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MKTG 101 MARKETING FUNDAMENTALS 麥考瑞 assignment 代寫

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  • MKTG 101 MARKETING FUNDAMENTALS 麥考瑞 assignment 代寫

    MKTG 101 MARKETING FUNDAMENTALS
    THURSDAY 6PM
    LECTURE 1
    Kay Naumann
    kay.naumann@mq.edu.au
    WHAT’S BEEN PLANNED FOR TODAY?
    ?Brief overview of MKTG101 and Assessment
    Components
    ?Session 1: Introduction to Marketing
    BRIEF OVERVIEW: LEARNING
    OUTCOMES
    • Develop an informed understanding of marketing theory and
    practice.
    • Review the external factors influencing an organisation's
    marketing strategies.
    • Explain and analyse key marketing objectives and strategies.
    • Identify the role of marketing as an organisation-wide
    philosophy.
    • Recognise marketing's role in business and in society
    UNIT CONVENOR
    Associate Professor Ross Gordon
    Associate Professor in Marketing at Macquarie – joined in 2014.
    Used to work at University of Wollongong, London School of Economics, The Open University (UK), University of Stirling
    (UK).
    Teach Marketing Fundamentals, Consumer Behaviour, Social Marketing.
    Specialise in Social Marketing
    President of the Australian Association of Social Marketing
    Very active social marketing researcher – projects DOING social marketing
    Current work on sustainability (energy efficiency), gambling, alcohol
    WHO AM I?
    ?Tutor since 2013- mktg fundamentals and consumer behaviour
    ?Studied undergraduate & honours at MQ (Marketing)
    ?Submitted PhD in July - Customer Engagement
    ?Area of interest/publications on Customer Engagement, Disengagement and Negative
    Engagement
    ?Worked in digital marketing at legal start-up (LawPath) in 2015.
    ?Also worked in fashion production field on/off since 2009
    A few things I love….
    SAY HI TO SOMEONE…
    ? Don’t be shy! Life is full of
    uncomfortable moments…
    ?Say hi to the person next to
    you.
    ?If you’re sitting by yourself,
    scootch across to nearest person
    ?Be like Snoop Dogg, make
    some friends!
    BREAKDOWN OF LECTURES
    ? Attention spans are short- I
    understand!!
    ?We will go for a full 50 minutes, then
    have a 10 min break to check phones,
    Facebook, Insta, Snap chat, email …..
    Etc. Have a snack. Background music
    optional???
    ?Then do 2 x 20 minutes bursts
    depending on amount of content left to
    cover and how the room is feeling.
    ?Fewer breaks= earlier finish time.
    LECTURE STYLE
    ? I will aim to make these lectures as
    interactive as possible – no one wants to
    hear me talk for 2 hours…
    ?Courtesy of my supervisor, we will be doing
    Bee Hives throughout the lectures.
    ?I will pose a question for you to discuss with
    the person next to you.
    ?As the conversations grow- the buzzzzz
    loudens (like a hive of marketing learning
    activity)
    ?The brave ones will then offer their opinions
    to me and the room
    ?Bribes may be resorted to…
    A NOTE ABOUT LECTURES AND TUTORIALS…
    Why do you NOT ATTEND
    lectures?
    Why should we ATTEND?
    Lectures are tooooo long…and
    slowwwww
    We learn the THEORY on which
    your assignments/exams are based
    I need to work Get your money's worth????
    I can’t be bothered Be social & meet people
    I’d rather do something fun Ask questions
    Attendance is not counted so what’s
    the point ??????
    Be rewarded just for LEARNING!!!
    This will end after uni…..
    AT THE END OF THE DAY…
    ?You are adults, it’s up to you, but please note…
    ?University can be lonely and isolating. Loneliness is rising
    for Generation Y
    ?There is no group work for this unit- so take these
    opportunities to just be around other people/meet new
    friends
    ? Try to get the most out of this time- it won’t last forever
    ?If you don’t attend lectures or tutorials expect to struggle
    greatly with passing the unit.
