mkg100 introduction to marketing · • course management • text and readings introduction ......
TRANSCRIPT
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MKG100 Introduction to
Marketing
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Week 1 - Introduction
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• Welcome
• Housekeeping
• Learning outcomes
• Assessment
• Course management
• Text and readings
Introduction
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Housekeeping
Subject Lecturer:
• Mr./Ms. ???????
• Room number: ??????
• Phone: ?????????
• Email: ????????????
Subject Co-ordinator
• Mr./Ms. ???????
• Room number: ??????
• Phone: ?????????
• Email: ????????????
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Lecture Staff:
Tutorial Staff
Support Staff
Housekeeping
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On completion of this subject, you should be able to:
• describe and discuss the role of marketing in modern society
• explain the key theories and principles of contemporary marketing
practice
• describe and discuss the key elements and functions of consumer
behaviour and marketing research
• demonstrate an understanding of the marketing mix and the four Ps of
marketing: price, product, promotion and placement
• apply marketing solutions to identified marketing problems through case
study analysis.
Learning Outcomes
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Online Quizzes
Marketing Plan Development Report
Final Examination
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Assessments
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Changes to the subject outline
Tutorial Staff Consultation – 1 hour per week
Lecture and tutorial absences – medical certificate only
Problems/Issues – See Lecturer or Subject Coordinator
Deadlines – Extensions – medical certificate only
Room Changes
Emails on weekdays only
Course management
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Elliot, G., Rundle-Thiele, S., and Waller, D. (2013) Marketing, Third Edition,
John Wiley, Milton, Queensland.
Text and Readings
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Lynda.com
Note that students will be directed to the Lynda.com website for access
and use of various learning resources and materials during this subject.
Student should ensure they have access to the Lynda.com website to
view and study the relevant online content.
Note that unless otherwise informed, students will not be assessed on
learning or content derived from Lynda.com web resources.
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Week 1 – Introduction to Marketing
Chapter 1 – Introduction to Marketing
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Learning Outcomes
On completion of this session, you should be able to:
• Identify the role that marketing plays in both business and society.
• Identify key marketing concepts and discuss their relevance to organisation
problems.
• Explain the importance of sound marketing research.
• Analyse and interpret marketing mix elements.
• Explain how new marketing offerings are established.
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Generic Graduate Skills
• Effective written and oral communication skills
• Interpersonal communication skills, including collaboration and
teamwork
• Research and information literacy
• Critical evaluation and assessment of information
• Creativity and independent thought
• Problem solving and analytical skills
• Ethical conduct
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General Information
Study Smart Resources:
• Student marks (grade book)
• Unit Outline
• Lecture Slides
• Text support materials
• Additional materials section
• Go to http://studysmart.au.studygroup.com/login.php
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Prescribed Text
Prescribed Text:
Elliott, G., Rundle-Thiele, S., and
Waller, D. (2010) Marketing (2nd ed).
Australia: John Wiley & Sons. ISBN
978174246721
An online version can be
purchased for a reduced price.
www.buywiley.com.au
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Unit Content – Three Core Modules
1. Creating the Marketing Offering
2. Knowing the Customer
3. Launching the Marketing Offering
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Philosophy Of The Unit
1. Lectures are interactive between myself and you the
student.
- Content
- Apply the content
- Exam Revision
2. Tutorials are predominantly where the tutor helps you
with your major group project and you learn about how
different markets treat marketing via the different
products that each group is assessing.
3. Take a group mentality to completing the unit.
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Video: Major Responsibilities of
a Director of Marketing
Jason Haynes, Director of Marketing Quiksilver Australasia
Click the button to play this video online.
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Definition Of Marketing
“… the activity, set of institutions, and processes for
creating, communicating, delivering and exchanging
offerings that have value for customers, clients, partners
and society at large.”
(American Marketing Association)
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Core Marketing Concepts
Productoffering
Needs, wants,and demands
Exchange, transactions,and relationships
Markets
CoreMarketingConcepts
Value, satisfaction,and quality
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Innate Needs• Physiological (or biogenic) needs that are considered primary needs.• Such as food, water, air, clothing, shelter, and sex.
