Marketing

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Unit 10

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• Marketing

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In this part, youll (Objectives)

• Learn about the concept of marketing, marketing
  mix, market research, and industrial market.
• Learn about the 4Ps and 4Cs of marketing.
• Discuss a hypothetical market failure and the
  possible remedies.

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Marketing Mix (?????? ,????)?Product Mix
(???????????, ????, ?????????)?

• Product mix
• items, products, brands
• Marketing mix
• All the various elements of a marketing
  programme, their integration, and the amount of
  effort that a company can expend on them in order
  to influence the target market. (4Ps, 4Cs)

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• What are 4Ps?

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4Ps

• Product
• Price
• Place (distribution)
• Promotion

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Product

• the goods or the service that you are
  marketing

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It includes

• image
• design
• quality
• reliability
• features and benefits

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Features and benefits

• make the product unlike any of the
  competing products.

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Price

• making it easy for the customer to buy the product

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Price

• The product must be priced so that it competes
  effectively with rival products in the same
  market
• Lower price,
• better marketing ?

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Place

• getting the product to the customer
  (distribute)

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Place Various channels of distribution

• Producer ---- end-users
• Producer ---- retailers ---- end-users
• Producer ---- wholesalers/ agents
• ---- retailers ---- end-users
• Producer ---- Wholesalers ---- directly to
  end-users
• Producer ---- multiple store group/department
  stores/ mail order houses ---- end-users
• Producer---- market ---- wholesalers ----
  retailers ---- end-users

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Promotion

• present the product to customers
  through advertising
• Packaging and presentation
• Image
• Brand name
• Advertising and slogans

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Promotion involves

• Packaging and presentation of the product
• Image
• Brand name
• Advertising and slogans
• Brochures
• Literature

• Price lists
• After-sales service and training
• Trade fair
• Public relations
• Publicity
• Personal selling

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Advertising

• TV commercials
• Newspaper ads
• Magazine ads
• Posters
• Placing special promotional displays in
  community, in the department store or in the
  supermarket

• Gift coupons
• Presents
• Lottery
• bonus
• Sponsoring festivals
• Bankrolling concert tours

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What is USP?

• USP Unique selling proposition
• features and benefits

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4Cs

• Customer
• Communication
• Convenience
• Cost

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Customer

• What do customers need?
• What do customers want?

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Communication

• How to communicate with customers?
• AIDA

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AIDA

• How to attract the attention of potential
  customers?
• How to arouse interest in the product?
• How to create a desire for its benefits?
• How to encourage customers to take prompt action?

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Convenience

• In which channel of distribution can the
  customers get what they want?

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Cost

• How to make the marketing cost-effective?

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4Ps 4Cs

• 4Ps Product-oriented
• 4Cs Customer-oriented

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1 Defining marketing

• 1a Definition
• Definition 1
• Market research,
• new product development,
• distribution,
• advertising,
• promotion,
• product improvement
• Definition 2
• What does this definition overlook/neglect?

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1 Defining marketing

• 1b Vocabulary
• Distribution channel
• Launch a product
• Market opportunities
• Market research
• Market segmentation
• Packaging
• Points of sale
• Product concept
• Product features
• Sales representatives

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1 Defining marketing

• 1c Reading
• Company-to-company marketing
• Identifying market opportunities
• The marketing mix
• The selling and marketing concepts
• The importance of market research

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1
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• 1c Reading (vocabulary)
• market centralization ?????
• Selling concept
• Market concept
• Essential goods????,???
• Hard-sell?????
• Fillneedsmeetneeds
• Console ? ???, ???
• Target market .????
• Consumer market??producer market

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• 1d Comprehension
• The 3rd summary
• 1e Comprehension
• C

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2 The importance of market research

• 2a Listening
• Listen to Steve Moody, the manager of Marks
  Spencer store in Cambridge, giving a
  hypothetical example of a market failurea
  product that reaches the shops but fails to
  selland answer the questions.

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2 The importance of market research

• 2b Case study
• In Steve Moodys hypothetical example, it seems
  as if there has been a market research failure.
  Before launching the product, the store did not
  have enough information about the potential
  market and customers tastes and opinions.
• Suppose that you were part of the marketing team
  responsible for the following product concepts

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New Vocabulary in this Unit

• Data
• Discount
• Focus group
• Head office
• Intuition
• Marketer
• Personal selling
• Publicity
• Questionnaire
• Sales staff
• Secondary data
• Target consumer

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THE END