    BRIEF OVERVIEW: KEY RESOURCES
    Unit Guide
    Assessments
    Teaching Team’s Contact Details
    Announcements
    Online Quiz
    Course materials
    Discussion Forums
    Your own research-
    news, current affairs,
    Blogs, etc
    ASSESSMENT TASKS
    http://unitguides.mq.edu.au/unit_offerings/73014/unit_guide#assessment-tasks-section
    ASSESSMENT OVERVIEW
    Mini  essay
    15%
    Exam
    40%
    Why are you thinking
    about exams now?? Ages away
    Essay
    35%
    Marketing portfolio Monday
    October 9 th , 9am Week 9
    20%
    30%
    50%
    ASSIGNMENT BREAKDOWN
    ONLINE QUIZ
    MARKETING PORTFOLIO
    EXAM
    Online quiz week 7
    WEEK 7 ONLINE QUIZ – 20%
    ? YOU WILL BE DOING THIS ONLINE QUIZ IN CLASS IN WEEK 7 (WEEK
    STARTING SEP 11)
    ?It is imperative that you come to your correct tutorial ON TIME
    ? You will need to provide your own device: Laptop, Tablet or Smart Phone
    ? BRING YOUR CHARGERS
    ?If you do not have any of these devices available to you please email YOUR
    TUTOR immediately. This must be done by week 2.
    ?It is your responsibility to organise your device.
    ?Quiz is on textbook chpts 1,2,3,4,6, & 14- if you’re absent you get 0
    ?30 multiple choice questions
    WHAT IS EXPECTED OF THE
    STUDENTS?
    • Read the textbook (and understand) - including the ‘detail’
    • Prepare for, attend and participate in tutorials
    • Submit written answers as part of Marketing Portfolio assessment
    • Complete the Mid-session Quiz
    • Attend lectures and tutorials – participate/engage/reflect
    • Contribute to the unit (in tutorials, discussion board)
    • Prepare thoroughly for the final exam
    • Be aware of business issues in the press, especially those with a marketing context
    • Work hard, enjoy and succeed!
    HOW TO GET VALUE FROM THIS COURSE:
    YOUR ROLE AS STUDENT
    ?Read chapters in the text, academic/practitioner articles, and other
    materials (magazines, etc).
    ?Look for marketing examples: newspapers, current affairs TV, movies
    ?Think about your own and others’ role as a customer
    ?Make connections between what you learn and what is happening
    around you. Be prepared to discuss your experiences in lectures  and
    tutorials.
    APPRECIATE THIS UNIT FOR WHAT IT IS
    ? MKTG 101 is not highly abstract or technical (unlike
    stats, economics, accounting…)
    ?You are all CONSUMERS- we buy and consume things
    daily
    ?THEREFORE you can apply the content we learn about
    TO YOUR OWN EXPERIENCES AND LIFE
    ?YES- there will be jargon and theoretical models
    ?But this unit is also FUN!
    SESSION 1: INTRODUCTION TO MARKETING
    Learning objectives:
    • provide a marketing overview
    • recognise marketing involves a mutually beneficial
    exchange
    • discuss the importance of ethics and corporate social
    responsibility
    • explain the elements of the marketing mix
    • discuss how marketing improves business performance,
    quality of life and benefits society.
    DEFINITION OF MARKETING
    “… the activity, set of institutions, and processes
    for creating, communicating, delivering and
    exchanging offerings that have value for
    customers, clients, partners and society at large.”
    (American Marketing Association)
    https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
    DEFINITION OF MARKETING- BREAKDOWN
    Figure 1.1
    Organisation wide- no longer
    ‘department specific’
    Your product can be great! But no
    one cares unless it’s communicated
    well
    Both parties must have value.. But
    that value can be ‘created’ by the
    marketer
    It’s not only brand?
    customer, but how
    marketing can benefit ALL
    parties in the mix
    The Marketing Concept:
    A customer orientation, backed up by
    integrated marketing activities aimed at
    generating customer satisfaction as the key to
    satisfying organisational goals.
    But is satisfaction enough…
    THE IMPORTANCE OF ENGAGEMENT
    Customers can be satisfied without being truly engaged with and loyal to a
    brand.
    Satisfaction = cognitive appraisal that a good/service fulfils expectations.
    E.g. I’m satisfied with my toothpaste, but that doesn’t mean I won’t buy a
    different brand in response to:
    ?Scarcity
    ?Promotion
    ?Convenience
    SO as marketers you need to look BEYOND satisfaction and create a sense of
    engagement with your customers.
    A big part of this is creating strong, positive emotions between the customer
    and the brand.
