澳洲昆士兰大学市场经济第一讲

MKTG1501Week 1
Foundations of Marketing
Dr Alastair Tombs a.tombs@.au
Room 434 Colin Clark Building
Ph 3346 8091
Consultation Time:-11:00am –12noon Tuesday
Contacts
Your tutor will notify you of their consultation times in the first tutorial
Lectures
Lectures are 1 hour 50 minutes
Think of others who want to learn
3
Do not pack up until the lecture has ended
How to pass this subject
Turn up!!!
Read!!!
Text Book
Kotler, P., Brown, L.,
Burton, S., Deans, K.,
and Armstrong, G.,
(2010), (8th ed)
Pearson Education
Web Link
.au/mymarketinglab
Other Resources
oard
, tutorial notes,
announcements will be
.au
Assessment
Marketing Plan Workshop (20%)
Part A –Class presentation –Your team presents part of your marketing plan to your colleagues (team task)
Part B –Peer review -Provide feedback and constructive criticism of tutorials and lectures
Typical site
layout of a
Homemaker
centre
Guest Lecturer
Psychologist Jon Chan
new marketing landscape.
Perceptions of Marketing
Marketing is everywhere
Most of you have been exposed to marketing every day since you were young children
However, there is much more we can learn about marketing
What do you think marketing involves?
What is Marketing?
‘A social and managerial process by which
What is Marketing?
Marketing is the management activity concerned with:
¾identifying the needs of the consumer
¾developing appropriate products
which will then be offered to specific groups ¾which will then be offered to specific groups of consumers
¾using a systematic plan to price, promote and distribute the product
¾in a manner which is to the mutual gain of both the provider and consumer
Marketing influences…
Billboard, TV, radio, magazine advertising
Brands you buy
Attitudes you have
17
Product placement in the grocery store
Colours on labels
The layout and design of the store
The location where you can buy a product
Products
Needs, wants,
and demands Core Marketing Concepts
18
Need or Want? 1993
20
Need or Want?
So why don’t people trade their Commodore or Falcon for one?
21
Products
A product is anything that can be
offered to a market to satisfy a need
or want. It includes physical objects,
services, persons, places, ideas and
organisations
Marketers often use the expression
goods and services to distinguish
between tangible and intangible
ones.
However these should be viewed as
a continuum and not as a basic
dichotomy
Goods or Services?
23
Customer Value
Customer Value
The difference between the benefits the customer gains
from owning and using a product and the costs of
obtaining the product
buying a Toyota Prius
Example–buying a Toyota Prius
Benefits
low running costs, high fuel efficiency,
compact size,
also…
warm-fuzzy feeling, socially responsible
image, freedom to travel at any time, privacy
& safety by avoiding public transport.
These benefits (may) outweigh the costs of
obtaining the product.
Exchange
Exchange is the underlying theory of marketing, and explains why we need to work in order to get the things we want
Market
Market
The set of all actual and potential buyers of a product. They share a particular need or want that can be
Environment
Marketing Management
Marketing Management
The analysis, planning, implementation and control of programs designed to create, build and maintain
of achieving organisational goals
Why is this important?
Manages demand, which in turn helps to
manage customer relationships. By
successfully managing demand, an
organisation can ensure that it keeps all its
customers satisfied and provides them
with value as well as meeting their needs
and wants. This helps build profitable
customer relationships.
Marketing concept
Holds the key to achieving organisational goals.
Places the consumer as the focal point.
This was just the tip of the iceberg
32。