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Understanding the Role of Marketing in Business and Society: An IKEA Case Study

This study explores the critical role of marketing within firms and its impact on society, focusing on the ethical implications of marketing practices. Topics include various types of markets—such as resource, industrial, consumer, and niche—along with the marketing concept emphasizing customer orientation and relationship marketing. The agenda also covers the marketing planning process and the importance of understanding target markets to enhance customer service. A case study on IKEA illustrates these concepts in action, highlighting ethical considerations in marketing strategies.

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Understanding the Role of Marketing in Business and Society: An IKEA Case Study

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Presentation Transcript

  1. Agenda • IKEA Case study answers • Advertising v marketing • Flexible numbers • Official course kick off • www.studyismybuddy.com

  2. Nature And Role Of Markets And Marketing Stage 6 Business Studies Syllabus Prepared by K. Giveen October, 2010

  3. Agenda • The role of marketing in the firm and in society • Ethics • Types of markets — resource, industrial, intermediate, consumer, mass, niche • Production–selling–marketing orientation • The marketing concept — customer orientation, relationship marketing • Marketing planning process

  4. The Role Of Marketing • To find out what customers want • To develop products that will meet that want through: • Understanding the target market better than competitors • Servicing the customers better than competitors

  5. Typical Organisation Chart

  6. Marketing In The Firm

  7. Marketing In Society • To provide goods and services that society needs

  8. Ethics • What do you think about the following exchange: • “Excuse me,” said the young man in a suit to the mother with two children who was walking through the shopping Mall. “Would you mind answering some questions for a survey we are conducting on the importance of education?” “Certainly,” she said. “Do you think education is important?” he asked. Following the answer, “Yes,” he asked if she wanted her own children to get the best education available and eventually sold her a set of encyclopedias' for $3 000. It was a clever sales pitch but do you think it was ethical behaviour?

  9. Classifying Ethical Behaviours

  10. Ethical Behaviour?

  11. Types of Markets • Resource • Industrial • Intermediate • Consumer • Mass • Niche

  12. Production • Selling • Market Orientation

  13. The Marketing Concept • Customer Orientation • Relationship Marketing

  14. Marketing Planning Process

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