NR] Ayan] 9 What is marketing? Chapter overview Joe. The role of marketing and its relationship with other business activities akg lebd recismateting? So Hugh Davidson ‘Hugh Davo ia mang we who has vied any flute ring Aer Davin, Oeste _uing inoves every erly balla pene (Some ale ery lien fr sore averse poi Tis [Sh arestngdekion of mteingin a age ‘eveyone void a wn bese everone fos ‘he uly of be sowie ad cists npn of he pois 19 isimporant i dewp ase for money ta bene a yo epestn, acim he ee «¢ Hisnporant to te erouces ice Ge, oo st ink beat ow much you spend on ating ad meee ‘urs Gon dere peso een (eho xt do to acho poi ha are bore average the me of wl sees ses. ‘Questions 1 Explain in our own words wine meaty ese Saag a 2 Dns poste eat a oles nna sre a Defining marketing ‘nl eon orig son ie he wing erento eben tlic be tera good or serie i in eta eaves somshng. eal permet ‘1s una beneat because beh es old gin fom the exchange Camere scl bead wih he pods ‘dom shuld mikes po stoning bh ns Profle opiisten) Fins we ull 0 peasy Frotucs for ang ain enya anes comer ees. Earepreneuss tendo wnemand th coments fo now what oe them omeve se away ough a ely taser” neds it snes he ese my 0. tow theres hat th eee an wane re In some tad, tenho a i, rs ave pe wa ‘orn wil want inthe fe They ae 9 peer ren ‘te blr mat cute wt hese wed le ‘si deg cutonery Nowndaye ssf customer ‘nay ot be enough as acy ote fis lo ding hs Tesch beer delight eosoty 0 ha they a mee tha sie nd ore lly by oem ou seg he snes 0 fe fees te marker A bases, Sine sp geo apd serch cates Warn at ‘hl gece sale eva forth aaron akeingivelves wie nge of ie, cing Song om wha come wa Seong ne Oe, lap and romeing the produc, a ting ep. AL ‘hese sces ie aimed a deropng and rong soc and cies which Wl ei the cuore Go he or oe wl 52, Sdmakes pot forte. "Tho moe he ng the ese ae vie or cuts he peter fe evar he sss {ould beable ake Marketing and other functions “pups fein io come a engin ‘vectra ones peso sd ee fe ‘genes pce Tobe fee Fo TERE prin ie prin sre hig remun,nicase den tes td ay ‘show mye proc“ aeang tesa Uy ‘Ss nn ene ut ‘Sc te pat it Dae one a Scvnge a adc fee og Row eae he menor Sel be depp ns exo pie steht praca hi hdres ‘rch canbe peer on aera ee emo prow pct be ae Maing wil cs sd nee wth ‘Spon ern ch eb pose wher lobe cond nt wot rib «+ Fnnce cnet sont canbe pon deve Ichi nd pomeng poser «stn eure over mere SOc al ied “Thr yb, fr xin, cos when heb doe ‘chav ot sl cpcy 0 dey roche Marketing objectives and corporate objectives Marctingobfecives te ge set orth mcg faneion Type tee nce (Saker ages These gt be terms fas ones ee ‘ate Spec rus cy be set or he busines a whole dal for specie prods rrr eos. ‘sMarkeshare tae ales mary ac in nses be tou tgree hea wee growing Extend compete sles ate fncesng feta your, ‘Tis why 4 uses my ec age ines of tse of teinuleeMathtahre ensure sls of one posse for buses as percep ofthe wal seein the hetave to nerease sls Ihe corporat sto boost the poo oth buses the saree ea gorse es (Fine ont protien pre aw eats oo =. 7 tap etiecnss gure 82 ing bec ne gy in Russia BAT Russia facts * Soe of mit 349 lon gare AT enployees: 3600 eh dns Teaco Raa sce of he ec ofthe ‘Ou wade opentions cover 673 cies around Rusa. Out ea ‘ses vane 207 rence sppasnatey 8 bln cypraes. ‘each DUNGHL, Re Wop, eas, acy Bar-vave In Meco, EAT SP nS eeu and EAST n its nevey diners, We do ot ate deion of (Sterhip ote i plc om he etter les 1 Plan wi BAT nay begin ke Ratan mace. 2 usd pele soe why BA eset leer semana ht mtcig snc abow mig rs ne objets othe ‘cua der gen capac, open ote sees 9.2 