International Education
with an
Australian Experience
Clients and Markets
MCR005
Dr. Zahra Sadeghinejad
“ The aim of marketing is to know and understand the customer so well
the product or service fits him and sell itself”.
-Peter F.Drucker
U.S. management theorist
MARKETING
The American Marketing Association defines
marketing as follows:
• Marketing is an organizational function and a set of
processes for creating, communicating, and delivering
value to customers and for managing customer
relationships in ways that benefit the organization and
its stakeholders.
• What is value? Value is a core marketing concept, it is
a customer’s overall assessment of the utility of an
offering based on perceptions of what is received and
what is given.
UNDERSTANDING THE MARKETPLACE &
CUSTOMER
• Market: a group of customers with different needs and wants.
• Customers: are those people who purchase products for their own or someone else’s
use.
• Consumers: are people who use the good or service.
• Needs: states of felt deprivation
• Wants: the form human needs take as they are shaped by culture and individual
personality
• Demands: human wants that are backed by buying power
UNDERSTANDING THE MARKETPLACE &
CUSTOMER
• Market offerings: some combination of physical goods, services, information or
experience offered to a market to satisfy a need or a want.
• Product: a good, service or idea offered to the market for exchange.
• Customer satisfaction: the customer’s evaluation of a product or service feature , or of
the product or service itself.
• Customer value: the difference between the benefits the customer gains from having
access to or owning and using an offering and the costs of obtaining it.
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PRODUCTION ERA
Period before 1925
Production orientation - Stressing efficiency in producing a quality
product, with the attitude toward marketing that “a good product will
sell itself”
Business success was defined solely in terms of production
successes
Characterized by production shortages and
intense consumer demand
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THE SALES ERA
Sales orientation - Customers will resist purchasing nonessential items.
Only personal selling and creative advertising would persuade them to
buy
With the sophistication of production techniques, output grew from the
1920s into the early 1950s
Manufacturers began to increase their emphasis
on effective sales forces
THE MARKETING ERA
Emergence of the marketing concept
• Shift from a seller’s market to a buyer’s market
• A strong buyer’s market created the need for consumer
orientation
• Marketing concept - A companywide consumer orientation to
achieve long-run success
• A strong market orientation improves market
success and overall performance
THE RELATIONSHIP ERA
Emerged during the 1990s and continues to grow in importance
Relationship marketing - Developing long-term, value-added relationships
over time with customers and suppliers
THE SOCIAL ERA
• Characterized by the accessibility to the Internet and the creation of social
media sites
• Routine use of the Web and social networking sites by companies to
connect to consumers
CATEGORIES OF NONTRADITIONAL MARKETING
CATEGORIES OF NONTRADITIONAL MARKETING
Person marketing – Efforts designed to cultivate the attention,
interest, and preferences of a target market toward a person
(perhaps a political candidate or celebrity)
Place marketing - Efforts to attract people and organizations to
a particular geographic area (Tourism enhancements)
Cause marketing - Identification and marketing of a social
issue, cause or idea to selected target markets. Many profit-
seeking firms link their products to social causes
CATEGORIES OF NONTRADITIONAL MARKETING
Event marketing - Marketing of sporting, cultural, and charitable activities to
selected target markets
Also, includes sponsorship of such events by firms
Event sponsorships have gained effectiveness in increasing brand
recognition, enhancing image, and boosting purchase volume.
CATEGORIES OF NONTRADITIONAL MARKETING
Organization marketing - Intended to persuade others to:
Accept the organization’s goals
Receive its services
Contribute to the organization in some way
Adopted by mutual-benefit organizations, service organizations, and
government organizations
THE MARKETING MIX
• Marketing mix: a framework describing the
different elements that marketer needs to
consider.
Some frameworks include:
4P’s: product, price, promotion, & place
5P’s: adds “people” to the 4P’s framework
6P’s: adds “process” to the 5P’s framework
7P’s:adds “physical evidence” to the 6P’s
framework
All about delivering the customer value
THE FOUR Ps of the marketing mix
THE CHANGING MARKETING LANDSCAPE
• The uncertain economic environment
• The digital age
• Rapid globalization
• Growth of sustainable marketing
Marketers are all being called to take greater
responsibility for the social and environmental
impact of their actions.
REFERENCES
• Elliott, G., Rundle-‐Thiele, S., & Waller, D. (2010). Marketing. Milton, QLD, Australia:
John Wiley & Sons Australia, Ltd.
• Elliot, Rundle- Thiele, Waller, Paladino (2008) Marketing, Core Concepts and
Applications 2nd Asia Pacific Edition ,Wiley
• Boone, L.E., and Kurtz, D.L.(2016) Contemporary Marketing. Boston, MA: Cengage.
• Kotler, P., & Armstrong, G. (2016). Principles of Marketing. (16th ed.). Boston, MA:
Pearson.
• Kotler, P., Burton, S., Deans, K., Brown, L., and Armstrong, G. (2012). Marketing (9th
ed). Pearson Australia.
Thank you
