Marketing

589 Pages·2018·25.567 MB·English

by  Greg Elliott, Sharyn Rundle-Thiele, David Waller, Sandy Smith, Liz Eades, Ingo Bentrott

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CHAPTER 1
Introduction to marketing
LEARNING OBJECTIVES
After studying this chapter, you should be able to:
1.1 provide an overview of marketing and the marketing process
1.2 recognise that marketing involves a mutually beneficial exchange of value
1.3 discuss the importance of ethics and corporate social responsibility in marketing
1.4 explain the elements of the marketing mix
1.5 discuss how marketing improves business performance, benefits society and contributes to
quality of life.
Contents
CHAPTER 1
Introduction to marketing
Introduction
1.1 What is marketing?
1.2 The exchange of value
1.3 Ethics, corporate social responsibility and sustainable marketing
1.4 The marketing mix
1.5 Why study marketing?
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Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
CASE STUDY
Do you see what I see?
For many, marketing has a bad reputation. It is
important for any aspiring marketing professional to
understand the views of marketing that are widely
held in the broader community. Marketing is viewed
by many people as an evil force; for some, it is viewed
as a business function that causes people to buy
things they don’t really need with money they don’t
have. For others, the marketing function is blamed
for flawed products that are sold in the marketplace.
Finally, others are concerned about the messages that
are communicated by marketers. Many marketing
messages include false or overstated claims, and
others fail to include complete information — leaving consumers largely in the dark about the short‐
and long‐term effects of a product. These are but a few of the concerns expressed by members of the
broader community about the marketing profession.
Let’s take a brief look at alcohol. Notwithstanding efforts to discourage heavy and binge drinking
and promote safe drinking habits, alcohol contributes to over 200 diseases and injury‐related health
conditions, most notably alcohol dependence, liver cirrhosis, cancers, and injuries.1 In 2012, 3.3 million
deaths globally, or 5.9 per cent, were attributable to alcohol consumption,2 and 5.1 per cent of the
burden of disease and injury worldwide (139 million disability‐adjusted life years) was attributable to
alcohol consumption.3
Alcohol misuse is the fifth‐highest risk factor for premature death and disability; among people between
the ages of 15 and 49, it is the first. Approximately 25 per cent of deaths among people aged 20–39 years
are attributable to alcohol.4
Drinking among underage and young adults is a problem in a number of countries. In the United
States in 2014 about 13.8 per cent of people aged 12–20 were binge drinkers.5 In Australia, although
there was an increased rate of abstinence among 12–17 year olds, around one in six (16 per cent)
people aged 12 or older reported consuming 11 or more standard drinks on a single drinking occasion
in the previous 12 months. Similarly, more than one in five (21 per cent) drinkers had put themselves or
others at risk of harm while under the influence of alcohol in the previous 12 months.6
Exposure to alcohol advertising, particularly among young people, is increasing due to the expansion
of alcohol advertising into digital media and through globalised platforms, and this is likely to have a
cumulative effect. Exposure is both direct (television and print media, official brand websites and alcohol
sponsorship of sports and cultural events) and indirect (product placement in films, music videos and
television programs, social media and in‐store promotions).7
UK statistics reported in 2011 demonstrate that industry‐funded efforts to promote safer drinking
(US$104 million) are greatly outgunned by alcohol advertising (US$4.9 billion).8 As a result, young
people are 239 times more likely to see an alcohol advertisement than an advertisement promoting safe
drinking (moderate drinking or abstinence).
Society as a whole is demanding that marketers work for the benefit of society and minimise
any adverse effects of marketing activities. At this point in time, it is more important than ever for
marketers to fully understand the products they are marketing, and the possible social and econ-
.d omic consequences of the misuse of these products. For the marketing industry’s reputation to
evre improve, the number of socially responsible messages will need to increase (remember, only 1 in
se every 239 messages about alcohol promotes safe drinking). To achieve a long and fulfilling career in
r sth marketing, it is best to align with socially responsible organisations that have the broader community’s
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.ye best to market a product or service that is needed, improves health and makes a positive contribution
liW to society.
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th Find one marketing message that concerns you. Why is this message concerning?
