BCM 1202 TOPIC 1 PRINCIPLES OF MARKETING LESSON 1 - INTRODUCTION TO MARKETING jan to april 2021

|
PRINCIPLES OF
MARKETING
BCM 1202
INTRODUCTION TO MARKETING
[email protected]

|
Introduction to
Principles of
Marketing
Instructor: Sarah Awinyo
E-mail: [email protected]
Staff Room: Tumaini – MSB Basement Floor
09/03/21 Report for 2010
2

|
INTRODUCTIONS - Instructor
Instructor: Sarah Awinyo (Ms)
–
Master in Business Administration –
Marketing
–
DipM, MCIM Chartered Marketer-CIM
UK
–
PhD Candidate (University of Nairobi)
–
Trainer – Strategic Marketing
–
Hobbies – Cooking, reading, travelling
09/03/21 Report for 2010
3

|
INTRODUCTION - Students
Get together in pairs and share:
–
Your name
–
In view of the emerging trends in the
marketing environment, what are the new
marketing skills that will be required for the
survival of organizations?
–
What do you expect from this course?
–
What do you love or hate about marketing?
And why?
Students to introduce each other to class
09/03/21 Report for 2010
4

|
INTRODUCTION - Students
Skills for new marketers
•
Experts in new media and digital marketing
•
Strategic planners
•
Strong personal communications
•
Expert information gatherers
•
Better networkers
•
Financial literacy
•
Innovation and creativity
09/03/21 Report for 2010
5

|
Lesson Objectives
Objectives of this topic
•
To understand the meaning of Marketing
•
Understand the key terms used in Marketing
•
To learn about the implications of the meaning of
Marketing
•
To know the importance of Marketing
•
To be able to trace the history of marketing.
•
To understand the role of Marketing in organizations
and society
09/03/21 Report for 2010
6

|
What is …?
09/03/21
7

|
What is Marketing??
On a piece of paper write the following:
–
Your name
–
Your Student ID#
–
Briefly answer the above question
(in one paragraph or less)
–
Give your neighbour the paper to read out to class
09/03/21 Report for 2010
8

|
What is …?
•
Marketing involves giving up and simultaneously receiving something of value
•
It excludes robbing, stealing, begging and production for own consumption
•
Contrary to the popular conception, marketing is not just about promotion - it can be
divided into four sections, often known as the ‘’four Ps’’.
09/03/21
9

|
The Four Ps
•
They are product, price, promotion and place
•
Product - deals with the specifications of the actual good or
service, and how it relates to the end-user’s needs and wants.
•
Pricing - refers to the process of setting a price for a product,
including discounts
•
Promotion – includes advertising, publicity, word of mouth
and personal selling
•
Are the various methods of promoting the product, a brand or
company.
•
Place or distribution refers to how the product gets to the
customers
09/03/21
10

|
Four Ps
•
These four Ps (elements) are often referred to as the
marketing mix.
•
A marketer will use these elements to craft a marketing
plan.
•
For a marketing plan to be successful, the mix of the four
"p's" must reflect the wants and desires of the consumers
in the target market.