    THE IMPORTANCE OF ENGAGEMENT
    ?Think about how most generic, uninteresting, domestic or utilitarian
    products are sold…
    ?FUNCTIONALITY IS NOT ENOUGH
    Most use some sort of emotional appeal in order to attract and
    maintain their customer base
    https://www.youtube.com/watch?v=0J0unWoAfpM
    Components of the Marketing Concept
    2
    INTEGRATED
    MARKETING
    EFFORTS
    3
    PROFITABILITY
    Rest of the
    Organisation
    Return on
    Investment
    ( ROI )
    Financial Measures
    Market
    Information
    Marketing
    Offering
    1 CUSTOMER
    ORIENTATION
    TARGET
    MARKET
    CUSTOMER
    NEEDS
    Challenge:
    Measuring
    Profitability
    of marketing
    programs
    Challenge:
    Mass market,
    segment or “one to
    one”?
    Challenge:
    “Marketing is
    everybody’s
    business
    THE MARKETING EVOLUTION
    Over the past 100 years marketing has evolved through the following
    stages:
    • Trade (product orientation)- pre 1800’s
    • Production orientation- late 1800’s- early 1900’s
    • Sales orientation – 1930’s
    • Marketing orientation- mid-late 1900’s
    • Societal marketing orientation – today
    • Marketing and Society? – Ethics, critical marketing, social marketing
    A marketing orientation is necessary:
    ?A Production Orientation holds that:
    the major task of an organisation is to pursue efficiency in production and
    distribution.
    ?A Sales Orientation holds that:
    the main task of the organisation is to stimulate the interests of potential
    clients in the organisation's existing offerings.
    ?A Marketing Orientation holds that:
    the main task of the organisation is to determine the needs and wants of
    target markets and to satisfy them through the design, communication,
    pricing and delivery of appropriate and competitively viable offerings.
    Contrasting management philosophies
    CONSUMERS
    CONSUMERS
    CONSUMERS
    Production
    Orientation
    Sales
    Orientation
    Marketing
    Orientation
    Produce
    it
    Sell
    it
    Produce
    it
    Sell
    it
    Practicality
    sells itself
    Aggressive sales will
    sell it
    Produce
    it
    Market it
    (product
    development)
    Learn what
    they want
    (market research)
    Sell them what
    they want
    PASSIVE
    PASSIVE
    ACTIVE
    THE SOCIETAL MARKETING
    CONCEPT
    The societal marketing concept holds that
    the organisation’s task is to determine the
    needs, wants and interests of target
    markets and to deliver the desired
    satisfactions more effectively and efficiently
    than competitors in a way that preserves or
    enhances the consumer’s and the society’s
    well-being.
    FIRST BEE HIVE
    WHAT BRANDS CAN YOU THINK OF THAT TRY TO
    PRESERVE AND ENHANCE THE WELL-BEING OF
    CONSUMERS AND SOCIETY?
    MARKETING AND SOCIETY…?
    ? Marketing is often used as a pejorative..
    ? Been attacked for:
    ?promoting overconsumption (junk food, booze)
    ?focused on shareholder value
    ?being unethical
    ?promoting harmful products (e.g. energy drinks)
    ?treating us as consumers of things rather than
    as people/human beings
    ?fostering inequality- your worth is your
    possessions
    ?harming the environment ? Fast fashion
    ?Marketing ethics, critical marketing, and social
    marketing seek to address some of these
    problems and criticisms.
    https://www.youtube.com/watch?v=xa3wyaEe9vE
    STAKEHOLDERS
    ?Individuals, organisations and other groups that have a rightful interest in the
    activities of a business, including:
    • Owners (business must be profitable and sustainable)
    • Employees (wealth is shared among members of society with creation of
    jobs, reasonable working conditions)
    • ****QUESTION FOR HR MAJORS- How can EMPLOYEES affect a brand?****
    • Customers (and clients) (business must attract and retain customers by
    offering products of value)
    • Partners (all objectives met through CSR)
    • Government (business must abide by laws and regulations)
    MARKETING – A WAY OF DOING BUSINESS
    Marketing is used by:
    • Small businesses and large multinational corporations
    • Businesses selling goods and businesses selling services
    • For-profit and not-for-profit organisations
    • Private and public organisations, including governments.
    Marketing is a philosophy or way of doing business that puts
    the customer, client, partner and society at the heart of all
    business decisions.