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2 Marketing
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
Introduction
Through accident or intent, the most successful businesses throughout history have been those built
around and focused on making their customers happy — and doing it better than their competitors can.
Every person, thing and process within a market‐oriented organisation strives to create value for the
organisation’s customers. It is the creation of a mutually beneficial exchange of value between one party
and another that is the purpose of all marketing efforts.
Recognising the importance of a market orientation to success, this chapter introduces the concept of
marketing as a philosophy of how to do business. It explores the formal definition: ‘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’9 and explains how this definition reflects the
reality of marketing today.
A lot of people have the misconception that marketing is purely about selling. Marketing is most definitely
not well described as ‘the art of selling products to customers’. Not‐for‐profit organisations, community
groups, governments and even individuals use marketing practices. For example, the Council of Australian
Governments (COAG) Healthy Communities Initiative is an Australian government initiative that aims to
reduce the prevalence of overweight and obesity within target populations. The target populations consist of
individuals at high risk of developing chronic disease and who are not predominantly in the paid workforce.
For more information about the campaign, go to www.healthyactive.gov.au.
Marketing, done well, is an approach to business that influences and informs every activity of the
business or organisation. As you read through this chapter, think about how the ideas discussed can be
applied to the things you encounter in your everyday life. You will realise that there are some common
elements to each instance of marketing, such as product, price, promotion, place (distribution), people,
processes and physical evidence. How these factors come together to provide a complete marketing
experience is what differentiates one marketing effort from another; successful organisations from failed
ones; and having loyal, satisfied customers from having no customers at all.
1.1 What is marketing?
LEARNING OBJECTIVE 1.1 Provide an overview of marketing and the marketing process.
Marketing is everywhere and much of what you do every day is in some way affected by it. Marketing is
an evolving discipline and each marketer will have their own take on exactly what it is. Some people —
mistakenly — think that marketing is selling; some that marketing is advertising; and some that it is
making sure your business is listed at the top of every Google search that in some way relates to your
product. No doubt, you already have your own ideas about what marketing is.
The most recent formal definition of 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.10
Figure 1.1 expands on this definition and begins to explain what each part of it means.
The definition refers to ‘activity, set of institutions and processes’, recognising the broad scope of
.d marketing — that it is not just a function that exists as a ‘marketing department’ within an organisation,
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ir llA vice or idea) and the organisation that sells the product (a good, service or idea).
.yeliW ‘Customers, clients, partners and society at large’ recognises that organisations need to conduct their
.7 marketing in such a way as to provide mutual benefit, not just for the users of their products, but also for
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2 partners in the supply chain, and that marketers must consider their impact on society. Marketing brings
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CHAPTER 1 Introduction to marketing 3
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
McDonald’s — one of many major coffee purchasers that changed their coffee buying practices in 2008.
Today, McDonald’s serves only Rainforest Alliance coffee. Rainforest Alliance coffee guarantees farms that
meet specific and holistic standards balancing all aspects of production — including protecting the environ-
ment, the rights and welfare of workers, and the interests of coffee growing communities.11 Marketers must
be aware of the impact that products and services sold have on society — and they must work towards min-
imising the negative impacts and maximising the positive impacts. This is referred to as corporate social
responsibility or sustainability. Corporate social responsibility is a commitment to behave in an ethical and
responsible manner, to ‘minimise the negative impacts and maximise the positive impacts’.12
FIGURE 1.1 Marketing defined
Marketing
is
the activity, set of the adoption of a way of doing business that
institutions and processes puts the market at the heart of decisions
for
developing a good, service or idea that is
creating, communicating,
promoted and distributed to customers in
delivering
the right place at the right time
and
exchanging offerings
a mutually beneficial exchange
that have value
for
individuals and organisations that benefit
customers
from the products of:
– businesses and/or
clients – not-for-profit organisations
individuals and organisations that are part of
partners the marketer’s supply chain
the creation of employment, wealth and
society at large social welfare
Marketing is a relatively new discipline, which came into its own in the 1960s. Many of the ideas
that underpin marketing theories draw on other disciplines, including psychology, sociology, economics
and management. Many definitions of marketing have been proposed over the years and marketing, like
any new discipline, continues to evolve today. Figure 1.2 describes how our understanding of marketing
has changed in recent history, including the increasing importance of service‐dominant logic in the
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10 Throughout history people have exchanged what they have for what they have wanted. While some core
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4 Marketing
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
Late 1800s/early 1900s
As technology and infrastructure were developed and built, businesses were able to produce greater
volumes of an ever‐increasing range of products. Demand for these goods was strong. Marketing at
this time could best be described by the concept of a ‘production orientation’. Marketers’ offerings were
largely determined by what could be made, and what people bought was largely determined by what
was available. This is summed up in the famous quotation of Henry Ford, ‘Any customer can have a car
painted any colour that he wants so long as it is black.’ (Black paint dried faster than any other colour,
so it was the most efficient colour to produce.)
