2013+chap 01+for+clew
Post on 19-Jul-2016
222 Views
Preview:
DESCRIPTION
TRANSCRIPT
Chapter 1: An Overview of Marketing
1Copyright ©2012 Nelson Education Limited. All rights reserved.
What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
(Source: AMA 2012 http://www.marketingpower.com/_layouts/Dictionary.aspx?source=footer)LO1 2Copyright ©2012 Nelson Education Limited. All rights
reserved.
Review Learning Outcome What is Marketing?
Product
Price
Place
Promo
tion
ExchangeExchangeA BA B
CreatingValueCustomer value
and beneficial relationships
LO1
3Copyright ©2012 Nelson Education Limited. All rights reserved.
Review Learning Outcome The Four Marketing Management Philosophies
Production
Sales
Marketing
Societal
What can we make or do best?
How can we sell more aggressively?
What do customerswant and need?
What do customers want and need, and how can we benefit
society?
Orientation Focus
LO2
4Copyright ©2012 Nelson Education Limited. All rights reserved.
Review Learning OutcomeSales vs. Marketing Orientations
Organization’sFocus
Firm’sBusiness
ForWhom?
Primary Profit Goal?
Tools to Achieve
Selling goods and services
Everybody Maximum sales volume
Primarily promotion
InwardSales
Orientation:
Market Orientation
:
Outward Coordinated use of all marketing activities
Customer satisfaction
Specific groups of people
Satisfying wants and needs
LO3
5Copyright ©2012 Nelson Education Limited. All rights reserved.
Review Learning OutcomeReasons for Studying Marketing
Why Study Marketing?
Importantto
Society
Importantto
Business
GoodCareer
Opportunities
+Marketing affects you every day!
LO4
6Copyright ©2012 Nelson Education Limited. All rights reserved.
MARKETING CAREERS &SALARIES
2013
CAREERS IN MARKETINGWhy???
• Non routine• Deal with people• Independence, especially in sales• Travel – see the world. Don’t have to
join the navy!• Huge networking opportunity
CAREERS IN MARKETINGWhy???
• Relatively job secure• Flexible hours – not 8:00 – 4:30 job• Compensation attractive– Base salary– Bonus/commission– Company car
CAREERS IN MARKETINGDisadvantages
• Travel• Strain on marriages• Highly performance oriented• Many temptations– Food and liquor– Night life– Free time
SOURCE• http://www.canadavisa.com/canada-s
alary-wizard.html• Based upon salaries in Windsor• As of August 2013• Shows two levels– Base– Base plus Bonus
SALARIES IN MARKETINGPosition: Advertising Manager
Percentile
25th Median 75th
Base $80.7 $96.2 $116.7
w/Bonus $86.1 $103.7 $132.3
SALARIES IN MARKETINGPosition: Marketing Assistant I
Percentile
25th Median 75th
Base $41.3 $46.2 $50.7
w/Bonus $41.7 $47.0 $51.6
SALARIES IN MARKETINGPosition: eCommerce Marketing
ManagerPercenti
le25th Median 75th
Base $83.9 $97.0 $115.5
w/Bonus $88.8 $104.2 $125.6
SALARIES IN MARKETINGPosition: Product/Brand Manager
Percentile
25th Median 75th
Base $83.4 $94.7 $108.0
w/Bonus $89.7 $104.1 $122.2
SALARIES IN MARKETINGPosition: Customer Service Director
Percentile
25th Median 75th
Base $105.9 $120.3 $138.5
w/Bonus $117.3 $136.4 $163.4
SALARIES IN MARKETINGPosition: Account Representative
Percentile
25th Median 75th
Base $41.1 $46.6 $58.4
w/Bonus $42.2 $49.3 $59.8
SALARIES IN MARKETINGPosition: Market Research Analyst I
Percentile
25th Median 75th
Base $51.9 $57.8 $65.7
w/Bonus $53.4 $59.9 $69.1
SALARIES IN MARKETINGPosition: Market Research Manager
Percentile
25th Median 75th
Base $85.7 $97.8 $112.3
w/Bonus $93.3 $109.0 $125.2
SALARIES IN MARKETINGPosition: Marketing Manager
Percentile
25th Median 75th
Base $82.3 $94.6 $109.4
w/Bonus $88.5 $103.7 $120.5
SALARIES IN MARKETINGPosition: Sales Director
Percentile
25th Median 75th
Base $128.7 $150.9 $175.3
w/Bonus $151.3 $184.0 $229.9
SALARIES IN MARKETINGPosition: Order Clerk
Percentile
25th Median 75th
Base $33.9 $37.8 $42.0
w/Bonus $35.8 $39.8 $44.8
SALARIES IN MARKETINGPosition: Public Relations Director
Percentile
25th Median 75th
Base $137.5 $158.5 $182.1
w/Bonus $153.9 $185.6 $226.9
SALARIES IN MARKETINGPosition: Top Marketing Executive
Percentile
25th Median 75th
Base $172.1 $207.3 $257.5
w/Bonus $202.3 $259.6 $343.8
SALARIES IN MARKETINGPosition: Top Sales Executive
Percentile
25th Median 75th
Base $140.4 $170.0 $195.5
w/Bonus $167.0 $200.6 $254.8
SALARIES IN MARKETINGPosition: Financial Analysis Manager
Percentile
25th Median 75th
Base $97.8 $111.7 $127.3
w/Bonus $105.9 $121.5 $141.3
SALARIES IN MARKETINGPosition: Top Division Controller
Percentile
25th Median 75th
Base $114.2 $132.3 $151.3
w/Bonus $125.6 $148.3 $175.8
SALARIES IN MARKETINGPosition: Human Resources Director
Percentile
25th Median 75th
Base $120.8 $142.2 $161.6
w/Bonus $137.9 $166.0 $196.0
SALARIES IN MARKETINGPosition: I.T. Director
Percentile
25th Median 75th
Base $141.6 $162.7 $185.4
w/Bonus $157.5 $187.1 $221.1
SALARIES IN MARKETINGPosition: Chief Operating Officer
Percentile
25th Median 75th
Base $266.8 $345.0 $449.5
w/Bonus $320.9 $447.5 $677.5
SALARIES IN MARKETINGPosition: CEO (Chief Executive Officer)
Percentile
25th Median 75th
Base $337.4 $446.4 $635.4
w/Bonus $412.1 $623.4 $1,037.2
top related