1.0 BBIT 2015 TOPIC 1 PRINCIPLES OF MARKETING LESSON 1 - INTRODUCTION TO MARKETING APRIL TO JULY

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|PRINCIPLES OFMARKETINGBBIT 2105INTRODUCTION TO MARKETING[email protected]
|Introduction toPrinciples ofMarketingInstructor:Sarah AwinyoE-mail:[email protected]Staff Room:Tumaini – MSB Basement Floor10/12/21Report for 20102
|INTRODUCTIONS - InstructorInstructor:Sarah Awinyo (Ms)Master in Business Administration –MarketingDipM, MCIM Chartered Marketer-CIMUKPhD Candidate (University of Nairobi)Consultant/Trainer – StrategicMarketingHobbies – Cooking, reading, travelling10/12/21Report for 20103
|INTRODUCTION - StudentsGet together in pairs and share:Your nameIn view of the emerging trends in themarketing environment, what are the newmarketing skills that will be required for thesurvival 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 class10/12/21Report for 20104
|INTRODUCTION - StudentsSkills for new marketersExperts in new media and digital marketingStrategic plannersStrong personal communicationsExpert information gatherersBetter networkersFinancial literacyInnovation and creativity10/12/21Report for 20105
|Lesson ObjectivesObjectives of this topicTo understand the meaning of MarketingUnderstand the key terms used in MarketingTo learn about the implications of the meaning ofMarketingTo know the importance of MarketingTo be able to trace the history of marketing.To understand the role of Marketing in organizationsand society10/12/21Report for 20106
|What is …?10/12/217
|What is Marketing??On a piece of paper write the following:Your nameYour Student ID#Briefly answer the above question(in one paragraph or less)Give your neighbour the paper to read out to class10/12/21Report for 20108
|What is …?Marketing involves giving up and simultaneously receiving something of valueIt excludes robbing, stealing, begging and production for own consumptionContrary to the popular conception, marketing is not just about promotion - it can bedivided into four sections, often known as the ‘’four Ps’’.10/12/219
|The Four PsThey are product, price, promotion and placeProduct- deals with the specifications of the actual good orservice, 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 discountsPromotion– includes advertising, publicity, word of mouthand personal sellingAre the various methods of promoting the product, a brand orcompany.Placeor distribution refers to how the product gets to thecustomers10/12/2110
|Four PsThese four Ps (elements) are often referred to as themarketing mix.A marketer will use these elements to craft a marketingplan.For a marketing plan to be successful, the mix of the four"p's" must reflect the wants and desires of the consumersin the target market.

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Term
Summer
Professor
d john
Tags
Marketing, American Marketing Association, Chartered Institute of Marketing

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