Marketing Two

Lecture One Chapter 1 in What

is Marketing book

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Lecture Outline :.

.: Outline

1. Who am I?
1.
2.
3.

Biography
Website (www.ethicsbasedmarketing.net)
The American MRKT Associations Code of Ethics (online on E-BM)

1.
2.
3.
4.

What is MRKT?
Why MRKT?
How is MRKT like in the Millennium?
Careers in MRKT

2. What are you doing here?

3.

The Energy Exercise

4. What are we going to do together?

5.

1.
2.
3.

Course Rules
Course Outline/Time plan
Lectures are based on several books and readings (see outline)

1.
2.

Course Overview
Course Outline

The Material for today

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What is MRKT?

The Integrated Marketing Concept

(IMC) enjoins marketers to integrate
the various aspects of marketing in a
Lecture One
strategic manner that provides the
greatest value to those they target
while making allowance for the
conditions within which they operate
(Brenkert, 2008: 53)

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What is MRKT?

- The Evolution of the MRKT Philosophy:

- Production: Mass production
- Product: Quality
- Selling Concept: Sales
- Marketing Concept: Customer needs
- Societal Marketing Concept: Long-term societal welfare
- Integrated Marketing Concept: How can (marketers) best
design a set of activities that recognizes their competencies,
resources, and resource needs, respects relevant values and
norms, while providing the greatest value to customers?
(Brenkert, 2008: 53) By this definition, an ethical choice
might not be the most profitable.
Brenkert
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Department Mission

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Research Philosophy

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Why MRKT?
-

The Business Concept of Marketing

- AMA definition the performance of business activities that direct the flow
of goods and services from producer to consumer or user (cited in
Brenkert 2008: 9)
- Too narrow:
- 1) It does not take into consideration all areas of marketing TODAY.
- 2) There is a strong legal and moral dimension to marketing which
transcends pure business.
The Generic Concept of Marketing
- Therefore, marketing should be seen as the application of marketing
functions or techniques for both economic and social, business and nonbusiness processes (Bartels, 1974 cited in Brenkert, 2008: 10)
- Marketing involves an exchange of ???
Values/products/services/ideas/social norms Its the science of
transactions (Hunt 1976 cited in Brenkert, 2008: 10).
Brenkert
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Why MRKT?
Several scholars addressed issues of moral responsibility in the marketing
discipline excerpt from:
Mick, D. (2007). The end(s) of marketing and the neglect of moral responsibility
by the American Marketing Association, Journal of Public Policy and Marketing, 26
(2), 289-292.
Mick (2007) coined the term Transformative Consumer Research which looks
into consumer research addressed at consumer welfare
Important considerations here emerge:
The concept of shared responsibility
Operating by the Golden Rule of ethics which is basically doing unto others what you would
like them to do unto you
Social, volunteer, and developmental work not just in Egypt but across the region and across the
globe, hence the importance of peaceful, engaging, and constructive outreach
Looking at integration of markets, integration of knowledge domains, and integration of moral
values as social work does not operate in a vacuum

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Why MRKT?

- Therefore, marketing is a set of coordinated

activities that, in response to background
interrelations between marketers and society
members, are designed to create, communicate,
and convey, through voluntary exchanges,
something those targeted will value, and to do so
in ways that fulfill the objectives of marketers
and/or their organizations.

Brenkert
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How is MRKT now then?

- MRKT Trends in the Millennium:

- Focus on Consumer Behavior and Consumer Research
(started with the evolution of the Marketing Concept to
focus on customer needs)
- Social Marketing (marketing for non-profit/social issues)
- Importance of the Marketing Strategy
- Importance of Branding
- E-Marketing

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MRKT Schematic

SilkPage
(2006)
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Consumer Behavior
The study of consumer behavior enables marketers to understand and
predict consumer behavior in the marketplace; it is concerned not only
with what consumers buy but also with why, when, where, and how they
buy it.
Consumer research is the methodology used to study consumer behavior;
it takes place at every phase of the consumption process: before the
purchase, during the purchase, and after the purchase.
Consumer behavior is interdisciplinary; that is, it is based on concepts
and theories about people that have been developed by scientists in such
diverse disciplines as psychology, sociology, social psychology, cultural
anthropology, and economics.

Consumer behavior has become an integral part of strategic market

planning.

Schiffman and
Kanuk
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Consumer Behavior

SilkPage
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Social Marketing

Social marketing is a distinct marketing discipline, one that

has been labeled as such since the early 70s and refers
primarily to efforts focused on influencing behaviors that will
improve health, prevent injuries, protect the environment,
and contribute to communities.

Therefore -> aims at influencing behaviors.

Through -> Marketing Tools
Primary beneficiary is SOCIETY.