    VIDEO: “HIGH RISE”, LAND TRANSPORT
    NZ COMMERCIAL
    MARKETING – A SCIENCE AND AN ART
    • Marketers need to learn what customers, clients,
    partners and society want
    • This is ongoing - customer preferences
    continually evolve [influenced by product
    experience, promotional messages –
    magazines, t.v. , WOM]
    • Marketers use information to maintain their
    understanding
    • Marketers are creative to develop new ideas
    • The best marketers offer something that is
    unique or special to consumers [markets are
    cluttered e.g. VOSS
    Remember- One goal of marketing is to create a need the customer didn’t know
    they even had…..and then fulfil that need through product or service
    THE MARKETING PROCESS
    Understanding the market to create, communicate and
    deliver an offering for exchange.
    Figure 1.3
    MARKETING EXCHANGE
    Exchange: the mutually beneficial transfer of offerings of value
    between the buyer and seller.
    [this can occur for all different types of organisations]
    A successful marketing exchange involves:
    ?two or more parties, each with something of value desired by the other
    party
    ?all parties must benefit from the transaction
    ?the exchange must meet both parties’ expectations (e.g. quality, price).
    Note* you can also market goods and service for which these
    conditions are not involved: like monopoly, forced, social, non-profIt
    and compulsory services
    VALUE – A PERCEPTION
    A customer’s assessment of the utility of an offering based on
    perceptions of what is received and what is given.
    Value = Quality / Price
    = Benefits expected / Benefits received
    Value refers to the ‘total offering’. [Includes reputation of the
    organisation, how employees act, product features, after sales
    service in addition to the quality and price]
    Value means different things to different people.
    Customer values are the basis for developing a specific
    product/service- what values guide these products?
    Values:
    Freedom?
    Self-expression?
    THE MARKET
    •A market is a group of customers with heterogeneous (different)
    needs and wants.
    Examples include:
    •Geographic markets (e.g. Singapore market)
    •Product markets (e.g. Smartphone market)
    •Demographic markets (e.g. seniors, gen Y, baby boomers)
    •B2C; B2B; social marketing
    THE MARKET- KEY PLAYERS
    ?Customers purchase goods and services for their own or other people’s use-
    the customer isn’t always the consumer…Example?
    ?Consumers use the good or service.
    ?Clients are ‘customers’ of the products of not-for-profit organisations (e.g.
    Centrelink, Medicare). This requires marketing too!!
    ?Partners are all organisations or individuals who are involved in the activities
    of the exchange process (including suppliers and retailers).
    ?Society is a body of individuals living as members of a community.
    ?Different players have varying levels of power and control over their place
    in the market (e.g. wealth, education, social networks, political power)
    CORPORATE SOCIAL RESPONSIBILITY
    ?Businesses have an obligation to act in the
    interests of the societies that sustain them.
    ?For example, the use of the earth’s
    resources, in particular the natural
    environment, has emerged as a major
    consideration for businesses trying to meet
    corporate social responsibility requirements.
    THE SOCIAL AND CULTURAL ENVIRONMENT IMPACTS BRANDS & VICE
    VERSA
    ?Mattel’s barbie has reflected idealised versions of the woman’s
    form throughout the years.
    ?2016 “fashionistas” range represent ‘everyday’ people.
    ?In 2017 they introduced new Ken dolls too! Man Bun Ken, Dad
    Bod Ken
    ?Reflecting the more diverse beauty standards in society that
    includes different types of people e.g. ethnicities, ages, race,
    sexuality and conditions.
    http://www.theguardian.
    com/fashion/2016/jan/
    28/curvy-barbie-is-it-
    the-end-of-the-road-for-
    the-thigh-gap
    SECOND BEE HIVE
    IS CORPORATE SOCIAL
    RESPONSIBILITY ULTIMATELY A
    ANOTHER MARKETING TOOL
    USED TO GAIN PROFIT? OR DO
    COMPANIES REALLY CARE…?
    ETHICS
    ?A set of moral principles that
    guide attitudes and behaviour.
    Responsible companies implement their
    own codes of conduct.
    Laws and regulatory bodies govern the
    conduct of individuals and organisational
    behaviour, ensuring actions are beneficial
    or at least acceptable to society.