1930s
As competition increased, companies could no longer rely on consumers to want and buy everything
they could make. This led to the ‘sales orientation’, which focused on increasing profits through adver-
tising and one‐to‐one selling. Consider the American Marketing Association marketing definition in
1935: ‘Marketing is the performance of business activities that direct the flow of goods and services
from producers to consumers.’13
Mid to late 1900s
In the second half of the 20th century, customers had so many products to choose from that they could
not buy them all. When they did want to buy a particular product, they could choose from many similar
items. In a new era of increased competition, businesses realised that customers would not automati-
cally buy any product that a business happened to devise. The approach to marketing changed to a
‘market orientation’ in which businesses worked to determine what potential customers wanted and
then made products to suit. Marketing became mainstream business practice. Successful businesses in
the late 1900s were those that adopted a market orientation throughout their operations and responded
to the market’s needs and wants.
The 2000s
Today businesses are increasingly faced with not only satisfying customer wants but ensuring they
are socially responsible corporate citizens. Businesses face well‐informed customers with an enor-
mous number of competing products vying for their attention. Marketers have broadened the concept
of market orientation to view the market as not just their customers, but also broader society. This
view is reflected in marketers’ consideration of issues such as the sustainability of their products
and the benefits their products might bring to society generally. This is known as a ‘societal market
orientation’. Examples of a societal market orientation in action include supermarkets offering to
pack groceries in reusable bags, potato chip marketers developing chips cooked in lower‐cholesterol
oils and health clinics offering free vaccinations. Companies with a societal market orientation have
practices and policies that seek to minimise their negative impact on society and maximise their
positive impact.
Where now/where next?
The most recent advancement in marketing is the idea of service‐dominant logic. Service‐dominant logic
represents a move away from a goods‐dominant mentality. Marketing inherited a model of exchange
from economics, and traditional definitions of marketing refer to the exchange of ‘goods’, or manufac-
tured output. Examples include cars, orange juice, tennis rackets — the list goes on. The traditional or
goods dominant logic focused on tangible resources (things that you can see and touch), embedded
.d value and transactions. Over the past several decades, as technology has improved and goods can be
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liW exchanges modulated by institutional forces at multiple systemic levels.14,15
.71 Companies following service‐dominant logic seek a deep understanding of their customers and aptly
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CHAPTER 1 Introduction to marketing 5
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
As you study this text you will develop a deeper understanding of just what is meant by each com-
ponent of the definition that we have described and, more importantly, your own understanding of what
marketing is. Most importantly, though, you will understand that for successful organisations marketing
is a philosophy or a way of doing business.
The marketing approach to business
Marketing is an approach to business that puts the customer, client, partner and society at the heart of
all business decisions. Marketing requires customers to be at the core of business thinking. Rather than
asking which product should we offer, marketers who adopt best-practice marketing thinking ask which
product would our customers value or like us to offer.
We are using the word ‘business’ in a broad sense. Remember that marketing is used by:
• small businesses and large multinational corporations
• businesses selling goods and businesses selling services
• for‐profit and not‐for‐profit organisations
• private and public organisations, including governments.
As mentioned previously, it is important to recognise that marketing is not just about selling products
to customers. In fact, for many organisations, that is not what marketing is about at all. Think about the
following examples. They all involve marketing.
