Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. The definiton is based upon an a basic marketing exchange process, and recognises the importance of value to the customer. The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
Kotler and Armstrong develop their orginal definition to recognise the importance of the longer-term relationship with the customer. Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. The CIM definition looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention). 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.
Again, in common with Kotler and Armstrong above, the AMA focuses its definition on value creation and delivery, and the longer-term retained customer. The enigma of marketing is that it is one of man's oldest activities and yet it is regarded as the most recent of business disciplines. Write a definition of marketing.  Include a minimum of 1 quote to justify your explanation. Write a definition of marketing.  Include a minimum of 2 quotes to justify your explanation and explain the differences between the 2 so that you can produce a final definition. 2What is e-Marketing?Before creating an e-Marketing strategy we first need to be clear on what e-Marketing is.  This section will provide the answers to this question and allow you to investigate the role that marketing plays within business. Carry out research activities and then write a paragraph explaining what e-Business is and how it is used. Conduct research activities and then write a paragraph explaining what e-Business is and how it is used.
Explain how e-Business techniques are being used to replace conventional 'bricks and mortar' businesses and the benefits this offers. Explain how e-Business techniques are being used to replace conventional 'bricks and mortar' businesses and the benefits this offers to the business, suppliers and consumers. Justify why businesses should consider an e-business strategy based upon business data and quotes from industry leaders. Identify the different types of e-commerce web sites and evaluate their effectiveness - which do you think is the best - giving clear reasons for your decisions. E-marketing is only one part of an organisation’s e-business activities.  E-marketing is the use of information technology for the marketing activity and the process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Carry out research activities and then write a paragraph explaining what e-Marketing is and how it is used. Conduct research activities and then write a paragraph explaining what e-Marketing is and how it is used. Explain how e-Marketing techniques are different to conventional marketing methods and the benefits this offers. Explain how e-Marketing techniques are different to conventional marketing methods and the benefits and weaknesses of taking such an approach. Create a script that would be suitable to 'sell' e-Marketing techniques to the Managing Director of a large local business - you can choose which business to use. You have now learnt about e-Business, e-Commerce and e-Marketing.  But you must decide what are the 3 most important points about each topic.  Complete the Lesson 1 - 3 Points worksheet to show-off your learning! Realistic - Do you have the resource to make the objective happen (men, money, machines, materials, minutes)?
To make Y brand of bottled beer the preferred brand of 21-28 year old females in North America by February 2017. Investigate the different environments that make the business landscape and draw a diagram to represent what you have found out.  Try to include all of the features that can be found within each layer. Let's look at an example of how the internal environment would impact a company such as Walmart. The microenvironment is made from individuals and organizations that are close to the company and directly impact the customer experience. Again for Walmart the wider global macro environment will certainly impact its business, and many of these factors are pretty much uncontrollable.
The United States and Europe experience different economic cycles, so trading in terms of interest rates needs to be considered. To summarise, controllable factors tend to be included in your internal environment and your microenvironment. Include a theme of the 'technology environment' in order to contextualise it in for the observer. Create a briefing report to inform your company's Board of Directors about the difficulties of the banking business sector. Be able to apply judgement in placing significance on the elements for a variety of products and services.
Knowing and evaluating how your customer interacts with your business is crucial to creating a successful marketing plan, so keep the seven Ps of marketing – the key contact points between your customer and your business – in mind. Product: What aspects of the product (both rational and emotional) have an influence on customer perception and their purchase intentions?
Price: What does it cost the customer to use your product, including but not limited to the list price? People: What are the important points of human contact between your customer and your business?
Process: What are the processes involved in delivering your products and services to the customer? Physical presence: What are all the physical areas viewed by your customers, from your reception area through to your delivery vehicles and drivers?
For a more detailed explanation of the 7P's of Marketing work through the presentation on the 7P's.
Whilst the 7P's of Marketing are easily defined, it is useful to further breakdown the 7P's in order to illustrate some of the strategies that each can use.  This is summarised in the mindmap below. Once you are confident that you have a broad understanding of the marketing mix, try to complete the 7P's of Marketing Activity Sheet.
Three individuals will be chosen from the class to explain their Marketing ideas from the previous activity.  You should be ready to give your ideas and to be questioned upon your results.
