Principles of Marketing

Nadia Rahim
Fall 2013
Class Procedures and
Information
Study Guide
Grade Marking
Unbending Rules
Turnitin Student Access
Tutorials
Assignment Submission
Term Project Topic and Group Names
The Study Guide

The word file

Grading and Assessment
Assessment Factor Nature Marks

Assignment (any 4) Individual 10

Quiz (4 n-1) Individual 15

Term Project + Group 20

Presentation
Hourly Exam Individual 20

Final Individual 35

Total 100
Assessment Rubric
An assessment rubric will help you see as to
how you are evaluated against each
assessment factor.
It is highly recommended that you carefully go
over the rubric as it will provide a set of
expectations I have of each grade level student.
I would advice that you identify your course
grade target and sketch out your term
performance accordingly.
UNBENDING CLASS RULES
IF YOU ARE NOT PRESENT IN CLASS (FOR
WHATEVER UNAVOIDABLE REASONS) YOU WILL BE
MARKED ABSENT.
ATTENDANCE WILL BE TAKEN 10 MINUTES AFTER
THE CLASS COMMENCEMENT. IF YOU ARE NOT
PRESENT WHEN THE ATTENDANCE IS TAKEN YOU
WILL BE MARKED ABSENT
A STUDENTS CONSISTENT PURSUANCE FOR ME
TO MARK HIM/HER PRESENT WILL LEAD TO -2 IN
CLASS PARTICIPATION.
In courtesy to your teacher and classmates MOBILES
MUST BE TURNED OFF DURING THE CLASS.
Turnitin Student Access
So What Are Tutorials

Tutorials will work as guides in terms of

Helping you create more practical learning of the
subject
Helping you determine how to answer
assignment questions
Help generate discussion related to practical
implication of what we are studying in class
There are 4 tutorials planned for your class
1 of them is in class helping you understand
how to best make use of them
Session 1

SO WHAT IS
MARKETING?
What is your
initial reaction
to this ad?

What is the
most striking
thing about this
ad?

What does it
tell you about
Marketing?
What do you
think the task
entail?
Introduction to Marketing

In todays class we will be able to

Define marketing
Explore some basic concepts of Marketing
Examine the evolution of marketing as a
business function over the years.
What is marketing?

Many people think of marketing as only selling

and advertising.
Today, marketing must be understood not in the
old sense of making a sale
According to management guru Peter Drucker,
The aim of marketing is to make selling
unnecessary.
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. (Kotler & Armstrong,
2010)
The Marketing Process
Core Marketing Concepts

Products
and
Needs, wants, Services
and demands

Core
Marketing
Markets
Concepts
Value, satisfaction,
and quality
Exchange, transactions,
and relationships
What Motivates a Consumer
to Take Action?
Needs - state of felt deprivation for basic items such
as food and clothing and complex needs such as for
belonging. i.e. I am thirsty

Wants - form that a human need takes as shaped by

culture and individual personality. i.e. I want a
Coca-Cola.

Demands - human wants backed by buying power.

i.e. I have money to buy a Coca-Cola.
 What Will Satisfy Consumers
Needs and Wants?
Experiences
Smart marketers look
Products - Services - beyond the attributes
anything that can activities or of the products and
be offered to a benefits offered services they sell. By
market for for sale that are orchestrating several
attention, essentially services and products,
acquisition, use intangible and they create brand
or consumption dont result in experiences for
and that might the ownership of consumers.
satisfy a need or anything.
want. Examples:
Examples: banking, airlines,
Beverages, haircuts, and
telephones, hotels.
Clothes
How Do Consumers Choose Among
Products and Services?
Customer Value - benefit that the customer gains
from owning and using a product compared to the
cost of obtaining the product.

Customer Satisfaction - depends on the products

perceived performance in delivering value relative to
a buyers expectations
How do Consumers Obtain
Products and Services?
Exchanges - act of obtaining a desired object from
someone by offering something in return.

Transactions - trade of values between parties.

Usually involves money and a response.

Relationships - building long-term relationships

with consumers, distributors, dealers, and suppliers.
Who Purchases Products
and Services?

Actual
Buyers

Market
Potential
Buyers

Buyers who share a particular need or

want that can be satisfied by a
companys products or services.
Modern Marketing System
Suppliers

Company
Competitors
(Marketer)
Environment

Environment
Marketing
Intermediaries

End User
Market
 New Marketing Challenges

New
Marketing
Landscape &
Nonprofit
Information Marketing
Technology

Ethical Emerging
Concerns Challenges Globalization
Social responsibility

Changing
World
Economy
 Our lives are filled with things. Were
overwhelmed by possessions we own
but do not treasure. Stuff we buy but
never love to be thrown away in weeks
rather than passed down for
generations

Perhaps it will be different now. Perhaps

now is an opportunity to reassess what
really matters. After all, if everything you
ever bought her disappeared overnight,
what would she truly miss