CHAPTER 1 AND 4
INTRODUCTION TO MARKETING AND SUSTAINABLE MARKETING
CB2601 Marketing
Selina Wan
2023/24 Semester B
COURSE SESSION
A FEW HOUSEKEEPING RULES
A FEW HOUSEKEEPING RULES!
Be punctual
Attend regularly (in-class exercises allocated randomly throughout
the lesson)
You should take notes by yourself
Actively participate (Q&A, polling and in-class discussion)
Respect deadline
No disrespectful behaviors (both to the instructor and to your
classmates)
LEARNING OBJECTIVES
1. Define marketing and identify the diverse factors
influencing marketing actions.
2. Explain how marketing discovers and satisfies consumer
needs.
3. Distinguish between marketing mix factors and
environmental forces.
4. Explain how organizations build strong customer
relationships and customer value through marketing.
CHALLENGE
 Background
 Beer consumption is in steep decline globally – nowhere more so
than in New Zealand. Over the past decade, society’s ‘carefree fun’
perception of beer has shifted, making it harder for people to justify
going for a drink. The trend towards healthier lifestyles and the lowering
of drink-drive limits have also contributed to New Zealanders drinking
less beer than ever before. The decline in the mainstream subcategory
has been even greater than for the overall beer market – a big problem
for DB Export and its range of mainstream beers: Gold, Dry, Citrus,
and 33.
 Objective
 How can you drive the brand back into growth?
WHAT IS MARKETING?
DELIVERING BENEFITS
 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.
American Marketing Association (AMA)
“It stresses the need to deliver genuine value in the offerings of goods,
services, and ideas marketed to customers”
WHAT IS MARKETING?
4 REQUIREMENTS FOR MARKETING TO OCCUR
1. Two+ parties with unsatisfied needs
2. A desire and ability to be satisfied
3. A way for the parties to communicate
4. Something to exchange
Seller /
Company
Buyer /
Consumer
Stop and think:
What are the self-interests of our
stakeholders?
Shareholders:_____
Customers:_____
Employees:______
Government: _____
Media:______
Our Marketing self-interests: _______
THE DIVERSE ELEMENTS
INFLUENCING MARKETING ACTIVITIES
The organization must ___________________among competing interests of different groups…
What first comes to your mind if you
feel hungry and need a break after
studying for an exam at mid-night?
WHAT IS CONSUMER NEEDS?
MARKETING CONCEPT!
Consumer Needs – when a
person feels physiologically
deprived of basic necessities
e.g., food, clothing, and shelter
Consumer Wants – a need shaped
by a person’s knowledge, culture,
and personality
Smart marketer can shape a person’s wants…
MARKETING TRIES TO INFLUENCE WHAT WE BUY…
Effective marketing mix conveys to potential buyers a clear customer value
proposition, which is a cluster of benefits that an organization promises
customers to satisfy their needs.
4P 4C
Product a good, service, or idea to satisfy
the consumer’s needs
Customer solution
Price what is exchanged for the
product
Customer C_______
Promotion a means of communication
between the seller and buyer
C_____________
Place a means of getting the product to
the consumer
C_____________
MARKETING MIX PROGRAM
THE 4P AND THE 4C
ONE OR MORE!
Seller /
Company
Buyer /
Consumer
RELATIONSHIP MARKETING
EASY TO UNDERSTAND, HARD TO DO
Important:
 Firms can not succeed by having one-off transactions only!
 Gaining loyal customers by providing unique value is the essence of
successful marketing >> should place a dollar value on the
purchase of loyal, satisfied customers during their lifetimes.
Relationship Marketing involves a personal, ongoing relationship
between the organization and its individual customers that
begins before the sale and may evolve through different types of
relationships after the sale.
Purpose: to increase customer experience for all “touches” with the
company through direct and indirect contact.
EVOLUTION OF MARKETING
 The standards of marketing practice have shifted from an emphasis on
producers’ interests to consumers’ interests.
THREE CONCEPTS OF SOCIAL RESPONSIBILITY
There is often conflict in satisfying all three constituencies at the same time.
UNDERSTANDING SUSTAINABLE MARKETING
 Societal Responsibility
 Marketers have embraced social responsibility through sustainable marketing – to
meet today’s global economic, environmental, and social needs without compromising
the opportunity for future generations to meet theirs.
Sustainable
Marketing
Emphasis is placed on the triple bottom line – recognition of the needs for
organizations to improve the state of people, the planet, and profit simultaneously if
they are to achieve sustainable, long-term growth.
https://www.nestlecocoaplan.com/
HOW ABOUT NESTLE?
HOW ABOUT NESTLE?
https://www.nestlecocoaplan.com/
UNDERSTANDING SUSTAINABLE MARKETING
 1) Green Marketing
 Marketing efforts to produce, promote, and reclaim
environmentally sensitive products
https://www.youtube.com/watch?v=paJxsL3UlmI
UNDERSTANDING SUSTAINABLE MARKETING
 2) Cause Marketing
 Occurs when the charitable promotion of a firm are tied
directly to the consumer revenues produced through the
promotion of one of its product
https://www.youtube.com/watch?v=UpqYy4g0wHE&t=6s
http://www.marketing-interactive.com/mas-marketer-one-mistake-can-
wipe-out-all-your-previous-successful-efforts/
Malaysia Airlines Marketer
TAKEAWAY