THE MARKETING CONCEPTChanges in commercial functionDefinitions of the concept and key principlesDynamics of the marketing approachEthics of the concept
The birth of commercial function (late 19th century - 1914)
•Large companies cross a threshold
•The growth of commercial function comes up against two hurdles
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
According to Meuleau M. (1988), “The introduction of marketing in France: 1880 –1973” Revue French Management Review, September – October
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
General management
ProductionAccounting
ManufacturingPurchasing Sales
The conditions for the advent of marketing coincide (1918-1939)
•The roaring twenties: the start of mass consumption
•The crisis of 1929: a trigger
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Generalmanagement
ProductionAccounting
ManufacturingPurchasingSales
preparation
Sales & mktg
Sales
Marketing is established in France (1950 -1970)
•A very different economic setting
•From the client to the anonymous consumer
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Generalmanagement
Production
Finances
Research Humanresources
Marketing
Sales & Mktg
ONE OF THE DEFINITIONS OF MARKETINGin the context of companies
• ALL COMPANY ACTIVITIES FOR CREATING, PROMOTING AND DISTRIBUTING PRODUCTS AND SERVICES IN A COST-EFFECTIVE WAY WITH A VIEW TO MEETING THE PRESENT OR FUTURE DEMANDS OF CONSUMERS.
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
A MORE GENERAL DEFINITION:
The management of commercial exchange in a competitive environment
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
A set of vendors A set of buyers
Information
Commercial activity
Money
Goods/services
According to Marion,2005
The supply/demand system
Gathering and analysing the informationDescribing current and potential customers as well as the competition
Developing an appropriate offerEstablishing a marketing approach
THE KEY PRINCIPLES for managing the supply system:
• A rationale for analysing the environment• demand: a central concept
• A rationale for strategic action: forewarning rather than suffering the consequences.• avoid "marketing myopia"• create and maintain a differential advantage• spread the marketing mindset throughout the company.
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
THE DYNAMICS OF THE MARKETING APPROACH
• l
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Overall design of supply:product,
price,Choice of
distribution chainscommunication:
publicity, sponsorship
Overall design of supply:product,
price,Choice of
distribution chainscommunication:
publicity, sponsorship
Incorporation of decisions into the companyIncorporation of decisions into the company
Knowledge of the environment: gathering of information
Understanding of the environment:Analysis of the information
Marketing strategy:Choice of supply/market duoCompetitive positioning
Commercial activity:product,price,distribution (point-of-sale management)promotion, POP, fairs,Direct marketing
Operational marketing
Marketing and competitive strategy
Marketing and analysis of theenvironment
1
2
3
4
5
6
OUTSIDE THE CONTEXT OF THE COMPANYMarketing can also be applied
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Laurence Chérel- Catherine MadridMARKETING TECHNIQUES Bordeaux
The three-way EVOLUTION OF MARKETING
ToTo SettingSetting
GoalGoal
Consumerseconomic environment
Product
ServicesAssociationsCultural projectsHumanitarian projectsPolitical projectsPublic services
High tech,Fashion,Luxury
Professionals Children
A more general definition can be applied to all of the areas of application: generic marketing
• The process by which the stakeholders - those who supply and those who demand - get what they want
through an act of exchange where a value is expressed• This is not necessarily a monetary value• The concept of exchange is central to this definition
• For further details, refer to the bibliography, or contact your tutorial leader when considering your career project,
Laurence Chérel- Catherine Madrid MARKETING TECHNIQUES Bordeaux
Limitations to the traditional definition of marketing
• The constraint of the customer as king,• The need/product relationship may be interactive• Requirements expressed in anticipation of latent needs
• The question of innovations
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Ethical limitations
• In the implementation of the marketing strategy
• For example, the abuse of documents
• In the design of the product offer• Inducement toward impulse buying• Positioning on suggestive topics• “Opportunistic” product without added quality
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
For example…• products presented in a circular at an attractive price for
a period of a week, which rapidly become unavailable for sale;
• an offer of free credit whereas the consumer is locked into revolving credit;
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
The rental company UCAR chose to be provocative in leading the charge to make the government institute a scrapping incentive to promote the replacement of old cars. May 2008
http://auto.rtl.fr/article/une-publicite-tres-provocatrice-autour-de-la-voiture-propre-106544
What arbiter(s) should one use?
•The consumer,•The marketing manager
•Value creation,
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
The value associated with the offer:• From marketing focused on the consumer and on
personal satisfaction• To marketing aiming simultaneously to provide personal
satisfaction by way of an appropriate solution for the entire company
• The mission of the brand: to chart the way
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Marketing 3.0 Philip Kotler, Ed de Boeck 2012
Publication may be included as reading matter
http://www.altereco.com/
Is the company I am analysing pursuing a marketing strategy?
Laurence ChérelCatherine MadridBORDEAUX IUT MARKETING TECHNIQUES
Is there a marketing
department?
yes
no
Existence of a
marketing strategy
Does the company stay up-to-date on customer
expectations
Does the company stay up-to-date on the competition
Is the company designing products
suited to the markets
YES