Download Topic 19 Customer focus and the marketing mix

Customer focus
AND THE MARKETING MIX
Learning Objectives

Understand that any business needs customers to survive
(D)

Appreciate that knowing who and how many customers
might be interested in buying products from the business
is important (C).

Appreciate that a business must anticipate, identify and
meet customer needs if it is to be successful ( C).
 Understand
that a business will have to consider its
price, the product itself how to make customers
aware of the product (promotion) and how to get
the product to the consumer (place) as important
elements in meeting customer needs (B/A).
 Understand that different businesses will place
different emphasis on the elements of the mix and
that the mix can be amended to meet changing
consumer needs (B/A).
Key terms
 Marketing
mix-the combination of factors
which help the business to take into
account customer needs when selling a
product-usually summarised as the 4 p’s,
which are price, place , product,
promotion.
 Price-
the amount of money customers
have to give up to acquire a product.
Product-a good or service produced by a
business or an organisation and made available
to customers for consumption.
 Promotion-communication
between
the
business and customer, making the customer
aware that the product is for sale, telling or
explaining to them what is the product, making
the customers aware of how the product will
meet the customers’ needs and persuading
them to buy it for the first time or again.

Starter
‘Customer is King’
Do you agree the customer is always right?
Customer focus
1.
Identifying need- using techniques such as market
research to find out what customers want
2.
Anticipating need-the best businesses are able to
identify needs in advance to give them a competitive
advantage.
3.
Meeting customer needs-a business must be able to
provide what ever customers want, whether that is
quality, low price or excellent service.
Task 1

In pairs – identify how each of the three areas of
customer focus can be implemented in
practice, provide examples.
1.
A business asking customers to complete a
questionnaire as they leave the store.
2.
Anticipating the weather- A fashion brand
changing clothing in its stores to match the
styles at a national fashion show.
3.
A business adapting elements of the marketing
mix. E.g. using recycled packing for
environmentally conscious customers.
Student activity
(15 min)

Student identify and describe - The marketing mix

What are the four P’s of marketing mix

Students divided into groups each group creates a mind
map for each of the 4 p’s. (15 min)

Present to rest of class.
Product

Product must meet the needs of customers

The business must consider the following when DIFFERENTIATING their product from
others:

Who is our product targeted at?

What will be our product range (variety)?

What will be our unique selling point (USP)?

What will our brand be about/brand name be?

What will be our formula (ingredients or materials)?

What will be our packaging?
Plenary
Match the correct key term
Anticipating need
Identifying need
Meeting customer needs
A
B
C
1
2
3
A business must be able to The best businesses are able to using techniques such as market
provide what ever customers identify needs in advance to give research to find out what
want, whether that is quality, low them a competitive advantage.
customers want
price or excellent service
Product-
A
Communication
between the business
and customer, making
the customer aware
that the product is for
sale,
telling
or
explaining
to
them
what is the product,
making the customers
aware of how the
product will meet the
customers’ needs and
persuading them to
buy it for the first time or
again.
1
Price-
B
Marketing mix-
C
The
combination
of The amount of money
factors which help the customers have to give up
business to take into to acquire a product.
account customer needs
when selling a productusually summarised as the
4 p’s, which are price,
place
,
product,
promotion
2
3
Promotion-
D
A good or service
produced by a business or
an organisation and
made available to
customers for
consumption.
4
Assessment
1.
2.
3.
4.
Why a business does needs customers to survive? (D)
Explain how knowing who and how many customers
might be interested in buying products from the
business is important (C).
Understand that a business will have to consider its
price, the product itself how to make customers aware
of the product (promotion) and how to get the product
to the consumer (place) as important elements in
meeting customer needs demonstrated using mind
maps during group work) (B/A).
How do different businesses place different emphasis on
the elements of the mix and how can the mix be
amended to meet changing consumer needs? (A).
Homework and Extension
 Case
 Write
study questions p.95
a summary of what you have
learnt about customer focus and the
marketing mix.