Supply and demand Arnie ede vp of ber and eles The sees spr {Ge provi ane bares end a slowed (Sivek tot goverment eenton aod fy ne ‘produced andthe pice dhe nate wll be eerie bythe Frc fsa ad demand Tn De abown papel “Rap cate hows he nic per me wg he we sappy end and every pes with ler cs cosa Ssoly vp ping eet te pots eases pods tremor wigan abe wo sale ty ae wg tomes ofthe ghrp nd esl bane eer pe fou thy spe ere een i thc leh eo “he spy of a ros wi dant om thumb f ms podcng th ce ems pe ay ‘try supe - ‘ener spies cr bang re coin reper, Sige draenei ryGa Luxury watches Se of ay wath ve contin n gow pith ea ‘Aid Sedi td Sos, coe ote Mile sts gest wat compu, hs an doubt promt ne ete "nts eis eon he ene peti fast eer aed ns > eres, epee bandh Hee ate Pipe, Avgeattiguet an Tag eer Abo 15200 vse ‘eve cnt higher eit quar tan ne ne 9.2 Supply and demand Tre UAE nd Sul aes now scant for stow 6 percent ton Sots ah spo ltl. Questions 2 Deas ow an igh ct tere Bordeaux ‘rer he ato yen sme 30 French chaen ve ben ‘up by Chinese inves, nd ato ate Ge re Bordeaux wine fats Wayanad nal 17500 ere (290000 ace) Asc aren 729 ation ots 3.3 alos heclie) Seal, Sauvignon, Maseele Questions 1 expan wo faci hat woud inns he ply of wine from orden 8 2 Diath is the den om Ch or ——— ee mara cai psi) ugh a weston proce Sch General Mors ord snd Vi cone up apt do fete uch 8 BUD, Cesy a Co Tare Cane xmas Questions 1 Eaplan wo nasa wih afore may compa again exter 6 5 9.4 Producer and consumer markets ‘he a rt pes of rhs, Ie conser nates he ‘haces buy Ge produc and ti conaunes For ena, sy rd sk nd hes and hen ee nme) hse. nave involved mache, varepon and teclogy. When you freeing produc obo ved nthe potato roc a8 (eam nda ata in is masta be ean ‘echnieal spesons of wat ou te oe ‘yout celabiy asa supplier dual buyer are profesional the tection the rns tn emg ‘Habu pee markt he ses operates. 808 ‘diy eed the tebok because yo ae Jurundentanng fer prc matt Seog sot ‘cain mre ay ae ling apes ay agora ery eprence ci ta ace pose nay hes pre it es slic fr slog Vacs! 9.5 Niche versus mass marketing ke acting oon ven fo a ee ane ors cate ed Unto es he eal at (copa ST By fing om che, a can undead epee invemen oe grap dene flog nee he ey ‘he arktng qt coco fe sal Bases. Tis 1 cies on justo eget th met nd tere pcg en al meget fe mt ay a be Peoovodarstheaby bps bled is ast tytn sores gt op dane oti 10-7 total umber of ener key wo be quite low sed 11th prac does prove wo be sucesul then ager fs {hs ey stra 0 mate the power ane esures of ger ‘Bay mike # ureters sap bss, spec gen {he high ens of pronation need 9 gene the eesy ‘wen such hs top you shel be ana othe bees ed robles of rite marta spac, Yeu shoud ako. | Apna the rporanes of uncersanding an moning | ‘Tomste your business more affective you have o understand. | ele afore9.6 Segmentation methods ‘win any mae, eres gents may ei A market segment ea rip of else nade pd wats For ‘tin be mare for newspaper ereare some ens Wo {lems nena in sor tes wh wart Seance, Caters who want cele gous ills newspapers are tren developed oe tee ef eupe ore) ‘wine choca mathe donc be Sag > soups se ‘onking you buy te chose and ex the and then op sis bad ‘shning you Muy he cocoa ae ome sare wah tier (ep Cadburys Have) “Bk you ty the oct ge 6 ches (ep Thomson's host) psu = Geographic sepmentton Th oss on he psc of ret ein Ga sl to A focal, wl fave to wehtad hig evel of est cs ado Sena Wt ead cope wah he ad. ie ore pope Ing ia ‘Stes yb rely sal oi 9 ft ad. Par people ng inthe oun may man re ged ‘ebices cope wa he er, + Demogruphicnopmentaton Tiros on