Create a document that provides a comprehensive explanation of how the 7P's benefit businesses. Product - functionality, quality, appearance, packaging, brand, service, support, warranty. Place - locations, logistics, channel members, channel motivation, market coverage, service levels, internet, mobile. 7The 7S for Digital MarketingDigital Marketing is basically promotion of brands using all available forms of digital advertising media to reach the target segment.  In current marketing media, the popular media includes Radio, mobile, Internet, Television, social media marketing and other less popular forms of digital media like Digital Signage, Digital bill boards, etc. The 7 S for Digital Marketing typically is the way a Digital marketing strategy is systematically developed. The considerations noted in the diagram above are very important when considering a digital marketing strategy as they highlight key issues that must be debated.  These are summarised below.
Shared values: Does the strategy go hand in hand with the shared values of not only your target customer segment but also of that of the implementers? Structure: Does your organizational structure support adaptations to changes in environment in response to your campaign? Create a mindmap to show each of the 7 S for Digital Marketing.  In your mindmap you should show issues that need to be considered for each of the 7 S. The main purpose of SWOT analysis has to be to add value to our products and services so that we can recruit new customers, retain loyal customers, and extend products and services to customer segments over the long-term.
Be realistic about the strengths and weaknesses of your organization when conducting SWOTanalysis.
SWOT analysis should distinguish between where your organization is today, and where it could be in the future. Once key issues have been identified with your SWOT analysis, they feed into marketing objectives.


9SWOT Analysis - ExerciseHighly Brill Leisure Center has hired you to help them with their marketing decision making. The Center is located within a two-minute walk of the main bus station, and is a fifteen-minute ride away from the local railway station.
There is a competition standard swimming pool; although it has no wave machines or whirlpool equipment as do competing local facilities. Due to an increase in disposable income over the last six years, local residents have more money to spend on leisure activities.
In general people are living longer and there are more local residents aged over fifty-five now than ever before. After a heated argument with the manager of a competing leisure center, the leader of a respected local scuba club is looking for a new venue. Press releases have just been issued to confirm that Highly Brill Leisure Center is the first center in the area to be awarded quality assurance standard BS EN ISO 9002. A private joke between staff states that if you want a day-off from work that you should order a curry from the Center's canteen, which has never made a profit. Highly Brill Leisure Center has received a grant to fit special ramps and changing rooms to accommodate the local disabled. It is widely acknowledged that Highly Brill has the best-trained and most respected staff of all of the centres in the locality.
Once completed, each pair should split up, take a copy of their SWOT analysis and create a new pair with another individual. It is very important that an organization considers its environment before beginning the marketing process.
The political arena has a huge influence upon the regulation of businesses, and the spending power of consumers and other businesses.
More specifically you'll be at looking elements such as where a business is in terms of the current business cycle, and whether or not you are trading in a recession.
The sociocultural environment embodies everything which is social and cultural within a nation or society.
In a more general sense consider influences such as the increase in life expectation of Western consumers, and demographics which is the study of populations. Does technology allow for products and services to be made more cheaply and to a better standard of quality? Do the technologies offer consumers and businesses more innovative products and services such as Internet banking, new generation mobile telephones, etc?
11PEST Analysis - ExerciseConsider the following ODCI information and conduct a PEST analysis. Economy - overview: Malaysia made a quick economic recovery in 1999 from its worst recession since independence in 1957.
This stable macroeconomic environment, in which both inflation and unemployment stand at 3% or less, has made possible the relaxation of most of the capital controls imposed by the government in 1998 to counter the impact of the Asian financial crisis. Five forces analsysis looks at five key areas namely the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry.
This is most likely to be high where entry is likely; there is the threat of substitute products, and suppliers and buyers in the market attempt to control. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Jennifer Statham, Dell's Executive Director of Global Marketing Technology presents at eTail West 2014 in San Antonio. This course is all about taking innovative business ideas from inception, through development and implementation to create new products or services. If you see yourself as a catalyst for change in both large and small organisations, or you wish to develop your own enterprises, then this is the course for you. Previously, students taking the final year consultancy unit worked with Brendoncare, a charity dedicated to improving the quality of life for older people, as part of their final year studies.
This course not only shows prospective employers that you are familiar with the latest theories and practices, but that you have hands-on entrepreneurial experience in setting up and managing projects – a great asset for a range of careers. Portsmouth Business School is a Chartered Institute of Marketing (CIM) Accredited Study Centre which has been commended for the excellent standard of results achieved by students.
