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Week 1 - What Is Marketing - Updated W23

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Week 1 - What Is Marketing - Updated W23

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nichisan02
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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FO O D &

BEV ER A G E
MA R K ET I N
G
LN 1421 - WEEK 1
CU
W ho am
I?
My name is Chef Justin Downes,

I have been in the hospitality business for 20+ years, 7 of the those
years I was the Executive Chef/Hospitality Manager at Vineland
Estates Winery. Now I manage a small boutique catering company
Farmhouse kitchens.

I currently sit as the chair of our local tourism marketing board (TVTA)
and a member of the TSIT committee.

I work on our family farm and help manage our boutique retail farm
market, Lakeland meats.

I have a amazing wife and 2 wonderful children that keep me young


and fresh.

I can be contacted by email anytime, [email protected]


WHAT TO EXPECT?
• Lecture PowerPoint presentations will be posted on blackboard weekly. There will be some
video links to watch and articles to read.

• Most weeks there is a assignment or on-line discussion question to complete. Refer to the
Teacher learning plan in course documents.

• Blackboard is KING! Please check your portal for links to class updates, weekly
assignments/on-line class discussions and all other class resources.
• All questions, are valid questions - do not be intimidated to ask/email me a question!
The Course Evaluation

● 1. Interview Assignment : 15%


● 2. Final Project : 30%
● 3. Assignments : 25%
● 4. Final Exam : 20%
● 5. Online Discussion Questions : 10%
| WHAT IS MARKETING

Top Marketers today all share a common goal, putting consumers at the heart of
there marketing. Todays Marketing is all about creating customer value, and
engagement in a fast-changing increasingly digital and social world.
Marketing starts with understanding the consumers, needs and wants, deciding
which target markets the organization can attract, keep and grow targeted
consumers.
Marketing is not just about a single sale anymore, today’s marketers want to
engage customers and build long lasting relationships.
| WHAT IS MARKETING
Marketing, more then any other business function, deals with customers.
The simplest definition is: Marketing is managing profitable customer relationships.
The goal of marketing is to attract new customers by promising superior value and
to keep and grow current customers by delivering ongoing satisfaction.
Watch the two short commercials below.
Example: and
| WHAT IS MARKETING

McDonald's “I’m loving it” motto by being “our customers” has 4 times the market
share of its competitors, by being its customers favourite place and way to eat.
Walmart has become the worlds largest retailer and second largest company by
delivering its marketing promise : “Save Money, Live better”
| WHAT IS MARKETING

Everyone has their own idea what marketing is. Below is a short video of some
ideas of what marketing is.

Marketing can be very powerful if you are able to put all the different marketing
mix’s together and create customer value for your product.
| WHAT IS MARKETING
Although you may not know it, you know A LOT about marketing! Marketing is
around us almost 24 hours a day. You may recognize it in it’s most traditional forms
(ads filling your TV screens, magazines and newspapers) but marketers are getting
increasingly imaginative and have found ways to seamlessly engage us on
imaginative websites, mobile apps, blogs, social media and so many more big
brother’esque avenues.
Marketers want to be a part of your life! Whether at home, work, school or at play;
marketers are trying to enrich your daily experiences with their brands- to help you
live their brands.
| WHAT IS MARKETING

Many people think that marketing as only selling and advertising. We are
bombarded everyday with TV commercial, catalogues, salespeople and online
pitches, however selling and advertising is the tip of the iceberg.

Back in the good’ol days…Marketing was about ‘ selling and telling’ customers
what they needed and why they needed to buy it.
Today…Marketing is about uncovering the customer’s needs and satisfying
them. If a marketer can engage a customer effectively by
uncovering/understanding their needs, suggest/develop products that provide
superior value, price, distribution these products will sell easily. Let’s not forget
a little shameless promotion too!
| WHAT IS MARKETING
“The aim of marketing is to make selling unnecessary” – Peter Drucker
Broadly defined, marketing is a social and managerial process by which
individuals and organizations obtain what they need and want through creating
and exchanging value with others.
DEFINING MOMENT
Marketing is the the process by which companies create value for customers
and build strong customer relationships to capture value from customers in
return.
| WHAT IS MARKETING

Anyone can jump onto a social media platform, post some pictures, add some hash
tags, and share some posts, but do they really fully understand the consumer,
target market, and the value they are trying to communicate to the customer.
First we need to understand the process, basic concepts and daily practices of the
marketing today. We will go through 4 parts in the next 13 weeks.
Part 1 – The Marketing Process, Part 2 – Understanding the Marketplace, Part 3 – The
Strategy, Part 4 – Taking the Strategy to the Marketing Platforms.

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