Marketing Lecture Notes PDF

MARKETING Lecture: Introduction to subject Lecture: Basic terms in marketing – Creation of marketing concept Lecturer: assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD., univ. prof....

MARKETING Lecture: Introduction to subject Lecture: Basic terms in marketing – Creation of marketing concept Lecturer: assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD., univ. prof. [email protected]  OBSAH 1/ Introduction to lectures: The objective of the subject, Evaluation method and conditions for absolving the object, Oral analysis instructions, Syllable, Literature 2/ Basic terms in marketing: Definition, History of marketing, Marketing concept  INTRODUCTION TO SUBJECT OBJECTIVE OF THE SUBJECT Acquisition of basic terminology from individual areas of marketing theory and acquisition of skills in marketing decision-making and implementation of individual marketing activities of a company. Especially in strategic and marketing planning, market segmentation and market positioning, marketing research, analysis of the marketing environment and consumer purchasing behavior in the end consumer market, organizations and governments. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 3  INTRODUCTION TO SUBJECT BASIC LITERATURE GARY ARMSTRONG, PHILIP KOTLER. With MARC O. OPRESNIK. 2016. Marketing: An Introduction, Global Edition. Thirteenth Edition. PEARSON. ISBN 13: 978-1- 292-14650-8. PHILIP KOTLER, GARY ARMSTRONG. 2017. Principles of Marketing, Global Edition. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 4  INTRODUCTION TO SUBJECT SYLLABLE 1/ Introduction to lectures 2/ Basic terms in marketing – Creation of marketing concept 3/ Strategic business planning process 4/ Marketing planning in the company. 5/ Analysis of the marketing environment of the company. 6/ Getting information. Creation of marketing information system. 7/ Market segmentation process and selection of target groups of customers. 8/ Analysis of purchasing behavior in the consumer products market and in the markets of organizations. 9/ Product and product policy. 10/ Price and price policy. 11/ Distribution and distribution policy. 12/ Marketing communication. 13/ Evaluation of the lectures. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 5  INTRODUCTION TO SUBJECT COURSE COMPLETION CONDITIONS The student's overall assessment is based on a combination of mid-term evaluation and final evaluation of a total of 100 points. The student can obtain a maximum of 20 points for the presentation of the analysis and a maximum of 20 points for participation in lectures. If the student has at least 20 points from the midterm evaluation, he / she can fulfill the conditions in the final evaluation, where he / she can obtain maximum 60 points in the test. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 6  INTRODUCTION TO SUBJECT Student can receive 2 points for active participation in the lecture. If a student has delayed or left the lecture earlier, he/she may not receive the full number of points for attending lecture. 30. September – lecture – 2 points 7. October - lecture - 2 points 14. October - lecture - 2 points 21. October - lecture - 2 points ATTENDANCE 28. October - lecture - 2 points 4. November - lecture - 2 points 11. November - lecture - 2 points 18. November - lecture - 2 points 25. November - lecture - 2 points 4. December - lecture - 2 points Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 7  INTRODUCTION TO SUBJECT COURSE COMPLETION CONDITIONS The overall evaluation for the subject is a summary of points evaluation for individual parts of the intermediate evaluation (analysis + participation) and the overall evaluation (test). A = 90 – 100 % points B = 80 – 89 % points C = 70 – 79 % points D = 60 – 69 % points E = 50 - 59 % points FX = 0 – 49 % points Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 8  INTRODUCTION TO SUBJECT COURSE COMPLETION CONDITIONS Oral analysis instructions: The student personally (1x) presents an analysis on the topic of marketing communication of selected product (or company, institute, person) from Slovak republic with respect to the theory of marketing. The student chooses the date of analysis at the first introductory meeting at the seminar and is obligatory for him. If a student cannot attend a personal presentation for health or other reasons, he or she will exchange the term with another student. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 9  INTRODUCTION TO SUBJECT COURSE COMPLETION CONDITIONS Oral analysis instructions: The analysis should include a theoretical framework, but also its own analysis (analysis of strategic and marketing planning, analysis of marketing mix tools, positives and negatives of marketing communication subject. The analysis evaluates not only the descriptive listing of know facts about the subject (including public reactions), but also the level of self-analysis, interpretation of one´s own opinion and its defense in the discussion. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 10  INTRODUCTION TO SUBJECT COURSE COMPLETION CONDITIONS Oral analysis instructions: Minimum analysis range is 5 minutes, maximum 10 minutes. The student cannot help with his)/her own notes during the presentation. However, it is possible to use a self-made powerpoint presentation, respectively audiovisual media. Evaluation analysis depends on the choice of the topic, the theoretical basis, the approach to analysis , the presentation itself, the use of time and responding to questions in the discussion. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 11  INTRODUCTION TO SUBJECT Terms for analysis: October 28: Paulo Esteves Ding Mai Liza. Oleksii Rudakov Soroosh tahamtan November 4: Zehragul Dede Lin Binghang Elena Caravaggi Catarina Sousa Leonor Carvalho November 11: Han Kean Chen Yulu Zhang Xin Patrik Olas Arsenii November 18: Simon Šulc Efraim Stefanoudakis Petros Tsapakis Anh Minh Hoang Alina Shevchenko Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 12  BASIC TERMS IN MARKETING What is Marketing? Marketing, more than any other business function, deals with customers. „Marketing is engaging customers and managing profitable customer relationships.“ The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. BASIC TERMS IN MARKETING What is Marketing? ▪ You see it in the abundance of products at your nearby shopping mall and the ads that fill your TV screen, spice up your magazines, or stuff your mailbox. ▪ But recent years, marketers have assembled a host of new marketing approaches, everything from Web sites and smartphone apps to blogs, online videos, and social media. ▪ These new approaches do more than just blast out messages to the masses. They reach you directly, personally, and interactively. ▪ Today´s marketers want to become a part of your life and enrich your experiences with their brands – to help you live their brands.  BASIC TERMS IN MARKETING What is Marketing? ▪ Many people think of marketing as only selling and advertising. We are bombarded every day with TV commercial, catalogs, spiels from salespeople, and online pitches. However, selling and advertising are only the tip of the marketing iceberg.  BASIC TERMS IN MARKETING What is Marketing? ▪ Broadly defined, marketing is a social and managerial process by which individuals and organization obtain what they need and want through creating and exchanging value with others. ▪ In a narrower business context, marketing involves building profitable, value-laden exchange relationships with customers. ▪ WE DEFINE MARKETING AS THE PROCESS BY WHICH COMPANIES ENGAGE CUSTOMERS, BUILD STRONG CUSTOMER RELATIONSHIPS, AND CREATE CUSTOMER VALUE IN ORDER TO CAPTURE VALUE FROM CUSTOMERS IN RETURN.  BASIC TERMS IN MARKETING According to the American Marketing Association (AMA) Board of Directors, M 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.“ Výsledok vyhľadávania obrázkov pre dopyt American Marketing Association  BASIC TERMS IN MARKETING The UK-based Chartered Institute of Marketing (CIM) defines the term as follows: “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Výsledok vyhľadávania obrázkov pre dopyt Chartered Institute of Marketing (CIM)  BASIC TERMS IN MARKETING Oxford Dictionary of Media and Communication (2011, Chandler, Munday): 1. Promoting and selling products or services 2. The process of managing the relationship between firms and customers by organiziting the demand for and supply of a product or service. This involves identifying target audience through research and finding the most effective ways to promote and distribute the product or service. 3. The business management discipline concerned with this process.  BASIC TERMS IN MARKETING Who is the father of the M ? BASIC TERMS IN MARKETING  BASIC TERMS IN MARKETING Dr. Philip Kotler defines M as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.” VIDEO https://www.youtube.com/watch?v=YcJm2_-RpRs  BASIC TERMS IN MARKETING While the definitions of M vary based on perspective, they generally refer to engaging a target market of consumers or other users to ultimately sell a product and hopefully to maintain a relationship beyond the purchase. BASIC TERMS IN MARKETING  BASIC TERMS IN MARKETING What is not M ?  BASIC TERMS IN MARKETING ADVERTISING ? SALE? M IS NOT only advertising, or sales. M with advertising helps sell..  BASIC TERMS IN MARKETING Why is M important ?  BASIC TERMS IN MARKETING Slovakia before 1989 – lack of goods VIDEO https://www.youtu be.com/watch?v= HW4r1DA1pu8  BASIC TERMS IN MARKETING PRESENT– surplus goods  https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcQ_ZgAVYxpdeSEDO8Ell3mz3tFosRKBsxazR4JjHqxU_aJoYY4z http://blog.sme.sk/blog/7/26145/bam228.jpg BASIC TERMS IN MARKETING Slovakia before 1989 – lack of goods PRESENT– surplus goods Marketing is seen as an effective approach to finding optimal effects and achieving the goals of organizations in a functioning market.  BASIC TERMS IN MARKETING When did marketing started ?  BASIC TERMS IN MARKETING History of M ▪ M originated in the USA. ▪ M as a comprehensive discipline began to develop in the late 19th century and early 20th century, first in the USA, and later in other developed countries. ▪ The emergence of M was related to the need to sell manufactured goods. ▪ M began to teach as a separate subject at some USA universities as early as 1902 (Michigan, California, Illinois, etc) ▪ M in Europe after 1950 ▪ M reaches the territory of Slovakia around 1964. BASIC TERMS IN MARKETING VIDEO https://www.youtube.com/watch?v=qojrZZaq0Vo  BASIC TERMS IN MARKETING Understanding the Marketplace and Customer Needs ▪ The basic marketing strategy is the concept of human needs and wishes. ▪ Human NEEDS are states of felt deprivation. ▪ WANTS are the form human needs take as they are shaped by culture and individual personality.  