Acquired needs• Generally psychological (or psychogenic) needs that are considered
secondary needs.• Needs that are learned in response to one’s culture or environment
(such as the need for esteem, prestige, affection, or power).
Communication in particular must tune in to the needs that affect purchase decisions.
Benefits are provided by marketers that attempt to satisfy consumer needs.
Customer Needs
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External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the Environment.
Internal Stimuli
• Hunger
• Thirst
• A person’s normal needs
Need RecognitionDifference between an actual state and a desired state
Need can be triggered by both internal or external stimuli
Need Recognition
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Maslow’s Hierarchy of Needs
Physiological needs(hunger, thirst, communication)
Safety needs(security, protection)
Social needs(sense of belonging, love)
Esteem needs(self-esteem, recognition, status)
Self-actualization needs(self-development, realization)
Maslows Heirarchy of Needs
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What need(s) are being appealed to in this
ad?
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Product Offering
Refers to more than just a tangible product (A brand image, for
example, is part of the product).
Ideas (Nescafe Big Break, Quit campaigns)
People (Kylie Minogue, David Beckham, Political Candidates and
Political parties)
Services (ANZ internet banking/Qantas)
Non-profit organisations (Red Cross)
Events (Olympics/World Cup Soccer)
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Value, Satisfaction and Quality
Customer Value is the difference between the values the
customer gains in owning and using a product and the
costs of obtaining the product.
Customer Satisfaction is the extent to which a product’s
perceived performance matches a buyer’s expectations.
Quality in engineering sense is “free from all defects”, in
marketing sense, is continual customer satisfaction.
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Satisfaction
Relationship
Reliability Empathy Product
Assurance Tangibles Process
Responsiveness Price People
Delivers on time
Returns calls quickly
Knows my industry
Delivers by Wednesday
Returns calls in two hours
Knows strengths of my
competitors
Requirements:
Abstract
Concrete
Dig
deeper
Dig
deeper
Dig
deeper
Diagnosticity:
Low
High
General
concepts
Dimensions
(Expectations)
Behaviors
and actions
(standards)
Attributes
What Customers Expect: Getting to Actionable
Steps
Value
Solution
Provider
Overall service
quality
Zeithaml, Bitner, Gremler (2007), Services Marketing: Integrating
Customer Focus across the firm, McGraw-Hill pg.302
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FactoryExisting
Products
Selling/
Promoting
Profits via
Volume
MarketCustomer
Needs
Integrated
Marketing
Profits via
Satisfaction
The Selling Concept
The Marketing Concept
StartingPoint
Focus Means Ends
Selling vs. Marketing Concept
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Company Product Definition Market Definition
Missouri-Pacific Railroad We run a railroad We are a people-and-goods mover
Xerox We make copying equipment We help improve office productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We market entertainment
Encyclopaedia
Brittannica
We sell encyclopedias We distribute Information
Carrier We make air conditioners and
furnaces
We provide climate control in the
home
Product-Oriented and Market-Oriented
Organisations
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Major Responsibilities of a Sales
and Marketing Director
Bruce White, Director of Sales and Marketing,
Story Bridge Adventure Climb
Click the button to play this video online.
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Brands!
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Communication!
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YOU DON’T HAVE TO WORRY ABOUT LIFE’S
LITTLE PROBLEMS.
MEDIBANK PRIVATE WILL DO THAT FOR YOU.
www.firstwithmedibank.com.au
Source: Amanda Goh, Andrea Tickle, Meagan Chandler, Nur-Irdah Halik
Targeting New Prospects
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First rental?
Broadening the appeal!
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Freshening the
communication!
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Segmentation!
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Developing A New Category
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Changing or Reinforcing Attitudes
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Responsibilities of a Sales and
Marketing Director
Neil Paterson, Director of Sales and Marketing,
Sofitel Hotel, Gold Coast
Click the button to play this video online.
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Summary
On completion of this session, you should be able to:
• Identify the role that marketing plays in both business and society.
• Identify key marketing concepts and discuss their relevance to organisation
problems.
• Explain the importance of sound marketing research.
• Analyse and interpret marketing mix elements.
• Explain how new marketing offerings are established.