Letter of complaint

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Letter of complaint

• ? RB, p 77
• Check out phrases on p 79
• P 82, exercises 11 12
• Exchange readers and compare
• TASK

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PRODUCTS AND BRANDS
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BRAND OR PRODUCT?

• Anything capable of satisfying a need or a want.
• A distinguishing symbol, mark, logo, name, word,
  sentence or a combination of these items that
  companies use to distinguish their product from
  others in the market.

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U11 PRODUCTS AND BRANDS (MK, p. 60)

• PARAGRAPH ONE
• HEADING?
• DEFINITION of product?
• EXAMPLES OF PRODUCTS?
• PRODUCT LINE?
• Other useful expressions?
• EXPLAIN Companies are... constantly
  re-evaluating their product mix.
• Why do companies product mixes regularly change?

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PARAGRAPH TWO

• HEADING?
• DEFINITION?
• OBJECTIVES OF BRANDING?
• HOW IS BRAND RECOGNITION ACHIEVED?
• B2B?
• B2C?
• Other useful expressions?

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Do you recognize them?
x
3
4
1

8
2
5
9
w
z
10
y
6
7
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BEST GLOBAL BRANDS?
Image?

Feelings?
Associations?
8

• Which brands do you have an emotional attachment
  to because they represent your attitudes and
  feelings?

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PARAGRAPH THREE

• HEADING?
• CORPORATE BRAND NAME vs. INDIVIDUAL BRAND NAME
  give examples
• MULTI-BRAND STRATEGY
• give examples
• give reasons

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PARAGRAPH FOUR

• HEADING?
• BEST GLOBAL BRANDS
• WORTH OF A BRAND vs. COMPANYS PHYSICAL ASSETS
• EXPLAIN A companys market value can be much
  greater than its book value.
• WHY?
• HW Vocabulary p 61

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(No Transcript)
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Letter of apology

• ? RB, p 78
• p 82, exercises 13 14
• HW
• Study RB pp 67 80
• Do all tasks on pp 81-82
• Revision QUIZ (pp 83-85)
• Write a letter of apology, RB p 78

13
Marketing, MK U 12, p 64

• ? MK p 64 Lead-in

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Selling vs. Marketing

• Focus on
• PRODUCT vs. CONSUMER
• selling ...
• inward looking ...
• out-dated ...
• shorter ...
• about profit now
• introverted

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Selling vs. Marketing

• Focus on
• PRODUCT vs. CONSUMER
• selling buying
• inward looking outward looking
• out-dated state-of-the-art
• shorter longer time horizon
• about profit now about profit later
• introverted extroverted

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The selling marketing concepts

• The selling concept
• You sell what you ________.
• The marketing concept
• You make what ______________.
• Marketers __________ needs, __________ and
  __________ new ones.
• Examples of new needs

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The selling marketing concepts

• The selling concept
• You sell what you make.
• The marketing concept
• You make what will be bought.
• Marketers satisfy needs, anticipate and create
  new ones.
• Examples of new needs
• Walkman, video recorders, CD players, PCs,
  Internet, Google, mountain bikes, Facebook...

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Marketing Process
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Marketing activities I
II

• Identify/anticipateneeds/wants of target
  consumers (market research)
• internal research
• secondary data
• focus group interviews
• quest. research
• sales staff...
• Analyze data

• Satisfy the needs better than the competition
  strategic decisions about
• product (design)
• pricing
• promotion
• distribution (placement)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)

21

• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)

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• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)

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Elements of the marketing programme(integration
and the cost of it?)

• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)
• promotion (advertising, publicity, sales
  promotion and personal selling)

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The Marketing Mix (The Four Ps)

• product (design, quality, features, style, brand
  name, size, packaging, services and guarantee)
• pricing (basic list price, discounts, length of
  the payment period, credit terms...)
• place (distribution channels, locations of points
  of sale, transport, inventory size...)
• promotion (advertising, publicity, sales
  promotion and personal selling)
• ? MK, p 64, Vocabulary

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Reading The product life cycle
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Marketing Process
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Identifying market opportunities

• Market opportunities profitable __________ of
  fillling unsatisfied ________ or creating _______
  ones in areas in which the company is likely to
  be more successful than the _____________.
• Market opportunities are isolated by market
  segmentation.
• Market segmentation is a process of _________ a
  market into distinct _________ of buyers who have
  different __________ or buying _______.