BASIC TERMS IN MARKETING Need - a sense of human shortage, (a) Primary needs: (physiological needs (diet, drinking, clothing, safety) b) Secondary needs: education, self-realization, sports and cultural activities Maslow's hierarchy of needs – A model of human motivation developed by Abraham Maslow represented as a pyramid of levels, with the most basic needs at the bottom and the most distinctively human needs at the top. BASIC TERMS IN MARKETING VIDEO https://www.youtube.com/watch?v=zLHiWjMFYUU  BASIC TERMS IN MARKETING ▪ When backed by buying power, wants become demands. ▪ Given their wants and resources, people demand products and services with benefits that add up to the most value and satisfaction. ▪ Consumer ´s needs and wants are fulfilled through market offerings – some combination of products, services, information, or experiences offered to a market to satisfy a need or a want. Market offerings are not limited to physical products. They also include services – activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. (banking, airline, hotel, retailing, and home repair services)  BASIC TERMS IN MARKETING ▪ Marketing occurs when people decide to satisfy their needs and wants through exchange relationships. Exchange is the act of obtaining a desired object from someone by offering something in return.  BASIC TERMS IN MARKETING ▪ Human needs, wishes or wishes (limited by financial resources), We choose products that provide the greatest satisfaction, Very important customer satisfaction, Quality has a direct impact on the function of a product or service.  BASIC TERMS IN MARKETING ▪ The concept of exchange and relationships lead to the concept of a market. A market is the set of actual and potential buyers of a product or service. These buyers share a particular need or want that can be satisfied through exchange relationship. REPETITION OF PREVIOUS LECTURE QUESTION What is M? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 41  REPETITION OF PREVIOUS LECTURE QUESTION What is M? According to the American Marketing Association M 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.“ Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 42 REPETITION OF PREVIOUS LECTURE QUESTION Who is the father of the M? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 43  REPETITION OF PREVIOUS LECTURE QUESTION Who is the father of the M? The father of the M is Dr. Philip Kotler Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 44 REPETITION OF PREVIOUS LECTURE QUESTION What is not M? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 45  REPETITION OF PREVIOUS LECTURE QUESTION What is not M? ▪ M IS NOT only advertising, or sales. M with advertising helps sell. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 46 REPETITION OF PREVIOUS LECTURE QUESTION ▪ Why is M important? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 47  REPETITION OF PREVIOUS LECTURE QUESTION Why is M important? ▪ M is seen as an effective approach to finding optimal effects and achieving the goals of organizations in a functioning market. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 48 REPETITION OF PREVIOUS LECTURE QUESTION When did M started? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 49  REPETITION OF PREVIOUS LECTURE QUESTION When did M started? M began to develop in the late 19th century and early 20th century, first in the USA, and later in other developed countries. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 50 REPETITION OF PREVIOUS LECTURE QUESTION What is different between needs and wishes? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 51  REPETITION OF PREVIOUS LECTURE QUESTION ▪ What is different between needs and wishes? The basic marketing strategy is the concept of human needs and wishes. NEED is the feeling of a person's shortage, which manifests itself in a form inherent in each person and becomes a WISH. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 52 REPETITION OF PREVIOUS LECTURE QUESTION Maslow’s Hierarchy of Needs? Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 53  REPETITION OF PREVIOUS LECTURE QUESTION ▪ Maslow’s Hierarchy of Needs? Maslow's hierarchy of needs is a model of human motivation developed by Abraham Maslow represented as a pyramid of levels, with the most basic needs at the bottom and the most distinctively human needs at the top. Assoc. prof. PaedDr. PhDr. Marcel Lincényi, PhD. 54  SYLLABLE 1/ Introduction to lectures 2/ Basic terms in marketing – Creation of marketing concept 3/ Strategic business planning process 4/ Marketing planning in the company. 5/ Analysis of the marketing environment of the company. 6/ Getting information. Creation of marketing information system. 7/ Market segmentation process and selection of target groups of customers. 8/ Analysis of purchasing behavior in the consumer products market and in the markets of organizations. 9/ Product and product policy. 10/ Price and price policy. 11/ Distribution and distribution policy. 12. Marketing communication. 13. Evaluation of the lectures.  LITERATURE BASIC LITERATURE: GARY ARMSTRONG, PHILIP KOTLER. With MARC O. OPRESNIK. 2016. Marketing: An Introduction, Global Edition. Thirteenth Edition. PEARSON. ISBN 13: 978-1-292- 14650-8. PHILIP KOTLER, GARY ARMSTRONG. 2017. Principles of Marketing, Global Edition.  CONTACT mail to >[email protected] webex>https://vsemvs.webex.com/meet/marcel.lincenyi Consultations hours for students: Every Wednesday online / phone / in person For counsulations, you need to log in to moodle  THANKS FOR YOUR ATTENTION [email protected]