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This chapter introduces key concepts in marketing and how marketing exists in modern society. It aims to explain why marketing exists, demonstrate marketing's role, and introduce key ideas that will be discussed later. The chapter is divided into short sections beginning with a simple example to show the complexities of supplying goods. It outlines factors that influence demand and production of products. It discusses how organizations can respond by being production, sales, or marketing oriented. The chapter concludes that marketing involves the exchange process between individuals/organizations to satisfy needs and wants.
This chapter introduces key concepts in marketing and how marketing exists in modern society. It aims to explain why marketing exists, demonstrate marketing's role, and introduce key ideas that will be discussed later. The chapter is divided into short sections beginning with a simple example to show the complexities of supplying goods. It outlines factors that influence demand and production of products. It discusses how organizations can respond by being production, sales, or marketing oriented. The chapter concludes that marketing involves the exchange process between individuals/organizations to satisfy needs and wants.
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This chapter introduces key concepts in marketing and how marketing exists in modern society. It aims to explain why marketing exists, demonstrate marketing's role, and introduce key ideas that will be discussed later. The chapter is divided into short sections beginning with a simple example to show the complexities of supplying goods. It outlines factors that influence demand and production of products. It discusses how organizations can respond by being production, sales, or marketing oriented. The chapter concludes that marketing involves the exchange process between individuals/organizations to satisfy needs and wants.
Hak Cipta:
Attribution Non-Commercial (BY-NC)
Format Tersedia
Unduh sebagai PDF, TXT atau baca online dari Scribd
CHAPTLR OB]LCTIVLS 1. To exIuIn wIy murketIng exIsts In u modern socIety. 2. To demonstrute tIe roIe oI murketIng In u modern socIety. 3. To Introduce u number oI key murketIng Ideus tIut wIII be consIdered In greuter detI In Iuter cIuters oI tIe book. CHAPTLR SUMMARY This chapter can be used by tutors as a scene setter to introduce the subject of marketing to any students undertaking the subject for the first time. It presents some of the key concepts in marketing and how marketing itself has come to exist in modern society. It is divided into a series of short sections beginning with a simple example to demonstrate the complexities involved in supplying goods in highly developed economies. ANNOTATLD ILCTURL OUTIINL PoInt 1 - IntroductIon In sImIe terms, tIe sub]ect oI murketIng Is concerned wItI Iow IIrms decIde wIut tIey sIouId oIIer to muke und seII und wIut Iorm tIeIr roducts goods or servIces) sIouId tuke. However, In reuIIty tIe unswer to tIese Issues Is deendent uon u number oI comIex Iuctors. Point 2 - The factors that influence demand for a product. The demand for most products is affected by a number of factors: population, tastes and fashions, economic conditions, technology and politics and regulations. Demand is usually affected by the combined effects of these factors as well as second order effects i.e. the effect on organisations far removed from the consumer. Point 3 - The factors that influence the way a product is produced. The factors identified in Point 2 have an impact here also and as a result both the market and supplying organizations will change over time. The foregoing can also be applied to the theory of supply and demand in organizational markets as opposed to consumer ones. Point 4 As a result of this change, organizations can respond in one of three ways, they can become production, sales or marketing orientated. Most organizations today are committed to the latter i.e. putting the interests of the customer first. However, in practice this is not always as easy as it sounds:- 1. it is not always clear what customers interests are; 2. customer perceptions of their wants can be limited; 3. organizations are made up of bundles of assets into which considerable investment has been made; 4. most organisations face competition in some form. Point 5 - The problem of establishing customer needs and wants. The bedrock of any marketing effort is to establish customer needs and wants, however, many customers do not know what they need or want. Perceptions of their future wants are also very poor as is their ability to predict the uses to which they may put new technologies. The essential thing is to pay attention to what customers do and then try to understand the want they are satisfying through that action. Point 6 - The firms investment in its assets. A very real issue faced by all organisations is that of matching an organizations capabilities with the needs of the marketplace. The challenge for all marketers is to strike a balance between the apparent advantage of adapting to market developments and the need to exploit as fully as possible investments made in the firms asset base i.e. asset based marketing. This can then lead into a discussion of the difficulties of balancing costs and prices. Point 7 - The difference between needs and wants. One key marketing problem is how to distinguish between needs and wants i.e. one persons want is another persons need. In addition, some needs are satisfied by the State as a public good e.g. police ambulance, and fire services. Point 8 - Conclusion What then is marketing? It is the exchange process that occurs between individuals; between an organization and individuals; or between organizations as they seek to satisfy their needs and wants. However not all suppliers or customers are equally attractive - in marketing a supplier should determine which customers they prefer to deal with. Marketing managements function is to ensure that the organization identifies, anticipates, and satisfies customers wants profitably. In the future organizations must not become distracted from the central notion of being customer focused i.e. the driving force of business is to create a satisfied customer. Answers to the discussion questions:- 1. This question is useful to get students to consider the notion of exchange. It would then be a good idea to ask students to identify some fundamental features of modern lifestyles e.g. the speed at which we live, the growth in the use of technology, the level and diversity of consumption of goods and services etc., etc., and how complex exchanges have grown from this. 2. This question should stimulate an interesting debate about the role and importance of marketing versus more obviously productive departments like sales, production, and distribution! The discussion can include why organisations need to be customer focused in order to survive rather than production or sales orientated. Students could be encouraged to sight examples of organisations they consider to be good at marketing themselves and why, and those that are not and what has happened to them. 3. This should open up healthy discussion about mass produced goods at low prices versus demand for more tailor made products with high levels of customer service. The answer to this lies in the factors that influence demand for a product as well as the needs of the organisation. Discussion will also inevitably focus on production versus marketing orientation.
4. The lessons referred to here are covered in Section 6. This question is designed to make students realise that successful products are not always obvious and do not necessarily come from readily identifiable consumers needs and wants. Essentially, organisations should ignore what customers say but more importantly look at what customers do and understand the want that is being satisfied. 5. Many changes in fashion are not predictable, certainly not in the long term. (Your students should be able to give many examples of this.) However, they should be manageable, and discussion here should be around the ability of marketers to be proactive rather than reactive. 6. Any product or service could be used here to promote discussion of what factors influence demand (population, taste and fashions, economic conditions, technology, politics and regulations) The importance of the factors will vary depending upon the product or service being offered. 7. The essence of this question lies in the fact that marketing does not deal with exchanges of all types of needs and wants. The exchange is often a qualified one and not all exchanges are necessarily desirable from the suppliers point of view. It is important that suppliers identify who they wish to enter an exchange with. 8. Here the inference is that these managers may be more product orientated than marketing orientated. Discussion therefore should revolve around the merits of being marketing orientated and specifically customer-orientated i.e. ensuring that they understand and meet the needs of the customer rather than focusing on the latest technological development per se. Suggested activities: 1. In groups, collect examples e.g. press cuttings of how one or more of the five factors identified in the Chapter (population; tastes and fashions; economic conditions; technology; and politics and regulations) have affected the demand for a product(s) and also outline the possible second order effects. Present your findings to the other groups. 2. For an organization of your choice, prepare a report that details how it has changed its product offering over time in response to various changes in market demand. (See Fig. 1.3. pp 10) In grous, druw u u IIst oI orgunIzutIons Irom us muny dIIIerent murkets us ossIbIe, e.g. consumer, busIness to busIness, servIce, etc. und try to decIde u) wIut customer needs), und b) wIut orgunIzutIonuI needs) tIey ure sutIsIyIng.
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