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Dr. Stephanie J. Morgan
Marketing Principles & Practices

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Marketing Principles & Practice
 Overview of course content, aims and objectives
 Themes
 Reading and assessment
 Marketing defined: the role of marketing in organizations today
 Seminar – general discussion/questions

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Overview of course content
 Lecture 1 – Marketing defined
 Lecture 2 – The psychology of buyer behaviour
 Lecture 3 – Segmentation, targeting and positioning
 Lecture 4 – Marketing mix 1: Product
 Lecture 5 – Marketing Mix 2: Price
 Lecture 6 – Internet & Globalisation

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Course Content Cont.
 Lecture 7 – Marketing Mix 3: Promotion
 Lecture 8 – Marketing Mix 4: Place
 Lecture 9 – Beyond the 4P’s – Services
 Lecture 10 – Marketing research and information systems
 Lecture 11 – Formulating and applying marketing strategy
 Summer term – revision sessions
 ***See Overview of course for full details of sessions, readings etc.
– also available on the website***

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Module Aims
 Aims:
 Critical understanding of the basic concepts and practices of
marketing and marketing management process
 Overview of the operation of the marketing function within a wide
range of organizations.

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Objectives
Objectives:
Able to demonstrate an understanding of importance and role of
marketing in organizations, link theory and practice to:
 Outline classical marketing approach and recent developments
 Analyse marketing opportunities
 Demonstrate an understanding of buyer behaviour
 Describe the fundamental principles of market research
 Discuss need for a professional approach
 Evaluate the impact of new technology and globalisation

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Module Themes
 Impact of technology and globalisation
 Ethics in marketing
 Shift to services
 Linking theory and practice
 See the Brassington & Petit website for more on all these and
videos, self-tests, flashcards, research navigator etc. – you will need
a password from the book.

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Reading & Assessment
 Main Text: Brassington & Pettit (2006)
 Enis, Cox & Mokwa, 1995 (or International edition)
 Kotler, 2003; Solomon, Bamossy & Askegaard (2002)
 Journal articles (see Reading Lists)

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Student Tutor Contract – I will:
 Enhance learning with use of text, graphics,
questioning, handouts (paper and on web), case
studies, range of organisation types, build-up of
knowledge etc. I will endeavour to make the module
interesting, relevant and logical.
 Respond to email questions and be available at set
times to discuss course.
 Give comprehensive, constructive, feedback to your
essays.
 Address the essay questions during the course.
 Give examples of relevant literature and previous
essays to increase your understanding of writing styles
and subject matter.

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Student-tutor contract – student should:
 Attend lectures and workshops and take an active part in
discussions – enhances your learning and that of your colleagues.
 Submit essays on time, written in own words, properly referenced,
and in correct format. Request extensions before the deadline!
 Purchase the set book and use the e-library to access journal
articles – further enhancing your learning. Read the module outline
and undergraduate handbook.
 Ask questions and give feedback regarding the module, your
learning, and marketing generally.

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Lecture 1: Marketing Defined
Objectives:
Recall in broad outline the classical marketing approach
Explain in general terms the role of marketing in organizations and
modern society
Discuss the value of marketing planning and a customer orientation

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Organizations?
 Private: Global, international, plc, SME, partnerships…
 Public: Government, education, health, armed forces…
 Charities: Global, international, national, local…

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Marketing Scope
Consumer goods
Non-profit
marketing
Industrial goods
Service goods
Small business
marketing
International
marketing

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2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Marketing Concept
The achievement of corporate
goals through meeting and
exceeding customer needs
better than the competition
The Marketing Concept
Customer orientation
Corporate activities are
focused upon providing
customer satisfaction
Integrated effort
All staff accept the
responsibility for creating
customer satisfaction
Goal achievement
The belief that corporate
goals can be achieved
through customer
satisfaction
Marketing concept
The achievement of org. goals
through meeting and exceeding
customer needs better than the
competition
Customer
orientation
Activities are focused
upon providing
customer satisfaction
Integrated
effort
All staff accept the
responsibility for
creating customer
satisfaction
Goal
achievement
The belief that org.
goals can be
achieved through
customer satisfaction

