Introduction to Marketing
COMGA0
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Week 1 – Chapter 1
Introduction
In this week you will learn more about the
Basic principles of Marketing
Disclaimer:
Content made available on myLMS
may deviate from what is covered in
the Lecturer Led Sessions / This Slide
Deck.
What will be covered in
this week’s lessons?
Definition
Exchange and marketing
Week 1 Gaps between production and consumption
Lessons 1 Marketing activities
Marketing orientation
Relationship marketing
The Marketing function
Activity 1
The following exercise will be done in group
format. Students should discuss this and then
share their feedback with the class.
Students should be allowed to do online research
on various definitions of marketing.
Share these definitions in class and see how they
compare/differ.
Activity 1 – Ideal Feedback
• The ideal feedback from students should include
a thorough discussion and understanding of the
definitions of marketing which should include
the following:
• Marketing is about:
• Anticipating and satisfying customer needs
• Creating a mutually beneficial exchange process
• More profitable and effective than the
competitors by using the best managerial
processes
• See P3 in textbook
Activity 2
The following exercise will be done in group
format. Students should discuss this and then
share their feedback with the class.
Can you identify the five conditions required for
marketing to take place, by looking at the
following?
Activity 2 - Continue
Activity 2 – Ideal Feedback
• The ideal feedback from students should include the
following:
For exchange to take place the following
conditions are required:
2 • At least 2 parties
• Each party should have something of value
• Each party must be able to communicate
• Each party can decide to accept of reject
• Willing to deal with each other
Activity 3
Activity 3
• The following exercise will be done in group
format. Students should discuss this and then
share their feedback with the class.
Successful marketing is only possible if all the gaps
in the process have been effectively bridged.
Read the short extract on the following slides and
indicate which GAP is presented by the example or
the description.
RD0
Activity 3 - Extracts
1. The buyer and seller must agree about an acceptable exchange rate (price of the product).
2. “Milky milk collectors” collect milk from different farmers. The end-users for milk is living all over
the country. Milk has to be collected, processed and distributed to different intermediaries and
finally to the customer, because of the geographical areas.
3. Avocadoes are seasonal fruit that can only be harvested in a specific season. To have avos
available through the year, it should be kept in cold storage and is therefore available to the end-
user anytime of the year.
4. For large purchase like buying a property or a car, the buyer may require finance from the bank to
become the owner.
5. A new Club Med Resort opens in KZN later this year. It is necessary to advertise its offerings to
attract customers.
Slide 12
RD0 Adapted from: Victoria University, Melbourne Australia. Active & Inquiery Based Learning. [Online] Available at:
https://www.vu.edu.au/learning-teaching/teaching-for-learning-at-vu/learning-teaching-approaches/learning-teaching-practices/active-inquiry-based-learnin
[Accessed 16/12/2022].
Ricky Dunningham, 2022-12-16T10:50:58.524
Activity 3 – Ideal Feedback
• The ideal feedback from students should include
the following:
1. Value Gap
2. Space Gap
3. Time Gap
4. Ownership Gap
5. Information Gap
Activity 4
The following exercise will be done individually.
Answer the following questions:
1. Discuss the activities intended to bridge the
gap between a buyer and a seller.
2. Discuss what the difference is between price
and perceived price
Activity 4 – Ideal Feedback
• The ideal feedback from students should include the
following (with discussions):
Answer 1
• Middleman
• Sales intermediaries
• Auxiliary enterprises
P 6 Textbook
Answer 2
P7 Textbook
Activity 5
The following exercise will be done in group
format. Students should discuss this and then
share their feedback with the class.
Students should discuss what is meant with
marketing activities by referring to:
• Primary activities
• Auxiliary activities
• Exchange activities
Activity 5 – Ideal Feedback
• The ideal feedback from students should include a thorough discussion
and understanding of the marketing activities including the following:
• Primary
• Transport
• Auxiliary
• Source and apply information
• Standardisation and grading
• Storage
• Financing
• Risk taking
• Exchange
• Buying and selling
Textbook p8-9
Activity 6
The following exercise will be done in group
format.
Students should watch the following video in class.
https://youtu.be/pJOTp6t-c8A
Discuss the different Marketing orientations in your
groups and give feedback to the class.
Activity 6 – Ideal Feedback
• The ideal feedback from students should include a
thorough discussion and understanding of the
Marketing Orientations:
• Product concept
• Sales concept
• Marketing concept
• Customer orientation
• Profit orientation
• System orientation
• Social responsibility
• Relationship marketing
Your textbook - P9-17
Activity 7 –The Marketing Process
The
following
exercise will
be done in
group
format.
You need to
take a
cellphone
though the
Marketing
Process!
Activity 7 – Ideal Feedback
• The ideal feedback from students should include a
thorough discussion and understanding of the Marketing
process and referring to the following:
• Feedback from client by means of marketing
research - Type of research, questionnaires?
• Who is the target market?
• Environment (profitability and need satisfying)
• Marketing management:
• How did the product get delivered?
• Marketing communication message used…
• Price consumer will pay?
Your textbook – P19-20
Activity 8
The place or marketing…
Where does Marketing fit into an organization?
Allow different students ideas of where they see marketing should
fit into an organisation and why…?
Activity 8 – Ideal Feedback
Activity 9
The following exercise will be done in group
format. Students should discuss this and then
share their feedback with the class.
Answer the following questions to the bets of your
ability.
Questions for Discussion
Question 1
What are the tasks/functions of Marketing
Management?
Question 2 Compare adaptive planning and contingency planning.
Compare the following leadership styles: 1) Contingent
Question 3 reward leadership, 2) Laissez fair, 3) Management by
exception, 4)Transformational.
Question 4
What are the four reasons why the exercising of
CONTROL is so important?
Activity 9 – Ideal Feedback
The ideal feedback from students should include a
thorough discussion of their company of choice
related to the specific questions.
The following slide will indicate what information
should form part of the feedback.
Ideal Feedback should include but not limited to:
1 Your textbook P22 (There are 11 of them)
Adaptive planning – Framework to organize, analysis, information, issues and
options
2
Contingency planning – alternative plan, should the original plan not work or in an
unforeseen event. Your textbook P23-24
3 Your textbook P24-25
Step 1 – Set standards
Step 2 – Actual marketing performance compared with the standards set
4
Step 3 – Evaluate the difference in step 2
Step 4 – Take corrective measures if needed
SOURCES:
• Cant M,Van Heerden, CH,Wiid, J.Introduction to marketing. 3rd edition. Cape Town:
Juta.and Co
• Questus Marketing Knowledge. 2021. Marketing Management Orientations – The 5
Marketing Concepts. https://www.youtube.com/watch?v=pJOTp6t-c8A
• Pexel.com
What Happens Next?
• Preparation for next week:
• Follow the MyLMS on ‘Week 2’ Tile
