Introduction
WELCOME to MN203
Prof Elaine Wallace
Module outline and timetable
See also the Module Handbook,
available on Moodle.
This Photo by Unknown Author is licensed under CC BY-SA
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Topic we will cover include:
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Core Text:
Essential Reading:
Jobber, David and Ellis-
Chadwick. Fiona (2024)
Principles and Practice
of Marketing (Tenth
Edition), Maidenhead:
McGraw-Hill
There are several
versions of the text
available – all are
acceptable.
McGraw-Hill Education
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Important: How Bank Holidays affect us this year
There are three bank holidays in the Second Semester:
• Monday 3rd Feb 2025
• Monday 17th March 2025 (STUDY WEEK)
• Monday 21st April (EASTER)
• Monday 5th May 2025
For the above weeks (except Easter) only, a recorded lecture will replace
the Monday and Tuesday lectures.
(i.e., there will be no on-campus lectures for MN203 for 3rd and 4th Feb;
17th and 18th March; 5th and 6th May).
The recorded lecture will be provided on Moodle on the Tuesday of those
weeks. You are advised to watch the recorded lecture in your own time.
For all other weeks, lectures will be on-campus as usual and will not be
recorded. It is expected that you attend on-campus lectures and watch the
recorded lectures for the three weeks above. All material is examinable.
Chapter 1
Marketing and the
Organisation
Principles and Practice of
Marketing, Ninth Edition
What is
marketing?
Using consumer insights to
manipulate them?
Selling what people don’t
need?
Lying about the capabilities of
a product?
Encouraging people to use
more of a product than is good
for them?
“That’s just Marketing…”
1-7
What Is Marketing?
Marketing is engaging customers and managing profitable customer relationships. Goals of Marketing
Attract new customers by promising superior value Keep and grow current customers by delivering satisfaction
8
Markets
All actual and potential buyers of a
product
Sellers and Consumers market
(Customer or Consumer?)
Customer-managed relationships
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Roles of Marketing:
Enhancing customer loyalty, and
profitability
Supporting innovations that
benefit society
Informing consumers about
important matters
Promoting behaviour change for
the good of all
1-10
The customer is at the heart of marketing
‘Management must think of itself not as producing
products, but as providing customer-creating value
satisfactions’ (Levitt 1960)
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Key components of the marketing concept
Marketing concept
The achievement of corporate goals
through meeting and exceeding
customer needs and expectations
better than the competition
Customer orientation Integrated effort Goal achievement
Corporate activities are All staff accept the The belief that
focused upon responsibility for corporate goals can
providing customer creating customer be achieved through
satisfaction satisfaction customer satisfaction
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Basic elements of market orientation
Customer
needs
Potential
market
opportunities
Marketing
products and
services
Customers
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Production orientation
Production
capabilities
Manufacture
product
Aggressive
sales effort
Customers
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Benefits of marketing as a guiding philosophy
1. Customer value
2. Customer satisfaction
3. Customer loyalty
4. Long-term customer relationships
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Customer value
Customer value = perceived benefits – perceived sacrifice
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Creating customer value
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Customer Satisfaction
Customer satisfaction is perceived performance
compared to the customer’s expectations.
Note: perceived performance
Where do expectations come from?
Customer satisfaction is a key success factor for the firm.
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Customer loyalty and relationships
1. Facilitate ‘passion-driven behaviour’
2. Build brands that engender self-brand
integration
3. Create positive emotional connections
Example: Patagonia
was named America’s
most loved brand in
2023 (source
[Link]).
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Customer Loyalty
• Returning customers are
beneficial as they can
increase sales volumes.
• Loyalty is a response that
a customer shows over
time.
• Why are we loyal?
• Convenience?
• Satisfaction with the
product or service?
• Happy with the social
interaction where we
buy?
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Brand love = involves
The marketing mix – major elements
• Product
• Price
• Place
• Promotion
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The services marketing mix
• Product
• Price
• Place
• Promotion
• People
• Physical Evidence
• Process
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To sum up:
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