Kotler andPage
Lee (2008:
7)
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MRKT Strategy and Branding

Branding decisions affect success or failure of new brands,

social brands, and marketing campaigns.
The plan by which value is created on a sustained basis
(Silk, 2006: 3)

Marketing strategy should be clear, articulated, long-term,

and integrated...
This should reflect in the companys Positioning
Statement

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MRKT Strategy and Branding

SilkPage
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Segmentation

Target Market Selection should consider:

1) The firms comparative strengths and weaknesses vis--vis
competition given the target markets purchase criteria.
2) The firms corporate goals and the fit of the segment with these
goals.

3) The resources necessary to market successfully to the target

segment.
4) The need for/availability of appropriate collaborators to market
successfully.

5) The likely financial returns from the segment.

SilkPage
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The Marketing Mix

The set of activities comprising a firms marketing program TWELVE
MIX ELEMENTS (Neil Borden of Harvard Business School 1991):
1) Merchandizing/ Product planning.
2) Pricing.
3) Branding.
4) Channels of Distribution.

Over time, they were

aggregated into the
famous 4 Ps

5) Personal Selling.
6) Advertising.
7) Promotions.
8) Packaging.

9) Display.
10) Servicing.
11) Physical Handling.
12) Fact Finding and Analysis/Market Research.

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E-Marketing

Lets highlight how e-marketing is important

through the following case on Dell !
E-business is the continuous optimization of a
firms business activities through digital
technology.
E-commerce is the subset of e-business focused
on transactions.
E-marketing is one part of an organizations ebusiness activities.

Strauss and
Frost
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Dell Starts Listening

1-20

In 2004, Dell held 28.2% of U.S. computer market

share.
To reduce costs, Dell Computer began outsourcing
customer service to a firm in India.
Market share increased to 28.8% but complaints
and consumer dissatisfaction rose.
Dell digital media manager initiated blogs in
several languages to improve communication.

Strauss and
Frost
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Dell Starts Listening, cont.

1-21

Dells blogs became mechanisms for handling

consumer complaints and ideas.
Blog usage resulted in over 20 changes to the
company.
What are the opportunities and risks in utilizing
blogs for improving customer service?

Strauss and
Frost
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E-Marketing Potentials in Egypt

More than 48 million people use the internet in

Egypt (over 50% of total population)
More than 27 million people use Facebook in Egypt
(30% of total population). Egypt is ranked first in
the Arab world for number of Facebook users.
52% of Facebook users in Egypt are under 25
years old.
18-year-olds make up the largest age group of
Egyptian Facebook users.
35% of Facebook users in Egypt are females.

Daily News Egypt (17/12/2015)

Page 22 E-Marketing
releases sixth annual report on insights in Egypt (p. 6)

Noha El-Bassiouny

ENERGY EXCERCISE

What are New MRKT Trends in the

Millenium?

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Careers in Marketing
Career opportunities are available with marketing as well as
marketing research firms (e.g., AC Nielsen, Burke)
Careers in business and non-business firms and agencies with
in-house marketing research departments (e.g., Procter &
Gamble, Coca-Cola, the Federal Trade Commission, United
States Census Bureau)
Advertising agencies (e.g., BBDO International, Ogilvy &
Mather, J. Walter Thompson)
Positions (example of MR): VP of marketing research,
research director/assistant director, project manager, field
work director, statistician/data processing specialist,
senior/junior analyst, and supervisor.

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Preparation for a Career in Marketing

Take all the marketing courses you can.
Take courses in statistics and quantitative methods.

Acquire Internet and computer skills. Knowledge of programming

languages is an added asset.
Take courses in psychology and consumer behavior.
Acquire effective written and verbal communication skills.
Think creatively. Creativity and common sense command a
premium in marketing.

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Ethical Dimension 1

IS Neuromarketing the darker side of MRKT?

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Marketing Associations Online

AAPOR : American Association for Public Opinion Research

(www.aapor.org)
AMA

: American Marketing Association (www.ama.org)

ARF

: The Advertising Research Foundation

(www.amic.com/arf)

CASRO : The Council of American Survey Research

Organizations (www.casro.org)
MRA

: Marketing Research Association (www.mra-net.org)

QRCA

: Qualitative Research Consultants Association

(www.qrca.org)

RIC

: Research Industry Coalition

(www.researchindustry.org)
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Marketing Associations Online

ESOMAR: European Society for Opinion and Marketing

Research (www.esomar.nl)
MRS:

The Market Research Society (UK)

(www.marketresearch.org.uk)

MRSA:

The Market Research Society of

Australia (www.mrsa.com.au)

PMRS:

The Professional Marketing Research Society

(Canada) (www.pmrs-aprm.com)

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Homework for next class

Read:
Marketing Strategy (Ch.1 in Silk, 2006 book) - Book should be
available for purchase/in library.
Note: Complete citations for references used in this course are
in course outline.

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Thank you :.

Thank you !

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