Key Terms: What is Marketing? 1.1 Term marketing $onsumer market &a# materials Pro!

essed goods Target market Text Definition Planning, distributing, ri!ing, romoting and selling of goods and ser"i!es to satisfy needs and #ants. %"eryone #ho might buy a rodu!t 'nfinished goods, usually marketed to businesses that ro!ess them or use them in manufa!turing. (old as finished goods or semi)finished goods. *ny grou of !onsumers to #hom marketers #ant to sell to

Who markets? +

Ty es of Produ!ts). Ty es of /oods or ser"i!es). &a# Materials are:

Manufa!turers Politi!ians (er"i!e business ,on) rofit -ndi"iduals /oods (er"i!es -ndustrial $onsumer 'nfinished goods, usually marketed to businesses that ro!ess them or use them in manufa!turing (old as finished goods or semi)finished goods. Produ!ts that no longer re1uire ro!essing $onsumer goods are non)industrial rodu!ts intended for ersonal use by the ubli!. *ny grou of !onsumers to #hom marketers #ant to sell to

Pro!essed /oods are: 0inished /oods are: The differen!e bet#een industrial and !onsumer goods and ser"i!es: * target Market is:

1..

2 ma3or ste s of the Marketing $on!e t: 4 -dentify an o ortunity in a s e!ifi! !onsumer or industrial market. 4 %nsure the o ortunity has not been met 4 'se marketing to sell it The im ortan!e of marketing a!ti"ities !hanges #ith su ly and demand. When the demand is greater then the su ly of goods, ex!essi"e marketing is redundant be!ause the rodu!t sells itself. When there is more su ly than demand, marketing be!omes a ma3or fa!tor in su!!ess. The industrial re"olution 5mass rodu!tion6!hanged the balan!e of su ly and demand be!ause before mass rodu!tion, demand #as usually greater than su ly777 The internet has !onne!ted buyers and sellers globally. 1.2 &egional organi8ation

Definition: !an be #ithin a !ity, ro"in!e or area %xam le 9 Website: $rest, $olgate in :uebe! Definition: sets u marketing and distribution !enters in foreign markets. %xam le 9 Website: golf retailers, ,ike

-nternational organi8ation

;rand management

Definition: assigns their s e!ifi! brands to different managers to be treated se arately) most o ular %xam le 9 Website: Pro!tor 9 /amble

Distribution management

Definition: organi8es marketing around the #ay rodu!t or ser"i!e is deli"ered. %xam le 9 Website: $oke 9 Pe si)(tores, s!hools, "ending ma!hines

Marketing di"isions !an be organi8ed by:

region !ountry brand distribution $ombination

&esear!h

$ondu!ting sur"eys gathers: < Preferen!es < habits < lifestyle < !om etition 2 !on!erns of the rodu!t and de"elo ment team: < Make a rodu!t that meets needs < $an be deli"ered effe!ti"ely < $om etiti"ely ri!ed

Produ!t De"elo ment

Pa!kaging Pri!ing ;randing

-n!ludes a rodu!t=s: < name < logo < slogan < Pa!kage design < Trademark

(ale Physi!al distribution -n"entory management (torage Promotion 1.+ $onsumer and $om etiti"e Markets $om lete as you read 1>).? * !onsumer market is

* !om any tries to ha"e: < %nough to satisfy demand < ,ot more than they !an sell < ad"ertising < ubli!ity

*ll of those !onsumers #ho are or may be!ome interested in a rodu!t or ser"i!e and #ho ha"e the means of buying it *ll of the rodu!ts or ser"i!es that !om ete for !ustomers #ithin a s e!ifi! !ategory * market that in!ludes e"erybody @ne #hi!h targets !onsumers by some ty e of demogra hi! rofile

* !om etiti"e market is

*n aggregate market is * differentiated market is

Pro"ide a s e!ifi! exam le of the organi8ation on the left and their target market

@rg. $lothing (hoe retailer 0ast food &e!ording artist ,on) rofit organi8ation -ndustry of your !hoi!e 1 -ndustry of your !hoi!e .

%xam le Ae $hateau Payless m!donalds Miley $yrus s !a 0ore"er .1 ( ort !he!k

Target Boung, fashion !ons!ious, aged 1C).+. %arly ado ters, leading edge image Bounger 2)1C generally Party aniamls around 1D).+ *nyone #ho !an ado t an animal legally 1EF Boung 1.)1G more of the Hhi sterI look *!ti"e eo le, usually .?)C+ a rox

1.D Marketing Mix C %lements of the Marketing Mix Produ!t 1. de"elo .. a!kage 2. ;rand ..Promotion 1. ad"ertise .. (ales romotion 2. ubli!ity 2.Pri!e C.Pla!e 1. distribution .. storage 2. !hannel 1.

