demand for socially undesirable products, like tobacco.
Funding can be a huge problem for NPO’s, they will use public relations to give them a better
public image, to increase awareness.
The use of the internet has help to cut marketing costs down for the NPO’s.
They will also strive to increase their distribution channels (Unit 4.6)
…
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2. Elements of a Marketing Plan
 A marketing plan is a document outlining a firm’s marketing objectives and the strategies to be used to
achieve these objectives.
 The plan is usually preceded by a marketing audit.
 This is a review of the current position of the firm's marketing mix, in terms of SWOT.
 May address issues of competition, an assessment of the effectiveness of the firm’s marketing.
 From the audit you the manager, can now proceed on to the marketing plan. It will include the
following:
 SMART marketing objectives (Unit 1.3).
 Methods for market research / Identifying target markets.
 SWOT of the competitors in the market
 Outline of the marketing mix 4/7 P’s
 Details of the marketing budget (how much is this going to cost the firm)
 Outline any problems that you may encounter and strategies on how to deal with them.
 Do not forget to use a PEST analysis 
 Main advantage:
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Improves the chances of success.
 Limitations:
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Many firms do not have time or resources to plan their marketing.
Plans can become outdated very quickly.
Can be inflexible, do not allow for sudden changes.
End
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