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Marketing
MK, Unit 12
Marketing

Getting the right goods to the right people, in
the right place, at the right time, with the right
level of communications profitably.
 Chartered Institute of Marketing

The aim of marketing is to make selling
unncessary.
 Peter Drucker
Read the text on p. 71 (RB) and
explain these concepts.
1.
2.
3.
4.
5.
6.
7.
8.
Marketing concept v. selling concept
Market segmentation
Market research
Target market
Market opportunities
Product concept
Marketing mix
Consumer markets v. producer markets
Market segmentation is identifying
groups of potential customers with
similar needs, wants and behaviour.
Unscramble the definition and decide
what term is defined here

consumers aims
which
group of
company
at
products and services.
A specific
its
SOLUTION


A specific group of consumers at which a
company aims its products and services.
Target market
What is the target market for
these products?
What is the target market for
these products?
Market opportunities
1.
2.
Creating demand for
a new product
Satisfying the needs
of consumers
a)
1,75 litre milk bottle
b)
Mobile phone for
children under 6
The marketing mix





What is the marketing mix?
What falls under each P?
When is the marketing mix well set?
Watch and take notes:
https://www.youtube.com/watch?v=JIirzTdae
y4
The marketing mix: Make 4 groups
Product, Price, Place, Promotion

logistics, payment plans, personal selling,
item/service, retail price, variety, distribution
channels, bonuses, sales promotion, quality,
brand, sponsorship, delivery, design,
discounts, package, credit terms, retail
locations, advertising, public relations (PR)
The marketing mix: the 4
groups
Product
•item/service
•variety
•quality
•brand
•design
•package
Price
•retail price
•bonuses
•discounts
•payment
plans
•credit terms
Place
•distribution
channels
•delivery
•retail
locations
•logistics
Promotion
•advertising
•personal
selling
•sales
promotion
•PR
•sponsorship
Change the marketing mix to increase
sales
1.
2.
3.
4.
Your attractively priced, good quality diving gear
doesn’t sell well despite all your advertising efforts.
Your main outlets are in Osijek and Zagreb.
Your company launched a new parfume intended
for the up-market consumer. Its price competes
with Rexona.
You opened a new restaurant in your home town
and decided to advertise it in Vjesnik.
You feel that the packaging of your after-shave line
doesn’t stand out enough against the other
products on the shelves.