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.