Download market share

MARKETING
UNIT 12
WHAT IS MARKETING?
CHOOSE THE BEST DEFINITION.
 ‘The aim of marketing is to make selling
superfluous.’- Peter Drucker (i.e. you must
understand the customer so well that the
product/service sells itself)
 ‘A combination of selling, advertising and PR.’the widely held view of the public
 ‘The performance of business activities that direct
the flow of goods and services from producer to
consumer or user.’ – American Marketing
Association

‘Getting the right goods, to the right people, in the
right place, at the right time, with the right level of
communication profitably.’ – Chartered Institute of
Marketing (UK)

‘Consumption is the sole end and purpose of all
production.’ – Adam Smith, Wealth of Nations (i.e.
only produce what someone will buy)
In fact, they all mean the same thing - find out what
customers want and produce/deliver it.
MARKETING AIMS
MARKETING is the management process involved
in i_________, a_________ and s_________ consumer
requirements profitably.

Marketing means identifying customers, defining and
d_________ the products or services they want, and
m_________ and d_________ them.

Marketing means anticipating and c_________
needs: p_________ useful things customers didn’t
know they wanted until you produced them.
MARKETING AIMS
MARKETING is the management process involved
in identifying, anticipating and satisfying consumer
requirements profitably.

Marketing means identifying customers, defining and
developing the products or services they want, and
making and distributing them.

Marketing means anticipating and creating needs:
producing useful things customers didn’t know they
wanted until you produced them.

Marketing must s_________ consumers' wants and
needs profitably.

It involves building good long-term customer
r_________ (e.g.dealing with complaints).
 It affects all aspects of business (e.g. production,
p _________).
 S_________ is only one part of the marketing
process (market research, testing, design).
 A_________ is just one of a number of tactics used
in the process (sales promotion, free gifts,
competitions, PR, personal selling)

It is an ongoing, constant process which requires
momentary response to changing t_________.

Marketing must satisfy consumers' wants and
needs profitably.

It involves building good long-term customer
relations (e.g.dealing with complaints).
 It affects all aspects of business (e.g. production,
pricing).
 Selling is only one part of the marketing process
(market research, testing, design).
 Advertising is just one of a number of tactics used
in the process (sales promotion, free gifts,
competitions, PR, personal selling)

It is an ongoing, constant process which requires
momentary response to changing trends.
MARKETING AIMS IN SHORT
Maintain quality/price relationship
Always listen to customers
Remember the need that you are satisfying
Know your customers
Explain benefits, not features
Talk to your customers
Involve all staff in marketing
Needs not wants
Grow your market share – profitably!
MARKETING AIMS
VOCABULARY- BASIC MARKETING
TERMS, MK p 64

Do the vocabulary task in MK, p 64 – Match
the words with the corresponding definitions.
READING – MARKETING,
RB p. 71
READING – TASK 1 – Match the paragraphs with the
corresponding headings.
TASK 2 – HANDOUT - Work in groups of 5 students.
Each student in the group completes one paragraph
with the missing information from the text.
SELLING CONCEPT VS.
MARKETING CONCEPT
SELLING means you sell what you make.
MARKETING means you make what you can sell.
PRODUCT
vs.
oriented
inward looking
out-dated
shorter time horizon
about profit now
introverted
CONSUMER
oriented
...
...
...
…
…
SELLING CONCEPT VS.
MARKETING CONCEPT
SELLING means you sell what you make.
MARKETING means you make what you can sell.
PRODUCT
vs.
oriented
inward looking
out-dated
shorter time horizon
about profit now
introverted
CONSUMER
oriented
outward looking
state-of-the-art
longer time horizon
about profit in the long run
extroverted
MARKETING PROCESS
Devise/analyse
marketing strategy
Monitor consumer
reaction/sales
performance
Re-assess
consumer reaction/
sales levels
If necessary
adapt
marketing strategy
WHAT IS THE MARKETING
MIX?
MARKET
RESEARCH
MARKET
PLANNING
MARKETING
MIX
P..........................
P..........................
P..........................
P..........................
MARKET
TESTING
MARKET
PERFORMANCE
TO WHAT EXTENT DOES THE SUCCESS OF
THESE TWO BRANDS DEPEND ON
MARKETING?
THE 4 Ps OF THE
MARKETING MIX
PRODUCT
 the totality of a product's features and benefits
 influences the buying behaviour
 determines acceptable price
PRICE
 often not the predominant factor in the modern
marketing mix
 setting the right price can attract a large market share
(lower price than the competition)
 the pricing strategy varies over the product life cycle
THE 4 Ps OF THE
MARKETING MIX
PROMOTION
 should communicate the benefits of the product to
the target market
 four main promotional activities: paid advertising,
unpaid publicity, personal selling and sales
promotion
PLACE
 should select the appropriate channels of
distribution to deliver goods and services to the
consumer
THE 4 Ps OF THE MARKETING MIX
- AIMS
THE BLENDING OF THE 4 Ps
WHAT ABOUT THE COSTUMERS’
PERSPECTIVE?
HOW DOES THE MARKETING MIX
WORK ON THESE EXAMPLES?

http://www.youtube.com/watch?v=Mx0xCI1j
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
http://www.youtube.com/watch?v=LZeSZFYC
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