Area of Study Two – Managing the Marketing

Function

Unit Two Business Management

Learning Intentions:We will be able to : Outline the marketing function and its relationship

to business objectives and business strategy Describe market research processes

Success Criteria Use key marketing terminology Present an analysis of market research processes

Introduction

Tony’s Terrific Tables

Tony has decided that he is going to open a

business selling hand-made coffee tables.

In what ways can Tony ‘market’ his tables?

What is Marketing? – An Introduction

Marketing

More Than Just Advertising

Marketing is a total system of interacting activities

designed to plan, price, promote and distribute

products to present and potential customers.

What is Marketing? – An Introduction

Marketing is ‘the process of planning and

executing the conception, pricing, promotion and

distribution

of ideas, goods and services to create exchanges

that satisfy individual and organisational

objectives’ (American Marketing Association).

What is Marketing? – An Introduction

A function is an area of management

responsibility.

Objectives refers to goals the business wishes to achieve.

Strategies are the activities that the business undertakes to meet their objectives

The Marketing Function – Relationship to Objectives and Strategy

A business may wish to “increase sales by

10% over 2 years” (objective)

The ‘marketing function’ of a business refers to the activities (strategies) aimed at achieving particular objectives in relation to a good or service (increase sales)

Marketing is NOT just about advertising.

The Marketing Function – Relationship to Objectives and

Strategy

The Marketing Function – Relationship to Objectives and

Strategy

The Marketing Function – Relationship to Objectives and

Strategy

Objective

Increase Profit

Strategy

Increase Sales

Marketing Plan

Finance Plan

Production Plan