Marketing Is For Everybody: The Purpose of The Course & The Purpose of The Text

An intro to Marketing Slide 1
Marketing is for Everybody
THE PURPOSE OF THE COURSE &

THE PURPOSE OF THE TEXT
• TO SHOW THAT MARKETING IS

ESSENTIAL
• PROVIDE AN UNDERSTANDING OF
THE BASIC MARKETING CONCEPTS
From Basic Marketing, Shapiro, 9th Cdn Ed. ppt slides created by Prof. Tim Richardson
• Canada has a very high amount of

imports and exports per capita -
therefore a lot of our
business/marketing has to involve
international aspects
• Therefore a “Global-Marketing
Approach” is indeed a very appropriate
sub-title for the text
The Good Life

• We have a very high standard of living
in Canada, according to the United
Nations, we have the #1 most desirable
place to live
• “Canada’s ability to retain its high

standard of living depends on our
skills at competing efficiently on a
global and local scale”
So, if we want to keep things

good
We have to have a good
understanding of marketing,
here locally, and globally
What is Marketing ?
Selling ?
Advertising ?
Page 4
What is Marketing ?
We use the word Marketing to describe such
things as
• analyzing the needs of the people
• trying to guess what types of products they
want
• estimate how much they will buy
• predict when they will want to buy
• determine where they go to buy the stuffPage 5
What is Marketing ?
…. And,
• figure out the best price to sell it at - and can you still make a profit
selling it at that price
• decide on promotional things to create awareness about the product
• look at the competition to see what they are doing with pricing, features
etc.
Introduction
• “Marketing is concerned with

anticipating customer demand and
directing the flow of goods from
producers to consumers”
• Marketing has to do with matching

producer’s outputs to consumer’s
activities (wants, needs)
Serving the needs of customers is what

business should be all about …
Marketing is the business function that

interprets customer needs to the rest of
the organization.
Marketing should begin with the customer

needs - NOT with the production process.
Mktg should anticipate needs.
Marketing - the formal definition
Process of planning and executing x ts

te
the conception, pricing, promotion, h e r
ot
and distribution of ideas, goods, by
and services to create exchanges e d
us
that satisfy individuals and n
is
i o
organizational objectives. i n it
ef
l D
a
orm
F
i s
Th
Process of …………….
Marketing - the formal definition
Planning and executing 
= carrying out actions
t ex ts
er
by oth
the conception, = (creation of the idea) use d
n is
it io
pricing, promotion, and lD efin
ma
is For
distribution of “STUFF”Th stuff = ideas, goods, and services
to create exchanges = customer gets the product, mfg. gets the $$
that satisfy  people

people = individuals and organizational objectives.
Why should we know about Mktg

• Cause,,,,,,,,,,,,,,,,,, it effects a lot of what
you do
Page 8
• In some cases, the COST of marketing

a product makes it very expensive,
soooooo, if you know where to buy it
without the marketing costs included (ie.
Wholesale) you can save a lot of money

• Also, Cause,,,,,,,,,,,,,,,,,, marketing people in a
company bring in the money - so their jobs
are important, so they get paid a lot.
• If you get involved in the marketing side, you

are being involved in the INCOME side of the
company and your job is very critical (ie. -
hard to ever fire you or lay you off)
The Importance of Marketing
• Why study Marketing - ‘cause you can get a

JOB in Marketing !!
• Canada is a very multi-cultural country
• We can buy products from all over the world
• Selling new products to Canadians requires
new marketing approaches - THEREFORE
there will be many new job opportunities
• Marketing is a core business discipline

• The study of marketing is important to
the basics of running a business, big or
small
• When you buy a product - the cost of marketing amounts to

40 ~ 60% of the total
eg. If we buy shoes for $70,
$35 of that 70 has been spent on marketing (including
advertising, market research, development etc.)

Getting a JOB in Marketing !!
• Personal selling
• Advertising
• Package Design
• Transportation
• Storage
• Marketing Research
• Product Development
• Wholesaling
• Retailing

Importance to Companies
• When you work in the marketing
department of a company you are part of
LINE personnel
• LINE personnel are always more critical
than STAFF personnel because LINE
personnel “bring in the money” -
therefore your job is revenue earning, not
revenue spending

• You can get to be C.E.O. and Chairman of
the Board
• “Marketing is often the route to the top”
• Almost always the C.E.O. comes from the

V.P. Marketing, not V.P. Human Resources
or V.P. Government Relations

Getting a JOB in Marketing !!
In addition, many people working with NPO’s also
do marketing
• Promoting political parties
• Cultural groups
• Religious organizations
• Civic organizations eg. Kiwanas, Shriners
• Charitable organizations eg. Red Cross, Salvation
Army
Marketing
• Marketing is something companies do,

and it is also a characteristic of our
society
• “It is both a set of activities performed
by organizations, and a social process”
Page 9
Micro - marketing for a company
Macro - the whole economy

