This slide indicates the tasks we will undertake in this review

The e-book is constructed around a 3X3 structure – the modules you will undertake will vary according to your unit, however, all students will undertake section 1 and all modules in section 1 as this outlines the very foundation of marketing.

The 3 modules in section 1 are marketing definitions, evolution of marketing and marketing objectives.

Central to the  principle and practices of marketing

 a giga-concept that means that it is overarching and includes mega-concepts and milli-concepts.

built on the premise that organisations that meet the needs and wants of their customers are best placed to satisfy their own need – marketing is about best satisfying – this diagram is exploded in section 2 in the module circle of satisfaction

This slide outlines key marketing definitions … the market

This slide outlines key marketing definitions … to market

This slide outlines key marketing definitions … classic marketing definition – a customer perspective.

This slide outlines key marketing definitions … contemporary marketing definition – an organisational perspective.

This slide [and it will develop as the unit progresses] identifies how organisations adopt the marketing concept and customise their marketing philosophy [how the go to market] according to the situational factors [the characteristics of the customer, organisation, market, and product]. In time and adapting to the changing situational factors this becomes the culture of the organisation. The key is to identify that all organisations are unique.

Marketing practitioners think about the long and short of strategy and tactics. This differs to other disciplines who often consider a financial year/quarter. This means that marketing practitioners tend to focus on profitable exchange relationships. This is embeded in the salesbaseline approach and the 9 objectives of marketing practitioners.

Although it is generally argued that organisations adopt and practice one business concepts it is often better to consider that an organisation will be comprised of people who have been exposed to all concepts and therefore most organisations will be an amalgam of all 3. Having said that one is usually dominant and marketing practitioners need to work towards nurturing a marketing culture.

The objectives of marketing practitioners are classified as financial, strategic and communication objectives – these are then exploded out into 9 objectives. The remainder of the marketing concept is devoted to achieving these objectives.