10.2+MARKETING

__ **MARKETING: Key Resources** __

Marketing Syllabus:

Marketing - Case Study Scaffold - [[file:Marketing - Syllabus Notes - Case Study.docx]]
Practice Assessment Task -


 * == Outcomes ==

The student:

H1 critically analyses the role of business in Australia and globally H2 evaluates management strategies in response to changes in internal and external influences H3 discusses the social and ethical responsibilities of management H4 analyses business functions and processes in large and global businesses H5 explains management strategies and their impact on businesses H6 evaluates the effectiveness of management in the performance of businesses H7 plans and conducts investigations into contemporary business issues H8 organises and evaluates information for actual and hypothetical business situations H9 communicates business information, issues and concepts in appropriate formats H10 applies mathematical concepts appropriately in business situations ||
 * Students learn to:

examine contemporary business issues to:
 * explain why goods and/or services are central to both marketing and operations
 * examine why ethical behaviour and government regulation are important in marketing
 * assess why a mix of promotional strategies is important in the marketing of goods and services

investigate aspects of business using hypothetical situations and actual business case studies to:
 * evaluate the marketing strategies for a good or service
 * analyse a marketing plan for a business
 * explain how globalisation has affected marketing management ||

|| ||   || Marketing Marketing concept Selling Orientation Customer orientation Relationship Marketing Market resource market industrial market intermediate market consumer market mass market niche market || – deceptive and misleading advertising – price discrimination – implied conditions – warranties ||  || psychological factors sociocultural factors economic factors governmental factors misleading and deceptive advertising price discrimination implied conditions warranties ethics sugging ||
 * ** Syllabus ** || ** Worksheets/Resources ** || ** Revision Questions ** || ** Case Studies ** || ** Glossary ** ||
 * role of marketing
 * strategic role of marketing goods and services
 * interdependence with other key business functions
 * production, selling, marketing approaches
 * types of markets – resource, industrial, intermediate, consumer, mass, niche || [[file:The Interdependence with other key business functions.docx]][[file:Marketing Concept - Groupwork.docx]][[file:10.2 - Production - selling - markeing.doc]]
 * influences on marketing
 * factors influencing customer choice – psychological, sociocultural, economic, government
 * consumer laws
 * ethical – truth, accuracy and good taste in advertising, products that may damage health, engaging in fair competition, sugging || [[file:Factors Influencing Consumer Choice - Groupwork Sheets.docx]][[file:Ethical Influences - 2013 with Examples.docx]][[file:Legal Influences - Summary Activities - STUDENT.docx]] || [[file:Short Answer 3 - Marketing - Legal and Ethical.docx]]
 * marketing process
 * situational analysis – SWOT, product life cycle
 * market research
 * establishing market objectives
 * identifying target markets
 * developing marketing strategies
 * implementation, monitoring and controlling – developing a financial forecast; comparing actual and planned results, revising the marketing strategy || [[file:10.2 Situational Analysis Summary Sheet.docx]]



||  ||   || SWOT Product life cycle Introduction Stage Growth Stage Maturity Stage Decline Stage Regrowth Stage Market share Product Mix Target Market Primary Research Secondary Research Survey Internal Data External Data Statistical interpretation Analysis Marketing Mix Marketing Strategies Marketing Objectives Monitoring Controlling Forecast Actual Planned Marketing Management || – branding – packaging – pricing strategies – skimming, penetration, loss leaders, price points – price and quality interaction – elements of the promotion mix – advertising, personal selling and relationship marketing, sales promotions, publicity and public relations – the communication process – opinion leaders, word of mouth – distribution channels – channel choice – intensive, selective, exclusive – physical distribution issues – transport, warehousing, inventory – global branding – standardisation – customisation – global pricing - competitive positioning ||
 * marketing strategies
 * market segmentation, product/service differentiation and positioning
 * products – goods and/or services
 * price including pricing methods – cost, market, competition-based
 * promotion
 * place/distribution
 * people, processes and physical evidence
 * e-marketing
 * global marketing

Campbell-Pegg - Presentations

Capstick Presentations



Class Notes:

E-Marketing and Global Marketing

|| ||   || Marketing Segmentation Differentiation - product/service Positioning Demographic variables Geographic variables Lifestyle variables Behavioural variables Product Brand Logo Packaging Price Cost Pricing Market Pricing Competition-based Marketing Price Skimming Price Penetration Loss Leaders Price Points Promotion Advertising Personal selling Relationship Marketing Publicity Public Relations Opinion Leaders Word of Mouth Distribution Intensive distribution Selective Distribution Exclusive Distrubution warehousing Inventory E-marketing Global Marketing Global Branding Standardisation Customisation Global Pricing Competitive Pricing Local Approach || Video Resources:

Ethics:

Foreign Correspondent - ABC http://www.abc.net.au/foreign/content/2009/s2673564.htm

James Bond - Casino Royale

media type="youtube" key="XzFz-gLoycI" height="315" width="420"

Rethink Breast Cancer - You Tube Article - http://www.smh.com.au/business/marketing/steamy-spin-sells-health-message-20111013-1ln0z.html

media type="youtube" key="VsyE2rCW71o" height="315" width="560"

Dolce and Gabbana - widely condemned.