'se the follo#ing table to !om are the marketing mix of the follo#ing !om anies. %x lain your ans#er in as mu!h detail as ossible. 'se a /oogle sear!h if ossible to obtain more information. Produ!t Pla!e or la!es Pri!e Promotion :uality Ao!ation 5higherJl What kind? o#er6 Pi88a Pi88a *l#ays !ome -n at least most !ommer!ialsJ "s. in a box #ith !itiesJ busy areas billboardsJads i88a i88aKs name 'sually one la!e 'sually !hea er Ao!al i88a fliers #ithout !om etition a!kaging la!e
5 a er6
for a #hile

M!$ain=s 0ro8en Pi88a

Pi88a in lasti! in a box

Ao!al gro!ery stores as #ell as some "ariety stores

0liersJ!omme r!ials

BM$* "s. lo!al gym

$lean area /ood u kee

0airly s a!ed out. @nly larger busier !ities -n the middle of to#ns that !ant a!!ess a gym as easy Where theres less !om etition by larger !om anies in busy areas

BearlyL M2??) M1?E? M1?? a year

$ommer!ialsJ fliersJads fliers

Ao!al ( orts store "s.

'sually in bags #ithout labels Aabelled bags and boes

M2)1??

signs

( ort!he!k

M+).??

*dsJbillboard sJ!ommer!ial s *ds

'sed !ar lot "s. $he"rolet dealershi

$ars ha"e more milesJ used materialsJ good !ondition ;rand ne# and running great

$ities, theres 1uite a bit in busy areas Maybe one in e"ery oneJt#o !ities

M+???) C?,??? M1+,???) G?,???

$ommer!iaslJ adsJbillboards

Magi! $uts "s Ao!al barber

&e!i es #ith their logo &egular re!i es

;usy !itiesJmalls To#ns that doesn=t ha"e too mu!h !om etition MallsJbusy areas Mall stri J less

M1+)1?? M1?)D?

*dsJflyers fliers

/,$ "s. Ao!al health

Aogos on re!i es and bags (ometimes

M1?)E? M1?)+?

*dsJbillboard s flier

store

logos but usally lain bags

!ro#ded areas

;est ;uy "s. 0uture (ho "s. The (our!e

;oxes and bags #ith logos ;oxes and bags #ith logos ;oxes and bags #ith logos logos

!ities !ities !ities

M.)2??? M.)C??? M.).???

$ommer!ialsJ adsJbillboards $ommer!ialsJ Jads !ommer!ials

Ao!al "ariety storesJ gro!ery stores Mountain logos Ao!al "ariety De# storesJ gro!ery stores $oke "s. logos Ao!al "ariety storesJ gro!ery stores &ed ;ull "s. logos Ao!al "ariety storesJ gro!ery stores /atorade logos Ao!al "ariety storesJ gro!ery stores Marketing PlanL/oalsFtarget marketFC =s ;rand (trategy Nalue Nalue %1uation * rule of marketing

G 'P "s.

M1)2 M1)2 M1)2 M..+?) C.+? M2a rox *dsJfliersJ!o mmer!ial $ommeri!alsJ flierJbillboard s $ommeri!alsJ flierJbillboard sJads $ommer!ialJa ds $ommer!ialJa dsJbillboard

To !ommuni!ate the "alue of a rodu!t or ser"i!e to the !onsumer Differen!e bet#een er!ei"ed !ost and er!ei"ed satisfa!tion Total ;enefits O Total !osts -n your #ords, ex lain #hat HPerception is realityI means. 5,ot in ;ook6 @n!e a erson belie"es something to be true it is "ery diffi!ult to !hange their minds, regardless of the fa!ts or truth. 1. Push .. Pull 2. $ombo

Distribution (trategies

Push (trategy

Produ!ts ur!hased as bargain, gift or im ulse. (ell, market to retailers, im orters or #holesalers, not to end user. H-f they see it, they=ll buy itI. -n your fa!e7 *ttem ts to in!rease !onsumer demand dire!tly rather than rely on retailers. &e1uires ma3or ad"ertising and romotion. $reate need or #ant by talking about benefits. (ofter a roa!h. Pull strategy needs to !ombine #ith ush, but ush does not need ull7

Pull (trategy

$ombination

1. $lassify the follo#ing marketing as being a ush, ull or !ombination strategy. .. %x lain your ans#er. *!ti"ity ,e# a!kaging Push, Pull, $ombo ull %x lain Pull be!ause they in ro"ed the a!kaging to attra!t eo le to buy their brand o"er another !om any -ts a !ombination be!ause they need to go to that la!e any#ays 5 ull6 but its also in your fa!e #hen you #alk in and usually at the front of the store 5 ush6 -ts in your fa!e literally and usually hard to miss #hen your dri"ing #hi!h is #hy think its ush Pull be!ause you really need the !lient to !hoose you or kee you. -ts also ush be!ause your su!king u by taking them golfing and in their fa!e talking about #hy they should stay #ith you or !hoose you. Bou !an be handed or mailed !ou ons so you=d see it and #ant to go some#here sin!e you ha"e !ou ons for things there #hi!h is ush. 0or ull its When theyKre on sale its usually be!ause they ha"e too mu!h of the rodu!t or dont #ant it anymore 5get rid of a rodu!t6 Pa"ing it by the !ash is good to sell for im ulse buyers and begging !hildren

Point of ur!hase materials

!ombo

;illboard *d"ertising

ush

Taking a !lient golfing

!ombo

$ou ons

!ombo

-n (tore)Dis!ounts

ull

Mo"ing the rodu!t !loser to the !ash register

ush