Page9
Micro - marketing for a company, things

you do to accomplish the organizations
objectives (companies and NPO’s)
Macro - the whole economy and its flow
of goods and services from producers to
consumers
Page 10
Micro - Its not just selling stuff, but also

looking at what the customers want
Macro - Looking at how everybody in

the country can have access to things
they need. Government has to make
sure everybody has fair access. Page 10
Micro-Macro Dilemma
• Government has to step in cause not

everything would be produced fairly by
companies - so regulation needed
• eg. It would be cheaper to make cars
without airbags and seatbelts - but gov’t
insists they must - so it has to be don
Micro-Macro Dilemma
• Government has to step in cause not

everything would be produced fairly by
companies - so regulation needed
• eg #2. It would be cheaper to make
beer cans from raw material cause the
price of mineral ore is low - but the gov’t
insists a certain % must be recycled to
reduce waste and pollution
The 8 Marketing Functions

• Buying
•Selling
•Transporting
•Storing
•Grading
•Financing
•Risk Taking
•Market Information
Page 26
The 8 Marketing Functions
These 8 functions are the same in

several textbooks, and important for
you to learn
The
An intro to Marketing Marketing Slide 31
Functions
Nickels, McHugh & Berman
Beckman, Kurtz & Boone
Foundations of Marketing Understanding Canadian
6th Edition as used in MKTG 116 Business 2nd Edition as used in GNED 119
Buying Buying
Selling Selling
Transporting Transportation
Storing Storage
Grading Standardization
Financing Finance (Credit)
Risk Taking Risk Bearing
Information Collection Research
WHO does the marketing

functions ?
From a Macro-point of view
• Centrally planned economy
(communism)
- its done mostly by the government
• Market-direct economy (capitalism)
- its done by various companies,
middlemen, brokers etc.
Page 27
Innovation is encouraged by a market-directed economy

(capitalism) because people who come up with new ideas are
free to try and market them and make a fortune. In a
communist country, government has strict controls on the
“means of production” so there is a limit to what people can
manufacture.
In a capitalist economy, people are always trying think of new
ways to satisfy un-met needs, and, this encourage new
thinking
Page 29
Advocacy Advertising
• You are not trying to sell a product, you

are trying to get people to believe in
something, or behave in a certain way
eg.
- Don’t drink and drive
- Canadian Cancer Society
- recycle
- use the TTC, save gas
One of the big complaints about marketing is that ppl

act unethical in order to make a sale.
Sometimes it is easy to forget that morals are based
on your own cultural standards and in different
cultures, people have different opinions about what is
ethical.
Eg. Bribery is perfectly acceptable in some parts of
Asia and Latin America, but unacceptable in USA and
Canada
page 22
Marketing Concept
- Social Responsibility
- “improve positive effects on Society and

reduce negative effects…”
- environmental problems
- social responsibility conflicts with profit
objective
(raises ?, is mktg concept desirable)
Marketing Concept
-? Of social responsibility cutting into

profits
- some companies have been very
successful at dealing with this eg. BODY
SHOP
- they realize it is a way to endear
themselves to trendy customers
Marketing Concept
-? What if it cuts into profits

Answer - increasing quality may cost more in
production, but you may make this money back in
increased sales which come about as the customers
realize you have a very good quality product - this
will reduce the advertising costs and customer
service/warranty costs and ensure customer
satisfaction re: brand loyalty
Marketing Concept
Written Codes of Ethics
page 25 AMA

Marketing Is For Everybody: The Purpose of The Course & The Purpose of The Text

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An intro to Marketing Slide 1

Marketing is for Everybody

THE PURPOSE OF THE COURSE &

• TO SHOW THAT MARKETING IS

• Canada has a very high amount of

The Good Life

• “Canada’s ability to retain its high

So, if we want to keep things

• “Marketing is concerned with

• Marketing has to do with matching

Serving the needs of customers is what

Marketing is the business function that

Marketing should begin with the customer

Marketing - the formal definition

Process of planning and executing x ts

that satisfy  people

Why should we know about Mktg

• In some cases, the COST of marketing

Why should we know about Mktg

• If you get involved in the marketing side, you

The Importance of Marketing

• Why study Marketing - ‘cause you can get a

The Importance of Marketing

• Marketing is a core business discipline

• When you buy a product - the cost of marketing amounts to

The Importance of Marketing

The Importance of Marketing

Why should we know about Mktg

• Almost always the C.E.O. comes from the

The Importance of Marketing

• Marketing is something companies do,

Micro - marketing for a company

Macro - the whole economy

Micro - marketing for a company, things

Micro - Its not just selling stuff, but also

Macro - Looking at how everybody in

• Government has to step in cause not

• Government has to step in cause not

The 8 Marketing Functions

The 8 Marketing Functions

These 8 functions are the same in

WHO does the marketing

Innovation is encouraged by a market-directed economy

• You are not trying to sell a product, you

One of the big complaints about marketing is that ppl

- “improve positive effects on Society and

-? Of social responsibility cutting into

-? What if it cuts into profits

Written Codes of Ethics

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