Cancer is a leading cause of death in Australia. An estimated 130 470 new cases of cancer will be
diagnosed in Australia in 2016, with that number set to rise to 150 000 by 2020. One in two Australian
men and one in three Australian women will be diagnosed with cancer by the age of 85. Cancer Council
Australia, a leading not‐for‐profit organisation with member organisations in all states and territories,
undertakes a broad range of activities, including funding cancer research in Australia. In 2016, the Cancer
Council directly funded $43.4 million in cancer research, and the organisation provides evidence‐based
up‐to‐date information to patients and healthcare professionals. Other activities include marketing a
range of skin care products and raising funds to support cancer patients.16
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6 Marketing
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
Breast cancer is a major health issue, being the most common cancer to affect women and the second-
most common cause of cancer‐related death in Australian women. In 2011, a total of 1130 women
aged 50–69 died from breast cancer, equivalent to 44 deaths per 100 000 women. In 2010, 7449 new
cases of invasive breast cancer were diagnosed in Australian women aged 50–69, which is equivalent to
300 new cases per 100 000 women.
In June 1990, the ministers responsible for health in all states and territories joined the federal govern-
ment in funding a national mammography screening program. The national program, now known as
BreastScreen Australia, was established in 1991, and is recognised as one of the most comprehensive
population‐based screening programs in the world. BreastScreen Australia was initially targeted specifi-
cally at well women without symptoms, aged 50–69, although women aged 40–49 and 69 years and older
were also able to seek screening. Since 2013, an additional investment of $55.7 million over four years
has been made to expand the target age range for free breast screening by five years, to include women
aged 50–74. As of 2014, BreastScreen Australia operates in over 600 locations nationwide via fixed,
relocatable and mobile screening units. Screening has increased significantly since commencement of
BreastScreen Australia, and the program’s aim is to achieve a participation rate of 70 per cent among
women in the target age group. In 2011–2012, more than 1.4 million women aged 50–69 had a screening
mammogram through BreastScreen Australia, a participation rate of 55 per cent for the target age group.
Although the participation rate remained unchanged from those in 2009–2010 and 2010–2011, the abso-
lute number of women in the target age group has increased substantially.17
In 2011, a research report uncovered that consumers love their large, sleek, flat‐screen televisions, but
are becoming increasingly frustrated with their dusty and dirty screens. The 2012 Australian Marketing
Institute (AMI) Brand Revitalisation Award Winner Kimberly‐Clark launched Viva TV & Computer
Wipes in response.18 The wipes are cleaning products that have been specially designed to safely remove
dust, dirt, fingerprints and marks from a range of multimedia screens — from TVs and computers to
phones and tablets. It was the first TV screen cleaning product made available in Australian supermarket
cleaning aisles. At the time of winning the AMI award, the brand was forecast to deliver $4 million
to the cleaning category in its first 12 months.19 Follow‐up data in 2013 shows that sales of TV wipes
fell slightly below forecasts, achieving $2.6 million in retail sales20 and negative press exposure. For
example, CHOICE exposed Kimberly‐Clark for the environmental impact of its wipes, which have been
blamed for blocking drainage systems and waterways.21
Marketing is a science, a learning process and an art. Marketers need to learn what customers, clients,
partners and society want. This is an ongoing process as customer preferences are continually evolving.
Customers’ needs and wants change with each product purchased, magazine read, conversation had or
television program watched. Marketers must use information to maintain their understanding. Marketers
must be creative and able to develop new ideas. Markets are cluttered and there are many options
available to consumers. The best marketers are able to offer something that is unique or special to
consumers.
In January 2013, Maria Sharapova — at the time ranked second worldwide in women’s tennis —
launched a line of premium sweet and sour lollies called ‘Sugarpova’. With 12 flavours and lollies shaped
as high heels, purses and tennis balls, Sugarpova is a premium lolly brand with a story about reward for
success. The brand story is that Sharapova was awarded a lollipop after a good practice. It seems this is
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ir llA Cole Haan to design product lines for their brands. Her choice to align with a lolly was immediately crit-
.yeliW icised as irresponsible and inappropriate, with a whopping 21 grams of sugar per serving (five pieces).