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Identifying market opportunities

• Market opportunities profitable possibilities
  of fillling unsatisfied needs or creating new
  ones in areas in which the company is likely to
  be more successful than the competition.
• Market opportunities are isolated by market
  segmentation.
• Market segmentation is a process of dividing a
  market into distinct groups of buyers who have
  different requirements or buying habits.

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Target markets identified by market segmentation

• BABY BOOMERS, X-GENERATION,
• Y-GENERATION, Z-GENERATION
• - YUPPIES, GUPPIES, MILKIES, DUMPS, SWELLS,
  DINKS, SKIPPIES, BOBOS, FEMS, SINKIES, MINKIES,
  WOOPIES, KIPPERS

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Market segmentation

1. School Kids with Income and Purchasing Power
2. Double Income No Kids
3. Burnt-Out-But Opulent (people)
4. Green Upward-mobile Professionals
5. First-time Expectant Mothers
6. Single Women Expect Lots in London
7. Modest Introverted Luxury Keeper
8. Young Upwardly-mobile Profesionals
9. Downwardly-Mobile Professionals
10. Single/Middle Income No Kids
11. Well Off Older People
12. Kids In Parents Pockets Eroding Retirement
    Savings

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REVIEW What is ....? (Round 1)

• 1 A promise by a manufacturer or seller to repair
  or replace defective goods during a certain
  period of time
• 2 To introduce a new product onto the market
• 3 Attributes of a product quality, price,
  reliability
• 4 A small specialized, but profitable market
  segment
• 5 The possibility of paying for a product over an
  extended period of time
• 6 The standard pattern of sales of a product over
  the period that it is marketed
• 7 The set of beliefs that the public at large
  holds of an organization
• 8 Dividing a market into distinct groups of
  buyers who have different requirements or buying
  habits

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What is ....? (Round 2)

• Possibility of filling unsatisfied needs in
  sectors in which a company can profitably produce
  goods or services
• The extent to which an activity provides
  financial gain
• The sales of a company expressed as a percentage
  of total sales in a given market
• All the companies or individuals involved in
  moving a product from the producer to the
  consumer
• Wrappers and containers in which products are
  sold
• Consumers who buy various competing products
  rather than being loyal to a particula brand
• Collecting, analysing and reporting data relevant
  to a specific marketing situation (eg. a new
  product)
• An idea for a new product, which is tested with
  target consumers before the actual product is
  developed

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Identify the topic and match...

• secondary data
• research
• interviews
• research
• staff

• Internal
• Focus group
• Sales
• Printed sources of
• Questionnaire

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Sources of info in market research

• Internal research
• Focus group interviews
• Sales staff
• Printed sources of secondary data
• Questionnaire research

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Source of information involving...

• contacting individuals by phone, mail or
  personally
• business newspapers, magazines and trade
  journals, competitos annual reports, official
  government statistics...
• invited members of the target market
• data available in the companys accounts and
  sales departments (record of sales, orders,
  inventory size)

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Source of information involving...

• contacting individuals by phone, mail or
  personally questionnaire research
• business newspapers, magazines and trade
  journals, competitos annual reports, official
  government statistics... printed sources of
  secondary data
• invited members of the target market focus
  group interviews
• data available in the companys accounts and
  sales departments (record of sales, orders,
  inventory size) internal research

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• UNJUMBLE AND ORDER
• rearteil
• lersalhow
• mercosnu
• dropucer

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• UNJUMBLE AND ORDER
• retailer
• wholesaler
• consumer
• producer

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DISTRIBUTION CHANNEL

• Producer
• Wholesaler/distributor
• Retailer
• Consumer

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DISTRIBUTION CHANNEL

• Producer
• Wholesaler/distributor
• Retailer
• Consumer
• ? MK, p 66

Online(Internet) or telephone or mail order sales
Agent
Own sales force