Begin to think like an entrepreneur and develop your understanding of business building on the learning from year one. In this year work on real-life problems with entrepreneurs and managers in local businesses and specialise further in a range of specific business disciplines. Our teaching approach involves a varied structure of lectures, seminars, tutorials, workshops and practical sessions.
BA (Hons) Business Management and Entrepreneurship is a course for students who want to be creative, entrepreneurial, take the initiative and grow businesses. Modern, comfortable and a great learning environment, our library offers a wealth of information including 400,000 books, DVDs, maps and thousands of online ejournals and newspapers. The best thing about the course was the opportunity to go on placement, which I spent at NATS (A World Leader in Air Traffic Management), as a business analyst. There are extra costs associated with studying, which you will need to consider when planning your expenditure. If you wish to purchase recommended texts, rather than borrow from the University Library, the average price is A?50-A?60. We recommend that you budget A?75 a year for costs of photocopying, memory sticks, DVDs and CDs, printing charges, binding and specialist printing. If your final year includes a major project, there could be cost for transport or accommodation related to your research activities.
Our range of business degrees are an excellent starting point for careers in business and management with many of our previous graduates now holding senior management positions. Boost your degree with the opportunity to undertake a one-year placement working in a paid full-time role which offers progression and a suitable level of responsibility. To make sure you take the right steps on your career path, we’re here to give you help, support and advice throughout your study. Employers tell us that they want graduates to be able to demonstrate certain skills when they come out of university. Our general University Open Days, before you apply, have now finished - but don't worry, most applicants will receive an invitation to a Department Open Day from February to April. The better definitions are focused upon customer orientation and the satisfaction of customer needs. The definition also states the importance of a process of marketing, with marketing objectives and outcomes.
Marketing has always been part of business, and it is a myth that it is purely a contemporary idea. They help to focus the mind of companies and marketing teams on the process of marketing i.e.
This will help others to get acquainted with the plan without having to spend time reading it all. There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macroenvironment.
We are looking at the immediate local influences which might include its marketing plans, how it implements customer relationship management, the influence of other functions such as strategy from its top management, research and development into new logistics solutions, how it makes sure that it purchases high-quality product at the lowest possible price, that accounting is undertaken efficiently and effectively, and of course its local supply chain management and logistics for which Walmart is famous. Examples would include the company itself, its suppliers, other marketing input from agencies, the markets and segments in which your business trades, your competition and also those around you (which public relations would call publics) who are not paying customers but still have an interest in your business. The macro environment consists of much larger all-encompassing influences (which impact the microenvironment) from the broader global society. Also remember that Walmart can sell firearms in the United States which are illegal under local English law.
On the other hand less controllable factors tend to be in relation to your macro environment.
You should particularly focus upon the challenges related to the macroenvironment whilst still encompassing the other environments. Then finally, SWOT will give managers options to match internal strengths with external opportunities. Political (and legal) forces, Economic forces, Sociocultural forces, and Technological forces.


If your government is socialist then perhaps there is a policy to tax more and to invest in the public sector.
Obviously if you are studying marketing there is a huge element of economics within the topic itself, and you should be no stranger to the principles of economics. There are plenty of examples of society and culture on the marketing teacher website.  Some notable examples would include the influence of learning, memory, emotion and perception,motivation, lifestyle and attitude and consumer culture. As we saw from our lesson on the functions within an organisation all departments use information technology or technology in one form or another.
GDP grew 5%, responding to a dynamic export sector, which grew over 10% and fiscal stimulus from higher government spending.
Government and private forecasters expect Malaysia to continue this trend in 2000, predicting GDP to grow another 5% to 6%.
It has similarities with other tools for environmental audit, such as PEST analysis, but tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products.
In the modern business landscape, digital technology is a significant addition to traditional marketing programs. The students helped with the marketing of a new Saturday morning club which will provide older people, who would otherwise be lonely, with a place to have fun while meeting new friends. In your first year you will have the opportunity to gain the CIM's Introductory Certificate in Marketing alongside the Marketing Principles and Practice unit. Learning about leadership, strategy and entrepreneurship as well as having experience working with a company has been a great benefit.
We aim to provide a stimulating environment that encourages use of IT teaching methods as well as participation in group discussions and projects, alongside individual study. We work hands on with developing local enterprises and start-up and run our own, so that our graduates can make a real impact when they leave. Providing you with a huge portfolio of employers offering great business-related placement opportunities, the experienced team is always on hand to offer advice on everything from producing high quality applications through to preparation for a company assessment day. Our workshops are designed to improve a number of essential academic skills from essay writing and understanding plagiarism to revision and exam techniques. Great working spaces with high-spec PCs (multimedia and CAD), Macs and printing facilities.
