School of Business
Semester 1, 2014
The Fundamentals of Marketing
SESSION 1
Presentation Title | 00 Month 2010 | Slide 2
Marketing Defined
Presentation Title | 00 Month 2010 | Slide 3
The Five Steps in the Marketing Process
Presentation Title | 00 Month 2010 | Slide 4
Understanding the Marketplace and
Customer Needs
Presentation Title | 00 Month 2010 | Slide 5
• Needs- states of felt deprivation
• Wants – the form human needs take as shaped
by culture and individual personality
• Demands- Human wants that are backed by
buying power
Customer needs, wants and Demands
Presentation Title | 00 Month 2010 | Slide 6
Market offerings: Goods, services, and
experiences
Presentation Title | 00 Month 2010 | Slide 7
Customer Value and Satisfaction
Presentation Title | 00 Month 2010 | Slide 8
Exchanges, Transactions and Relationships
Presentation Title | 00 Month 2010 | Slide 9
Markets
Presentation Title | 00 Month 2010 | Slide 10
Designing a Customer Driven
Marketing Strategy
Presentation Title | 00 Month 2010 | Slide 11
Selecting Customers to Serve
Reducing demand
or demarketing is
an important aspect
of many social
marketing
programs
Presentation Title | 00 Month 2010 | Slide 12
Choosing a Value Proposition
Presentation Title | 00 Month 2010 | Slide 13
Marketing Management Orientations
• Selling Concept
• Marketing Concept
• Production Concept
• Product Concept
• Societal Marketing Concept
Presentation Title | 00 Month 2010 | Slide 14
The Selling and Marketing Concept
Presentation Title | 00 Month 2010 | Slide 15
The Production and Product Concept
Presentation Title | 00 Month 2010 | Slide 16
Societal Marketing Concept
Presentation Title | 00 Month 2010 | Slide 17
Preparing an Integrated Marketing
Plan and Program
Presentation Title | 00 Month 2010 | Slide 18
Building Customer Relationships
Presentation Title | 00 Month 2010 | Slide 19
Relationship Building Blocks:
Customer Value and Satisfaction
Presentation Title | 00 Month 2010 | Slide 20
The Changing Nature of Customer
Relationships
• Relating with more carefully selected customers
• Relating more deeply and interactively
• Customer managed relationships
Presentation Title | 00 Month 2010 | Slide 21
Partner Relationship Management
• Partners inside the organisation
• Partners outside the organisation
Presentation Title | 00 Month 2010 | Slide 22
Capturing Value from Customers
Presentation Title | 00 Month 2010 | Slide 23
Customer Relationship Groups
Presentation Title | 00 Month 2010 | Slide 24
The Changing Marketing Landscape
• The Uncertain world economy
• Measuring marketing’s contribution to organisational performance
• The growth of not-for-profit marketing
• The digital age
• Rapid globalisation
• Sustainable marketing
Presentation Title | 00 Month 2010 | Slide 25
The Uncertain World Economy
Presentation Title | 00 Month 2010 | Slide 26
Measuring Marketing’s Contribution to
Organisational Performance
Presentation Title | 00 Month 2010 | Slide 27
The Growth of Not- for- Profit Marketing
Presentation Title | 00 Month 2010 | Slide 28
The Digital Age
Presentation Title | 00 Month 2010 | Slide 29
Rapid Globalisation
• World economy has undergone radical change
• All organisations are touched by global competition
• Many domestic goods and service are ‘hybrids’
• Many companies face challenges about “ going global”
Presentation Title | 00 Month 2010 | Slide 30
Sustainable Marketing
Presentation Title | 00 Month 2010 | Slide 31
An expanded model of the
marketing process