Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
   1. The role of marketing
   2. Market size and market share
   3. Market growth
   4. Market share
   5. Definition and nature of marketing
   6. Marketing - Sliced bread and other delights
   7. The marketing process
   8. Marketing and its relationship with other business activities.
   9. Market and Product Orientation
   10. Key elements - market orientation
   11. Market or product orientation?
   12. Additional marketing orientations
   13. Social marketing
   14. Asset-led marketing
   15. Marketing - exercise
   16. Marketing goods and services
   17. Effect on the marketing process
   18. Marketing in non-profit organisations
   19. Marketing in non-profit organisations - case study
   20. Marketing in non-profit organisations - exercises
   21. The marketing plan
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

The role of marketing

In this first section we turn our attention to the role of marketing. It is tempting to believe we know all about marketing as we are surrounded by it every day. However, firms are more scientific in their approach than we might always assume and the psychology of marketing has been developed and tested over many years. There is some argument over the extent to which we, as consumers, can be manipulated, but there is little doubt that marketing is highly influential in the way we behave and that it impacts on our purchasing behaviour and intentions.

Marketing can be viewed as both a functional aspect of an organisation and a business philosophy. The marketing philosophy or concept is an approach that stresses the achievement of business goals through customer satisfaction. The complex range of activities that define marketing are applicable to all firms, large or small, new or established and even applies to non-profit making organisations.

Marketing is the process of identifying a target market, defining what that target market needs and/or wants and organising the firm to meet those needs and wants. The Business and Management marketing syllabus begins with the requirement to examine the characteristics of the markets in which firms operate and to be able to examine the relationship between the firm and those markets. In particular it considers the following three elements:

• Market size
• Market growth
• Market share