The structure of themaketingconcept [e-book]

We will now discuss the structure of themarketingconcept [e-book]. Take the time to understand the structure as it will make your learning more effective and efficient.

Module handouts

[click on the image to download module handouts]

Module directions

Keep in mind that themarketingconcept [e-book] is the primary document and the module slides are explanatory. Nevertheless, as you explore and study the e-book or attend class lectures you will see that each section, module, or chapter communicates the direction that we will take. The ‘Direction’ slides provide guidance and assist when searching for key themes.

There are 3 sections

The e-book is divided into 3 sections philosophy, theory, and application. In an introductory undergraduate unit, only the first two sections are necessary to ensure that you can delve into marketing at a greater level in your marketing major. In the capstone marketing unit sections 1, 2, are revised and then section 3 is studied in greater detail. In an MBA degree all 3 sections are studied and assessed. The reason for having one e-book is to ensure that student who undertake just one unit in marketing [e.g., an introductory marketing unit] have access to all materials.

Each of the 3 sections has a purpose

The 3 sections outline the values of marketing practitioners and their objectives, the framework for thinking and how the apply that knowledge to manage the situational factors the encounter -customers, organisation, market, and product [COMP factors].

Each section has 3 modules

The 3 sections are then further broken down to 3 modules 

Classic and contemporary information

The marketingconcept [e-book] is comprised of classic marketing theory – this ensures that the foundation knowledge is there and contemporary marketing theory to ensure that the classic knowledge is advanced and the latest marketing thinking is presented.

Classic and contemporary information

In addition to the classic and contemporary theory, a wide range of industries has been included – I would suggest that you spend some time in the exemplars section of the digital platform.

Classic and contemporary information

An objective is to ensure that themarketingconcept [e-book] and other unit material provides the foundation for a successful international career.

Classic and contemporary information

Many of the people visiting this site are marketing practitioners, however, if you are a student an your work is to be assessed then there is a big difference between giving an opinion and submitting an informed opinion for assessment. Ensure you employ the marketing language, and concepts, explain the language and concepts to show understanding, and then put the content into context through examples to demonstrate that you can apply your knowledge.

Classic and contemporary information

Often students say – I am really busy tell me what is important. Keep in mind this is not a quiz. What is important is that you study and learn and whilst different people learn at different speeds – a unit is generally designed to be about 150 hours.

The structure of themarketingconcept [e-book]

This video will provide a preview of the structure of themarketingconcept [e-book]. The video outlines the 3X3 structure and some important study hints.

Section 1: Marketing philosophy

This section outlines the philosophy that underpins how marketing practitioners consider the situational factors facing their organisation. The philosophy section begins with the recognition of the marketing concept as an axiom of business. The marketing concept is based on the premise that organisations that best satisfy their customers’ needs are best placed to satisfy their own needs. In section one we explore how markets and society have evolved. Although the evolution explores the past, the takeaway message is that the marketing concept has and will be the quest for best satisfying products.

The marketing philosophy section is organised into 3 modules:

    • Marketing definitions
    • Evolution of marketing
    • Marketing objectives

The e-book presents the view that in marketing there is no ‘one right way’ – there are always situational factors – therefore, organisational success is contingent on how well the situational factors are considered and managed. This highlights that although many organisations adopt the marketing concept, they must analyse the situational factors they encounter and then design and develop a philosophy to achieve the values embedded within the marketing concept. Therefore, organisations will design and develop a marketing philosophy that is unique to their situational factors [COMP].

Designing and developing the right marketing philosophy is critical as, in time, the marketing philosophy is cemented as an organisational culture and ultimately forms a brand identity. As we progress through section 1, we will discover how a marketing philosophy differs from other business philosophies.

Section 2: Marketing theory

This section organises the giga, mega, and milli marketing concepts. The marketing concept is regarded as the giga-marketing concept as it spans the entire e-book, the marketing concept is then divided into 3 mega-marketing concepts; each discussed in a module.

The marketing theory section is organised into 3 modules:

    • The buyer decision process
    • The total product
    • The circle of satisfaction

The objective of grouping information into 3 mega-marketing concepts is to enable students to better understand the hierarchy, roles and relationships between concepts. This grouping will also allow efficient searching and effective recalling of information.

The first mega-marketing concept ‘the buyer decision process’ unpacks the consumer’s journey through the 3-time zones of the buyer decision process. This is a process where consumers are transformed into customers. The buyer decision explores the decisions and the decision-making rules that people make during the buying and consumption process. The buyer decision process will vary according to situational factors and the degree of involvement is discuss; for example, selecting a snack bar at a convenience store will take a short time, whereas selecting a motor car will take considerably longer.

The second mega-marketing concept ‘the total product’ discusses the P in the COMP factors and is directed towards the strategic objectives of product leadership and operational excellence. Although, the total product spans all 3-time zones of the buyer decision process, there is more emphasis on the 2nd time zone – ‘the product delivery time zone’.

The third mega-marketing concept ‘the circle of satisfaction’ is a bridge that spans the buyer decision process and the total product. The circle of satisfaction details the interactions between the customer and the organisation during the buyer decision process. From an organisational perspective the circle of satisfaction outlines the steps to assist marketing practitioners to achieve the 9 key marketing objectives and cultivate a competitive advantage.

Section 3: Marketing application

This section outlines how an organisation plans and goes to market with the intent of gaining a competitive advantage.

The marketing application section is organised into 3 modules:

    • The CADDIE process: collect and analyse
    • The CADDIE process: design and develop
    • The CADDIE process: implement and evaluate

The marketing philosophy discussed in section 1 and the marketing theory discussed in section 2 provides an overview of what and how marketing practitioners think. The theory discussed in section 2 provides an insight into customer decision-making. Section 3 outlines how this theory is applied to organisational decision-making process – through the CADDIE business-marketing planning process.

It is perhaps stating the obvious, but worth emphasising that understanding and applying marketing theory will enable marketing practitioners to analyse the situational factors, design and develop a marketing plan, implement the marketing plan through a series of marketing action plans and then implement evaluate and control the marketing activities to achieve organisation’s financial, strategic, and communication objectives.

What is the marketing concept?

In this video the author explains what is ‘the marketing concept’ and how this axiom of business influences how an organisation goes to market.

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