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Alternative views..
Marketing is the management process responsible for identifying,
anticipating, and satisfying customer requirements profitably. (CIM,
2001)
Marketing is the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods, and services to
create exchange and satisfy individual and organisational objectives.
(AMA. 1985) (Brassington & Pettit, 2006, p. 7)

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Some emphasise the shift to relationships
 Marketing is to establish, maintain, and enhance relationships with
customers and other partners, at a profit, so that the parties involved
are met. This is achieved by mutual exchange and fulfilment of
promises (Grönroos, 1997)
 Compare these views with each other and with your own concept of
marketing – lets see whether your ideas change as the module
progresses.

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Marketing is not ‘just’ advertising

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There are different forms of exchange

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Evolution of the
Marketing Concept
D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill 6
Production
Selling
Marketing
Product
Ethical and Sustainable
Marketing

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Ethics are becoming more important – due to
consumer demand…
Sustainable marketing is the establishment, maintenance and
enhancement of customer relationships so that the objectives of the
parties involved are met without compromising the ability of future
generations to achieve their own objectives Brassington & Pettit, 2006.

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Organisations appear to be taking CR seriously…

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2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Company
Microenvironment
Macroenvironment
Legal
Physical
Technological
Social
Economic
Suppliers
Customers
Distributors
Competitors
Political
The Marketing Environment

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The Context – the New Economy
 Increase in buying power,
 Increased expectations,
 Greater increase in easily available information
 Greater variety of goods and services, increased competition
 Greater ease in placing and receiving orders 24/7
 Increased globalisation
 Increased attention to societal and environmental issues?

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Company & Marketer Responses?
Re-engineering, outsourcing, e-commerce,
benchmarking, alliances etc.,
Customer relationship marketing, customer
lifetime value, target marketing,
customisation, customer database,
knowledge systems, employee as marketer,
model-based decision making.

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Figure 1.4 Marketing as an Interface

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Marketing Scope
Types of Demand:
Goods, services, experiences, events, persons, places, properties,
organizations, information, ideas
Demand States:
Negative, no demand, latent demand, declining demand, irregular, full,
overfull, unwholesome…
Marketing Orientation?
Production, product, selling, marketing, customer, societal, ethical…
Distinction external and internal marketing.

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7D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Shared
values and
beliefs
Customer
focus
Market-led
strategy
Structure
and
systems
Implementation
Market
intelligence
Shared values
and beliefs
 customer first
Market
intelligence
Skills in
understanding and
responding to
customers
Structure and
systems
 structure based on
strategy
 team work
Market-led
strategy
 Linking distinctive
competencies to
market opportunities
 Competitive advantage
the driving force
Implementation
 people
 incentives
 communications
 persuasion
Market-driven Management

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Integrating Marketing, Effects on Organization
Marketing
Strategy
Production
Finance
Distribution
And
Storage
Service
and Support
Human
Resources
Product, Price, Place
Promotion,
People, Physical Evidence,Processes
Systems and
Procedures

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14D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Marketing Mix and Customer Needs
Customer
needs
Key customer
requirements
Competitive
advantage
Marketing
mix Product
 Price
 Promotion
 Place
Marketing
mix

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13D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Marketing Mix and Customer Needs
Customer
needs
Key customer
requirements
Competitive
advantage
Marketing
mix
PsychologicalEconomic
Customer needs
 Performance
 Availability
 Reliability
 Durability
 Productivity
 Self-image
 Quiet life
 Pleasure
 Convenience
 Risk reduction

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11D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
An Effective Marketing Mix
Effective
marketing
mix
Matches
customer
needs
Creates a
competitive
advantage
Well
balanced
Matches corporate
resources

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Criticisms of the 4P’s Approach
 Oversimplifies reality of marketing management
 Services require 7-P’s (add people, process and physical evidence)
 Insufficient attention to long-term relationships in industrial
marketing.
 Danger of missing the two c’s – customer and competition
 But – is useful, memorable heuristic – tools are reliant on how well
understood, used, and implemented.

