Chapter 1: An Overview of

Marketing
1 Copyright 2012 Nelson Education Limited. All rights reserved.
What is Marketing?

Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering,
and exchanging offerings that have value for
customers, clients, partners, and society at large.

(Source: AMA 2012
http://www.marketingpower.com/_layouts/Dictio
nary.aspx?source=footer)

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2 Copyright 2012 Nelson Education Limited. All rights reserved.
Review Learning Outcome
What is Marketing?
Exchange
A B
Creating
Value
Customer value
and beneficial
relationships
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3 Copyright 2012 Nelson Education Limited. All rights reserved.
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The Four Marketing Management Philosophies
Production
Sales
Marketing
Societal
What can we make or do best?
How can we sell more aggressively?
What do customers
want and need?
What do customers want and need, and
how can we benefit society?
Orientation Focus
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Sales vs. Marketing Orientations
Organizations
Focus
Firms
Business


For
Whom?

Primary
Profit
Goal?
Tools to
Achieve
Selling
goods and
services
Everybody

Maximum
sales
volume

Primarily
promotion

Inward

Sales
Orientation:
Market
Orientation:
Outward

Coordinated
use of all
marketing
activities

Customer
satisfaction

Specific groups
of people

Satisfying
wants and
needs

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5 Copyright 2012 Nelson Education Limited. All rights reserved.
Review Learning Outcome
Reasons for Studying Marketing
Why Study Marketing?
Important
to
Society
Important
to
Business
Good
Career
Opportunities
+
Marketing affects you every day!
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6 Copyright 2012 Nelson Education Limited. All rights reserved.
MARKETING CAREERS &
SALARIES

2013
CAREERS IN MARKETING
Why???
Non routine
Deal with people
Independence, especially in sales
Travel see the world. Dont have to join the
navy!
Huge networking opportunity
CAREERS IN MARKETING
Why???
Relatively job secure
Flexible hours not 8:00 4:30 job
Compensation attractive
Base salary
Bonus/commission
Company car
CAREERS IN MARKETING
Disadvantages
Travel
Strain on marriages
Highly performance oriented
Many temptations
Food and liquor
Night life
Free time
SOURCE
http://www.canadavisa.com/canada-salary-
wizard.html
Based upon salaries in Windsor
As of August 2013
Shows two levels
Base
Base plus Bonus
SALARIES IN MARKETING
Position: Advertising Manager




Percentile 25th Median 75th
Base $80.7 $96.2 $116.7
w/Bonus $86.1 $103.7 $132.3
SALARIES IN MARKETING
Position: Marketing Assistant I




Percentile 25th Median 75th
Base $41.3 $46.2 $50.7
w/Bonus $41.7 $47.0 $51.6
SALARIES IN MARKETING
Position: eCommerce Marketing Manager




Percentile 25th Median 75th
Base $83.9 $97.0 $115.5
w/Bonus $88.8 $104.2 $125.6
SALARIES IN MARKETING
Position: Product/Brand Manager




Percentile 25th Median 75th
Base $83.4 $94.7 $108.0
w/Bonus $89.7 $104.1 $122.2
SALARIES IN MARKETING
Position: Customer Service Director




Percentile 25th Median 75th
Base $105.9 $120.3 $138.5
w/Bonus $117.3 $136.4 $163.4
SALARIES IN MARKETING
Position: Account Representative




Percentile 25th Median 75th
Base $41.1 $46.6 $58.4
w/Bonus $42.2 $49.3 $59.8
SALARIES IN MARKETING
Position: Market Research Analyst I




Percentile 25th Median 75th
Base $51.9 $57.8 $65.7
w/Bonus $53.4 $59.9 $69.1
SALARIES IN MARKETING
Position: Market Research Manager




Percentile 25th Median 75th
Base $85.7 $97.8 $112.3
w/Bonus $93.3 $109.0 $125.2
SALARIES IN MARKETING
Position: Marketing Manager




Percentile 25th Median 75th
Base $82.3 $94.6 $109.4
w/Bonus $88.5 $103.7 $120.5
SALARIES IN MARKETING
Position: Sales Director




Percentile 25th Median 75th
Base $128.7 $150.9 $175.3
w/Bonus $151.3 $184.0 $229.9
SALARIES IN MARKETING
Position: Order Clerk




Percentile 25th Median 75th
Base $33.9 $37.8 $42.0
w/Bonus $35.8 $39.8 $44.8
SALARIES IN MARKETING
Position: Public Relations Director




Percentile 25th Median 75th
Base $137.5 $158.5 $182.1
w/Bonus $153.9 $185.6 $226.9
SALARIES IN MARKETING
Position: Top Marketing Executive




Percentile 25th Median 75th
Base $172.1 $207.3 $257.5
w/Bonus $202.3 $259.6 $343.8
SALARIES IN MARKETING
Position: Top Sales Executive




Percentile 25th Median 75th
Base $140.4 $170.0 $195.5
w/Bonus $167.0 $200.6 $254.8
SALARIES IN MARKETING
Position: Financial Analysis Manager




Percentile 25th Median 75th
Base $97.8 $111.7 $127.3
w/Bonus $105.9 $121.5 $141.3
SALARIES IN MARKETING
Position: Top Division Controller




Percentile 25th Median 75th
Base $114.2 $132.3 $151.3
w/Bonus $125.6 $148.3 $175.8
SALARIES IN MARKETING
Position: Human Resources Director




Percentile 25th Median 75th
Base $120.8 $142.2 $161.6
w/Bonus $137.9 $166.0 $196.0
SALARIES IN MARKETING
Position: I.T. Director




Percentile 25th Median 75th
Base $141.6 $162.7 $185.4
w/Bonus $157.5 $187.1 $221.1
SALARIES IN MARKETING
Position: Chief Operating Officer




Percentile 25th Median 75th
Base $266.8 $345.0 $449.5
w/Bonus $320.9 $447.5 $677.5
SALARIES IN MARKETING
Position: CEO (Chief Executive Officer)




Percentile 25th Median 75th
Base $337.4 $446.4 $635.4
w/Bonus $412.1 $623.4 $1,037.2