Professional Documents
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PRESENTATION 1
PRESENTATION OUTLINE
At the end of this presentation you will know about:
MARKETING
The purpose of marketing is to create, communicate and deliver value to
customers, and for that value to also benefit the business, and everyone interested
in the business.
Work with or modify that behaviour to make a profit for our business
What makes people purchase goods? To answer this question you need to
undertake these steps:
Ask a question
Do background
research
Construct a
hypothesis
Test your
hypothesis by
doing an
experiment
Analyse your
data and draw a
conclusion
Communicate
your results
PRINCIPLES OF MARKETING
In general we could consider the following to be the principles of marketing:
Your USP (unique selling proposition) unless you can do this you cannot
target your marketing properly and effectively - understand what makes
your business or product different or unique
The market needs and how they will access your product, company and
brand
WHAT IS VALUE?
Each person values something different. Dont make assumptions about customers
values. According to Kotler et. al., value is generally determined by a customers:
Needs - a state of felt deprivation. When you are not having a need met, you
will try to either reduce the need, or look for something to fill that need
Wants - the form taken by human needs as they are shaped, how people
choose to fill their needs
Demands - human wants backed by buying power, the product or service the
customer thinks provides them the best possible value they can afford
Consumers make buying choices based on perceptions of the value products
deliver. Customers usually act on perceived value whether or not it is this accurate.
Customer value is the difference between the value the customer gains from
owning and using a product and the cost of obtaining the product. This perception
of value can be changed by a number of forces, including the media, marketing,
peer opinion, trends, price etc.
CUSTOMER SATISFACTION
Depends on a products perceived performance in delivering value
relative to a buyers expectations:
What do buyers expect?
What was the perceived performance of the product?
Transaction
Members of a market
share common needs or
wants
Penetrated market
current customers
S.W.O.T ANALYSIS
Strengths, weaknesses, opportunities and threats is a method for
considering the pros and cons of a situation:
Growth
If successful, sales will start climbing quickly. Growth amongst competitors,
distribution, profits etc. begin to grow
Maturity
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Marketing-mix strategy
Costs
The company must cover all of its costs for producing, distributing
and selling the product, and also deliver a fair rate of return for its
effort and risk
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It refers to the various elements making up the practice of marketing in its totality. Often
referred to as the Four Ps:
Product - Quality and features. Why do your customers need what you are selling?
What are the perceived benefits of your product? Product is a good service, idea,
place or person - whatever is for sale whatever we are selling. Considered to include
core - benefits the product offers the customer, actual which is the physical product
and augmented the whole package including warranty, delivery and after sales
options for example
Price - List price, discounts, allowances etc. what will make them part with their
money? What the customer is willing to exchange for the product that they want.
Consider price as well as all the costs, time, social, lifestyle for example
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People: important
particularly in the marketing
of services
Process: customers migrate
to other service providers
when the process is not
providing customer value
Process
Product
Place
Physical
evidence
People
Price
Target
market
intended
position
Promotion
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Unfair pricing
Financial
responsibility and
accountability
Planned
obsolescence and
deceptive
practices
Globalisation
Consumerism
Corporate social
responsibility
Environmentalism
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Competition and
Consumer Act 2010
- commonwealth law
formerly Trade
Practices 1974
Privacy laws
Protection of
Intellectual
Property,
Trademarks and
Copyright
Australian
Competition and
Consumer
Commission (ACCC)
Australian
Communication and
Media Authority
(ACMA) Do Not Call
Register
Australian
Advertising
Standards Bureau
(ASB)
Australian Direct
Marketing
Association (ADMA)
Code of Practice
Australian Marketing
Institute (AMI) Code
of Conduct
Australian
Association of
National Advertisers
(AANA) Code of
Ethics
Anti-Discrimination
Act
National
Classification
Scheme
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Internal regulators
External regulators
Australian Publishers
Bureau (APB)
Australian Association of
National Advertisers (AANA)
Advertising Federation of
Australia (AFA)
Federation of Australian
Radio Broadcasters (FARB)
Commercial Television
Industry Code of Practice
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MARKETING OPPORTUNITIES
MARKETING OPPORTUNITIES
They must then find new or existing products which match the
requirements of this market
E.g. Apple introduced the iPad into the personal computer market with
the intention of changing the market
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INNOVATION
For Example:
At that time, sales were slow until they changed the product to
use whiskey corks
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INNOVATION
Entrepreneurial ideas come from creative thinking.
INNOVATION
Once an organisation has explored entrepreneurial, innovative ideas it must then
develop them into marketing opportunities. This requires them to:
What is a marketing plan? A written plan to describe and direct the marketing
activities of the organisation. It is a road map that helps business decide where
they are, where they want to go and how they will get there. It helps clarify how to
appeal to your audience and what they need. It can include strategies, budgets and
goals.
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PRESENTATION SUMMARY
Now that you have completed this presentation you will know about:
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