he ip of Incas soeh ss ape gender co cep, al SS sagen the fara ep he ys rk for eg, ‘hepa of wys dee ears ply wth vey doer, om thee vated y esol When ou me Ag YO ay be king ora yc, co toon i he oo ‘enced wh clan You ty wae tooo Toute with denne sd coo and ox of cy ‘ Psychographicsepmentation This oases onthe pa of ‘acts suchas your pases, esl, ales, sca ass ed attc, re yon someone whos boning = (Bou? Are you someone whos ery ante? Do ou at ‘Buc hing? Do you ee ow prac ave bon nade fest pact on te evicmen? Toate er gh tence be way = pod i pemte the o feign of the pode Some Eley rmay be deed fo veraoan eaten ps: Oe mh get sees ing» plage tl hl Sain You band mugs iio ene swale at fee rs sone ff ‘ne rewzpapar you ad where you shop, whee you g 08 Fou, eh re os Ia a what you wet «+ Bearioura segmentation Ts locus ep of ‘som a awh you nf ep oer, hee You ties hry coommies tayo abi a and wt ‘ses yoo bye pred Do you By chewing gam ep Yo sop snoing? To ef en To hp prote= our tect Bese ou hak Xp oop yoo cn Pra pigs maybe develope eas on eet tmcoatos filer: pes Behav eget so ilo ben ou ty de be posse Forel do Youtendibuy lowest cea, ro pele! OS Figure 95 toss te agrertn ora marks spent to appeal oa bas must be eases you ci enh # ex ad meas Is Se to dec th ely exings 1 eens, you have este fl wh oul be ‘equ and be able ge your products othe casos roils yu can mest coer cede td your on Benefits and limitations of market segmentation by segmenting market leeway, manag cantly ‘hic eget wa gs BY acount he ‘Raoremmt ofa pos sop sa devo he ovtting sctvies to ont ese ees ve de opel ts bul nseze ls ne boon brandy Efecvesgnetnton ou ead to seve hang ‘ith bushes proning exit he ih product oe AN [ce abe sgh ie and pce, Hower be oes mae [Escpmered he more aos here eo he po ah Intakeing aioe pod en Geter theEb tismattiny Specie need, but cooratng and proving cha range of rosie maybe expensive post, mal De ea ad segeeningand mecing specie of ees ae pecly Bic for her Tose bare (pln, purl, ue geen oan) {© Quay ink, qc ping a soe weg Questions spestcly women, ~ @ compen as rau Nanojes matealrce eases wit the ass ane cralengs is ny Derr. Classification of products and how marketing might differ for different types of goods and services Saad sesching forthe i dflerent sre hey pup wh (ea chewing gum) wea they are cen in th ore ‘Geta goods wich rae expenive tan omen ‘es When you go buy Lem you shop wound “ome Te ne heen orn are procs thc customer ave probably tovgt about {ers lng ne ae wg tel oa che ih em Tee may be ite eel fw easFew eres ob Bates tk | Serums | Wa aseraeaio Test your learning Short answe questions 1 seu we te tc ete 2 nhurtowrtyanutarerent 3 Sot watson at tea onebenitter t 4 prem teu tems ama } foie tera nit nonesrne 5 nto rns utters $ beiene tor urnpn ioc rane 6 2 vem poate tn 5 Bonen penta 7 anne matt got touincnapbet gs senoet 8 tt tec bees aad 9 hatin pote pa > Eonene pnb ater be Ne iy 10 a dato ett ' Expr ane poste tee ot beng conser Data response question Foutry price se Tre ce of poly orca a gone in mass ‘roughat he by As 50 1956 pe Hogar) a a a 8 cy » a B a 5 a cy «nds pod whi ar Bought by business use Intel podorion poset proce th cones pod, ‘proces, There may be sever posible supplies 50 buyers ‘esi oy morn whn Dg psc Bale ew be my ppl dhe Doel ok tolonng deci rc andnereang demand the ennmodiy a he ga Wi SE End ale fat od out and hols pace usa ‘des net ar ted boas ana pled ois. Frtherare, biginceases in pics of bet nd ution, en ‘ee cera et 8D oe 00 pr an 8 580 eso pr expat noe compsted osm tn to Chater mes ton dappited ah coraerereasing nae ‘end atte eat ee, “Theblg nceshae uted ine Soma cnsumption of pouty mest sense oul no ng allo The \ntenntcing ane prodcton process wal ica the ‘Questons 1 expla te aatieg fe fling ens a mote 3 sora. 8) 2 sing 2 dagam som heft fan incase on he quiron pie and ouput seen 1 3 ics te factor that igh tle th spy snd demand of pot put 00) Essay question Deca he way wich ec segmanztonEi istisnatctog? Past paper questions 1 ies ho a thes ele ight seen the 1 urine i min tints dan fot caieanl a | * commer goods nyu coun, @ amines ASA nl Bue dee ‘rrp aENR] BY-Ta to eMC CCL 1 0 Market research Chapter overview 10.1 What is market research? ae rest c eny he fire research ‘oe, nin rnc vod: hen ake opporces’ 1 tse fe ahetieoplons open the bones to mest ‘Spy thc taf ste ft doe at make much sersesomanagesreetobe cea’ hy coe gated, Fewacaro thas tobe, whattme tee Eto thei hae bet ay gaberng sad wht ass eevee 10.2 Primary and secondary market research oe) Secondary (desk) market research tareo cay omaor yo mua yu ee acing pi comput to fr The ces and Sa hy ec ‘i ese ee eee Primary or field market research pups. Ts a pear Be nek esearch, For 0 your particule service or what they thiak of your business name, This tor of woman wal text ae 0 You wi eee Prole ors specie guup Oat Jom not ely erst he ‘et and minding I you ak your en, or expe ‘Why oe thay ib ro ba ng gen) pret your ere! po) ° ah pop tg be pt One appease fou posse compat or ‘hep on api ay leit he Fora Un ean, fe ool apenas adeno he lyme you marae) Though ays —you may have ben stopped ia ee tod seed you open to sing, sls ce ce so byasing a nal pose yee mntrng Sometimes a snes my ty 2 pect people wha ey ck fs iy Secondo et ] Ses n orn eabre oan poe yn geri gai beeu “Te pteres of Amen con re now tag in ‘saa eee ote ied 0 ga ci. "th alsin deine sone, US bok at Mare ed haley bas ich cle oo with ong on bate Japan mang, wih endo pony ely pec a8 opsae 9 aiperhres,inneaely ‘ent by Hales, panse sverige ling pa swe. been ening ou aew neces Grogh le “and both BC Comics nd Mawel re dig al heya toimake sre shy pra in, having fled ‘Mess, new writes and ving more rene coal hee Marvel and DC Comics [Seem om [hase [eevee [a a [srs a a Questions 1 pan wy le ofc ah US ight beating 2 Di te yen which kt esearch ght © ica sone of he igexonernng arsine wok Tis ‘spy expand, compen orice ces gromg abour thei conaumene Ate their cuscapers (pefety) sted wih ‘could the loyaty be improve? These re important ques fr ‘ni and esos peng ic an bs wilt Africa The potential ie il ee age, pong cron te wold Fea pect py ny pron ed ld {hv tcos poe reg one bce Sls ep ge ery el Sarg poston Effective market research methods in developing countries Nore tha 500 ion atic we amie phe dhe kts owing ft ech yr Moshe pence ren os ilps tt have no elec an0 fo anal. The ecb pone in rd ech andere wih ge oop pnp ars te conor. Te expine gow oAi arct each "The cle phone mtn is parity wel ed ‘opporuinites for people | ore. Among ober beets, tadlvdvals tough parcpation im counues affece by poweay | Seite emo snawot spree what woud hes | Serie aot be mart ge Spc cet net | yertithecn teat sone mathe Wise 10.3 Sampling ‘your faoursefotalteam, your tpt population woud be ‘you managed 1 ently them somehow al the cost apd ee m ste fim migh dee the smample A ample goo of telco of th resco tpt ocooae amp hat sig eo be peeve oe Whale ‘uke Te ngs oy pie at too sol my ot Be esta Sampling methods Random sample ‘ots ype of samp a ie members emg Stratified sample eo pcan my pect ems or pr cena {ested to meconand 39. Tht ope ule toed Seeguy orogens Quota sample ‘es pe of