Unit 1.01 Understanding Marketing Roles and Functions

1. Unit 1.01Understanding Marketing Roles and Functions

2. CUSTOMER ORIENTATION Businesses that implement the customer-orientation element of the marketing concept base their decision making on customer wants and needs. They determine what customers want and offer that, rather than deciding on their own what they want to sell.

3. PROMOTIONAL ACTIVITIES Promotional activities help the business to persuade customers what to buy. Providing more products consumers need would not benefit a business. Business does not really know what each consumer needs. “I think you need to drive an orange car”

4. QUALITY OF LIFE Marketing has improved the quality of life by encouraging the development of safer, better goods and services. Marketing has increased awareness of the need for environmental controls to protect our physicalsurrounding, which has led to an improvement in our existence. Use cloth bags at grocery store versus plastic

5. ENVIRONMENTAL CONTROLS Making people aware of the need for environmental controls does not add usefulness to products or make buying more convenient. Marketing does NOT regulate the standard of living but usually helps to raise it by improving the general conditions in which people live. Fast food containers should be biodegradable.

6. Marketing Information Mgmt. • Company commitment involves everyone in the organization embracing the marketing concept and putting customer’s interests 1st. • To demonstrate commitment to mktg. concept is to set aside $$$’s to fund research needed to develop a product according to customer’s wishes. “Welcome to Wal-Mart”

7. RESEARCH Leaving marketing to the mktg. dept. prevents the rest of the company from being involved. Every employee needs to wear a marketing hat. Pricing a product to maximize profitability puts the company’s interests before the customers’, which goes against the marketing concept. “We appreciate your business.”

8. MARKET PLANNING Market planning is a mktg. function that addresses the principles and tools used to determine and to target marketing strategies to a select audience. Business plans ahead!!!! Plans sale of microwave ovens in back to school sale for college kids.

9. PRODUCT/SERVICE MANAGEMENT Marketing function that involves obtaining, developing, maintaining, and improving a product or service mix in response to market opportunities. Includes selecting products that help to promote a certain image for the business.

10. PRODUCT/SERVICE MGMT. • History of popcorn: • Home versions of commercial poppers were invented in 1925. • Popcorn was sold in glass jars with oil included. Cooked in popper or on stovetop in covered pot. • In 1959, Jiffy Pop invented a round aluminum popper. Top expanded as the corn popped. • In 1989, Orville Reddenbacher marketed microwavable popcorn (http://www.orville.com/about-us/history) If product/service is loosing it’s appeal to the market, product/service management will revise or revamp a product to better appeal to customers.

11. SELLING Selling is a marketing function that involves determining client needs and wants and responding through planned, personalized communication that influences purchase decisions and enhances future business opportunities.

12. SELLING The selling function is very important because it involves contact with customers. If customers are not satisfied with the sales experience, they often will not buy even if they need the product and the price is right. “First impressions are lasting impressions”

13. PROMOTION Promotion is a marketing function that communicates information about goods, services, images, and/or ideas to achieve a desired outcome. Methods of doing so include magazines, television, newspaper ads, billboards, promotional events hosted by the company, celebrity endorsement, etc.

14. CHANNEL MANAGEMENT Channel management is the process by which marketers ensure that products are distributed to the customers efficiently and effectively.

15. REVIEW

16. 36. What does applying the customer-orientation element of the marketing concept enable the business to do? • Offer products that consumers want to buy B. Persuade customers to buy its products C. Provide more products than consumers need D. Coordinate its marketing activities

17. 36. What does applying the customer-orientation element of the marketing concept enable the business to do? A. Offer products that consumers want to buy

18. 37. By increasing awareness of the need for environmental controls, what has marketing done? A. Made buying more convenient B. Regulated the standard of living C. Improved the quality of life D. Added usefulness to products

19. 37. By increasing awareness of the need for environmental controls, what has marketing done? C. Improved the quality of life

20. 38. Grocery stores are allowing customers to bring in their own cloth bags to use in place of the plastic bags that they usually provide. What has this action done? A. Made buying more convenient B. Regulated the standard of living C. Improved the quality of life D. Added usefulness to products

21. 38. Grocery stores are allowing customers to bring in their own cloth bags to use in place of the plastic bags that they usually provide. What has this action done? C. Improved the quality of life

22. 39. According to the marketing concept, which option shows company commitment? A. Leaving marketing to the marketing department B. Teaching marketing to college marketing students C. Setting aside funds to research what customers want D. Pricing a product to maximize profitability per item

23. 39. According to the marketing concept, which option shows company commitment? C. Setting aside funds to research what customers want

24. 40. Which marketing function helps businesspeople forecast how much will be sold in a given period? A. Market planning B. Risk management C. Promotion D. Channel Management

25. 40. Which marketing function helps businesspeople forecast how much will be sold in a given period? A. Market planning

26. MARKET PLANNING Marketing function that addresses the principles & tools used to determine & to target marketing strategies to a select audience. Risk management is NOT a marketing function. Promotion involves communicating info. about goods, services, images, and/or ideas to achieve a desired outcome. Channel management is the process by which marketers ensure that products are delivered to customers efficiently and effectively.

27. 41. Company XYZ has predicted it will sell 3,000 new microwaves during the “Back to School” sale. Which marketing function is this business using? A. Market planning B. Risk management C. Promotion D. Channel Management

28. 41. Company XYZ has predicted it will sell 3,000 new microwaves during the “Back to School” sale. Which marketing function is this business using? A. Market planning B. Risk management C. Promotion D. Channel Management

29. 42. After the popularity of a product dropped, the business needed a new product to promote that would help to improve its image. Which marketing function would come up with the new product? • A. Channel management • B. Product/Service Management • C. Selling • D. Promotion

30. 42. After the popularity of a product dropped, the business needed a new product to promote that would help to improve its image. Which marketing function would come up with the new product? • lA. Channel Management • B. Product/Service Management • C. Selling • D. PromotionC. Se

31. 43. Paul’s plant food is losing its popularity among his customer base. What marketing function would come up with the improved product? A. Channel management B. Product/Service Management C. Selling D. Promotion

32. 43. Paul’s plant food is losing its popularity among his customer base. What marketing function would come up with the improved product? A. Channel management B. Product/Service Management C. Selling D. Promotion

33. 44. What does the selling function involve that makes it so important? A. Setting high prices B. Displaying Products C. Contacting Customers D. Obtaining Feedback from vendors

34. 44. What does the selling function involve that makes it so important? A. Setting high prices B. Displaying Products C. Contacting Customers D. Obtaining Feedback from vendors

35. 18. What is the marketing function that provides information to consumers that will assist them in making a decision to purchase a good service? A. Pricing B. Promotion C. Production D. Distribution

36. 18. What is the marketing function that provides information to consumers that will assist them in making a decision to purchase a good service? A. Pricing B. Promotion C. Production D. Distribution