GOOD AFTERNOON! PLEASE SWITCH OFF YOUR MOBILE PHONES OR PUT THEM INTO A SILENT MODE. THANK YOU! Group Project Assignment * form groups of 7-10 members; groups should have at least one foreigner involved * select a product or a market segment to focus on * provide a comparison of this product/market segment in the CZ and in a foreign country; focus namely on the product characteristic (targeting, positioning), profile of consumers & their preferences, market characteristic (size, growth/decline, dynamics), price, distribution, advertisement, etc. * you have 3 weeks (deadline: March 17, 2005) to choose a particular product/segment and make a list of groups members (including their e-mails), the first name on the list will be the group leader * you are supposed to submit your findings in a form of a .ppt presentation * the group/selected speakers will give a short oral presentation (approx. 15-20 minutes) at the end of semester, discussion with tutor(s) will follow * you are required to cite/quote source of information * the group project may affect your final grading Course objectives * to have a better understanding of marketing & use analytical approaches to tackle MKT problems * to handle basic marketing terminology * to identify the essential environmental and organizational factors * to conduct essential marketing research * to analyse consumer behaviour * to be able to apply marketing tools (4P) * to have sufficient knowledge of the elements of the marketing planning & strategy * to understand international context of marketing issues Misconceptions of Marketing * Marketer create needs, manipulate people to buy something they don't want * Marketing = selling = advertising * Marketing = shoes polishing * Customer will favour those products that offer the most quality, performance & innovative feature Chapter 1 Objectives 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macro- marketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing specialists---including middlemen and facilitators--- develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms. Micro Marketing Macro Marketing Marketing Implications of the Definition of Micro-Marketing * Applies to profit and nonprofit organizations. * NOT just persuading customers to buy. * Begins with customer needs and focuses on customer satisfaction. * Marketing activities --but it is a philosophy that guides the whole business. * Seeks to builds a relationship with the customer. Marketing Is Important! * Marketing impacts all of us in our lives as consumers * Gives us choices * Stimulates innovation and economic growth * Regardless of what career path you take, no firm (or non-profit organization) survives for long if it can't satisfy some group of customers * There are many good job opportunities in marketing Definition of Marketing * Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. (Boone and Kurtz) * Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of value with others" (Philip Kotler) The Cycle Utility and Marketing Exchange and Marketing Exchange and Marketing Exchange and Marketing Marketing in Economic Development Marketing Facilitates Production and Consumption Model of Market-Directed Macro-Marketing System Production Orientation Henry Ford: "You can have any colour as long as its black" Ford Model "T" Social Marketing Key Terms