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Approaches to marketing
Unsures
Sales
Supporters
Departmental
Marketeers
Marketing
Philosophers
Function: Primarily sales and
promotional support
Identifying and
meeting customer
needs
A guiding
philosophy for the
whole
organization
Confined to what
the marketing
department does

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2D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Re-definition
The marketing planning process
Business mission
Marketing audit
SWOT analysis
Marketing objectives
Core strategy
Marketing mix decisions
Organization and implementation
Control
Marketing
planning at
the business
level
Marketing
planning at
the product
level

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Key Planning Questions
 Where are we now?
 How did we get there?
 Where are we heading?
 Where would we like to be?
 How do we get there?
 Are we on course?

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Problems in Making it Work
 Political – is a resource allocation process, power, career, salaries
etc., affected.
 Opportunity-cost? Argument used by those not comfortable with
intensive planning.
 Reward Systems – often very short-term.
 Information – finding good data, asking good questions, getting the
answers!
 Culture – may not ‘fit’ or challenge status quo.
 Knowledge and skills lacking

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Gathering information is vital
Environmental Scanning is the collection
and evaluation of information from the wider
marketing environment that might affect the
organisation and its strategic marketing
activities…

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Figure 2.1
Elements of the External Environment
Technological
Political/
regulatory
Sociocultural
Economic/
Competitive
Our Firm

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How might societal attitudes
influence marketing?
Environmental
issues
Animal
welfare
Business
ethics
Personal
ethics
Marketing
strategy
Health and
safety

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Environmental Issues
(Precious Woods)

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Animal Welfare

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Consumer Forces in the Market

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You need to understand both internal and external
influences - SWOT Analysis
8D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Opportunities
Strengths
Threats
Weaknesses
EXTERNAL
(uncontrollable)
Source
INTERNAL
(Controllable)

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The Advantages of Marketing Planning
 Consistency
 Encourages monitoring of change
 Encourages organizational adaptation, accept inevitability of
change.
 Stimulates achievement – focuses on objectives, strategies and
results.
 Resource allocation achieved
 Promotes search for competitive advantage
 Some evidence increased performance (cross-sectional)

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10D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Strategic marketing fit
Environment
Strategy Organization
Fit Fit
Fit
Limitations/Problems include:
•Balancing the above, integrating demands of business and customers
•Focus on individual leads to negative impact on society
•Over-focus on customer may reduce innovation

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Marketing Philosophy
 Avoid marketing myopia (Levitt)
 Consider not just economics, but sociology, politics, psychology…
(Alderson)
 Different types of exchange involved, of universal applicability
(Bagozzi)
 Go beyond product sales approach to societal considerations and
the use of marketing principles for all organizations (Kotler & Levy)
 Consider the issues involved, including ethics, implementation &
change management,

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9D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
Next week –
Creating Customer Satisfaction
Delight
Neutral
Dissatisfaction
Absent Fulfilled
Presence of the characteristic
Customersatisfaction
‘Delighters’
‘More is better’
‘Must be’

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A little test…
 _____ are goods that are sold to individuals for their own or
their families' use.
Consumer goods
 What term describes the need for organisations to consider the
good of the wider communities, within which they exist in terms
of the impact of their way of conducting business and the
activities they undertake?
Corporate social responsibility
 The combination of the 4Ps that creates an offering to potential
customers is called the _____.
Marketing mix

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More questions…
 When marketing activities are undertaken by organisations which do
not have profit generation as a prime corporate objective, they are
called _____.
Non-profit marketing
 The treatment of relationships so that the objectives are met without
compromising the ability of future generations to achieve their own
objectives is called _____.
Sustainable marketing

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Objectives – have they been achieved?
 Objectives:
 Recall in broad outline the classical marketing approach
 Explain in general terms the role of marketing in organizations and
modern society
 Discuss the value of marketing planning and a customer orientation

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Marketing Principles & Practices
QUESTIONS!
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