angle he cach se point fem cet og sp chor aya eeto ouniew 12 eden male nd? Fea You sghy ‘ofthe population), bu itis ax random because merabers of ‘he popaition do nt have an eal caer o election, Find 30 ster for eanpe yoo night spl nd ne ‘ject. hs raadom sample you wold expec 2 ange of eran tere which igh ponies Peer nigh i the Choosing a sampling method ‘The hice snpling mand wil depend on acct eee pote byes of yout pros you wou ont ecu Tow who hey ete ao oul nee roms oUF ‘ltocntated cy og 0p etal, percent {halo the you would wa ote ated ae Wher dng on hese an ype of axle you keaton ver sch a the te aide, We css on ew acer te ita Hart 10.4 Quantitative and qualitative market research atid quae mare escrc re mo erent ‘ns to undertaad why canocers behave certain ways Ste nd et wat hy tk of podac Kc eaees wy ‘eta 3b what hey do. For same 85s uD mae Feeus gue may ahah peer oes org acon toa beets hat can be eine nore etal ie thot quan snc never sna poup Knee hat he ‘Cote ead how wat fn happened in et ns Facies cn be expr in neal es Gor exes ccplan wharashapened 10.5 Market research results Can teres be ed ob ire ect nen os part athe ape sie a as te a or ‘be the less canes the researchers a ly tobe 10.6 Cost effectiveness “The hla valiiy of ee search depends os bow (nie fee budget ante ky mean ol al ape 1aBIN verte esearch a be sd ecg th ley and ably of he ing. By spendng we oo mate esearch, beers ay be scqured beens the seth my be more exenave Howere, bsieses wl ce competing demands in tes the nds fer enampl te prouionSepartnen may mano ive tree no quay conte ses adsng manages my wt ‘fend mason emoten andthe HR dpe ny hat ‘end on rng, Th ny me the su hat en De per ‘ne eer Test your learning Short answer questions iat iment by mae eeu? a 1 explain one reason for uncerakng mate each, (2) 1 winismaant yond rackt seh? (2) 2 calan ene adarage of scoday seach ‘ampere pinay arch, 1 Whatismeant by par mrtt esto? 1 cali ene aeartage oper each (mara to sony esac 2 wnat aro? expan one reaon wey 2 busines may ue spn ‘hen undertaking matt esearch B 2 hot ithe erence between andes sd quot samp? a expan one seantageatarendom saree 3) Site two eases of ene mite eaach, 2) State two souresofhfomaton formatetresach 2) ot tse two feces tha might nunee haw macht ‘parton mst reasoch a ‘pan one reson why senting ere n make ‘eee ay nt ad ghar se 8 Data response question ‘The lot! beauty and ost cmpany Avon plato ouch ere than 300 produc nn ths ye 5 tas oman ‘When desig how mich spend mas ech he rosie wor how import te Rain? What ae te ly conoqueee i te ssa ih cr won? The igo ‘heey rete tbe me bes maybe wale Spe cn maser ach However ech spn, tage war 0 ake sete moneys ied wlan fore te eth 8 Ed money no wat Th wl ean aking cet abun ow bes ert it and pong te exh elec, 1s spa cant rout ate The company curt ses around 1500 produc ni trough de sng agents The Dew prods aud be aunched csr seerl cago, ching Jena and toe ‘he comgay when ran sls is pus in aoune 1200 tous andes the cour esse re freaching sand 2000 towns avon cent seb its Proms hough isrepresetabesn 16 sates covering $ound 70 percent of th popaton aso conr sound 53 percent ote popltn by 213 and ute ees The company haa manufacturing nit 3 Dehradun, which roduces pecan of thos sina, The Feainng 15 peat! he ret reigned om vous leetone ‘Questions 1 opin the maning of the fotonng ters = cmpany 8 1 ret ae a 2 pn the waysinwhich Aon might esearch he matt for tsrew rues o 3 shat enentao you thnk mara reuneh ight Indp eae te sues of sons pewrpesues? (10) Essay question “owhat ents second set esate han inary att esr eo,