It provided me with the opportunity to not only see, but also apply what I had learnt so far on the course.
Many work for large multinational companies in banking and finance, marketing and human resources management.
You will benefit from the contemporary business experience that employers demand, making you highly employable upon graduation.With employers now seeking key business competencies and experience alongside a good degree, work experience is more vital than ever. Once the environmental analyses (such as SWOT, Five Forces Analysis and PEST) and marketing audit have been conducted, their results will inform SMART objectives. Use other tools to assist in strategic marketing decisions such as Boston Matrix , Ansoff's Matrix , Bowmans Strategy Clock, Porter's Competitive Strategies, etc.
The Micro environment is relatively controllable since the actions of the business may influence such stakeholders. Here we would consider culture, political issues, technology, the natural environment, economic issues and demographic factors amongst others. There are many other macroeconomic influences such as governments and other publics, economic indicators such as inflation and exchange rates, and the level nature of the local technology in different countries.
Why not list your own controllable versus uncontrollable factors for a business of your choice?
On the other hand if you have a more conservative or Republican government then the free-market is left to take control, taxation is less and there is often a smaller public sector. As we saw from our lesson on the marketing environment there is a macroenvironment, and internal environment and the microenvironment. Have a look at the six living generations in America, social environment and class, the impact of your birth order on how you behave as a consumer and take a look at the eight types of online shoppers. Smart phones such as Android and iPhone are now common – all – garden, and we are used to being able to access information and communication technology instantly no matter where we are.
The large export surplus has enabled the country to build up its already substantial financial reserves, to $31 billion at yearend 1999.
While Malaysia's immediate economic horizon looks bright, its long-term prospects are clouded by the lack of reforms in the corporate sector, particularly those dealing with competitiveness and high corporate debt. As the UK's leading professional marketing organisation, CIM qualifications are highly sought after by employers for both marketing and non-marketing roles.
There’s also substantial workplace learning opportunities where you can hone your entrepreneurial skills. This is a great way to enhance your academic performance and make a smooth transition into university study. There is also more specialised software and equipment available such as large format printing, audio-visual equipment and language laboratories. Due to its very nature a placement year is the best and most involving type of work experience you can do during your time at university. We make sure we prepare you for employment through work-related learning, projects, placements and working in simulated environments that are designed to prepare you for the working world. Looking internally at men, British Airways employees pilots, engineers, cabin crew, marketing managers, etc. Walmart would need to take into account local customs and practices in the United Kingdom such as bank holidays and other local festivals. There are powerful influencers such as war (in Afghanistan for example) and natural disasters (such as the Japanese Fukushima Daiichi nuclear disaster) which inevitably would influence the business and would be out of its control. The outcome should be an increase in 'value' for customers - which hopefully will improve our competitive advantage. During studies or at work we have access to information on quick PCs and over the Internet, with faster broadband connections arriving in many parts of the world.
Our logistics and warehousing functions use forklifts and lorries as well as order tracking technology and software. Should you need any assistance, there are specialist technicians on hand to support you in using the facilities.
However, many SMART objectives start off as aims or goals and therefore they are of equal importance.
However, if you alter the amount of each ingredient, you will influence the type of cake that you finish with.
The business would need to communicate and liaise with its publics such as neighbours which are close to its stores, or other road users. In the United Kingdom 2012 saw the 60th anniversary of Queen Elizabeth II’s reign which was a national celebration.
The customer service department will use communication technology to talk to customers but will also have access to internal systems, such as technology to simplify credit control and stock control for example. Therefore, eMarketing, much like other offline marketing efforts, is aimed at finding, enticing, obtaining, and retaining customers.
Machinery would include its aircraft but also access to air bridges and buses to ferry passengers from the terminal to the aircraft. There will be other intermediaries as well including advertising agencies and trade unions amongst others. Materials for a service business like British Airways would be aircraft fuel called kerosene (although if we were making aircraft materials would include aluminium, wiring, glass, fabric, and so on). Some might include a sixth M, which is minutes, since time is a valuable internal resource. It does not only refer to online marketing and promotions; it also involves mobile and digital marketing activities. Moreover, it can also cover other business functions like customer relations, human resources, and operations.



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