    Week 3 will discuss this in more detail
    Part 6 of you Marketing Portfolio requires you
    to identify an ethical problem in marketing
    MOST BUSINESSES HAVE A CODE OF CONDUCT
    VIDEO: MCDONALD’S RAINFOREST ALLIANCE COMMERCIAL
    SUSTAINABILITY
    Sustainable Development – meeting the needs of today without
    compromising tomorrow (sustainable fishing; sustainable forestry,
    etc.).
    Sustainable Marketing – combining economic and ecological
    elements in business practices (recycling; paper instead of plastic,
    etc.).
    E.g. Banning the plastic bag!!
    http://www.news.com.au/finance/business/retail/how-nudge-
    theory-can-help-shops-avoid-a-backlash-over-plastic-bag-
    bans/news-story/261d51b0fa0bee74bf34beda6805563f
    THE TRIPLE BOTTOM LINE
    Figure 1.5
    THE MARKETING MIX
    A set of variables that a marketer can exercise control over in
    creating an offering for exchange.
    Traditionally known as the 4 P’s
    • Product
    • Price
    • Promotion
    • Place (distribution)

    MKTG 101 MARKETING FUNDAMENTALS 麥考瑞 assignment 代寫
    ? REEEMIIIX: people, process, physical evidence (services
    marketing – now known as 7 P’s)
    PRODUCT
    • Product – A good, service or idea offered for exchange.
    (Bundle of attributes)
    • Brand – A collection of symbols creating a differentiated
    image in the customer’s mind (ipad).
    • Good – a physical (tangible) offering capable of being
    delivered to a customer. Purchase and consumption are
    separate – you can store a Kit Kat- but why would you?
    • Service – an intangible offering that does not involve
    ownership. Purchase and consumption are together – you
    can’t ‘store’ a haircut
    It is the job of marketers to
    continually add new value
    to their products that reflect
    consumers’ need, values and
    wants …
    Beehive #3
    How have
    marketers
    added value
    to oats?
    PRICE
    • Price – the amount of money a business demands in exchange for its offerings.
    • Willingness to pay – what customers are prepared to give in return for what
    they get- doesn’t always align with consumers’ willingness
    • E.g. bananas, Uber, Petrol
    • Pricing decisions must also consider:
    - Production, communication and distribution costs
    - Required profitability
    - Partners’ requirements
    - Competitors’ prices.
    - Marketers need to understand what customers would like to get and what they
    are prepared to give in return.
    PROMOTION
    ? The marketing activities that make potential customers,
    partners and society aware of and attracted to the
    business’s offering.
    ? Products may be already established, modified, new, or a
    form of information or education (social marketing – drink
    drive, slip slop, smoking, etc.).
    ? Examples of promotion include: advertising, loyalty
    schemes, sales promotions, product trials, public relations
    campaigns, and personal selling efforts.
    DISTRIBUTION - PLACE
    ?The means of making the offering available to the customer at the
    right time and place (while managing the costs of making the
    products available – inventory, storage and transport).
    Logistics
    ?That part of the marketing process concerned with supply and
    transport. (Right place and right quantity)- Must consider seasonal
    demands, perishability etc.
    Supply chain
    ?The parties involved in providing all of the raw materials and
    services that go into getting a product to the market.
    PEOPLE AND PHYSICAL EVIDENCE
    People
    ?Anyone coming into contact with customers who can affect value
    for customers. This includes employees and other customers.
    (Highly motivated staff important as they are inseparable from
    the total service)
    ?Airline staff; hotel staff; utility companies; banks; credit card companies;
    internet service providers; education
    Physical evidence- Including Servicescape
    ?Tangible cues that can be used as a means to evaluate service
    quality prior to purchase.
    PROCESS
    The systems used to create, communicate, deliver
    and exchange the offering.
    Everything from the way a product is conceived
    and designed to the way it is delivered including
    post-sales services – Mazda example
    Customer value is at the heart of all stages
    http://www.youtube.com/watch?v=i1xz5Kv-7VY
    To recap
    SUMMARY
    • Provide a marketing overview
    • Recognise marketing involves a mutually beneficial
    exchange
    • Discuss the importance of ethics and corporate social
    responsibility
    • Explain the elements of the marketing mix
    • Discuss how marketing improves business performance,
    quality of life and benefits society.
    HAVE A GREAT WEEKEND AND SEE YOU NEXT
    THURSDAY!
    MKTG 101 MARKETING FUNDAMENTALS 麥考瑞 assignment 代寫

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