.7 Following the launch, there were many questions about whether lollies were the kind of thing sport stars
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2 should be promoting. In late 2013, Sharapova announced that she planned to officially change her name
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th to ‘Sugarpova’ for the two‐week duration of the US Open, so that commentators would be required to
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CHAPTER 1 Introduction to marketing 7
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
Tennis player Maria Sharapova’s decision to align with a lolly brand has been criticised.
Mobile technology has opened up a huge opportunity for companies to collect information and data.
Marketers can use ‘active’ data collection — asking mobile users to answer surveys or ‘like’ something on
Facebook — or they can collect ‘passive’ information. Our devices are collecting data about us all the time. The
GPS feature on most smartphones offers one example. Apps such as FourSquare or our navigation apps track
our whereabouts passively, and this information can be used by marketers to track the habits of consumers.
The marketing process
The marketing process involves understanding the market to create, communicate and deliver an offering
for exchange. The marketing process is an ongoing cycle and often marketers will be undertaking mul-
tiple tasks simultaneously. However, when you start your first marketing job, you will have to start with
‘understanding’, and, for this reason, we will look at the marketing process sequentially. Marketers start
by understanding the consumers, the market and how they are currently situated. This may involve under-
taking some market research to gain insights into a problem the marketer currently faces or reviewing
sales data to understand how the company is currently performing. Marketers need to undertake a situation
assessment to understand how their company is positioned relative to the competition.
The understanding phase of the marketing process involves an analysis and assessment of the marketing
environment and markets (local and/or international), as well as consumer and business buying behav-
.d iour. Marketers must start by understanding the situation they currently face, including both internal and
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vre external factors, in order to create a solution to meet the needs and wants of customers. Marketers use
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ir llA Company, in order to understand which wines they should range in their stores, how their wines should
.yeliW be branded and which consumers they should target with promotions. For example, a Nielsen report
.7 revealed that buyers of New Zealand wine are:
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th • more likely to live in metropolitan areas
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8 Marketing
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.
• more likely to experiment within the wine category
• less likely to be brand loyal.23
Armed with this knowledge, marketers would understand that placing several varieties under one
umbrella brand might be the best way to generate brand loyalty for New Zealand wines in Australia, and
they could take steps to create, communicate and deliver such an offering to the market.
Let’s take another example to illustrate the marketing process. Imagine that a food marketer, based on
research and an understanding of current trends, determines that his company needs to create a new flavour
of yoghurt in order to maintain or grow sales in this product category in the dairy aisles of supermarkets
relative to competitors. Once testing and creation of the new flavour variant is complete, the food mar-
keter needs to communicate the offering to the market. This could be achieved, perhaps, via mass media
advertising and/or a point‐of‐sale campaign, in order to change the way a group of target customers think
and purchase. The food marketer must constantly ensure their product is delivered and available at a
time and place that is convenient for the customer. The new flavour yoghurt variant in this example has
therefore progressed from the food marketer’s initial understanding of market requirements through the
production process and distribution chain — ultimately ending up on supermarket shelves, with target cus-
tomers hopefully being fully aware of the new product offering. Marketers need to constantly monitor and
understand their effectiveness in all aspects of this process, as this cycle is ongoing. Figure 1.3 visually
represents these four broad components of the marketing process and the interrelationships between each.
FIGURE 1.3 The marketing process involves understanding, creating, communicating and delivering an
offering for exchange of value.
Understand
Deliver Create
Communicate
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ir llA want products and brands that are reliable and services that fulfil promises. Many companies track quality to
.yeliW ensure they are delivering a product that is consistent, and which meets consumers’ expectations. Marketers
.7 that are able to consistently satisfy their customers can build loyalty and, in turn, this can lead to word‐of‐
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2 mouth. It is commonly accepted in marketing that keeping customers loyal is cheaper than gaining new cus-
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th tomers and that brands with a loyal base of customers have a value that is an asset for a company. For this
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CHAPTER 1 Introduction to marketing 9
Elliott, Greg. Marketing, 4th Edition, Wiley, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/mqu/detail.action?docID=5049568.
Created from mqu on 2018-02-22 16:23:17.