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Daily Information 4/30
Objective:
1. Explain the
relationship
between
market
segmentation,
customer
profiles, and a
target
markets.
2. Identify the
marketing mix
Warm Up:
Once a
business
identifies their
target market,
what should
they do next?
Agenda:
1. Warm Up
2. Complete role play
3. Market seg.activity
4. Review of marketing
terms
5. Introduction to the
marketing mix
6. Marketing mix
graphic organizer
7. Stephen Wiltshire
marketing mix
activity
Name that Marketing Term
All the potential customers with similar wants
and needs; a willingness to buy; money to buy
All the potential customers with similar wants
and needs; a willingness to buy; money to buy
Name that Marketing Term
a way of analyzing a market by specific
characteristics in order to create a target market.
Demographics
Psychographics
Product Benefit
Geographic
Life Style
Market Segmentation
a way of analyzing a market by specific
characteristics in order to create a target market.
Demographics
Psychographics
Product Benefit
Geographic
Life Style
Name that Marketing Term
marketing program with. efforts that are meant
to reach a particular group of customers
Target Market
marketing program with. efforts that are meant
to reach a particular group of customers
Marketing Terms
• Market: all the potential customers with
similar wants and needs; a willingness to buy;
money to buy
• Segmentation: a way of analyzing a market
by specific characteristics in order to create a
target market.
• Target Market: marketing program efforts
that are meant to reach a particular group of
customers
The difference between
Consumer vs. Customer ?
Who is the consumer and who is the customer?
Tiffany's Jewelry
company advertises
engagement rings in
Sport Illustrated. The
boyfriend buys an
engagement ring for
his girlfriend.
Businesses will decide who to target and what is
the best method of reaching the target market
Marketing
professionals or
businesses use these
elements to
communicate with and
reach their intended
target markets.
People
Marketing Mix
Marketing Mix – a business makes decisions with the
market in mind.
Product – What is the product your market wants ?
Price – At what price is your market willing to pay
Place – Distribution – how will your market get the
product.
Promotion – How will you promote to the market.
People – What people will the business hire to best
serve your market.
Marketing Mix Graphic
Organizer
In microsoft word, create a graphic
organizer of the marketing mix to help
you remember the 4 P’s of marketing.
Daily Information 4/30
Objective:
1. Explain the
relationship
between
market
segmentation,
customer
profiles, and a
target
markets.
2. Identify the
marketing mix
Warm Up:
What are the 4
P’s of the
marketing
mix?
Agenda:
1. Warm Up
2. Library
3. Restaurant
Impossible video
4. Print graphic
organizer
5. Stephen Wiltshire
marketing mix
activity
6. Review of terms
7. Study Guide
Stephen Wiltshire
What is the Marketing Mix for Stephen
Wiltshire’s Artwork?
http://www.youtube.com/watch?v=WNfDikR2-fU Video Clip
Go to the website:
http://www.stephenwiltshire.co.uk/
Who is the target market? Think about the
customer profile: age, gender, income level,
marital status, ethnic background, geographic
residence, attitudes, lifestyle, and behavior.
Stephen Wiltshire
What is the Product or the Marketing Mix for
Stephen Wiltshire’s Artwork?
Product – Product decisions begin with
choosing what products to make and sell.
Stephen Wiltshire
What is the Price or the Marketing Mix for
Stephen Wiltshire’s Artwork?
Price – What is exchanged for the
product?
Stephen Wiltshire
What is the Promotion or the Marketing Mix
for Stephen Wiltshire’s Artwork?
Promotion – Activities related to
advertising, personal selling, sales
promotion, and publicity.
Stephen Wiltshire
What is the Place or the Marketing Mix for
Stephen Wiltshire’s Artwork?
Place – The means of getting the product into
the customer’s hands.
Distribution
This chapter explores the marketing mix
decision of place, which is where and how a
People
product is distributed.
DISTRIBUTION
Distribution
REFLECT How do bananas reach your local
grocery store?
Bananas grow in warm, tropical climates,
such as South America, Africa, India and
the Caribbean. Some varieties of
bananas are native to certain areas of the
world, for example, plantains are native to
India. The only states in the US to grow
bananas are Hawaii and Florida, however
the crops tend to be small, leaving the US
dependent on imported bananas.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
The path a product
takes from its producer
or manufacturer to the
final user.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
The path a product
takes from its producer
or manufacturer to the
final user.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A channel of distribution
that occurs when the
producer sells goods or
services directly to the
customer with no
intermediaries.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A channel of distribution
that occurs when the
producer sells goods or
services directly to the
customer with no
intermediaries.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A business that obtains
goods from manufacturers
and resells them to
organizational users, other
wholesalers, and retailers,
also called distributors.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A business that obtains
goods from manufacturers
and resells them to
organizational users, other
wholesalers, and retailers,
also called distributors.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A middleman involved
in sales transactions
that move products
from the manufacturer
to the final user.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A middleman involved
in sales transactions
that move products
from the manufacturer
to the final user.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A channel of
distribution that
involves one or more
intermediaries.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A channel of
distribution that
involves one or more
intermediaries.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A business that buys
goods from
wholesalers or directly
from manufacturers
and resells them to
consumers.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
A business that buys
goods from
wholesalers or directly
from manufacturers
and resells them to
consumers.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
Act as intermediaries
by bringing buyers and
sellers together. They
do not own the goods
they sell.
Distribution
Match the term to the correct definition
•
•
•
•
•
•
•
channel of distribution
intermediaries
wholesalers
retailers
agents
direct distribution
indirect distribution
Act as intermediaries
by bringing buyers and
sellers together. They
do not own the goods
they sell.
Distribution Planning
As a business executive, you must know how
distribution decisions affect an entire company
and how decisions affect international markets
and e-marketplaces.
Activity Review
Scenario One: What would you do?
Scenario One
Indirect distribution through an online art
gallery would work. There are online art
galleries that will exhibit upcoming artists’
works. One online gallery is
Ugallery.com. The online art gallery
would be the agent in this case because
it would just bring buyers and sellers
together.
Indirect
Artist
Agent
Consumer
Activity Review
Scenario Two: What would you do?
Scenario Two
In this case, the artwork should be
appraised by a legitimate art auction
company. The auction company could be
commissioned as an agent to sell the
pieces.
Indirect
Estate
Agent
Buyer
Activity Review
Scenario Three: What would you do?
Scenario Three
Option 1: the jewelry artist can create a
Web site to sell the items directly to the
consumer.
Direct
Jewelry
Artist
Consumer
Option 2: a high-end retailer can be
selected like Neiman Marcus or Tiffany’s
to carry the artist’s jewelry line.
Indirect
Jewelry
Artist
Retailer
Consumer
Activity Review
Scenario Four: What would you do?
Scenario Four
Option 1: have your friends create a
Web site and post it on Facebook. They
could also create a video on You Tube.
Direct
Artists
Consumer
Option 2: suggest that your friends utilize
Amazon.com or Ebay.com to sell their
artwork.
Indirect
Artist
Agent
Consumer
Scenario Four cont.
Option 3: visit local pharmacies, gift
shops, and other retailers to see if they
would consider selling their greeting
cards and digital artwork. The artists
would have to convince the retailer to
purchase the products for resale
Indirect
Artist
Retailer
Consumer
Thank you for your participation!